The PR Commitment to Small Business
March 9, 2010
We’re 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, it’s a matter of dollars and cents, even of survival!
So, what are we to make of small business failures? Especially one where it’s 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.
Arent Small Businesses Lucky?
February 28, 2010
Why? Because they have access to world class public relations no matter how small they are.
That’s one way of saying, take care of your key target audiences, Mr/Ms small business owner, and they’ll take care of you.
What’s that based on? Why the fundamental premise of public relations, of course.
“We know that people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. So, when we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished.”
And here’s the first step towards putting that “magic” to work for your small business. Look closely at those outside audiences whose behaviors actually help or hinder your particular business. Decide which is your KEY target audience and concentrate on it for starters.
Next, mix in with members of that audience - we call it a “public” - ask questions and clearly monitor the answers. Anybody have a problem with your business? Notice any inaccurate perceptions or mistaken beliefs about your products or services? Are there misconceptions about your business involving pricing or quality? Do you see any kind of problems brewing down the line?
Small Business Failure? Nuts!
February 14, 2010
Pardon my enthusiasm, but a large part of your small business’ success is somewhere else. Namely, out among the company’s important external audiences.
How they perceive you, and what they believe about you and your business, directly affect your chances of success. And that’s because those perceptions usually lead to predictable behaviors, good or bad. So they’re pretty important!
Now, here comes the public relations professional who tests the opinion waters, then decides whether, on your behalf, s/he needs to create, change or reinforce that opinion about you and your company. This is important because it will affect the message content you prepare aimed at those perceptions.
Next, s/he’ll attempt to reach, persuade and move-to-actions- YOU-desire those very people whose behaviors affect your operation the most. And we’re talking about actions like neutralizing a rumor, clarifying incorrect perceptions of your service quality, or reinforcing awareness of your organization’s contributions to the local and regional community.
Now, of course, you and your PR counsel agreed up front, at the beginning of the program, on the behavioral changes you would like to see occur. So, it’s a simple task to review together just how successfully the public relations effort on behalf of your small business is, or is not going.
Small Business Success - It?s a Matter of Confidence
February 3, 2010
I was floored! I couldn’t believe what they were saying! But there they sat — three of the biggest film stars of our age — telling the world they had issues with confidence. I was watching an interview where Meryl Streep, Nicole Kidman and Julianne Moore were talking with Oprah Winfrey. Their conversation gave me a lot to think about in regard to small business success.
It started with Meryl making a comment about a movie she’d starred in. Her joke was about the fact that she actually quit the movie before it began filming and then ended up following through with her commitment after all. At this point, Nicole and Julianne chimed in. “I do the same thing!” was the cry. As I watched these three huge film stars go back and forth with their issues of insecurity, it dawned on me that I had something in common with these movie icons.
As a small business owner, I constantly question myself. I wonder if I have the imagination, the talent, the skills, or the drive to make it online. Yes, I’m earning a full-time living on the Web. I’ve done so for quite some time now. But that fact seems to play a tiny part in the establishment of my self-esteem.
Public Relations: Antidote for Small Business Failure
January 24, 2010
When small businesses fail, the wreckage is often assigned to undercapitalization, among other mistakes. Seldom is failure attributed to a lack of effective communications that might have modified the behavior of sales prospects in a positive way, thus averting bankruptcy.
In my view, raising money for new businesses is a skill best left to others, but smart, aggressive communications is not. As the entrepreneur, you cannot rely on your financing source to create the broad public exposure your business needs if it is to survive. Ideally from Day 1, you must take the lead in this vital effort accepting the fact that good results come only after careful planning and implementation of a realistic and workable public relations strategy.
Before you achieve real growth and prosperity, your target audiences must not only become aware that your company exists, they must be motivated to take action. Doing something about how your business is perceived means a well-planned public relations program that can reach, persuade and move those prospects to action.
At the root of it all, is a simple truism we all know but tend to forget: people act on their perception of the facts. If the small business owner is to have an effect on those perceptions, he/she must deal with them promptly and effectively.
11 MONSTROUS Small Business Marketing Mistakes and How To Avoid Them
January 14, 2010
Increase your profit potential by identifying ? and avoiding ? these 11 marketing mistakes.
