The PR Commitment to Small Business

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.

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.

Here's why.

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.

Public relations and small business ARE wonderfully compatible and a very good fit.

That's why my commitment remains on the table.

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: http://www.prcommentary.com; [email protected]

In The News:

Small businesses after COVID-19  Alice Echo News-Journal

(P)Refer to Grow Your Business

(Although this article is geared towards small business owners, the... Read More

Janitorial Cleaning Service: Getting Started

A janitorial cleaning service is one of the best businesses... Read More

Serious About Writing A Business Plan... Start A Business Plan Library

Tap these treasures of ideas. The best money you can... Read More

Window Cleaning Business Start Up

Should you buy a business opportunity or Franchise if you... Read More

Perfecting Your Pitch

Why should you describe your business to others in 5... Read More

Small Does Not Mean Invisible!

Running a business on the net these days can be... Read More

Quality Controls for Franchising Companies Sample Outline

Quality control in franchising companies is paramount and all franchising... Read More

Looking into the Future for Profits

How to identify future solutions and opportunities?Your power page, if... Read More

Write An Effective Job Proposal

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

Three Big Barriers To Small Business Marketing Success

When you feel like you're always busy working on your... Read More

Expand Your Professional Organizer Business

Grow your Professional Organizer business by branching out into related... Read More

ADH Will Make Your Life More Productive & Your Life More Profitable

What is a Virtual Assistant?? A Virtual Assistant is that... Read More

Starting a Mobile Auto Detailing Business; Dry Wash or Pressure Wash?

Many experienced auto detailing professionals who have started out using... Read More

What To Consider Before Buying A Franchise

Here are some useful tips on what to consider before... Read More

Employee Monitoring - Business Risks For Employers And How To Avoid Them

E-mail and Internet use are integral parts of the typical... Read More

Franchising Pros and Cons

Last week's question from Anthony R. on how to choose... Read More

Home Based Franchise Case Study

Here is an interesting case study of a company, which... Read More

Successful Small Businesses Use PR

It's obvious when a small business has accepted the fact... Read More

Starting is the Hardest Part

You can't imagine how many people ask me how I... Read More

Finance Your Small Business: So Much Money, So Little Time

$37.4 million funded from venture capital today. $86.4 million funded... Read More

Top 10 Lessons for Small Business Success - As learned From My Twin 3 Year Olds

Small business success is very similar to learning to walk,... Read More

Small Business and Branding ? Why and How?

When we speak of branding most of the time people... Read More

Tips on Setting Up Your Small Business Bank Account

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

Business Debt Collection Letter Writing Secrets

Debt collection letters--an overview"Debt collection letter" in the singular may... Read More

How to Profile a Client

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