Marketing and Public Relations Recommendations for Every Business

Business owners frequently ask what we recommend that they do to market and promote their business. While we cannot suggest strategy for your business without consultation, we can recommend the six tactics we outline here as critical to developing a strong presence and attracting new business.

Recommended Public Relations and Marketing Activities

Marketing and Public Relations Recommendations

  1. Add social media advertising to your plan—Whether you use Facebook, Instagram, Pinterest, Twitter or LinkedIn, you must begin to allocate advertising dollars to promoting posts and your firm. Many people were lured into thinking that social media were free to use to promote their businesses. We have all discovered that free is not free. It takes time and energy. Changes to all social media channels have caused it to be increasingly difficult to stand out and connect. Now every platform allows you to use ad dollars to reach target customers. Don’t fight this. Just do it.
  2. Create a content marketing plan—If you are using your owned media channels to distribute content, you must have a coherent content marketing plan. Without a plan, you will drift into poor habits and unfocused posting and sharing. Focus on your core business and anchor customers.
  3. Create a content driven website that gets updated on a regular basis—If you have been too focused on your business this last year perhaps you missed the news that Google has drastically changed their algorithms in the last 18 months. Firms who need to be found are beating you in search results pages because they are using their website to author new, consumer / customer focused information which supports marketing and SEO goals. A content managed website allows you to easily add content to your website.
  4. Use email marketing to keep in contact with your customers—You can say thank you, share news about customers, congratulate them and at the same time, remind them of the solutions offered by your products. If you are smart, #2 and #3 above will be designed to work hand in glove with this initiative. E-mail marketing to current and past customers is a must-do. Not a want-to-do.
  5. Create a crisis communications response plan—Neglect this recommendation at your peril. Every business will face a crisis and you have no way of knowing when. Whether a disgruntled customer who takes to Twitter to vent or an employee who commits fraud or embezzles from your business. You are vulnerable. A crisis communication plan allows you to prepare in advance by understanding and evaluating the risks and threats. And it allows you to have first line responses composed and a plan of action. Don’t wake up one morning to find that you are being skewered in social media and you have no way of knowing in which direction to turn.
  6. Think and act like your customers—Of all the recommendations I have to make, this one is essential to your continued success and the success of all my other recommendations. If you get out of the self-promotional mindset, you will discover new perspectives. These new perspectives will help you do better work, offer better, more customer-centric products.

It is up to you to make sure your marketing fits your customer and supports your business goals. Don’t neglect doing something now that will win you new business in the future.

Crisis Communications-How to Respond to Accusations

Lawson Roberts as seen on Live5News video
Lawson Roberts as interviewed by Live5News

How would you deal with fraud charges? Charleston’s Lawson Roberts** refutes allegations of fraud. He says his arrest and charges of fraud are “all a misunderstanding” of how wedding planners mark-up re-sold services. Roberts does a credible job of talking with the news media and explaining his side of the story.

From our viewing of the interview with Roberts on Live5 News, we see Roberts as calm, collected, and carefully explaining his point of view.

If something like a fraud accusation happened to you, could you as the leader of your company face the news media calmly and explain your point of view?

Inevitably in every business, there will be a day when you have a crisis on your hands. Your ability to survive the crisis will depend on your ability to tell your story credibly, and directly. Public relations and media training for all company leaders is critical. Being able to speak to the public, the media and customers with clarity, poise, and sureness is the mark of a prepared leader.

**Note: Lawson Roberts is not a client of Charleston PR & Design. We are merely commenting on a local news story.

If your business or firm is facing a crisis, contact us at 843-628-6434 for consultation and assistance. If you would like to have us perform a crisis audit for your firm so you are prepared in advance, we welcome your call.