PR and Communications

By: Business In General Blog  09-12-2011

Well you’re right.  If you are in fact exceptional at what you do, have a ton of experience or are sitting on a leading edge breakthrough it’s time to start adding some PR to the mix.

What exactly is Public Relations?

According to Wikipedia, it is “The practice of managing communication between an organization and its publics.  PR provides an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement and do not involve a direct payment.”

That’s right, public relations is when a third party endorses your public interest and news stories for FREE!  It differs from a referral which refers your products and services and differs from advertising because you don’t pay for it.  But it can be one of your strongest tactics for attracting and closing business.

Who are your Publics?

Typically a small business owner is trying to position themselves as an industry leader to:

  • Customers
  • Prospects
  • Circles of Influence (Peers, Media, Strategic Partners, Industry leaders)
  • The general public, and possibly
  • Investors and/or employees

There are 4 key activities you can leverage to reach these publics.  Some or all of these may apply depending on your personality, speaking skills and level of expertise. They are:

  1. Speaking online (webinars, videos) and offline (conferences, associations)
  2. Writing online (blogs, online publications) and offline(magazines, newspapers, newsletters)
  3. Working with the media
  4. Social media engagement

Let’s have a look at each of these.

Speaking

Writing

You’re hearing it everywhere now, and I know I keep saying it over and over. Content is king. For service based companies this is how you SHOW your expertise. Even product based firms can benefit in sharing product specs, testing and demos. Start by creating your own articles for your own newsletters and posting those articles:

On your site
Via your social networks
On your blog
On article submission sites, and
Via strategic alliance channels (newsletters, sites)

Don’t shy away from approaching free magazines and publications (online and offline), to see if they might like to make you a regular contributor.

Working with the media

The first key step to working with the media is to identify exactly who you should be talking to. This means you need to start collecting the names of Newspaper reporters for relevant sections, TV and Radio Producers and editors of magazines and publications. Don’t forget those important thought leaders online as well!

The third step is to start communicating with them via their blogs, social media, online press releases and through pitching them your ideas. Share new trends, an interesting angle to a topical, major event, awards or recognitions or new innovations.

Once you get coverage, you can post this on your site and share it with your networks for even more credibility power. Don’t forget to also follow up and thank them for the coverage and measure your results.

Social Media and Online

Upping your PR may be adding some major to-do’s to your list or to the list of an already overworked employee, but these are important and effective actions every company should take. Assuming you are passionate about what your company does for a living, doesn’t it only seem right that you should be educating the public on the benefits you can offer to others and the problems your products or services can solve? Find a way to get it done!


Contact Business In General Blog

Email

Print this page

Other products and services from Business In General Blog

09-12-2011

Sales and Marketing

Your marketing strategy should become a plan that includes monthly review, tracking and measurement, sales forecasts, expense budgets and non-monetary metrics for tracking progress. Some parts of the plan also will work better than others, so review and revise to accommodate what you learn as you go. In terms of your business offerings, what could you drop off the list because it’s not strategic.


09-12-2011

Legal and Taxes

Most known software companies have had imitators mimicking packaging and interface, and sales lines, but that’s not actually illegal except in very extreme cases. If you doubt me, browse the retail shelves somewhere, and see how many packages copy how many other packages. While it’s shabby and usually kind of sleazy, it happens a lot and there’s not a lot of legal protection.


09-12-2011

Palo Alto Software

What Business Plan Pro did was help me get down on paper what we were doing and which directions we were going that we never stopped to think about before. They had just confirmed getting their snacks into a local winery, The Terra Cotta Vineyards, so they were celebrating a win. Randy knew they needed to expand to keep up, but they couldn’t keep funding the expansion with credit cards.


09-12-2011

Business Planning

The comparison between planned results and actual results isn’t a tool to catch people who underperform their measurements; instead, it’s to catch performance problems early and to work together to solve problems. Given the increasing pace of change, and the needs of a business to anticipate, track, and manage that change, the right kind of business planning is something that happens regularly, and continues forever.


09-12-2011

Business Finance

If you are dealing with life insurance for instance, utilize keywords geared towards that segment of the market like life insurance sales, life insurance, life insurance policies, life insurance plans etc. One key area to understand with such a campaign is negative keywords; save money and frustration so your company and its Web efforts are not left spinning their wheels.


09-12-2011

Business Management

In fact, many women believe there is more pressure on them when beginning a business - pressure to be taken seriously, to make the right calls, and in some cases to realize a lifelong dream. She can’t handle all her responsibilities – For many women, having their own small business also comes with the responsibility of raising children, sometimes in a one parent environment.