Last
updated August, 2002
Internal Public Relations
Work from the Inside...Out
In addition to getting the word out about your business
via public relations, establishing an internal relations
program for employees is essential to every company's bottom
line.
Sometimes getting accurate and up-to-date
information through the office BEFORE it hits the front
door makes or breaks a company.
Just as in public relations, internal relations
includes giving employees and share holders accurate and
up-to-date information about the company, being honest,
answering questions forthright and providing appropriate
information when needed.
Internal relations links with team building
and employee recognition opportunities. Together, these
programs build strength.
The following are a few items to consider
for a successful internal relations program:
- Get feedback from employees on preferred
ways of receiving information (meetings, memos, telephone
messages, conference calls or other modes of communication).
- Inform employees of new programs. Make
sure employees know when something is launched, recalled
or changed.
- What you give is what you get. If your
employees are in the dark about essential information...that
is how they will work...in the dark. And, morale will
go down.
- Be open and honest. Your staff is essential
to your company's credibility. If your staff does not
trust you or top management, the market may join your
employee's mistrust.
- Recognize everyone's efforts and contributions.
Positive praise and proper and fair acknowledgement among
employees goes a long way.
- Ask and listen. Get feedback from employees...they
will give insight that is crucial.
Now the work begins...from the inside out.
Stay On Budget...Promote Online
Online marketing is an integrated part of today's marketing.
Both large and small companies can make an impact online
and stay on budget if an online marketing plan is executed
correctly. The following are just a few key ideas to consider:
Link Up - Link with other web sites
to increase traffic. Seek companies that complement your
business and offer your customers additional benefits.
Check the credibility of all companies and sites you decide
to cooperate with and then set up a free reciprocal site
link. This linking may even help in your search engine
ranking due to popular hits considered in some search results.
The Power of Newsletter Space Swaps
- Does your organization publish an e-mail newsletter
or consistent correspondence to customers, or an established
e-mail database? Consider offering either ad space or
credited published space in your newsletter in exchange
for exposure in another business' online newsletter.
Consistency in Signatures - Create
signature files for every employee in your organization.
A signature line on all company e-mails is an excellent
little "advertisement" or branding message.
Connect Online - Encourage employees
to monitor and possibly take part in Internet newsgroups,
discussions, forums or message boards. Position your company
as an expert in your field by sharing information online.
Before jumping into a particular online forum, it's a good
idea to learn the rules or expectations of each online
group.
Automatic Responders - Want quick
communication with customer inquiries? Check into an automatic
responder's service. This inexpensive service can help
make a quick, positive impression with your customers!
Submit to Search Engines - Make
sure your web site is submitted free to as many search
engines as possible. Not all search engines actually charge
for submissions. However, some have created programs that
now allow companies to pay for best placement.
Risky Business...
Most entrepreneurs agree that opening a business is a risk
- one that must be entered into with expertise and information.
It is lack of information and expertise that increases risk.
Many aspects of business are worth the
risk (such as creating a new business or expanding your
current business), others are not. One certain risk that
is not worth the consequences is creating a business without
proper public relations expertise or without a working
relationship with public relations professionals.
Reduce your risk and get the right public
relations expertise for your organization. Why is this
so essential? Here are just a few reasons...
Image
- Let's face it, business is based on image.
If the market looks upon your business negatively, your
business will suffer and/or fail.
- Build your company's positive image account
BEFORE you need to use it.
Publicity
- Could your business use a little positive
media coverage?
- Do your customers and potential customers
know what good works you are performing in the communities
you serve?
Crisis Management
- You never know when a crisis will occur
at your business. When anything from a business scandal,
to a plant disaster happens...the media (and public)
will be asking questions...the tough questions.
- It is imperative to be prepared with
a professional crisis management plan.
- Having an established working relationship
with a public relations firm will make a difference in
precious time and efficiency when a crisis occurs.
Internal Public Relations
- Creating a positive image with employees
is essential to succeeding outside the doors of the office.
- Be sure to get employees on the same
page and same team!
Potential Promotions and Marketing Programs
- How would additional Internet presence
affect your business?
- Would you like to link with other organizations?
- Marketing a new location?
- Ready to introduce a new product or service?
- Needing to build alliances with complimentary
businesses?
- Want to build promotions that drive sales
and build identity?
- Are you making the most of special events
and trade shows?
When considering working with a public
relations firm, ask questions and perhaps start the relationship
with a small project. Be comfortable and forthcoming with
your PR professionals and they will help your business
remain stable, and become successful!
Mix It Up - Multi Media Campaigns
Advertising is an integral part of marketing. Whether a
business owner admits it or not, when administered effectively,
advertising does work. The key to success is the correct
mix for the right target market.
What business owners need to remember is
that "targets" (as in target markets or "people") keep
moving. . . although creatures of habit, people get information
in a variety of ways. Change is inevitable. It takes numerous "exposures" for
a target to pay attention or take action.
Make the most of your advertising dollars
by creating a multi-marketing mix to create a look that
captures the attention of your "moving target"!
A few key multi-mix advertising ideas:
- Include a call to action such as "call
or write for a free brochure" in your print ads.
- Include another call to action such as "look
for our special offer in this weekend's issue of the
newspaper" in your radio ads.
- Blitz your media to make the most impact.
Rather than watering down a campaign over a longer period
of time. . . create a blitz with two or three avenues
of media all at once.
- ALWAYS include your web site in your
print advertising.
- Build continuity in all advertising by:
- Placing a copy of your print ads
on your web site.
- Using consistent graphics in yellow
page ads, newspapers and catalogs so your ad (and
company) is recognized.
- Referring prospects to your web
site in yellow page or magazine ads.
- Use a direct mail campaign prior to a
trade show, including a call to action: "Come visit
us at booth # ___ and receive a free gift". Or, "Look
for our trade show special in your trade show attendee
packet."
- Use the telephone hold message to refer
callers to your web site, an ad in your industry magazine,
or a special newsletter insert.
Most importantly, be creative in tying
it all together to catch your target market's attention!
