Networking and PR

Do you want more people to know about your business?

PR

PR or public relations means getting people to talk and think about your business in a positive way. It can be a vital weapon in your business' armoury.

It's a way to get good publicity without advertising. And if there's ever a problem facing your business it helps you deal with it effectively.

You can use PR to attract and impress people such as customers, suppliers, distributors, banks and other lenders, potential employees and possible business partners.

And PR isn't just for big companies using national newspapers or television. Even the smallest business can use publicity opportunities to catch the eye of its local audience..

The Eight Things You Need to Do Your Own PR, by Paula Gardner of Do Your Own PR.

• A Website.
  Even if you think a website isn't going to directly to contribute to sales, having a web presence makes it a lot easier for journalists to suss out a bit more about you before they commit themselves to getting in touch. And, once you've got your details and further information up there it's not unknown for journalists to respond to a press release and write up their piece from your release and your website alone, without even getting in contact with you.
• A Brand.
  Having your brand defined, at least in your head, helps you market yourself boldly, strongly, and even provocatively if necessary. Think about what you represent. You don’t just sell financial products; you offer security and trustworthiness. You don’t only own a hair salon and cut hair; you offer a fresh new image, a time to change the way you look and feel about yourself. Think about mobile phone adverts – very few of them actually have a mobile phone in them but hint at inspirational lifestyle statements! It's a technique that works.
• A Thick Skin.
  There will be those times when you call a journalist in the middle of press day and they grunt at you down the phone. Don't take it personally. Just shrug it off and move on.
• A Spring in your Step and a Smile on Your Face.
  Most journalists too, prefer to talk to someone who is optimist and cheerful. So, stand tall and put a smile on your face (even when you’re on the phone, it does work).
• Persistence.
  Putting regular time in really makes a difference. So, get out your diary and schedule in some PR appointments with yourself for the next few months.
• Help.
  Whether it's a VA, a colleague, a PR or media student, a willing friend in business or a PR Buddy, having someone who is not afraid to say 'That press release is just too boring' is really worth finding.
• Knowledge of the Press.
  There are often clients who don't read, never make the time to listen to the radio and are proud of the fact. Do empathise with them, but really, to have any success in PR you've got to know who you're talking to. So, sit down and choose your target publications, list them and tick them off as you read them. Regularly. 
• A Fail Safe Method of Contact.
  If you know that you're not going to be around for long periods, whether it's away at meetings or doing your day job, make sure there is someone who can at least take a message and hunt you down when the press come knocking. Because, unlike The Postman, they rarely knock twice.

Networking

Word of mouth is the most powerful form of promotion. It’s the most cost-effective way to find clients, raise your profile and multiply your contacts.

Creative Networking by Fiona Robyn

• Think about how you can help
  A good networker is always thinking about how they can help people out. This might be an introduction to another contact, a book recommendation, or the offer to give feedback on some of their work. Apart from people remembering you as helpful, this has the added advantage of making you feel good.
• Don't be afraid to ask for help
  Most people feel flattered when they're asked for help, and are pleased to be able to offer it. Don't worry about imposing – if they don't have the time or the energy to give you what you've asked for then it's up to them to say no. You can ask for: advice on where to sell your paintings, feedback on your photography, the name of their accountant etc.
• Be yourself
  If networking is about building authentic connections with people then there's no point in pretending you're really into long distance running when you only ever run for the bus.
• Find new opportunities to network
  The clue to finding opportunities is to go to events you'd enjoy anyway with a different eye – find a networking group especially for creative types, go on a course, or attend a local art opening. Sometimes you might need to visit an event regularly before you build up relationships.
• Network with people you want to keep in touch with anyway
  If you like and respect someone enough to keep in touch with them then that should be enough – you may be useful to each other's careers at some point and you may not. Enjoy building your network and marvellous things will begin to happen!

Sources: www.doyourownpr.com / www.smallbusiness.co.uk / www.businesslink.gov.uk