The Pioneer Communicator -- May 2004

PR Principle:  Planned & Systematic

The January 2004 edition of this newsletter provided an overview of the Principles of Effective Public Relations.  These principles are the fundamentals; they are as important to your Public Relations effort as dribbling and passing are to a good basketball team.  The March 2004 and April 2004 editions explored two of these principles.  This month, we will discussed a third principle:  the idea that a Public Relations campaign must be Planned & Systematic. 

Planned & Systematic

As discussed in the April 2004 edition of this newsletter, the purpose of a small business' Public Relations campaign is to build and maintain a credible, favorable reputation among key groups of people.  The term "campaign" is key because Public Relations is not a one-time event.  Rather, it is an ongoing process that requires planning, forethought, discipline, and patience.

If your Public Relations campaign is to be effective there must be a method to your madness.  That's why you should develop a Public Relations Plan that defines your message, specifies the resources you are willing and able to invest your program, outlines how those resources will be used, and creates a clear timeline for execution.

Planning is crucial.  As a small business owner, it is imperative that you get it right the first time.  By developing a well thought out Public Relations plan you help ensure that your message is clear, that you are using the right tools to communicate your message to the right groups, and that you remain consistent throughout your communication program.  Planning helps you anticipate challenges and speed bumps before you hit them.  A solid plan, committed to paper, provides a framework that helps create the discipline and patience you need to stay on target and on message over the long haul.  Building a solid reputation takes time, and proper planning enables you to systematically communicate your message over an extended period of time.  

Networking Tip:  Don't Just Join; Get Involved!

The purpose of professional networking activities is to build strategic, trust-based business relationships with key people.  We have defined networking as making friends before you need them.  As we discussed in the April issue of this newsletter, networking is a long-term process.  It's not just about getting the sale (or the job) today; it's about building relationships that last.  

With this view of networking in mind, I'd like to discuss one of the more common mistakes people make as they attempt to build their business through networking.  Many people join organizations, then expect solid networking results to materialize out of thin air simply because they are now listed on the membership roster of a Rotary Club or the Chamber of Commerce.  

I have observed many such people who have joined a civic group or professional organization for the purpose of networking.  Quite often they attend sporadically, sit on the back row and don't participate outside of regular meetings -- and then complain that "networking doesn't work for me."

Networking is about building relationships.  By definition, this means getting involved with other people.  If you join a civic or professional organization for the purpose of networking, be more than a seat warmer.  Get involved and add value to the group!  This will enable you to get to know others and will create opportunities to develop trust with them.  

If you get involved and selflessly give back to the organization, the other members will take notice.  On the other hand, if you create the impression that you're only there for the contacts the members will see through you and will likely question your motives and trustworthiness from day one.  

Many of my best business contacts were developed through my involvement in organizations not directly related to my business. Instead, they were developed through groups that advocated a cause in which I believe.  I got involved with those groups because I shared their values and goals --  not just because I wanted to make contacts.  The people in those organizations had the opportunity to work with me and get to know me on a personal level, and business connections subsequently evolved out of trust that had already been developed.

If you are planning to join a civic or professional organization as part of your networking strategy, I urge you to choose wisely.  Join a group that interests you -- one with which you want to get involved.  Do more than just join -- get involved!  Participate!  As you selflessly contribute to the group, you will develop trust and credibility with others.   

- Frank Williams

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