WOMEN IN BUSINESS: THE LAST INGREDIENT TO SUCCESS By Robert J. Fisher While no one will claim that the “playing field” is level yet for women in the business world, many of the inequities relating to the business gender gap (e.g. pay scales, promotions, assignments of responsibility, leadership positions) are disappearing - albeit at a pace that is too slow.
In the past two decades, there has been discernible progress. My profession (public relations) is a good case in point. When I began my career in 1968, less than one percent of my profession were women. The work force for women was so retarded at that time that my secretary had a master’s degree in English from Purdue while I only had a bachelor’s degree. Fortunately, she made me look good by correcting my writing.
Today, nearly 40 years later, approximately 60 percent of public relations professionals are women and when I’m out of the profession, it will probably be up to 80 percent. There’s still room for progress though. While many women have their own firms, there is still room at the top in both agencies and corporations for women.
Women have overcome the business gender gap through hard work, drive and determination which ultimately blended with the intelligence, competence, capabilities and talent that they always had when they were being discriminated against. From my three decades of experience in the business world, there is one last “ingredient” that women need to add to achieve a truly successful “recipe” for total business success.
That ingredient is marketing. It is not enough in today’s business world to be satisfied with “climbing the ladder” or get equal recognition, promotions and pay as men. Professional women and female business owners - in general - need to be more aggressive in marketing themselves and their businesses.
This is not to say women aren’t doing this now. In the 20 years since I founded my firm, we have represented over 30 female professionals or business owners - and we’re a small firm. Across the board, however, many more should be promoting themselves - as men do without reservation. I suspect, with some, their reluctance has to do with the thought of “don’t make waves” and the fortunately declining view of “keep your place.”
Marketing in the business world is critical for two things: (1) creating awareness; and (2) establishing an image and reputation. Self (person or business) promotion is not bad (e.g. “don’t hide your light under a bushel”) - its essential. Whether one chooses to market through public relations, publicity, promotions, advertising, personal interaction, etc., it is an absolutely vital element of success in business.
There is one factor in marketing and communications (as it is in many aspects of life) that is critically important that you understand: PERCEPTION IS MORE IMPORTANT THAN REALITY! We elect U.S. Presidents on perception (and, in a current instance, a President could be destroyed as well). Even wars can start on perception. At some point, reality becomes vital. More importantly, perception paves the way to reality.
In marketing terms, “perception” can be equated to image and reputation. By marketing your background, accomplishments, experience, expertise and capabilities (which, hopefully are the reality), you are both generating an awareness of yourself or your business while creating an image (reputation) of its value or importance. With the key target audience you are trying to reach, this could lead (depending on what your objective is) to: securing business or clients or getting a raise, promotion or plum assignment/responsibility.
Communications breaks down into three basic elements: (1) a “sender” who disseminates a message; (2) the message; and (3) the target audience who receives it. In this piece, it will be hard to give specific recommendations for marketing because those reading it will be in different places in business (e.g. an employee, business owner, professional working by herself). Therefore, I will deal with market strategy, concepts and some general tried-and-true actions that work.
Of the three elements in the preceding paragraph, the target audience is the most important. If the target audience isn’t reached, nothing else matters. It is critical then that you define the target audience and know as much about it as you can. A “target audience” breaks into two categories: (1) the end user; and (2) the referral source. The “end user” is the one who makes the decision, finalizes the action. In many cases, however, the referral source may not be the most important - and, is the focus of many marketing programs. Why? Because often the referral source leads the end user to the sender - and, more importantly, influences the end user on what to do.
Once you have identified the target audience, putting together a marketing program for yourself or your business is very simple. I call it my “Custer’s Last Stand” concept. First, you have to understand why Custer lost to the Indians. It wasn’t because he was badly outnumbered (he was). He would have been massacred if the Indians had half his men. He was defeated because they (strategically) surrounded him.
