Arent Small Businesses Lucky?

Why? Because they have access to world class public relations no matter how small they are.

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?

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.

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.

Visit: bobkelly@tni.net; bobkelly@tni.net

recurring maid service Wilmette ..
In The News:

Google's discontinued Nest thermostats still secretly upload home data to company servers despite losing smart features, raising serious privacy concerns.
New Android malware NGate steals NFC payment codes in real-time, allowing criminals to withdraw cash from ATMs without your card. Learn protection tips.
DoorDash confirms data breach exposing customer names, emails, addresses after social engineering attack. Learn how to protect yourself from scams.
Concerned about Google's AI scanning your Gmail? Learn how to disable Gemini features that access your emails, Drive files and Chat messages for privacy.
Google warns Android users about dangerous fake VPN apps hiding malware that steals passwords, banking details and personal data from phones and tablets.
Apple's digital passport feature lets iPhone users breeze through TSA checkpoints this holiday season using Digital ID technology at 250+ airports.
A new phishing scam targets family photos with fake "Cloud Storage Full" alerts. Criminals steal credit card information through fake sites. Learn protection tips.
South Korean scientists create ultra-thin fabric muscles that turn clothes into robotic assistants, lifting 33 pounds while weighing under half an ounce.
Archer Aviation has acquired Hawthorne Airport for $126M to launch an LA air taxi network ahead of the 2028 Olympics, featuring AI-powered eVTOL operations and next-gen aviation tech.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Fake AI apps disguised as "ChatGPT" and "DALLĀ·E" are flooding app stores with dangerous malware that steals data and monitors users without detection.
Fake buyers demand specific vehicle reports from unknown sites to steal credit card information from car sellers, but warning signs can help identify these scams before paying.
Android users can now manage apps across multiple devices more easily with Google Play Store's updated remote uninstall button in the latest update.
NASA's Perseverance rover discovers shiny metallic rock on Mars that could be a meteorite from an ancient asteroid, containing high levels of iron and nickel.
Holiday scams spike during Black Friday and Cyber Monday as criminals exploit your leaked personal data. Learn how to protect yourself from fake stores and phishing.
Commerce Department proposes TP-Link router ban over Chinese security risks. Learn how this potential prohibition could affect your home network and devices.
Hyundai AutoEver America suffered a data breach affecting 2,000 current and former employees, exposing names, Social Security numbers and driver's license information.
Washington court rules automated license plate reader images are public records, even when stored by vendors like Flock Safety, setting precedent for transparency.
Fake airline texts claiming flight cancellations are targeting travelers with convincing scams. Learn how cybercriminals steal personal data and credit card info.
Discover how iOS 26's new Adaptive Power feature automatically extends iPhone battery life by learning your usage patterns and adjusting performance intelligently.
New TikTok malware campaign tricks users into running PowerShell commands that download Aura Stealer, which steals credentials and authentication tokens.
Gaia Family offers fixed upfront pricing for IVF cycles with unlimited embryo transfers and financial protection, partnering with over 100 U.S. fertility clinics.
The Jetsons Act aims to position Pennsylvania as a leader in advanced air mobility by establishing regulations for hybrid ground-air vehicles.
Fake Geek Squad invoice emails are targeting users with convincing charges and urgent phone numbers to steal personal information and money.
Fox News Digital's artificial intelligence newsletter digs into a robot in Russia that faceplanted, George Clooney's alarm and OpenAI's rivalry with the New York Times.

Small Business Marketing - Clarify Success

When you hear the word "success" does it bring on... Read More

How to Give FREE Advice and Make Money

When is advice free and when should you charge for... Read More

Where Can People Find Information About Starting A Business?

Approximately 200,000 new businesses are started each year. More people... Read More

10 Hiring Tips for Small Business Owners

As a successful small business owner,you're accustomed to long hours;... Read More

Expanding A Mobile Car Wash Business

What is the best time to expand a mobile car... Read More

The Virtual Assistant

As a small business owner, outsourcing work to Virtual Assistants... Read More

Don?t Wait for the Perfect Plan

1. Don't Spend Too Much Time PlanningWhen you are entering... Read More

6 of 1, Half Dozen of the Other

Motivational author and speaker Jim Rohn says that for a... Read More

Boat Detailing Tips and Procedures

Auto detailers are often asked to clean boats and detail... Read More

Common Mistakes When Planning Your Medical Spa

Everything starts with a business plan: If you don't have... Read More

Beginning an Internship Program

CONSIDERATIONS FOR YOUR INTERN: Specify the number of hours the... Read More

Finding the Right Virtual Assistant for Your Small Business

Articles abound advising the business community how to properly screen... Read More

How Do I Choose The Right Business Opportunity For Me?

First you have to start with knowing your budget and... Read More

7 Cash Flow Secrets Your Accountant Never Told You

Looking for ways to boost your cash flow? As a... Read More

How to Wash Mobile Homes as a Business

Washing manufactured homes, mobile homes, can be a lucrative and... Read More

Finding a Venture Capital Firm

Many ventures are faced with the challenging task of raising... Read More

Effective Customer Interviews Make Life Much Easier!

One of the critical success factors for service-related businesses is... Read More

Will Adding a Car Wash to Your Fast Lube Add Additional Crime to Your Facilities?

Car Wash Crime in the Hood. Apparently not everyone is... Read More

Online Search: Small Businesses Level The Playing Field

Seventy percent of US households use the web when shopping... Read More

The Joy and Hazards Of Finding Your First Office

Q: I have outgrown my home office and need to... Read More

The Number of Pages in the UFOC in Franchising is Still Growing Today

Today required franchise disclosure documents are over 200 pages generally.... Read More

Top Ten Blunders Business Owners Make

In today's marketplace the words 'job security' have become an... Read More

Six Essential Skills to Business Success!

The following are six essential skills to business success. You... Read More

Why Internet Shopping is the New Mall of the Future

Last year, trillions of dollars transferred hands on the internet... Read More

From Birth to Death

Your product is dying. With the same inevitability that we... Read More

last minute cleaning help Highland Park ..