Were birds of a feather, public relations and small business. Wonderfully compatible and a perfect fit. Usually makes it easy to commit resources to small business success.
But, sometimes I wonder about those small businesses that ignore the perceptions and behaviors of the key audiences with the most immediate impact on their businesses the very people who hold the future of that small business in their hands!
To me, its a matter of dollars and cents, even of survival!
So, what are we to make of small business failures? Especially one where its obvious that enough well-placed publicity might have altered the behavior of sales prospects in a positive way allowing the business to prosper and avoid a Chapter Eleven filing?
What a waste!
Truth is, the folks who make up these key audiences, like the rest of us, act on THEIR perception of the facts before them. If a small business overlooks this crucial reality, and fails to prepare by monitoring how these people view it, who is to blame if misconceptions flower leading inevitably to negative behaviors?
Of course, the small business itself.
The title of this article speaks of a commitment to small business. While I believe that public relations is indispensable to small business success, our commitment must be conditional.
Heres why.
Firing Underperforming Employees in Your Small Business
Here are a few tips on how to hand out pink slips when it comes time to terminate an employee.
As a small business owner with employees, you will likely find it necessary one day to terminate an underperforming employee if you havent already. In an ideal world, that wouldnt be so. We would hire the right people from the start, and then train and motivate them to do the job.
But, thats not realistic. In the audio book, Sound Advice on Small Business, entrepreneur Jim Schell says, The world and the people who inhabit it fall something short of perfect, and thus firing is a necessar ..
We are committed to your small business, and will help you every step of the way:
IF you take the time to meet with members of your key audiences and evaluate their feelings and beliefs about you;
IF you are committed to move into action when you discover troubling perceptions;
IF you accept that what people BELIEVE to be true, versus the truth, defines your public relations problem;
IF you are willing to raise your profile by regularly speaking before business and fraternal clubs, by meeting with the media, and by promoting your business as appropriate, thus building the kind of good will you will need should things go awry.
IF you prepare carefully written, persuasive messages that directly address the misconceptions you discover during your fact finding;
IF you select effective communications tactics that will carry your messages to those key audiences in a timely manner. Tactics such as meetings, speeches, luncheons, facility tours, promotional events, emails, media interviews and many more.
And IF you track your progress by speaking regularly with members of those key audiences, and monitoring both the media and the reaction of community residents and other businesses, adjusting your strategy and tactics accordingly.
A lot to ask in return for our commitment to a small business? Perhaps, but without such a commitment in return, a positive result is unlikely.
Small Business Websites: The Beginning of Something BigNowadays people check on the internet first when they want to
find a product or a service. This popularity has made the
Internet the biggest market wherein you can find a product or a
service to cater to your needs. Many enterprising people have
discovered this and have started their own business or have
expanded their businesses to include an Internet division.
If you have a business then you need to have a website. It s
important that you learn enough about how the internet works,
and how your business will benefit from having a website. There
are lots of potential customers and p ..
Public relations and small business ARE wonderfully compatible and a very good fit.
Thats why my commitment remains on the table.
end
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
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
Robert A. KellyThe PR Commitment to Small Business
