Archive for April, 2009

The basics of public relations

Posted by admin On April - 27 - 2009

Public Relations, like human relations, is a process rather than an event.

This premise is one of the areas discussed in my new book “Practical Public Relations for the Small Business: Tools and Tactics for Competitive Advantage,” which can be seen on my website at and is available through, key words, “Practical Public Relations.”

The book is a go-now, hands-on primer written to help small business people get the word out during a time of tight budgets. Some of the points discussed include:

- Be likeable. Entrepreneurs create and build businesses based not only on their products and services, but on how they are perceived by others. In other words, people do business with people they like and trust. That’s why many mom and pop stores thrive near superstores that can beat them in prices, but not in service.

- Be Happy. Successful people are invariably happy in what they are doing. They have confidence in the future, even when times are bad and money is scarce. They believe in themselves and it shines through to others looking for inspiration and a kind word.

- Use low cost and no-cost outreach. There are a great many areas where business owners can outreach to customers and prospects. They include chamber of commerce mixers; social events; writing letters to the editor or blogging in their area of expertise (as I’m doing here); hosting free or at-cost weekend seminars or how-to sessions for the community in their areas of expertise; writing press releases on new people coming aboard their business; involving themselves in community activities and clubs; social networking; endorsements from customers; partnerships and cross promotion with similar or dissimilar businesses; introducing themselves to reporters and making themselves available for interviews when needed. These are only a few of the possibilities.

- Use paid advertising wisely. Time truly is money. When you meet with your print or electronic ad representative, take time to mine their treasure trove of demographic information. The first step before signing an advertising contract is determining who your target audiences are.

- Practice Demographic Due Diligence. Determine which groups are most likely to need your products and services, according to age, gender, economic status, ethnicity, religious affiliation, or whatever other factors are relevant. Demographics change gradually, but they do change.

- Advertising should change periodically. Make certain your products and services conform to your actual customer base. Additionally, should your advertising and service be multi-lingual?

I invite comments on this and other public relations issues to Have a wonderful day!

Press Release Book

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