HOW PUBLIC RELATIONS CAN HELP SMALL BUSINESSES
Public relations describes the various methods a company uses to disseminate messages about its products, services, or overall image to its customers, employees, stakeholders, suppliers, or other interested members of the community. The point of public relations is to make the public think favourably about the company and its offerings. Commonly used tools of public relations include news releases, press conferences, speaking engagements, and community service programs.Â
Although advertising is closely related to public relations – as it too is concerned with promoting and gaining public acceptance for the company’s products – the goal of advertising is generating sales, while the goal of public relations is generating goodwill. The effect of good public relations is to lessen the gap between how an organization sees itself and how others outside the organization perceive it.
Public relations involves two-way communication between an organization and its public. It requires listening to the constituencies on which an organization depends as well as analyzing and understanding the attitudes and behaviors of those audiences. Only then can an organization undertake an effective public relations campaign.
Many small business owners elect to handle the public relations activities for their own companies while others choose to hire a public relations specialist. Managers of somewhat larger firms, on the other hand, frequently contract with external public relations or advertising agencies to enhance their corporate image. But whatever option is chosen, the head of a company is ultimately responsible for its public relations.
Goals of Public Relations
Some of the main goals of public relations are to create, maintain, and protect the organization’s reputation, enhance its prestige, and present a favourable image. Studies have shown that consumers often base their purchase decisions on a company’s reputation, so public relations can have a definite impact on sales and revenue. Public relations can be an effective part of a company’s overall marketing strategy. In the case of a for-profit company, public relations and marketing should be coordinated to be sure they are working to achieve the same objectives.
Another major goal of public relations is to create goodwill for the organization. This involves such functions as employee relations, stockholder and investor relations, media relations, and community relations. Public relations may function to educate certain audiences about certain things relevant to the organization – including the business in general, new legislation, and how to use a particular product – as well as to overcome misconceptions and prejudices. For example, a non-profit organization may attempt to educate the public regarding a certain point of view, while trade associations may undertake educational programs regarding particular industries and their products and practices.
Public Relations for Small Businesses
Like other types of organizations, small businesses can benefit from public relations in terms of their relationships with customers, employees, investors, suppliers, or other interested members of the community. Since small business owners are the most visible representatives of their own companies, they frequently handle many of the public relations functions. But experts caution small business owners against taking on this responsibility if they are unqualified, or if they are unable to give public relations the attention it deserves. In these cases, entrepreneurs may choose to hire a public relations specialist or contract with an outside agency.
An ideal public relations professional would be creative and enterprising, possess good communication skills, and solid news judgment, have a thorough knowledge of the business, be sincere and considerate in dealing with people, and make a good impression as a representative for the company. Some of the skills required in public relations work include writing and editing, public speaking, graphic arts, public opinion polling, and advertising.
The responsibilities of a public relations executive include interpreting public opinion, advertising management, generating opportunities to increase public awareness and acceptance, disseminating good publicity, and evaluating the results of campaigns. In order to perform these duties effectively, the public relations professional must know what is going on in the business, which means that he or she requires access to management. Most companies need to seek outside help from a public relations agency at some point. Even if staff members handle most of the PR efforts, an independent form can assist with a special project, or give occasional advice.
There are a variety of reasons why a small business owner might decide to contract public relations work out to an external agency. For example, company personnel may be inexperienced in handling public relations; the company may be geographically distant form its main audiences; the company may not be able to afford to hire a full-time public relations executive with the needed skills; or the company may want the objective judgment of an outsider.
A small business owner can locate reputable public relations firms from the Nigeria Institute of Public Relations (Chartered), the trade press for their industry, or the recommendations of fellow business people or local news people. When choosing between several potential agencies, a small business owner should consider those that have experience in the industry, clients in similar industries, financial stability, and a compatible overall philosophy. Contracting with an outside firm can be costly – some charge their clients a monthly retainer, while others charge straight rates for limited services.
While communication is the essence of public relations, an effective public relations campaign is based on action as well as words. Whether it is practised formally or informally, public relation is an essential function for the survival of any organization. Small business owners cannot afford to neglect public relations. But lavish parties and gifts are not necessary – it is possible to vastly improve a small business’s image within its community while also controlling public relations expenditures. Sponsoring a community service, speaking at a chamber of commerce meeting, and volunteering at a neighbourhood clean-up are among the wide variety of public relations activities readily available to small businesses.
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