Felicia Griffin's Blog

I’ve heard it said that a setback is a setup for a comeback. If that’s true, then this steep economic downturn could actually be the start of the next economic boom for those of you starting new small businesses now. You should know that good public relations is within reach and can be vital to your success.

An important point, however – it’s labor intensive. You get out of it what you put into it. Businesses that don’t allocate resources for public relations expertise won’t reap the significant benefits this management element can provide.

Effective PR requires a long-range view. You must consider it an investment for future business growth, not for immediate return.

There’s no magic in knowing what to do and when and how to do it, but a strong public relations program is an operation of finesse that calls for a strategic, carefully timed approach. Techniques vary, but a few underlying principles work for most.

Company Image
Image can determine whether you make a deal, get a client or sell a product. Often, image is the sole reason a company is hired or selected, even though the customer may never say so.

Some firms that do excellent work don’t gain the success that quality merits because they don’t communicate it well. Consistency is the key. Logos, graphics and every representation of the business must have the same look of high quality and success. That includes physical, visual and verbal properties of the business such as signage, lobby, staff, specialty items and even delivery trucks.

Media Relations
From radio, TV and newspapers to Facebook, LinkedIn, Twitter, other social media sites and blogs, all these media demand strong ideas for stories and conversations. Good or bad, people are talking. So seek out your media exposure in a positive way. Develop contacts and strive to become known as the expert or influencer who can be called on for comments, ideas and analyses of issues and trends in your industry.

Employee Relations
Few companies pursue an aggressive campaign to communicate to employees the successes and failures of their operations. Some have considered this a luxury reserved for industry giants. No so.

The tools for an effective campaign on not complicated: Tweets on Twitter, intranet updates, regular meetings, up-to-date bulletin boards, clear and concise paycheck inserts, daily or weekly email notices.

Community Relations
Too many businesses don’t know their neighbors or interact with their community. That’s a big mistake.

A proactive community relations program can develop solid support, not just in businesses around you but in a broader area as well. Charitable work can be the centerpiece of the campaign, but many other activities also work well. Sponsor or host events that are important to the neighborhood, for example. That can strengthen good will and target the audiences you want to reach.

Be proactive on communication
If you have people in your company or on your business team who speak well, they should be out in the community speaking in the name of your company or team. They can talk about the company, its business, charity work, or anything of interest that is even marginally related to the business. You need ambassadors and your best speakers make excellent ones.

External newsletters that are well done are popular and valuable communication tools, promoting such things as company milestones and information about the products and services you offer.

Participation in an industry organization offers benefits, too. While some see peril in mixing with competitors, such participation can be good exposure for you and your company, and can provide valuable information for company operations. It can turn competitors into collaborators or partners for specific projects. Visibility also can make you known as an expert within the industry and a credible source for the traditional and Web 2.0 social media. Industry trade shows and conferences offer another opportunity to display products and skills if those attending include good target audiences for you.

These programs, strategies and tactics can become excellent support tools for your company’s long-term growth and profitability.

Need support to get started? Should your organization wish to obtain the support of the author for speaking or launching a public relations program, contact Felicia Griffin at  832-715-8021 , email Felicia.Griffin@yahoo.com or visit Felicia Griffin on www.LinkedIn.com/in/feliciaconnection.