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Casual Articles - Aren't Small Businesses Lucky?
Non-verbal interview behavior can drown out your verbal self-presentation.Practice interviewing in front of a full-length mirror or, better yet, videotape yourself if you have access to such equipment. Turn the sound down and watch yourself carefully.How do you sit in your chair? Upright with an aura of energy and enthusisam or slumped as if you no longer care? Do you maintain good eye contact or look down at your hands when a question is difficult to answer? Do you lean forward to make a connection with the interviewer or appear distant
As you again speak with audience members, do you notice movement in your direction? Are there signs that your message and communications tactics have had a positive effect on people's understanding of the issue in question?
Yes? Your public relations effort looks like a success!
No? Back to the drawing board to ratchet up increased, and possibly redirected communications tactics, AND a reappraisal of the message itself. Could it be more pointed, more aggressive, clearer? Try it out on colleagues and watch their reactions.
Sounds like a lot of work?
<“Do unto others as you’d have them do unto you.” Don’t worry; I’m not trying to take you to Sunday school under the pretense of a business article! However, in one form or another we have learned this rule for as long as we can remember. Many people try their best to apply this rule in their everyday lives. But, how many of us try to follow such a simple principle when it comes to business?If you think about it, it could single handedly be the most important rule to follow in business. After unpleasant sales encounters, most customers are not mo
That's one way of saying, take care of your key target audiences, Mr/Ms small business owner, and they'll take care of you.
What's that based on? Why the fundamental premise of public relations, of course.
"We know that people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. So, when we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished."
And here's the first step towards putting that "magic" to work for your small business. Look closely at those outside audiences whose behaviors actually help or hinder your particular business. Decide which is your KEY target audience and concentrate on it for starters.
Next, mix in with members of that audience - we call it a "public" - ask questions and clearly monitor the answers. Anybody have a problem with your business? Notice any inaccurate perceptions or mistaken beliefs about your products or services? Are there misconceptions about your business involving pricing or quality? Do you see any kind of problems brewing down the line?
The answers to these questions should be grouped, then prioritized so that you apply limited resources to the most threatening problem areas.
The answers will lead to setting a clarifying public relations goal. Such as restoring understanding and acceptance by correcting that inaccurate perception; solving that frequently mentioned pricing glitch; or clearing up that misconception about service quality.
Now you need a strategy to help you reach that public relations goal.
As luck would have it, in public relations we choose from just three basic strategies: create perception (opinion) where none may exist; change existing perception; or reinforce it.
So, you have gathered input from your key target audience, and you've established a public relations goal and an enabling strategy.
But there's still work to do. You need a persuasive message to move opinion in your direction, but not just any message.
This one must aim squarely at setting down the truth about the misconception, or inaccuracy, or even an unfortunate rumor. The message must be crystal-clear, to the point, and believable. After all, there's a lot riding on it.
Of course, if you stopped right here, you'd never reach your public relations goal because no one would have seen or heard your message.
You need "beasts of burden," otherwise known as communications tactics, to carry that superb message of yours to the right eyeballs and ears.
And what a choice of communications tactics you have! Face- to-face meetings, emailings, feature article interviews, facility tours, press releases, speeches, open houses, consumer briefings, brochures, letters-to-the-editor and on and on.
But, at some point, you'll be curious as to whether you're making progress towards your public relations goal.
And that means tracking print and broadcast media coverage, but especially interacting once again with members of your key target audience. Only this time, you'll be looking for "changes of heart" with regard to the particular misconception, rumor or inaccuracy targeted by your public relations goal.
As you again speak with audience members, do you notice movement in your direction? Are there signs that your message and communications tactics have had a positive effect on people's understanding of the issue in question?
Yes? Your public relations effort looks like a success!
No? Back to the drawing board to ratchet up increased, and possibly redirected communications tactics, AND a reappraisal of the message itself. Could it be more pointed, more aggressive, clearer? Try it out on colleagues and watch their reactions.
Sounds like a lot of work?
When thinking of going into any business the prices you charge have to be affordable while not under estimating your worth and losing out on profits. Therefore the most important aspect you have to consider is to make your business an affordable cleaning business.While the cleaning business is a relatively cheap business to set up, several factors needed to be taken into account when starting out. The majority of those starting out small will do so using their own savings; this is the best way to go. If you are starting out small with just a few
Next, mix in with members of that audience - we call it a "public" - ask questions and clearly monitor the answers. Anybody have a problem with your business? Notice any inaccurate perceptions or mistaken beliefs about your products or services? Are there misconceptions about your business involving pricing or quality? Do you see any kind of problems brewing down the line?
The answers to these questions should be grouped, then prioritized so that you apply limited resources to the most threatening problem areas.
The answers will lead to setting a clarifying public relations goal. Such as restoring understanding and acceptance by correcting that inaccurate perception; solving that frequently mentioned pricing glitch; or clearing up that misconception about service quality.
Now you need a strategy to help you reach that public relations goal.
As luck would have it, in public relations we choose from just three basic strategies: create perception (opinion) where none may exist; change existing perception; or reinforce it.
So, you have gathered input from your key target audience, and you've established a public relations goal and an enabling strategy.
But there's still work to do. You need a persuasive message to move opinion in your direction, but not just any message.
This one must aim squarely at setting down the truth about the misconception, or inaccuracy, or even an unfortunate rumor. The message must be crystal-clear, to the point, and believable. After all, there's a lot riding on it.
Of course, if you stopped right here, you'd never reach your public relations goal because no one would have seen or heard your message.
