Marketing Tips
for
Your Small Business
Check
these 10 warning signs
that tell you need marketing help
By
Keith Hayes
Ask 100 public relations professionals what public relations
means, and you could get 100 different answers. However, most experts
in the field can quickly tell you when a public relations company
isn’t boosting your organization as it should be. Here’s a short
list to help you gauge how well your PR is working for you.
 People who should know
you don’t. This applies equally to your organization and to you
personally, especially if you’re a top executive. If you can’t
figure out why you’re not better known, take a hard look at your
public relations plan.
You haven’t been asked
to speak anywhere recently. Not at the Rotary Club. Not at a trade
show. Not on an industry panel. Not to the media. As a leader, you
have a lot to say, and PR helps make the opportunities for you to say
it.
You don’t get calls
from leaders in allied industries. If most of your “surprise”
calls come from sales people — not potential partners or peers who
could help you broaden your public stature — think about making your
PR efforts a bit more proactive.
Lots of news stories
should have featured or referred to your organization but didn’t.
It may be time for a more aggressive media relations campaign.
You find yourself
asking, “How could they say that about us?” Whether “they”
are the media, public advocacy groups or your shareholders, “they”
clearly don’t understand your organization as well as you think —
or hope — they should. People who know you tend to respect you and
your products or services.
You keep having to
re-establish yourself. When people don’t know your company or
your product, why should they care? Aggressive communications and
positive actions can keep you top of mind with your essential public.
Government officials
ignore you or will not support your position. That usually occurs
when you have public adversaries. The time to build allies is before
the crucial need. Public affairs and community relations should be an
integral part of the public relations program.
Your employees don’t
understand your employee benefit programs or business goals.
Perhaps your internal communications program needs overhauling.
Uninformed or unenthused employees quickly look for greener pastures.
Your market seems oddly
out of sync with your goals, your products or your services. Is
your communication strategy based on solid, objective, scientific
market research? If you want your communication strategy to deliver
results, it must be in sync with market realities. Your gut feel is
rarely precise enough.
The community where you
operate doesn’t give you the benefit of the doubt. If situations
go sour, would the community trust your side of the story? Are they
suspicious of your motives? If you answered even a fleeting “yes,”
talk to a PR expert. Being a good neighbor is good for business in
many different ways.
Keith
Hayes is the APR group director for Epley Associates, a public
relations firm with offices in Charlotte and Raleigh.
|
|
