SalesVantage.com >> Article Archives >> Public Relations >> Small Business Failure? Nuts!

Public Relations
   
Small Business Failure? Nuts!
By Robert A. Kelly

How they perceive you, and what they believe about you and your business, directly affect your chances of success. And that

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 perceptions.

Next, s/he


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

More articles by Robert A. Kelly
More articles on Public Relations