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

rental limo Atlanta .. Lockport Chicago limo O’Hare
In The News:

A Texas company is developing a hypersonic jet, Stargazer, that could fly from New York City to London in under an hour, redefining boundaries of aviation.
Porch pirates are on the prowl this holiday season. Tech guru Kurt "CyberGuy" Knutsson has a number of tips to prevent holiday package thefts.
Fueled by artificial intelligence, CyberDog the robotic dog is designed specifically locate fire ant nests, which are endangering ecosystems.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents
Internet browsers are useful, but they can be dangerous. Clicking on malicious links can direct you to dangerous websites that steal information or infect your device.
Apple's latest iOS update introduces advanced artificial intelligence capabilities, which may be capturing and analyzing sensitive information.
Breach site confirmed 56,904,909 Hot Topic users' data leaked online. Tech expert Kurt “CyberGuy" Knutsson says the company's silence makes matters even worse.
Tech expert Kurt “CyberGuy" Knutsson discusses how an innovative Easy-Way kit turns standard strollers electric, simplifying navigation for parents.
Tech expert Kurt “CyberGuy" Knutsson talks about T-Mobile being hacked in broad cyberattack on global phone and internet companies.
Tech expert Kurt “CyberGuy" Knutsson shows you how to add, customize and manage widgets for quick access to apps and info from your iPhone home screen.
Wrong Google searches can not only compromise your device and personal data. They can also bring law enforcement to your doorstep. Hackers are targeting Google searches.
China's Shanghai Kepler Robotics has developed a new humanoid robot that can carry up to 35 pounds per hand for commercial applications across various industries
Checking your hearing has gotten easier with the new hearing test feature in AirPods Pro 2. You can take reliable hearing tests using your iPhone or iPad.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Kurt "CyberGuy" Knutsson explains how a VPN — virtual private network — works and how running it can slow down the operation of your device.
The WalkON Suit F1, an exoskeleton developed to help people with disabilities, can actually walk over to a person in a wheelchair, solving a major problem.
ClickFix, a new scam targeting computer users, is on the rise in the U.S. The scam prompts its targets to click on a link to fix a problem.
Skydweller is the world's largest unmanned solar-powered aircraft that can stay airborne for weeks, and even months, without refueling.
The U.S. government said it is investigating after People's Republic of China hackers targeted commercial telecommunications service providers in the U.S.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Scammers are using increasingly sophisticated ways to lure unsuspecting victims, and some are impersonating an email help desk or support team.
You can unsend or edit your iMessages with the latest iOS updates. Kurt the CyberGuy explains how you can save yourself some potential embarrassment.
Kurt “CyberGuy" Knutsson says there’s been a rise in cybercriminal services using hacked police and government emails to send subpoenas and data requests to U.S. companies.
Kurt “CyberGuy" Knutsson discusses how Axiom Space and luxury designer Prada are collaborating on NASA's Artemis III spacesuit design.

Mission Statements: More Important Than You Thought

If an organization lacks a mission statement, it is worthwhile... Read More

Tell Me The Reasons Why I Should Believe You?

Have you ever heard the phrase, 'PREPONDERANCE OF PROOF'?I recently... Read More

Top 10 Record Keeping Mistakes Business Owners Make (and How To Avoid Them)

If you interviewed business owners of failed businesses, a majority... Read More

Keep TRACK of your Business Relationships and Gain Profits

How do you know when an alliance needs to be... Read More

Dynamics of Daylight Savings Time on Service Businesses in the United States

The Dynamics of Daylight Savings Time changes the way we... Read More

Success Tips for Small Business Owners

Running a small business requires many skills. However, to do... Read More

Joint Venture Your Way to Extraordinary Sales!

You know what makes me really happy? Drinking a Starbucks... Read More

How Is the LEGAL SYSTEM Dishing Out JUSTICE in Your Town?

Thankfully, most of us will never find out. That is... Read More

Finding the Right People for your Business

Where do you find the right people for a business... Read More

North County San Diego Small Business

North County San Diego has had some significant growth, and... Read More

City Wide Garage Sales: Hidden Riches!

Most of us remember going to at least one garage... Read More

Are You a Small Business Lone Ranger? Take My 10-Question Quiz To Find Out!

So what exactly is a "Small Business Lone Ranger?" A... Read More

De-Ionization Decisions in Mobile Car Washing

Many mobile car wash operators would like to add de-ionized... Read More

Passion Is Key To A Successful Business

Passion. Passion alone can make your business successful. As an... Read More

The Perfect Mission Statement

One way to determine your companies mission statement is based... Read More

Why are Reverse Mergers Often the Victims of Short Sellers?

There is a great deal of abuse going on in... Read More

Low Cost or Highly Funded Start Up

Many new ventures are preoccupied with all the money they... Read More

Do Your Best; Hire the Rest

One of the hidden perks of raising six children is... Read More

Franchising Pros and Cons

Last week's question from Anthony R. on how to choose... Read More

Starting a Small Business: Balancing Risk and Reward

In a perfect world, starting a small business would be... Read More

Employee Email and Internet Use - A Small Business Guide

IntroductionIt is widely recognised that Email and the Internet is... Read More

Entrepreneur to Employer

You make the decision to go into business and for... Read More

Aircraft Washing Business Tip - Interior Private Jet Cleaning

Aircraft Interiors of personal and corporate jets have hundreds of... Read More

Expand Your Professional Organizer Business

Grow your Professional Organizer business by branching out into related... Read More

How to Successfully Avoid Becoming One of The 80% of Small Businesses That Will FAIL

It's a commonly quoted statistic: 80% of all small businesses... Read More

Bedford Park taxi to Midway ..