Public Relations or "PR" is one of the most important factors in how
you are perceived by the public at large. It is the relationship
between your business and your customers, past customers, community and
potential customers.
There are two ways of obtaining PR. One way is through press releases,
in which you share news about events or accomplishments within your
company or organization. This form of PR gives you full control over
how your company looks to the public. Your public, is anyone who has an
interest of one type or another in your business such as your
employees, customers, suppliers, competition and the press. How you are
percieved by the public has a huge impact on the future of your
business.
When issuing a press release make sure that the information provided is
of interest to the readers or viewers of that particular publication.
The heading of the press release should grab the readers attention and
prompt them to continue reading. Make sure you are targeting
publications which would be interested in your information. You wont
have much success submitting a press release about christmas ornaments
to a publication which targets outdoor life.
Testimonials and case histories are useful when overcoming objections,
building credibility, and demonstrating customer satisfaction with your
company and products. Generally, testimonials do not make up the bulk
of a press release. Although it helps to add in a positive quote from a
satisfied customer, make sure the comment is in direct relation to the
focus of your press release.
Good PR from satisfied customers can bring you a whopping customer
base, yet at the same time one shred of negative PR from an unhappy
customer can cause your business considerable damage. When in a
one-on-one meeting your customer should do most of the talking. Your
customers are worth listening to and their feedback is valuable
information! Take the time to listen to their questions and comments as
it will help you to understand their needs and make sure they are
satisfied with your service. If you are doing most of the talking,
chances are, your customers are going to feel pressured or turned off
and you run the risk of losing a sale as well as a customer.
Building a relationship with the public is an important aspect of
promoting your business and building a solid customer base. Staying in
touch with your customers will not only improve your customer
relations, but will keep your name foremost in the minds of your
customers and prospects and keep them coming back.
