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Synopsis
<p>Good public relations can make a business - eBay's founders boasted that they spent no money on advertising apart from PR for two years. Top notch PR can attract capital, partners and employees, as well as potential customers. Sadly, few small businesses project themselves as well as their larger counterparts, but with a well planned PR strategy they could do just that.<br><br><b>The Buzz Factor</b> addresses the sticky issue of making PR relevant to individual businesses. This practical workbook takes the reader through every stage of devising a PR campaign. Using exercises and tools it will help a business analyse its current reputation and then devise a strategy to communicate complex messages, differentiate themselves from the competition and position themselves as an authoritative voice within their sector.<br><br>PR campaigns have the ability to reach into untapped markets and enable small business to build a brand for themselves and their products. This essential workbook will enable anyone to create a 'BUZZ' about their business.</p>
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About the Author
Russell Lawson is Head of Public Affairs for the Federation of Small Businesses in Wales. Also a journalist, he is a regular conference speaker and media commentator on small business issues.
From the Inside Flap
What is the true purpose of public relations and how can it really help impact the growth of your small business?
In order for the media to succeed, they need information that is both useful and entertaining for their readers. This is where you, the business owner, comes in.
Anyone who s cynical towards the importance of learning new skills has never owned a small business. I own one and know that at times when deadlines, suppliers, customers and staff are piling pressure on, recalling words of wisdom simply lifts me out of a slump.
Success leaves clues: successful people leave clues on how to win. eBay.com s founders boasted that they spent no money on advertising apart from PR for two years. That s a big clue for anyone in business.
When thinking of public relations, many things may come to mind, like: sweaty palms as you pick up the phone to try and convince a reporter how great your business is; getting writers block while trying to write a press release about your company; countless hours of faxing your story to hundreds editors just to find out that your piece did not make it to print.
However, public relations does not have to be such a daunting effort. If done right, public relations can also bring rewarding thoughts to your mind, like: the constant ringing of phones in your office of people interested in your products or services; gaining credibility and becoming a leading expert in your industry; or thousands of people learning about your company in a matter of days without costing you a penny!
Most small business owners think that public relations is too time-consuming an effort. This may be true in cases where small businesses have very limited resources, but this should not discourage you from doing it. It is just a matter of prioritising your goals and using the resources that you do have available to take advantage of what is an invaluable marketing tactic.
A company that is "in the news" is more visible and more interesting. Good publicity can attract capital, partners and employees as well as potential customers. It can position a business as "the expert", "thought leader" and "go-to people".
The publicity generated is almost always the most valuable and cost-effective way of promoting an offering. Unlike an advertisement, editorial publicity carries the perception of an unbiased third-party endorsement. And the benefits of a positive endorsement by the media can hardly be understated.
What is required from you is to keep in your mind your vision of the perfect PR-knowing small business you want to become. Nothing is more important to the development of a business career, or any endeavour, than the dream it s seeking to fulfil.
As Lowell Paxson said: "Effective leaders are visionaries. They see something out there in the distance that others don t yet see. They re convinced that the ordinary can be transformed into something successful. Leaders have a vivid imagination, and they re persuaded that what is only a distant dream today will be a reality tomorrow."
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<p><i>Introduction: What makes you tick?</i><br><br> <b>Chapter 1: The audit </b><br><br> Introduction; The audit; Gathering information; Strategy versus tactics<br><br> <b>Chapter 2: Why you need PR </b><br><br> Introduction; Your message; Stakeholder expectations; Agenda setting; Campaigns; Conclusion<br><br> <b>Chapter 3: Environmental analysis</b><br><br> Introduction; The SWOT analysis; Conclusion<br><br> <b>Chapter 4: Looking after your stakeholders</b><br><br> Introduction; Stakeholder mapping; Messages; An internet community; Where to now?<br><br> Chapter 5: Tactics<br><br> Introduction; The next step; Over to you...<br><br> <b>Chapter 6: The end has no end</b><br><br> Introduction; Monitoring and evaluation; Keep it going<br><br> <i>Appendix: Help available for small businesses</i></p>
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The PR Buzz Factor: How Using Public Relations Can Boost Your Business
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