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Pardon my enthusiasm, But a large part of your small business' success is somewhere else. Namely, out among the company's important external audiences.
How they perceive you, and what they believe avout you and your business, directly affect your chances of success. And that's because those perceptions usually lead to predictable behaviors, good or bad. So they're pretty important.
Now, here comes the public relations professional who tests the
opinion waters, then decides whether, on your behalf, s/he needs to create,
change or reinforce that opinion about you and your company. This is important
because it will affect the message content you prepare aimed at those
Bob Kelly, a public relations consultant, was director of public relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.; VP-Public Relations, Olin Corp.;VP-Public Relations, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. Contact Bob Kelly by email at bobkelly@TNI.net
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