You need "beasts of burden," otherwise known as communications tactics, to carry that superb message of yours to the right eyeballs and ears.
And what a choice of communications tactics you have! Face- to-face meetings, emailings, feature article interviews, facility tours, press releases, speeches, open houses, consumer briefings, brochures, letters-to-the-editor and on and on.
But, at some point, you'll be curious as to whether you're making progress towards your public relations goal.
And that means tracking print and broadcast media coverage, but especially interacting once again with members of your key target audience. Only this time, you'll be looking for "changes of heart" with regard to the particular misconception, rumor or inaccuracy targeted by your public relations goal.
As you again speak with audience members, do you notice movement in your direction? Are there signs that your message and communications tactics have had a positive effect on people's understanding of the issue in question?
Yes? Your public relations effort looks like a success!
No? Back to the drawing board to ratchet up increased, and possibly redirected communications tactics, AND a reappraisal of the message itself. Could it be more pointed, more aggressive, clearer? Try it out on colleagues and watch their reactions.
Sounds like a lot of work?
<How do I sell my product?This is the question I hear most often from people interested in making cast stone. I've always found it odd that they aren't intimidated by the prospect of learning how to do the manufacturing process, but the thought of selling gives them the willies. In fact, they act like they'd rather be struck by lightning than face a prospective customer!Here are 5 tips for selling your product--and you should note that none of the 5 have anything to do with hard-sell techniques. This is a business where th
Now you need a strategy to help you reach that public relations goal.
As luck would have it, in public relations we choose from just three basic strategies: create perception (opinion) where none may exist; change existing perception; or reinforce it.
So, you have gathered input from your key target audience, and you've established a public relations goal and an enabling strategy.
But there's still work to do. You need a persuasive message to move opinion in your direction, but not just any message.
This one must aim squarely at setting down the truth about the misconception, or inaccuracy, or even an unfortunate rumor. The message must be crystal-clear, to the point, and believable. After all, there's a lot riding on it.
Of course, if you stopped right here, you'd never reach your public relations goal because no one would have seen or heard your message.
You need "beasts of burden," otherwise known as communications tactics, to carry that superb message of yours to the right eyeballs and ears.
And what a choice of communications tactics you have! Face- to-face meetings, emailings, feature article interviews, facility tours, press releases, speeches, open houses, consumer briefings, brochures, letters-to-the-editor and on and on.
But, at some point, you'll be curious as to whether you're making progress towards your public relations goal.
And that means tracking print and broadcast media coverage, but especially interacting once again with members of your key target audience. Only this time, you'll be looking for "changes of heart" with regard to the particular misconception, rumor or inaccuracy targeted by your public relations goal.
As you again speak with audience members, do you notice movement in your direction? Are there signs that your message and communications tactics have had a positive effect on people's understanding of the issue in question?
Yes? Your public relations effort looks like a success!
No? Back to the drawing board to ratchet up increased, and possibly redirected communications tactics, AND a reappraisal of the message itself. Could it be more pointed, more aggressive, clearer? Try it out on colleagues and watch their reactions.
Sounds like a lot of work?
<I remember getting hired as an executive before opening my own advertising company. I worked for this guy who at the time I thought was a terrible manager. The truth is he happened to be one of the smartest managers I had ever met.Here’s why….He had very little advertising sales ability, and couldn’t close a sale if his life depended on it. What he did have however was the knack to hire the right people to do the job for him. What most of the employees did not know was he had talked his way into becoming an equal owner for no money down.<
Of course, if you stopped right here, you'd never reach your public relations goal because no one would have seen or heard your message.
You need "beasts of burden," otherwise known as communications tactics, to carry that superb message of yours to the right eyeballs and ears.
And what a choice of communications tactics you have! Face- to-face meetings, emailings, feature article interviews, facility tours, press releases, speeches, open houses, consumer briefings, brochures, letters-to-the-editor and on and on.
But, at some point, you'll be curious as to whether you're making progress towards your public relations goal.
And that means tracking print and broadcast media coverage, but especially interacting once again with members of your key target audience. Only this time, you'll be looking for "changes of heart" with regard to the particular misconception, rumor or inaccuracy targeted by your public relations goal.
As you again speak with audience members, do you notice movement in your direction? Are there signs that your message and communications tactics have had a positive effect on people's understanding of the issue in question?
Yes? Your public relations effort looks like a success!
No? Back to the drawing board to ratchet up increased, and possibly redirected communications tactics, AND a reappraisal of the message itself. Could it be more pointed, more aggressive, clearer? Try it out on colleagues and watch their reactions.
Sounds like a lot of work?
<If you are a recruiter, a manager or an owner of a medical staffing agency, your priority and lifeblood is finding talent for your medical staffing agency.The positions you are trying to fill are probably from facilities that called that same afternoon and they are requesting that you send them a qualified candidate tomorrow. This can be a real danger for your medical staffing company, your reputation as well as your ability to get business is and will always be tested. You cannot let business slip through your fingers, leaving you to lick you
As you again speak with audience members, do you notice movement in your direction? Are there signs that your message and communications tactics have had a positive effect on people's understanding of the issue in question?
Yes? Your public relations effort looks like a success!
No? Back to the drawing board to ratchet up increased, and possibly redirected communications tactics, AND a reappraisal of the message itself. Could it be more pointed, more aggressive, clearer? Try it out on colleagues and watch their reactions.
Sounds like a lot of work?
Sure. But when survival could become an issue, isn't it worth it?
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.
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