Public Relations for Your Small Business
Bill Peterson, VP New
Business Development
I don't need to tell you that when you're just starting out there is not enough time to do
everything you want or need to do for clients, and your own
business. But with a heads up PR strategy, you can take advantage of the
unexpected things that come your way when you are carrying out your
day. Public Relations can be reactive a lot of the time, but some of
the most successful businesses and people use it in a proactive
manner.
The term Public Relations means just that, you are dealing with your
PUBLIC relations. Now as a small business you will be working hard
to produce the results needed for your clients, the meat and
potatoes of your service. But few of us think about how every day
communication can affect our business opportunities. Each time you
make a call, run errands, or conduct meetings you are in fact
carrying out public relations.
The possibility of a business opportunity arising out of an
unexpected event exists, though many say business is something
planned and structured. The successful way to handle unexpected
events is to always be aware of what you are trying to do. Whether
it's for your business or your clients, the main objective should be
in the back of your mind so that a decision can be made to pursue or
not to pursue.
Once you make that decision then your sphere of communication has
just grown a little larger, and you must maintain that relationship
however you deem necessary. The key to any good relationship,
business or otherwise, is communication and public relations falls
under that topic.
Some key tips to remember:
•
Create a list of newspapers, journals, magazines, and other media
that you or your clients would benefit by striking up a relationship
•
Invite people out to lunch to talk business, and pay for it of
course, and develop your contact list for future reference
•
Attend as many functions, parties, events, etc… Even if you think
the party at Bob’s will not render any useful information, you just
never know who will be there and who you’ll end up talking to.
•
Be aware of your public speaking opportunities
•
Keep up with your writing, even if it is just thoughts, the more
you write the better communicator you become.
•
Call a reporter just for fun to see if they would be interested in
you or your client for a story (but make sure you have a story. )
•
Read the local papers, and national papers to keep abreast of
current events and industry news
•
Join PRSSA or other PR focused organizations that provide
resources for professionals
•
Keep abreast of the people you meet
For more information or if you have any
questions, drop me a note at
billp@ideahouseonline.com
or call 703.837.8342.
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