Arent Small Businesses Lucky?

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?

The answers to these questions should be grouped, then prioritized so that you apply limited resources to the most threatening problem areas.

The answers will lead to setting a clarifying public relations goal. Such as restoring understanding and acceptance by correcting that inaccurate perception; solving that frequently mentioned pricing glitch; or clearing up that misconception about service quality.

Now you need a strategy to help you reach that public relations goal.

As luck would have it, in public relations we choose from just three basic strategies: create perception (opinion) where none may exist; change existing perception; or reinforce it.

So, you have gathered input from your key target audience, and you've established a public relations goal and an enabling strategy.

But there's still work to do. You need a persuasive message to move opinion in your direction, but not just any message.

This one must aim squarely at setting down the truth about the misconception, or inaccuracy, or even an unfortunate rumor. The message must be crystal-clear, to the point, and believable. After all, there's a lot riding on it.

Of course, if you stopped right here, you'd never reach your public relations goal because no one would have seen or heard your message.

You need "beasts of burden," otherwise known as communications tactics, to carry that superb message of yours to the right eyeballs and ears.

And what a choice of communications tactics you have! Face- to-face meetings, emailings, feature article interviews, facility tours, press releases, speeches, open houses, consumer briefings, brochures, letters-to-the-editor and on and on.

But, at some point, you'll be curious as to whether you're making progress towards your public relations goal.

And that means tracking print and broadcast media coverage, but especially interacting once again with members of your key target audience. Only this time, you'll be looking for "changes of heart" with regard to the particular misconception, rumor or inaccuracy targeted by your public relations goal.

As you again speak with audience members, do you notice movement in your direction? Are there signs that your message and communications tactics have had a positive effect on people's understanding of the issue in question?

Yes? Your public relations effort looks like a success!

No? Back to the drawing board to ratchet up increased, and possibly redirected communications tactics, AND a reappraisal of the message itself. Could it be more pointed, more aggressive, clearer? Try it out on colleagues and watch their reactions.

Sounds like a lot of work?

Sure. But when survival could become an issue, isn't it worth it?

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at [email protected].

Robert A. Kelly © 2005.

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. 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. He holds a bachelor of science degree from Columbia University, major in public relations.

Visit:; [email protected]

In The News:

The Game Plan ? The Difference Between Small Business Success And Failure

It is an American dream to own a business. But... Read More

Five Simple Software Tips for Small Business Owners

The start of a new year is a time for... Read More

Cleaning Grain Silos, Towers, Containers, and Combines

If you run a pressure washing company in a rural... Read More

Knowledge is Power

Why does research and education play an important part of... Read More

Earn More Money in Your Small Business by Creating a PIG

If you really want to earn more money with your... Read More

Organizing Tips for Small Business Success

If you discovered the bottom line in your business depended... Read More

A Look at Small Business Incorporating in Florida

The choice to incorporate a small business in Florida has... Read More

The ABCs of Fundraising

There are many little details that go into making sure... Read More

There Are No Dumb Business Questions, Not!

Q: I'm curious. What is the dumbest business question you've... Read More

Common Sources of Financing for Small Business

The choice of financing is an important determinant of whether... Read More

Dynamics of Daylight Savings Time on Service Businesses in the United States

The Dynamics of Daylight Savings Time changes the way we... Read More

Do You Own Your Business Or Does It Own You?

What was your aim when you went into business for... Read More

How to Protect Yourself & Your Business

As a business owner, you already know how important it... Read More

Why Do Franchisors have Exclusive Territories

The reason we Franchisors call it an exclusive territory is... Read More

Tips on Setting Up Your Small Business Bank Account

One of the first things you will need to set... Read More

Find Some Sample Payroll Check Stubs on the Net for Easy Reference

Starting a business? For many people, the bravery to venture... Read More

Why Small Businesses Need Both A Logo And An Identity System

Experts urge small business owners to "brand" their business ?... Read More

Asphalt Paving: Striping Your Parking Lot

As you may already know, asphalt paved parking lots do... Read More

Learning and Growing

As you reflect on this year and prepare for next... Read More

Franchisee; Vacation Managing

Do you own a franchised business? Over 400,000 franchised businesses... Read More

Top 10 Mistakes to Avoid When Joining a Professional Association

I'll be the first to admit that I went a... Read More

Business Failure, The 8 Traps Causing Failure And The One Attribute Which Ensures Business Survival

It is estimated that 78% of all small business start-ups... Read More

Bogus Investor and Consumer Complaints and Consumer Misrepresentation

Like most regulatory bodies in the United States, the Federal... Read More

A Portable Trade Show Exhibit Makes for an Easier Show

You can make your trade show experience much easier by... Read More

From Birth to Death

Your product is dying. With the same inevitability that we... Read More