The dictionary gives a quaint little explanation for PR that is "the methods and activities employed to promote a favorable relationship with the public". Most of us know our businesses but may not know how to "employ" our community to help us succeed! When you think in terms of growing your business, many of us take a step back and run (mostly run away not toward our goals). We think about being overwhelmed, the expenses, or all the work to ensure growth. Few of us take the challenge with a smile on our face. So that brings us to the question, what is it and do I need it? Boosting your company's image or awareness is needed - so let's look at some examples to make your company a success.
Have People Come See You - rely on personal senses. If they can see it, they will remember it. However, make sure that when they visit your business that everything is in order, desks or stalls are extra clean, and make sure everything is spit and polished.
Host Events & Meetings - Table Mountain Ranch does this with the Horse Protection League; they hold monthly meetings at TMR's facility this gives each party a chance to become acquainted.
Provide Demonstrations; for example, if you have a camera company, hold photo classes; or if you have a liquor store, hold bartender basics class; you get the point.
Cross-Promotion: Find other business that can help you get the word out. You can promote their business as they promote yours. For example, if you have a window cleaning business, then package your services with either a janitorial company or a real estate company. Find ways to package your company with others.
Know Your Community - Finding ways to meet key people; not only do you want to have people know your business, you want them to know that the relationship is mutual. You don't want to seem one-sided.
Get Involved in your Community - support your local rescues, clubs, Habitat for Humanity, churches, etc.
Join a Chamber or a Networking Group - the point is to meet as many people as you can and also have them get to know you.
Find Industry Related Business Groups - it is a great place to find new business tips and examine what other people in your industry are doing.
Public Relations is about creating an image beyond your logo that helps your community identify with you. If all we had to do is create a logo, have a business plan and advertise to be successful that would be like a magic pill, and I am sure we would all prescribe. In past issues the main goal was to think outside of your paradigm and re-invent what you do to gain success. PR is part of that equation, just like advertising or having a sound business plan, you cannot have one without the other. Find cost effective ways to promote your business and have the sales. Perhaps that is hosting an event or paying for local advertising in a newspaper or directory. Good luck in reaching your community, and remember that you need to look at the whole picture.
For more information on how to create your business image and position your business for success, call Cheryle Wise at Dragonfly Consulting & Directories, where we take consulting to the next level! (303) 278-1891.