Many businesses are simply little fish in a big ocean, swimming and scurrying about hoping to be noticed or “chosen” by those customers that want what they have to offer.
That is no way to run a business. Marketing by chance rarely produces the result that will give the owner a full time income.
Getting noticed involves a lot of positive, pro-active, and planned steps that lead to incremental wins or successes.
Typically, the process of being noticed and spreading the word about your products is an expensive and drawn out affair for most owners.
But there are things you can do every day in your business to create “buzz.”
According to author Richard Laermer, in his great little book Full Frontal PR, this one characteristic of your marketing (creating buzz) is often the difference between success and failure in your total effort.
The author makes the case that a small business can be media friendly. Writers, book reviewers, editors and others are often hard pressed for time when it comes to looking for material to push to their readers.
A small business owner can be media friendly and can learn how to offer and serve up just the right material to these professionals. It’s a great way for the owner to position him/herself as an expert in the field and to get a bit of buzz going about his own business.
The author has written several other books on the subject of PR, is a former newspaper and magazine journalist and CEO for a public relations firm . . . so his experience and career in the field give him unique insights and understanding about what types of things are important (and what are not important) for a business owner as he attempts to work with media insiders.
Why is PR important to every business?
Laermer gives us seven important reasons to practice small business PR:
1. It can get national-scale attention and “mega-brand” status attached to your small local business,
2. It brings fame and “expert” status to you, in whatever you do (not just related to the specific product you’re known for),
3. PR can send the value of your business through the roof,
4. “Buzz” allows you to be heard; it gives you a platform for not only your products but other agendas you may have,
5. It allows you to tell your story as you like it — to set the record straight in an open forum,
6. PR can give your business the “break” you might not be able to get any other way — it creates opportunities for your business,
7. PR can “incapacitate the competition” according to Laermer.
Full Frontal PR has some excellent practical tips on building buzz pitching your business story.
There seems to be a somewhat predictable and probable outcome to PR attempts when the company follows the advice of
Laermer and approaches the PR environment as the author suggests. But I won’t go into the details here — you need to pick up a copy of this idea-filled book and adapt the principles to your own company.
One other thing: the appendix, entitled “The Cool Sources for a PR Wiz” is an excellent resource or compendium of web sites that will help you put your own PR campaigns on steroids.
This is a must-read for the serious owner-operator.
To your online business success,