Why Small Business Must Turn to PR

If small business had no important outside audiences, it wouldn't exist.

But since they do have external "publics," it's doubly unfortunate when those same small business owners seem unconcerned about the very outside folks whose behaviors can place a choke-hold on their business!

And worse, are so casual about public relations, the best way to move those behaviors in their direction.

Is that you? What's the problem? Can you think of any other way to marshall those groups of people you need so badly if your business is to succeed?

Face it. You must turn to public relations if you are really serious about getting those important outside people to support what you are trying to do.

And the best part is, there's no mystery about how to do it!

Start today by listing your important outside audiences in priority order. No doubt, customers and prospects will place #1 and #2. But think carefully about your local and trade media as well as community residents and leaders, suppliers and the like. The test for adding an external audience to your worry list is this: if left unattended, could its perceptions and behaviors hurt your business?

Since there is no other affordable way to find out how each of your target audiences perceive your business, products, services and operations, you must take the time to do it yourself along with your colleagues. Interact with members of that key target audience and probe their perceptions with plenty of questions. Watch for misconceptions, inaccuracies and rumors that need to be corrected. Stay alert to negativity of any kind.

This will let you decide how much you will try to alter perceptions among each audience. It also becomes the behavior modification goal against which you will measure your progress.

Now it's message time. What will you say to members of your target audience to alter that negative perception that surfaced during your conversations with them? Your message must be persuasive, so stick with the facts and present them clearly. By identifying honestly what is really at issue at the moment, you impart a sense of credibility to your comments, and their timeliness adds a compelling dimension to your message.

What's the best way to get that message to the eyes and ears of members of your target audience?

Here, you have an embarrassment of riches with dozens of communications tactics including news announcements, op-eds, letters-to-the-editor, speeches, community briefings, broadcast and newspaper interviews and many, many others.

Progress can best be tracked by interacting all over again with members of the target audience. While you'll ask questions similar to those you asked in your earlier monitoring sessions, this time you're looking for signs that your message got through. In other words, signs that your message succeeded in altering any negative perceptions of your business.

You should also monitor print and broadcast media, key customers and prospects for similar indications of success.

Should progress not be fast enough for you, you'll want to consider increasing the number of communications tactics you employ as well as the frequency of their use. Your message should also be re-evaluated for its factual basis and clarity.

Gradually, your monitoring will playback perception changes among that target audience, and that means the behaviors you seek will not be far behind.

It is this kind of success that tells us very clearly why small business must turn to PR if it is to realize its potential.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net.

Robert A. Kelly © 2003.

About The Author

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. 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. mailto:bobkelly@TNI.net. Visit: http://www.prcommentary.com

---

Book Yourself Solid Key #5: Go Forward With Gusto & Articulate What You Do

Want your small business to flip instead of flop?! Statistically... Read More

Mobile Car Wash and Cleaning Post Office Jeeps

If you own a mobile truck washing, pressure washing or... Read More

9 Things You Must Do To Maximize Your Chances Of Obtaining A Small Business Loan

To get approval for your small business loan application, you... Read More

The Business Autopsy: A Fact Of Life

Last week we discussed the importance of performing an autopsy... Read More

Dont Wait - Sell The Future Now!

Just as you are about to say "good-bye" to your... Read More

Small Business Marketing: Specialize or Generalize?

There have been many great points raised on both sides... Read More

Small Business Newsletter Dilemma: Which Day Do I Send?

If you're just ramping up your small business email newsletter,... Read More

Sex Up Your Business Growth

A top executive called up me late in the night.... Read More

How To Select a Franchise

Here are some useful tips on how to select a... Read More

Trailblazer Interview with Diane J. Levin, Partnering Solutions

Today is a Red Letter Day! It's special because today... Read More

Personal Success - Take a Break from Business

Have Some Time to Yourself One of the most important... Read More

How Micro Loans Can Mean Macro Success for Your Business

"Inch by inch, row by row...that's the way my garden... Read More

Accounting Methods ? Cash and Accrual

When starting a business, you have to determine the method... Read More

How to Create an Information Plan

What is in an information plan?Before you even meet with... Read More

Effectively Completing the Operations Plan Section of Your Business Plan

The Operations Plan is a critical component of any business... Read More

Boy oh Boy, The Obstructions and Obstacles

The bad things starts with the letter 'O'?.like Obstacles, Obstruction,... Read More

Top 10 Record Keeping Mistakes Business Owners Make (and How To Avoid Them)

If you interviewed business owners of failed businesses, a majority... Read More

Survival Tips For Small Businesses

You may be in Mail Order, Direct Mail, or you... Read More

Write An Effective Job Proposal

I am simply amazed at the problems some of my... Read More

Have You Thanked Your Competitors Today?

Competition in the business world is often viewed as a... Read More

How to Become Successful in the Field of Financial Consultants

Financial Consultants are one of the fastest growing industries today.... Read More

Street Wars Between Mobile Car Washers and Mobile Auto Detailers

There is much competition in the mobile auto detailing business.... Read More

Small Business Debt Collection Laws

In your small business debt collection laws will eventually become... Read More

How to Profile a Client

At first glance, this topic may seem a little repetitive,... Read More

Looking for a New Office Chair?

Perhaps you are building a new home office or you... Read More

How to Profit from Business Consulting Opportunities

Business consulting opportunities might be just what your are looking... Read More

Expanding A Mobile Car Wash Business

What is the best time to expand a mobile car... Read More

Want to Grow Your Business? Make an Irresistible Offer

My clients and many of my readers are small and... Read More

Winning in Business - Lessons from Lance Armstrong

Lance Armstrong this week won an unprecedented 7th Tour de... Read More

Speed Kills on the Web!

I only have to point to the 555 plus failed... Read More

Build Your Small Business by Building Relationships

-- The One Pager Shortcut Series --People do business with... Read More

How to Profit Handsomely From a Secret Business Model Virtually No Small Business is Using!

Have you been searching for the perfect home-based business? I... Read More

Are You Using a Chess or Checkers Small Business Marketing Strategy?

Until the day I learned to play chess I loved... Read More