MONSTROUS Marketing Mistake Number 1: Sinking a Fortune Into an Unproven Product
Is your business idea built on market research or a hunch?
Entrepreneurs often fall in love with their products or services before they determine if there’s a real market, and they throw fistfuls of money into the venture. If you, your spouse, your uncle, and your neighbor think you’ve got a winning idea, that’s simply not enough qualified input to run to the bank and drain your savings account!
Avoid this mistake by:
- Conducting your detective work (research).
- Testing your business idea with the real marketplace.
MONSTROUS Marketing Mistake Number 2: Believing That “If You Build It, They Will Come”
Do you think you have a product or service that will practically sell itself?
Trust me - you don’t.
There is a misconception among small business owners that, with the right product or service, your customers will simply “find” you when you open your doors for business. Whether you have a physical storefront on a corner lot in the busiest part of downtown, or a graphically pleasing online storefront offering easy access to your hot products and services, your customers will not find you if you do not market to them.
Making Direct Mail Work for Small Businesses
January 2, 2010
If you own a small business, then you know the value of affordable and effective marketing. Unfortunately, many traditional and online advertising methods are becoming quite expensive. This article will explain direct mail guidelines and methods.
Direct mail is an often over-looked method that can be very effective if executed properly. There are three guidelines to follow when conducting an effective direct mail campaign:
1. Catch the reader’s attention immediately. You only have a few seconds to do this before your mail ad is thrown away as junk mail. Therefore, opt for postcard mailings instead of sending your offers in an envelope. If your business is relatively small and unheard-of, the reader will never open it unless your company’s name is familiar to the reader. Envelope advertising is cheaper than postcard advertising, but is only effective if you have already built up name recognition.
When using the postcard method, you will need to be able to print images on the card. I highly, highly recommend investing in a quality home photographic printer. You will end up saving money in the long-term, and your printer will be right where you need it whenever you need it. Whenever you have materials printed professionaly, you pay for labour, expensive inks, and expensive equipment.
Your Babys Ugly..and Youve Got Bad Breath
December 22, 2009
I’ve got good news and bad news. The good news is that 98% of businesses are small businesses. That bodes well for the entrepreneurial spirit that has made our nation great. The bad news is that 80%, that’s right, four out of five new businesses will fail in their first five years.
After years of building my own companies and consulting growing businesses, I’ve come to the realization that too many business owners can’t see their business through an objective eye, which often leads to their demise. It takes an incredible amount of intense drive, determination and a strong ego to breathe life into a business and create products from scratch, but it’s also that same ego that won’t let a business owner be objective about what their business needs to succeed. The business is up and running at light-speed and management doesn’t have the time or willingness to stand back and take a real look at what they have created. They are too close to the problems to see them. Just like a proud parent, they have spent sweat and time creating this "baby," and they refuse to believe that it might be less than perfect.
Work is a Four Letter Word
December 10, 2009
I love work, I can watch it all day.
I am not scared of work, I have been known to approach within arm’s length of it on a number of occasions.
How often have you heard these remarks?
To a lot of people the word ‘Work’ is more than just a four letter word. It is something that takes up more than a third of their life. Something that has to be endured to provide for the family. To put food on the table and to pay the rent and taxes.
To some others work is something that they look foreword to and are not happy when something comes between them and their passion.
The first group of people are, as a general rule, people who work for wages. I was going to say that they worked for other people. That would not have been true. No matter who you work for, yourself or someone else, it’s the money at the end of the week/month that really matters.
The other group is comprised mostly of people who run their own businesses.
Choose Your Own Guru
November 29, 2009
What is a guru?
A guru is a teacher. A mentor. On the internet a guru is someone who has a lot of experience and has made the grade, ie. He/She has set up a business that is financially successful and is willing to share the experience with anyone who is interested.
Are you a guru? If not please read on.
The majority of internet gurus are only too happy to teach. Becoming a guru in the true sense of the word.
Pick a guru. There are at least a dozen who not only publish a newsletter with articles showing some of the tricks-of-the-trade but have also published ebooks showing in detail the best way to start and run a business.
Learn from the real experts. There are hundreds of people out there who purport to be experts in ecommerse. Most of them have just read a few books and composed their own book comprised of second hand information. You may ask "What’s wrong with that?’ it’s the same information written in a different style."
