Maintain your old Siemens Hipath system

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: http://www.prcommentary.com; bobkelly@TNI.net

In The News:

Weinstein in court on rape and sex assault charges
Fri, 25 May 2018 15:50:00 +0100
Hollywood producer Harvey Weinstein has appeared in court in New York to face a number of charges, including rape and a criminal sex act.

'Two thirds' vote to change Irish abortion laws
Fri, 25 May 2018 22:11:00 +0100
Exit polls on Ireland's abortion referendum show more than two thirds of voters want to change the country's strict law.

Ireland witnesses a second uprising
Sat, 26 May 2018 02:07:00 +0100
"All changed, changed utterly," wrote the Irish poet William Butler Yates. He was referring to the aftermath of the Easter Rising over British rule in 1916.

Putin: 'Of course' Russia not behind MH17 tragedy
Fri, 25 May 2018 17:53:00 +0100
Vladimir Putin has hit back at an investigation that concluded Russia was responsible for shooting down flight MH17, telling reporters "of course" his country was not to blame.

Child's birthday party 'destroyed' by Canada bombing
Fri, 25 May 2018 06:12:00 +0100
Fifteen people have been injured after two men walked into an Indian restaurant and set off a bomb, Canadian police say.



tikatoshop.it

Erfahrungen mit Pallhuber Wein
Agen Bola SBOBET Terpercaya

Travel in comfort and at your leisure with CT Airlink Limousine & Car Service for top quality private transportation and exceptional customer service. We operate Sedans, SUVs & Vans for CT Car Services to covering all Connecticut airports including Car Service from CT to Newark Airport , Mohegan Casino Uncasville CT, Foxwoods Casino Mashantucket CT, Manhattan Cruise Terminal NYC, Brooklyn Cruise Terminal NYC and Bayonne Cruise Terminal NJ. CT Airlink hire licensed and friendly chauffeurs who have in-depth knowledge of the Areas.

Going Public: Now that You Have Successfully Made the Transition, What Do You Do?

Ok, you have successfully accomplished your dream of being the... Read More

How Micro Loans Can Mean Macro Success for Your Business

"Inch by inch, row by row...that's the way my garden... Read More

Auto Detailers and Competitive Aspects of Automobile Detailing

There are both fixed and mobile detailers. Consumers often will... Read More

10 Hiring Tips for Small Business Owners

As a successful small business owner,you're accustomed to long hours;... Read More

How to Sponsor an Event for Fun and PROFIT

How do you sponsor an event and get personal introductions... Read More

Presentations and Sales Automotive Detailers

Many auto detailers fall short in their sales presentations. I... Read More

Speed Kills on the Web!

I only have to point to the 555 plus failed... Read More

How to Integrate Yourself in Someone Elses Business

When do you need to get more involved with the... Read More

Building A Business That Works For You

Before you want to build your business, you need to... Read More

Finance Your Small Business: So Much Money, So Little Time

$37.4 million funded from venture capital today. $86.4 million funded... Read More

Maintaining Your Carpet Extractor in Your Auto Detail Shop

Auto Detailing: Maintaining A Commercial Carpet ExtractorYou should drain your... Read More

Small Business Vendors; Getting the Best Service

If you are a small business you know that you... Read More

The Role of the Business Model and Strategy for Business

People will always stress that having a well researched business... Read More

Motorizing for Profit - The Craftsmen Have Left the Building

In the summer, I can't drive two blocks without seeing... Read More

Boy oh Boy, The Obstructions and Obstacles

The bad things starts with the letter 'O'?.like Obstacles, Obstruction,... Read More

Temporary Staffing Agency: How to Start

The temporary staffing industry continues to expand, with yearly double-digit... Read More

Motorcycle Detailing Procedures Manual Sample Outline

If you are a motorcycle detailer and need to expand... Read More

How to Achieve Real Success in Business: Five Breezy Tips

Achieving real success should be the goal of any good... Read More

Going Public: The Process for Small and Mid-size Companies to Go Public

It's the dream of every person who starts a business... Read More

Awning Cleaning Business Case Study: Entrepreneurship 101

It is most fascinating to study how entrepreneurs spot opportunity... Read More

3.5 Million People And A Possible UK Home Business Opportunity

Has this ever happened to you... 'John, you have a... Read More

Age Old Marketing Technique Improves Business Plan Executive Summaries

Every business plan book tells you how the Executive Summary... Read More

Boat Detailers; Add-on Products and Services

As a Boat Detailing Specialist, you may want to offer... Read More

Public Relations: Antidote for Small Business Failure

When small businesses fail, the wreckage is often assigned to... Read More

Deciding Which State To Incorporate Your Small Business In

Once you've decided to incorporate your small business the next... Read More