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 bobkelly@TNI.net.

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; bobkelly@TNI.net

---

5 GREAT WAYS to Gain New Contacts

What are the 5 best ways to gain new contacts?There... Read More

Alliances: Drawing The Line

How far can you go based on your relationship with... Read More

Shortcuts Will Kill Your Business

Think of your business as a living, breathing, organism. It... Read More

Making Direct Mail Work for Small Businesses

If you own a small business, then you know the... Read More

Entrepreneurs Go Virtual!

With the massive explosion of start-ups and home businesses developing,... Read More

Setting Up a Pressure Washer Rig to Clean Concrete

Maximum efficiency in the cleaning industry is a key to... Read More

How to Successfully Avoid Becoming One of The 80% of Small Businesses That Will FAIL

It's a commonly quoted statistic: 80% of all small businesses... Read More

Business Owners - Do You Actually Own a Job?

How many hours do you work a week? When was... Read More

11 Things Small Business Owners Can Learn From Rudy Giuliani

1. Leadership Is Learned ? While many people appear to... Read More

Wichita Kansas is a Great Place to Run a Business

We love Wichita because it has great all round weather... Read More

Buy a Flower Shop: Serious Considerations

You've always liked flowers and you think the idea of... Read More

How to Start Home Based Travel Businesses

Home based travel businesses are no longer the wave of... Read More

Franchising 101- What You Absolutely Need to Know

Franchising has made the world look really small. The well... Read More

How to be Annoyed and Make Money

When do annoyances in a relationship become too much to... Read More

Does Your Small Business Marketing Suffer From The Bulldog Effect?

If you're an entrepreneur responsible for your own small business... Read More

The Care and Feeding of Your Small Business

While I was hard at work last week, an everyday... Read More

The SBAs Savviest Program

Forget everything you've ever heard about the U.S. Small Business... Read More

Truck Wash Business Case Study

Often smart entrepreneurs look for out of the way businesses,... Read More

Your Ideal Client ? A Key Concept for Solo and Small Business Marketing

"I don't know the key to success, but the key... Read More

How Your Habits Control Your Small Business Success

Habit: A consistent behavior you perform so frequently that it... Read More

A Business Plan Is Not Worth A Cracker To A Struggling Business - A Plans The Last Thing It Needs

Before you start a business we encourage you to prepare... Read More

Franchise Sales and Use of Online Franchise Directories

Franchising Directory Sites-Paid Advertising, Lead Generation for FranchisingFranchising Directory Sites... Read More

Top 10 Rules for Small Business Success

1. TargetYou are not all things to all people. Decide... Read More

Franchising and Royalty Payments

If you are thinking of turning your current into a... Read More

Two Types Of Business Plan Cover Pages ? Which One Are You Using?

This is the tale of two business plans with very... Read More

How to Start a Pet Transportation Business

Pet Transportation Services are needed as the number of pets... Read More

Postcards Make It Rain Referrals

One of the simplest ways to expand your marketing efforts... Read More

Mobile Carwash; Senior Citizens and Mobile Homes

Senior citizens are generally not a large marketing segment for... Read More

There Is Security in Change... But Use Caution

It has been said that the only constant is change.... Read More

Site Selection - Slice of Life, A Car Wash and Detail Center DownTown

There is a continual trend we are seeing which I... Read More

Batting Cages Business - Making Profits With The Swing Of A Bat

There is a Batting Cages Business for those people who... Read More

The Key to Small Business Growth? Buyer Alignment

Unfortunately for all buyers, each selling organization and their individual... Read More

Sex Up Your Business Growth

A top executive called up me late in the night.... Read More