what public relations can do for you
by pat beebe

Inside humor from the public relations business: “Spin doctors don’t have any patients.” If your idea of PR is that it’s simply a means of covering up the truth, you’re missing one of the most effective – and least expensive – ways to promote your business.

What public relations can’t do is make up for shoddy management, poor customer service, substandard products, or downright dishonesty. Assuming none of these traits apply to your business, what can a public relations program do for you?
The short answer is that it can create a favorable image among all those constituencies that matter: your clients and prospective clients, investors or shareholders (if you’re lucky enough to have them), suppliers, the communities in which you operate, and the one most often neglected – your employees. Every contact you or your employees make – internally or externally – contributes to the perception that people have of your business (read, their inclination to give you some more). That is, your image.

in between. And consumers are more inclined to purchase products or services from companies and organizations that have earned their trust. A sound public relations program will help build recognition for what you do and earn that trust.
A good starting point is to do a mini-survey of your constituencies to find out exactly what they think of you. (I’ve included a checklist below to get you started.) You may want to consider hiring a professional to do this, since both employees and customers will be more comfortable speaking their minds to an objective third party.
Once you have a better idea what your image is, you can determine whether it’s the one you want. If it’s not, develop two or three messages that convey your ideal image, and start getting them out. There are many resources you can use to do that. Here are a few you might consider:
Press releases (appropriate only when you have a real “news hook”)
Press briefings (when you have something big to communicate that has broad appeal)
Bylined articles in your area of expertise for publication in media that reaches your client base
Letters to the editor of local media on issues relating to your business
Coalition building among constituencies important to you
Beefing up your customer service (everything from the way your phone is answered to delivering on your commitments)
Event sponsorship (especially for non-profit organizations)
Speaking at meetings of community service and trade organizations
Conducting tours of your facility (if you have something interesting to show and there are no safety issues)
Public service projectsMost of these can be done at little or no cost to you. But they have to be done well, or what you achieve may be the opposite of what you intend. A good public relations firm can be of help in planning and executing a program that works for you. If you decide to go that route, here are some things to look for:
Does the agency representative spend more time listening to you than she does talking about herself?
Is the plan she recommends clearly designed to meet your objectives – within your budget?
What kind of experience does the agency have? Do the principals have good relations with the media and with their clients, and a record to prove it? 
Who will handle your account? Will it be the experienced professional you met, or an in-training junior member of the agency?
No matter how small your company, you need a public relations program of some kind. And the time to establish one is before the need becomes critical. At that point, all you can hope for is damage control.

So, What’s Your Image?

Here’s a mini-survey to get you thinking about what kind of image you are projecting.

• When a customer or business colleague calls, does that person have to run through a litany of voice commands before actually reaching the individual he or she is calling?
• Does your voice mail system save time but lose business?
• Are the public areas of your offices attractive and free of clutter?
• If your business includes manufacturing facilities, is the plant landscaping making the right impression?
• Do your employees habitually complain to outsiders about working conditions?
• Do you pay your suppliers on a reasonable schedule, as promised?
• Is your staff courteous to suppliers and delivery personnel?
• Are your employees encouraged to smile when dealing with outsiders?
• Do you make a habit of thanking customers?
• Are convenient parking spaces provided for visitors?
• Are your company logo and stationery appealing?
• How does your advertising compare to your competitors’? Is it in good taste as well as effective?
• Do your staff members always return phone calls? How soon?
• If you have a fleet of delivery or service trucks, how often are they cleaned?
• Are visitors to your office frequently greeted by a huddle of employees smoking outside the main entrance?
   
  In all these scenarios, you can influence your organization’s image in a positive way.

An important point to remember: People will listen to what you say; they will believe what you do.

 

About Carolina Image Builders

When my business partner (Chuck Werle) and I founded Carolina Image Builders Inc. in March 2003, our goal was to bring strong public relations expertise to the growing business community in and around the Western Carolinas. As skilled professionals with three decades of experience and established local and national contacts, we aim to offer a level of service that typically found only in large cities.

We pride ourselves on public relations that are distinguished by outstanding professionalism and that successfully: convey the client’s message; build awareness of their business; establish their credibility; and address any issues that may affect their image.

Our main objective is to build programs or complete projects that will enhance our clients’ images with their most important audiences. After conducting some basic research, our recommendation might be as simple as changing the manner in which an organization deals with incoming phone calls. Or arranging briefing sessions for their top management with key members of the media. We believe that our success depends on your success.

To reach us, call (828) 687-0077, visit our Web site at carolinaimagebuilders.com or send an e-mail to pat@carolinaimagebuilders.com