Successful Small Businesses Use PR
Successful Small Businesses Use PR
your ezine, newsletter, offline publication or website. Only
requirement: you must use the Robert A. Kelly byline and
resource box. Word count is 880 including guidelines and
box. Robert A. Kelly © 2006.
Successful Small Businesses Use PR
It’s obvious when a small business has accepted the fact that
its most important outside audiences need lots of care and
feeding. They do something about it.
There’s a sense of urgency and a recognition that those “key
target publics” have behaviors that really impact the business,
and that they had BETTER do something about it!
What about you? Are you ready to follow the winners and get
public relations working for your small business?
The payoff can be significant – key audience behaviors that
directly support your business objectives and make the
difference between failure and success.
Results, for example, like a rebound in showroom visits;
customers making repeat purchases; prospects starting to work
with you; specifying sources looking your way; new proposals
for strategic alliances and joint ventures; new feedback channels;
community service and sponsorship opportunities; new
thoughtleader and special event contacts; and even stronger
relations with government agencies and legislators as well as
educational, labor, financial and healthcare communities in
which you may be interested.
But, as always, there’s some work connected to reaching that
pot of gold, but it’s really worth the effort.
If you’re willing, begin by listing those most important outsiders
in a priority ranking. Probably, customers and prospects will
take #1 and #2 positions. But others rate a spot on that list
depending on how crucial they are to the success of your
business. In fact, an audience only makes the list if, left
unattended, its perceptions and behaviors actually can hurt your
business.
You’re at a disadvantage when you don’t know what those
important external audiences think of you and your small
business. And the only affordable way to find out is for you
and your colleagues to talk to members of that key audience
by interacting with them. Ask questions about what they think
of you, your business and its products or services. Especially
watch for any negativity, misconceptions, inaccuracies,
wrong-headed beliefs, or rumors. And monitor local print and
broadcast media, especially local talk shows and newspaper
pages, for similarly negative signs.
The responses you gather help you set your public relations
goal. For instance, correct that wrong-headed belief; fix that
inaccuracy; or straighten-out that misconception. The goal, by
the way, will also become your behavior modification marker
against which progress can be tracked.
But how do you get there? You select a strategy from the three
available to you: create perception/opinion where none may
exist, change existing perception/opinion, or reinforce it. The
public relations goal you just set will lead you directly to the
right choice of strategies: create a perception where one may
not have existed, change a perception, or reinforce an existing
perception.
The message you send to your target audience is crucial, and
writing it can be hard work because it must alter any negativity
you found when you interviewed audience members.
Above all, it must be persuasive while clearly presenting the
facts. It must be credible, believable and timely as it explains
truthfully what is at issue at that moment. In short, your
message must be compelling.
Getting that finished message to the right eyes and ears is your
next challenge. And that means selecting the right communi-
cations tactics, and you have dozens of them available to you.
Speeches, press releases, emails, meetings, radio and newspaper
interviews, action alerts, brochures, newsletters and so many
others.
Before long, you’ll be looking for indications that your new
public relations program is making progress.
After the communications effort has had six or eight weeks to
take effect, it seems obvious that the best way to determine
how much good it did is to go back to members of your key
target audience, interact with them again and ask more questions.
The difference this time, however, is that you are looking for
signs that your carefully prepared message is really altering
the negativity you discovered during your interviews with
those target audience members. And once again, keep an eye
and ear on local media for similar signs that your message
has been heard.
If you’re anxious to speed up the process, boost the number
and variety of the communications tactics you’re using, as
well as their frequencies.
What you want is for your second monitoring go-around to
show marked perception change which tells you clearly that the
behaviors you really want are on the way.
In the PR business, that spells success.
end
Bob Kelly counsels, writes and speaks to business, non-profit and
association managers about using the fundamental premise of public
relations to achieve their operating objectives. He has authored 245
articles on the subject which are listed at EzineArticles.com, click
Expert Authors, click Robert A. Kelly. He has been DPR, Pepsi-Cola
Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport
News Shipbuilding & Drydock Co.; director of communications,
U.S. Department of the Interior, and deputy assistant press secretary,
The White House. He holds a bachelor of science degree from
Columbia University, major in public relations.
mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
Successful Small Businesses Use PR - To learn more about this author, visit Bob Kelly's Website.
Like this article? Share it with your friends
Please feel free to publish this article and resource box in
your ezine, newsletter, offline publication or website. Only
requirement: you must use the Robert A. Kelly byline and
resource box. Word count is 880 including guidelines and
box. Robert A. Kelly © 2006.
