Don't Be IncredibleWritten by Harry Hoover
Public relations is all about credibility and trustworthiness. If you don't practice PR, then you are likely to be incredible.Some of elements of a PR program include research, media relations, publicity, special events, employee relations, client relationship management, crisis communication, trade shows/conferences, community and government relations, and corporate identity. PR helps you shape internal and external opinion about your organization with an eye toward building support among your key "publics." What can you expect from PR if it is done correctly? - Boost Credibility. Media coverage or word-of-mouth from right people heightens your credibility much more than an ad ever could. - Build Trust. People trust what they are familiar with. A proactive PR program that gets and keeps your name in front of people can be first step in building that trust.
| | Be Patient? Nah, Let's Kill Something!Written by Harry Hoover
There's old joke about two buzzards sitting in a tree overlooking a highway. One responds to other, "Be patient? I'm hungry. Let's kill something." Just like that buzzard, it is not in nature of most marketers to be patient for business to grow. They want to go out and "kill something," too.The trouble is that most marketers go after new business wrong way. They want to "take down" new piece of business using all tools of trade from advertising and direct mail to cold calling and event marketing. This is an expensive way to drum up business. Your existing clients are just waiting to tell you about people they know who could use your services, and then help sell you in to these people they refer. Not only is this more cost effective, it practically guarantees prospects will share same characteristics of your best customers. "OK, Harry," you're asking, "but how do I do it?" The first rule of getting referrals: ask. When should you ask? Let's review. - After your customer has purchased something from you is a great time to ask. The new customer is pumped up about your offering and you can harness that energy by asking for names of others who could beneft from doing business with you. - Upon delivery of your product or service is next time to ask. The benefits of your offering should be readily apparent now, so you can remind customer of importance of their referrals. - Anytime you have personal contact with your customer is a good time to ask. You are continuing to build a relationship with them and can use opportunity to ask for referrals. Don't ask more than three times per year.
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