Home
>
Small Business
>
Small Business Failure? Nuts!

Small Business Failure? Nuts!

Pardon my enthusiasm, but a large part of your small business' success is somewhere else. Namely, out among the company's important external audiences.

How they perceive you, and what they believe about you and your business, directly affect your chances of success. And that's because those perceptions usually lead to predictable behaviors, good or bad. So they're pretty important!

Now, here comes the public relations professional who tests the opinion waters, then decides whether, on your behalf, s/he needs to create, change or reinforce that opinion about you and your company. This is important because it will affect the message content you prepare aimed at those perceptions.

Next, s/he'll attempt to reach, persuade and move-to-actions- YOU-desire those very people whose behaviors affect your operation the most. And we're talking about actions like neutralizing a rumor, clarifying incorrect perceptions of your service quality, or reinforcing awareness of your organization's contributions to the local and regional community.

Now, of course, you and your PR counsel agreed up front, at the beginning of the program, on the behavioral changes you would like to see occur. So, it's a simple task to review together just how successfully the public relations effort on behalf of your small business is, or is not going.

As you may suspect, I do not give up easily when it comes to how public relations can help a small business succeed.

So, who does what to get us to this point?

First, you list those two or three groups of people, i.e., key external audiences, like your prime prospects, or certain segments of area residents, or influential community leaders, and others if appropriate to your product and service offerings.

You need a basis from which to evaluate opinions about you and your small business. So you need to take the time to interact with members of these key audiences to find out how they perceive you, especially any areas of potential trouble. This is the information gathering phase of the program.

Only then can you and your PR person decide just what opinions need to be recreated, or changed, or simply reinforced. This becomes the PR objective to be achieved in a realistic, mutually agreed upon time frame.

Now, we prepare messages most likely to persuade both those harboring misconceptions, or no perceptions at all about you, and bring them around to your way of thinking.

Remember that bad perceptions can lead to bad behaviors and, fortunately, vice versa!

At this point, you need to select the communications tactics - "beasts of burden," I call them - that will carry your carefully crafted messages to the eyes and ears of each target audience. In other words, how will you reach these important people?

You and your PR counsel have a wide choice of tactics. Everything from personal meetings with members of each target audience, your periodic speeches, emails, newspaper and radio interviews to promotional events, awards ceremonies, news releases, and many others.

As time passes, you must continue to speak with members of your target audiences watching and listening carefully for signs of awareness of your business and its role in the marketplace and in the community. Stay alert as well for a growing receptiveness to your messages by prospective customers.

These are indications that reflect local feelings about your organization. As your public relations counsel will tell you, progress in this regard will be directly proportionate to how much effort and attention you personally give to the outreach program.

The good news is that when public relations modifies behaviors among groups of people important to your organization, the effort may be pronounced successful when those altered behaviors help you reach your managerial objectives.

Which is why the title of this article remains, "Small Business Failure? Nuts!"

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

car service from Midway Burlington .. Lockport Chicago limo O’Hare

In The News:

Tech expert Kurt “CyberGuy" Knutsson says a malware app called SpyLend is posing as a financial tool, hitting 100,000-plus downloads.

Tech expert Kurt “CyberGuy" Knutsson says Clone Robotics’ Protoclone mimics humans with 1,000 muscles – too human for comfort.

Tech expert Kurt “CyberGuy" Knutsson urges you to use Apple’s App Privacy Report to see what your apps are really up to.

Tech expert Kurt “CyberGuy" Knutsson talks about how to smoothly transfer your data from an old laptop to a new one using cloud storage or external drives.

Kurt the CyberGuy offers tips to safeguard your personal information as scammers become more sophisticated with scam texts and other methods.

WeRide's unmanned electric delivery van, the Robovan W5, has 194 cubic feet of cargo space and can carry payloads up to about 2,205 pounds

Kurt the CyberGuy recommends deleting 16 browser extensions immediately in response to a report saying more than 3.2 million web users were affected by a security breach.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

A robotics firm in China claims a robot has performed the world's first humanoid robot front flip, which is significantly more difficult than a backflip.

A digital ID may be even more secure than a physical ID. Storing your driver's license in your Apple Wallet is an ideal solution for commuters.

A cybersecurity firm has shed some light on just how common tax scams have become. Kurt the CyberGuy offers his advice for how to protect your refund.

Lifesize Plans offers immersive walk-throughs that allow customers the opportunity to tour a home's design before construction actually begins.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

A man invested $4 million in bitcoin and lost it all with a single click when he was targeted by a vishing scam, which uses phone calls to trick people.

Expandable's Touchdown is a designer trailer that promises a luxury off-grid living experience and unfolds into a home in about 15 minutes.

Major employee screening company data breach affects 3.3 million people. Tech expert Kurt “CyberGuy" Knutsson explains what happened and gives five ways to protect your data.

Kurt “CyberGuy" Knutsson reveals mind-blowing tech that gives you sunlight on demand.

New malware "FrigidStealer" targets Mac computers. Tech expert Kurt “CyberGuy" Knutsson offers four ways to stay safe from infostealer malware.

Kurt “CyberGuy" Knutsson talks about how lab-grown muscles power a biohybrid hand for scalable prosthetics and research.

Reports of task scams have significantly risen in the past four years, according to the Federal Trade Commission. Kurt the CyberGuy offers some red flags.

iPhones have a hidden folder that eats up storage without you knowing it. Kurt the CyberGuy offers some tricks to free up storage on your device.

A recent ransomeware attack targeted Zacks, an American investment firm, and a cybercriminal claimed to have stolen records for millions of customers.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Researchers unveiled a new soft prosthetic hand that combines the natural coordination patterns of our fingers with the decoding of motoneuron activity in the spinal column.

Accidentally deleting a text message on your iPhone or iPad is not a problem if you still need the message. Apple has a built-in way to recover it.