Successful Small Businesses Use PR
It’s obvious when a small business has accepted the fact that
its most important outside audiences need lots of care and
feeding. They do something about it.
There’s a sense of urgency and a recognition that those “key
target publics” have behaviors that really impact the business,
and that they had BETTER do something about it!
What about you? Are you ready to follow the winners and get
public relations working for your small business?
The payoff can be significant – key audience behaviors that
directly support your business objectives and make the
difference between failure and success.
Results, for example, like a rebound in showroom visits;
customers making repeat purchases; prospects starting to work
with you; specifying sources looking your way; new proposals
for strategic alliances and joint ventures; new feedback channels;
community service and sponsorship opportunities; new
thoughtleader and special event contacts; and even stronger
relations with government agencies and legislators as well as
educational, labor, financial and healthcare communities in
which you may be interested.
But, as always, there’s some work connected to reaching that
pot of gold, but it’s really worth the effort.
If you’re willing, begin by listing those most important outsiders
in a priority ranking. Probably, customers and prospects will
take #1 and #2 positions. But others rate a spot on that list
depending on how crucial they are to the success of your
business. In fact, an audience only makes the list if, left
unattended, its perceptions and behaviors actually can hurt your
business.
You’re at a disadvantage when you don’t know what those
important external audiences think of you and your small
business. And the only affordable way to find out is for you
and your colleagues to talk to members of that key audience
by interacting with them. Ask questions about what they think
of you, your business and its products or services. Especially
watch for any negativity, misconceptions, inaccuracies,
wrong-headed beliefs, or rumors. And monitor local print and
broadcast media, especially local talk shows and newspaper
pages, for similarly negative signs.
The responses you gather help you set your public relations
goal. For instance, correct that wrong-headed belief; fix that
inaccuracy; or straighten-out that misconception. The goal, by
the way, will also become your behavior modification marker
against which progress can be tracked.
But how do you get there? You select a strategy from the three
available to you: create perception/opinion where none may
exist, change existing perception/opinion, or reinforce it. The
public relations goal you just set will lead you directly to the
right choice of strategies: create a perception where one may
not have existed, change a perception, or reinforce an existing
perception.
The message you send to your target audience is crucial, and
writing it can be hard work because it must alter any negativity
you found when you interviewed audience members.
Above all, it must be persuasive while clearly presenting the
facts. It must be credible, believable and timely as it explains
truthfully what is at issue at that moment. In short, your
message must be compelling.
Getting that finished message to the right eyes and ears is your
next challenge. And that means selecting the right communi-
cations tactics, and you have dozens of them available to you.
Speeches, press releases, emails, meetings, radio and newspaper
interviews, action alerts, brochures, newsletters and so many
others.
Before long, you’ll be looking for indications that your new
public relations program is making progress.
After the communications effort has had six or eight weeks to
take effect, it seems obvious that the best way to determine
how much good it did is to go back to members of your key
target audience, interact with them again and ask more questions.
The difference this time, however, is that you are looking for
signs that your carefully prepared message is really altering
the negativity you discovered during your interviews with
those target audience members. And once again, keep an eye
and ear on local media for similar signs that your message
has been heard.
If you’re anxious to speed up the process, boost the number
and variety of the communications tactics you’re using, as
well as their frequencies.
What you want is for your second monitoring go-around to
show marked perception change which tells you clearly that the
behaviors you really want are on the way.
In the PR business, that spells success.
end
Bob Kelly counsels, writes and speaks to business, non-profit and
association managers about using the fundamental premise of public
relations to achieve their operating objectives. He has authored 245
articles on the subject which are listed at EzineArticles.com, click
Expert Authors, click Robert A. Kelly. He has been DPR, Pepsi-Cola
Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport
News Shipbuilding & Drydock Co.; director of communications,
U.S. Department of the Interior, and deputy assistant press secretary,
The White House. He holds a bachelor of science degree from
Columbia University, major in public relations.
mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
Successful Small Businesses Use PR - To learn more about this author, visit Bob Kelly's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
|||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
|||
Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
|||
Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
|||
Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
|||
John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
|||
Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Bob's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
|
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Federal Antitrust Laws Learn From Success Cash Flow Forecast Samples Dismiss a Franchise Canadian Leadership |
|
 | ||
 |
The Top 10 GTD Times Posts
Best Posts for Productivity | |
 |
Top 50 Diversion Blogs
Top Diversion Blogs of 2009 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||||
| ||||||||||||
|
|
||||||||||||