Marketing is about surrounding your target audience so that no matter where they turn, they can’t escape. While the Indians’ goal was to kill the soldiers, your marketing goal is to inform and influence the target audience. In this analogy therefore, Custer is your target audience and the Indians are every method by which that audience receives information or is influenced.
To create a marketing plan for yourself or your business, you need to take the following steps:
1. Clearly define your objectives 2. Determine your target audience (e.g. who is it that will have to act for you to achieve
your target objectives 3. Use the “Custer’s Last Stand” concept to outline all available options to reach your target audience.
4. Put together your program by prioritizing or eliminating all available options, factoring
in:
a. Budget (can you afford to do everything?)
b. Timetable (can some options be done in time?)
c. Personal Capabilities (do you personally have the ability to do some options? - e.g. speak to crowds)
d. Personnel (if some options have to be done inside, do your people have the time or capabilities?)
5. Begin implementing your program.
6. Evaluate it periodically and make mid-course corrections.
As aforementioned, it is difficult to offer specific actions to take in a marketing program without knowing what the objectives are and the target audience. Much of what you would do would depend directly on your target audience. If you can identify your audience in terms of who they are (e.g. lawyers) and where they are, you can use a “rifle shot” - or direct - approach and communicate in a personal way. If you can’t identify your target audience (e.g. the general public), you have to use a “shotgun” - or indirect - approach and trust that your message gets to them. Following are some examples of marketing and communications actions to use for both approaches:
Rifle Shot Approach (when you know how to reach your target audience directly)
* Direct Mail (personally addressed)
* Meeting (one-on-one)
* Speaking Engagements * Having Events (e.g. seminars)
* Participation in Events (e.g. speaker, panelist)
* Newsletter * Specialized Media Exposure (e.g. bylined articles in trade magazines)
Shotgun Approach (when you can’t identify target audience)
* Media Exposure (e.g. interviews, features, profiles, guest editorials, letters to the editor, news conferences)
* Advertising (e.g. media, yellow page, outdoor)
* Trade Shows/Exhibits * Attendance at Events * Participation at Events (e.g. sponsor, taking booth)
* Direct Mail (e.g. mass mailings)
* Joining Organizations * Promotions/Events (e.g. sales/business oriented)
* Brochures/Fliers/Video Presentations There are many other actions to take, these are just some of the most common. The critical factor is that you be proactive in marketing yourself or your business’s capabilities in a manner that is prudent and effective depending on your situation and type of business. Women can and have advanced their careers and businesses in the past through marketing; hopefully you will too.
I like to feel my own support for the equality and advancement of gender in the business world is more than just words. Fisher and Associates, Inc. celebrated its 28th Anniversary on August 1. It has never employed a male professional except myself.
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Women in Business The last ingredient to Success - To learn more about this author, visit Bob Fisher's Website.
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Bob Fisher
(Visit Bob's Website)
Robert J. Fisher, a veteran public
relations executive and counselor with
over three decades of experience in the
fields of public relations,
marketing/communications and advertising,
is President of Fisher & Associates, Inc.
(F&A), a Los Angeles, CA-based public
relations and communications firm which
has served a broad range of businesses and
industries on local, national and
international levels for more than a
quarter century.
Prior to founding F&A in 1978, Mr. Fisher
worked for three of the world's larges
public relations firms: Burson-Marsteller,
Inc., Harshe-Rotman & Druck and Doremus &
Company. Other positions included:
reporter with the New York Times; PR
Director of Los Angeles Beautiful and
Promotion Director of major Los Angeles
Shopping Center.
Mr. Fisher has held leadership
positions in many business organizations,
including: Public Relations Society of
America, Publicity Club of Los Angeles,
Institute of Management Consultants,
American Heart Association, Public
Interest Radio & Television Society and
the Executives Association of Los
Angeles.
An author and lecturer, he is an expert in
crisis communications and image
development.
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Are men smarter than women? A huge new report says they’re not, but they certainly think they are. 
