Home
>
Small Business
>
Definition of Security: Small Business Owner

Definition of Security: Small Business Owner

Yes, that IS security when nobody can downsize you because you OWN that small business of yours! But preserving that special advantage is a never-ending job. In fact, do you know what needs to be preserved more than anything else?

Well, since they hold the future of your business in their hands, I believe that an outside group of people whose behaviors can effect your business' survival more than any other, deserves your rapt attention.

What I'd like you to conclude from that is, what your key target audiences think about you can take you down in a New York minute!

* customers displeased with your product or service don't come back

* prospects who don't know about you don't buy

* employees who believe you don't care about them lean on their oars

* when minority folks believe you discriminate, you have new problems

* and if community residents believe your business is a lousy place to work, you have hiring and retention problems.

Even though help is on the way, you can't work on everything at once, so prioritize those key audiences. That is, which external audience is of immediate concern?

The good news is that problems like those above just don't happen when you closely and regularly monitor what those "key publics" think about you. First, you find ways to interact with them.

Then probe what they think about you and the business. In what behaviors are they engaging? What about misunderstandings? Do you see any problems brewing?

When you take the trouble to stay in touch with those folks whose behaviors affect your business the most, you've taken an important first step towards preserving your business.

There's a real sequence here. Once you gather those facts from monitoring your key, target audience, it becomes obvious what your problem is and, thus, the public relations goal. For example, correct that misconception about your product; or reinforce a budding perception that you deliver superior service; or correct a suspicion that you don't put women in positions of responsibility.

With your goal in-hand, how are you going to achieve it? You need a strategy which, in public relations, only comes in three flavors: create opinion (perception) where none may exist; change existing opinion, or reinforce it.

So, you've set your public relations goal AND a very doable strategy. Now, what must your message say to implement that strategy? It must address the "fix" you decided upon when you set the goal. It must be clear, specific, persuasive and, above all, believable. As you write it, remain sensitive to what you are trying to do: change somebody's perception which almost always leads to the change in behavior you really want. Does your message meet this challenge?

Many would now find themselves with a great goal, a super strategy and a first class message, and nowhere to go.

But not you. Here, you select the "beasts of burden" you need to carry that message to the eyes and ears of those members of your key, target audience whom you need to reach and move to action.

And that means communications tactics. There are more available to you than we have time or space to list. Among them: community briefings, seminars, special events, news releases, speeches, brochures and personal contacts.

Is your work completed? Nope, because how will you track your progress? The answer is, Round 2 of the monitoring job. Interact with members of your prime outside audience all over again, carefully evaluating what you hear. If the goal was "correct a misconception," are you beginning to notice signs of that correction? Do those you talk to show, however little, a better understanding of the facts of the matter as represented in your message?

What's the bottom line? Behaviors, of course.

When your messages and communications tactics combine to alter a questionable perception held by members of your key, target audience, certain behaviors will soon follow. Among them, favorable mentions in the media and in individual speeches and lectures; increased patronage for your business; "corrected" perceptions by influential members of that important group of people, and many other similar signs that your message and your communications tactics have, indeed, "drawn blood."

Happily, what that adds up to is a successful public relations effort.

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

efficient cleaning crew Northbrook ..

In The News:

Chinese hackers used Anthropic's Claude AI to launch autonomous cyberattacks on 30 organizations worldwide, marking a major shift in cybersecurity threats.

Apple's new Sleep Score feature gives you a rating for your nightly rest quality. Learn how to set it up on your Apple Watch and iPhone today.

Essential phone settings to enable before losing your device, including Find My network, location services and security features for iPhone and Android.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

Cybersecurity research shows weak passwords remain a major threat, with simple patterns and number sequences putting millions of accounts at risk.

New Android malware BankBot YNRK silences phones, steals banking data and drains crypto wallets automatically. Learn how this advanced threat works.

FDA approves first human trial for Paradromics' brain-computer interface that could restore speech for paralyzed patients through neural technology.

New phishing platform QRR targets Microsoft 365 users across 1,000 domains in 90 countries. Learn how to spot fake login pages and protect your accounts.

OpenTable now uses AI to track your dining habits and share insights with restaurants. Learn what data they collect and how to protect your privacy.

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 "DALL·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.