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Clean your Business With the ABC's of Public Relations

t seems that every spring and fall, we go through rituals where we clean our houses from top to bottom-- removing dust and donating unwanted furniture and clothing. However, business owners fail to seasonally clean their businesses internally. There are certain steps that businesses must include in their daily operations to ensure that their business remains in the public's eye. These steps are simply described as the ABC's of Public Relations.

A- Attracting and keeping your audience's attention.

Business owners and executives often think that a public relations plan is needed only when they are introducing a new product or service to the market place. However, they fail to realize that you must consistently keep your company in the public's eye even when you are not introducing a product or service. The key is to attract and maintain your audience's attention. The most common form is to become an expert in your field or industry. There are three ways an executive or business owner can become an expert.
They are: (1) increase your knowledge about your area; (2) write about your area of expertise; and (3) speak about your industry. The most recognized expert is one who has researched the newest trends of his industry. He is then able to share his expertise with others using collateral materials, such as articles and newsletters. If writing isn't your strength, then share your expertise through networking. Talk about the knowledge you have gained with everyone you know and/or meet. This includes your clients, colleagues, friends, and relatives. The best setting is in a social atmosphere.

B- Building and sustaining your image

Think about your personal image. Then ask those closest to you, such as friends and family, how they perceive you. Their answers may surprise you, because how you are perceived is often different than how you perceive yourself. Next ask them why they have this perception of you. They will most likely share an anecdote. Now, think about your business and ask your clients the same question. You will discover that it is a perceived image that sells any product or service. Regardless of your business's life cycle, it is important to have a company image. The first step to building and sustaining your company image is to clearly understand your key competitive advantage in the marketplace. Research what your competitors are doing. Note your advantages and then craft your company's image around those advantages. Remember, your business's image should reflect how you want your customers to see you. Make sure that your image reflects your company's unique strengths and is accurate. Once you have determined what your image should be, then you must deliver that image to your customers.

C- Creatively convey your message using color

The way you convey your message is key to your company's success. It can be expressed either verbally with words or symbolically using color. Color is vitally important when doing business. It is the first visual impression and the most instantaneous method of communication for conveying your marketing message and meaning. It helps distinguish your business from your competitors and is an integral part of changing their actions and reactions. When choosing your business's color scheme, it is important to keep in mind who your demographics are. Are you marketing to women, men, children, a particular age group, or a geographical location? It is important to investigate the influence it will have on your target market. Remember beauty is in the eye of the beholder. If you choose a color based on your personal preferences, you may offend your target audience. It is best to choose a color that persuades your customers to respond to your message in a positive way. By the way, THESE ARE COLORFUL WORDS!