We meet people every day, though we don’t always see an introduction as a business opportunity. When you first meet people, don’t try to sell anything. Get to know them. Ask them questions about their lives. See if there are various angles that could allow you two to work together…at some point. But leave initial encounter as a “getting to know you.”

V. The Art of Networking The Art of Networking starts with a simple conversation. Some people have problems starting conversations. Here are just a few examples of how: •Look to see if they have a book or magazine with them •Comment on book or magazine •Notice their attire. Comment on it

If you’re at a convention or a trade show, focus your conversation on event. These people are here for same reason you are. Some great icebreakers for these types of situations are: •The sponsor of event •The venue (food, location, entertainment) •The workshops or guest speakers

No matter with whom you are dealing with, there will always be some common interest that can bind you two. The goal is to establish that bond. The bond will allow other person to open up and begin to trust you, and people only initiate business with those they trust.

VI. Contact Maintenance Once you’ve established a contact, it is as important to maintain it. It is always imperative to check in with people now and again. By doing so, you’re ultimately informed of person’s situation and you keep yourself in forefront of their mind.

People change jobs all time. Whether you’re sending a press release to an editor or a joint venture letter to a competitor, make sure you know exactly who you are sending information to. Doing this increases your chances of having information seen by right people and kept out of garbage.

VII. Care for your Network Care for your Network. Send emails, phone calls, and newsletters out to everyone. Also, respond to people in a timely fashion. If you’re talking to someone on phone, don’t be interrupted by an incoming call. If someone buys your product, check in with them. Make sure that they are completely satisfied with product. If not, find out what is wrong and take immediate steps to remedy situation.

The biggest thing is to be respectful of other person. Please and thank you can go an extremely long way, and courtesy doesn’t cost anything. Also, be respectful of person’s time. Everyone is busy, so keep interactions brief and to point. Though its clique, this statement holds your key to success: Treat others as you wish to be treated. Do that and you’ll go a long way.

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Now it’s message time. What will you say to members of your target audience to alter that negative perception that surfaced during your conversations with them? Your message must be persuasive, so stick with facts and present them clearly. By identifying honestly what is really at issue at moment, you impart a sense of credibility to your comments, and their timeliness adds a compelling dimension to your message.

What’s best way to get that message to eyes and ears of members of your target audience?

Here, you have an embarrassment of riches with dozens of communications tactics including news announcements, op-eds, letters-to-the-editor, speeches, community briefings, broadcast and newspaper interviews and many, many others.

Progress can best be tracked by interacting all over again with members of target audience. While you’ll ask questions similar to those you asked in your earlier monitoring sessions, this time you’re looking for signs that your message got through. In other words, signs that your message succeeded in altering any negative perceptions of your business.

You should also monitor print and broadcast media, key customers and prospects for similar indications of success.

Should progress not be fast enough for you, you’ll want to consider increasing number of communications tactics you employ as well as frequency of their use. Your message should also be re-evaluated for its factual basis and clarity.

Gradually, your monitoring will playback perception changes among that target audience, and that means behaviors you seek will not be far behind.

It is this kind of success that tells us very clearly why small business must turn to PR if it is to realize its potential.

end

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit: http://www.prcommentary.com