WINTER 2014

THE DISTRIBUTOR’S LINK

THE DISTRIBUTOR’S LINK 153 PR AND SMALL BUSINESS: FOUR PRACTICAL PARALLELS continued from page 126 With the explosion of social media platforms and the newfound ability of ‘point-and-click’ problem solving, the area of customer service has become acutely streamlined. Small businesses should unquestionably appoint an online CSR to meet many of their clientele where they are – on laptops in living rooms, classrooms and offices – to address their issues and expedite their resolution. Long lines, brain-jarring jingles while on hold and service-delays are ill-fated means of the past and rapid roads to business-closure; accelerate your customer-service practices by logging on and establishing a strictly monitored social media presence. 3. Flexibility Creates Longevity Obstinance has no place in the realm of small business. More often than not, start-ups in their infancy transform into thriving companies on the backs of minor ‘freebies’ or ‘throwins,’ as these are the kinds of actions that are appreciated and remembered by customers. With a daily influx of new businesses developing creative ways to entice your business, maintaining a first-rate level of flexibility is priority one to building brand loyalty in your community. The extra steps you take will not go unnoticed by your clientele, and will do worlds to preserving your long-term bottom line. 4. Begin with the End in Mind Goal-setting is intrinsic to any functional publicity campaign, and while every client would relish a weekly feature in a major news publication, the actuality is that achieving that outcome is a distant outlier to the likely results. Tempering expectations and working with each individual client to zero-in on realistic, attainable goals should be conducted at the outset of a PR endeavor, and it directly corresponds to the process that should occur when setting your annual business benchmarks. Beginning with the end in mind means exactly that: go into any new undertaking with an understanding of an array of possible outcomes, and focus in on the most plausible. Your small business will not evolve into a global conglomerate overnight, and you may endure a few unsteady quarters before you finally perfect your formula for profitability. There is a growth-curve with any small business, and you should let your goals reflect that reality when you jot down your targets for the year. Contrary to some unsubstantiated belief, public relations professionals do not reside in some corporate Ivory Tower, conducting the bulk of their business in swanky lounges and on the greens of golf courses. The majority of publicity work is based on the same foundations of the small business – a stout presence in the community, timely and flexible customer service and a goal-setting strategy designed for realistic achievement. By employing these four PR-to-small business parallels and making them a hallmark of your operation, you establish a customer-centric game plan that will build lifetime loyalty and success.