1 . Think through your audiences Surprisingly , even large corporations often fail to realize who their audiences actually are . I define “ audience ” as an individual or group who has any interest or stake in the activities of the business . This can reach far beyond just your customers . It ' s likely that your audiences include the local media , your neighbors and surrounding community , current / former employees and their families , vendors / suppliers , government regulators / agencies at several levels and your competitors . And remember , audiences friendly or not have the power to communicate information about you .
“ Public relations ” is simply accurate , consistent and timely communications that convey the right message to the right audience
2 . Develop a P . R . Plan This need not be complex . In simplest terms a p . r . plan consists of a few steps :
· Objectives identify your goals and what you want to accomplish for your business .
· Positioning decide how you
want to be perceived by your audiences . As the best quality personal tax adviser in town , or the least expensive business tax preparer ?
· Key messages prioritize the most important facts about your business . Once you have developed these core concepts , you can create :
· Strategy how you can accomplish your objectives . For example , you may adopt a strategy of marketing your services only to those in a certain age group . Or create the impression that your products are more expensive , but worth their quality . Or position your business as an innovator in a technology instead of just a follower . None of these are new , but remain good illustrations of simple business strategies .
· Tactics the tools or means to carry out your plan . Speeches , articles , sitting on advisory boards , media outreach are all good tactics for small businesses .
Small business persons should never be intimidated by reporters . They may need you and what you have to say about your field .
3 . Develop a relationship with and use the local media Small business persons should never be intimidated by reporters . Especially at local and regional levels , the media are always on the lookout for a new story , a different angle , a fresh approach and therefore , potentially interested in you and what your business is all about . These media outlets , charged with covering their communities , do not have the vast resources of celebrities , wellknown experts and satellite feeds . They may very well need you and what you have to say about your field . When your business gets a significant new customer , moves from your home to a real office , wins a community award or comes up with a solution to a community problem , don ' t hesitate to call an appropriate reporter . You may not always get coverage , but you have nothing to lose by cultivating these relationships .
In your small business , what do you know , offer , produce , compile , interpret , provide , market , analyze , understand or do better than anyone else ? Whatever it is , someone among those audiences wants to hear more about you .
38 VOL 1 . JULY 2015 1ST EDITION
PR TIMES AFRICA