The Public Relations Blog

The days of the lone PR guy, cranking out press releases, called on only when someone majorly screws up, are over. Today’s PR operations are tech-savvy, multifaceted, well-oiled machines that perform on numerous levels and serve as key players in the company’s overall strategic vision.

This is one story about PR and small businesses. Read What do small businesses spend on PR, 5 Things big companies know about PR that small businesses can learn from them, PR firms should avoid startups, and Why small businesses struggle with PR firms for more.

At one time, every business was a small business. Even the Wal-Marts and Microsofts of the world started with an idea and a bit of start-up cash. No matter how big you are or get, it’s important to never forget your more humble beginnings.

You can probably trace most of the things you do now back to lessons learned when you were smaller. Just as small businesses on the path to growth look to emulate the successful actions of larger firms, big businesses can still learn some things from the smaller companies. One such area is the way they handle PR.

Recruiting top talent has gotten significantly more difficult in recent years. With the popularity of social media, you can now find out more information about job seekers than ever before. Nevertheless, you should realize that while you are calling references and performing background searches on potential hires, they are checking you out, as well, often using sites like Glassdoor.com.

Today, everyone is talking about blogging and the fact that if you don’t blog consistently, you’re behind the times and missing out. They are correct.

Blogs provide another opportunity to reach your customers as they travel through the sales funnel. You can demonstrate that you care about their business and their lives and serve as a thought-leader, bringing them additional information that helps them make more informed decisions about your product and industry. This is not always easy, so when writing blog posts, it may help to remember that you must always provide V-A-L-U-E.

Just a few years ago, the term “spreadable content” may have referred to a jar of mayonnaise or a peanut butter and jelly sandwich. Now, of course, it refers to media that’s specifically designed to be shared as many times as possible.

According to the recently released Public Relations Generally Accepted Practices (GAP VIII) study published by the Strategic Communications and Public Relations Center at USC, creating spreadable content is a top priority for communications professionals and the organizations they serve.

For many years, companies have viewed public relations agencies as those people you hire when you’re facing a crisis or you can’t crank out press releases fast enough. Now, that perception is changing, as more and more organizations discover the real value of hiring a PR firm.

You have demonstrated value to your customers, providing useful information and updates about important trends in your field. They have read your blog posts or attended your webinars. Now what do you want them to do?

Imagine if 200,000 people read your last blog post. Think how great it would be if your website got two million visitors in one month. That’s what it’s like when your content goes viral.

It may be your competitors - learn how to spot the impostors.

If a search of your company’s name finds mostly negative reviews, your first thought might be, “Wow, my customers are really displeased, so I have to change.” However, you may want to take a closer look. Sometimes, it’s not dissatisfied customers at all who are writing negative reviews – it might be your competition.

Learn to tell the difference between a genuine product review and a fake one.

When looking for a new restaurant to try or a hotel room in a strange city, you might decide to consult online reviews to get information, weigh your options and decide which choice is best for you. But how do you know which are real and which are fake? Just like those beautiful fields you see at the stadium, the grass might look lush and real, but sometimes it’s not.

For every product or service you want to purchase, there are so many choices that it can give you a headache just thinking about it. Competition for your business is fierce and companies will go to almost any length to sway your opinion, including paying people to write comments and post fake reviews. But fear not – follow these tips and you’ll command the knowledge and skills necessary to distinguish the legitimate from the bogus.