Course: SLF 130 Marketing Practices for the Small Business

Unit 4 Reading

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- Unit 4
- Table of Contents (Selected)
- Unit 4 Glossary (Selected)

SWOT Analysis and Environmental Scans Page_4

<p><span style="font-size: 14pt;"><strong>Public relations</strong></span> <span style="font-size: 12pt;">is comprised of all the efforts a business undertakes to develop a favorable impression in the public’s eye. Small businesses want the public to understand them and to think favorably of their efforts, products and services. Large companies create PR messages, often very expensive ones, to promote their companies.</span></p><p><span style="font-size: 14pt;"><strong>Publicity</strong></span> <span style="font-size: 12pt;">is information about a business, its products, its owners, its mission, and…generally it is (relatively) FREE! A well worded and interesting press release about an opening, an interesting or helpful event, or a small business owner’s “back story” will get the word out in a very effective way. Publicity can be particularly effective because it is not paid for by the company in the traditional advertising sense; therefore, it is often seen as more truthful and less biased.</span></p><p><span style="font-size: 12pt;"><strong><span style="color: #800000;">Why is publicity relatively free?</span> </strong>It takes time, talent, and tenaciousness to write and send out the press releases. A 5 W formula – who, what, when, where, why – can be used to create the news stories. Including an interesting photo might get the story published, also. Newspapers or radio stations won’t always use all press releases, but…small business owners who send out well written and interesting ones – on a regular basis – will get some of them published.</span></p><p><span style="font-size: 12pt;">Events, such as grand openings (which are scheduled after a “soft” opening), are great publicity-seeking events. Educational events, where small businesses share information and educate the public about life-improving activities, draw in interested community members. Even the largest marketers utilize this type of event – home improvement stores, for example, have painting expos and plumbing “how-to” workshops. Grocery stores employ chefs for free public cooking classes. <br /></span></p><p><span style="font-size: 12pt;">When should the big public event happen? It will vary for every business, but a couple of weeks to a couple of months are customary. This time allows the small business person a well deserved time of reflection and renewal before the journey begins!</span></p><p><span style="font-size: 12pt;">If a newspaper publishes an article about a small business, the business owner should make the article available to any and all readers! Hard copies for easy distribution, as well as electronic copies, should be distributed as separate “handouts” or incorporated into a newsletter.</span></p>

 | <p><span style="font-size: 12pt; color: #800000;"><strong>STOP AND REVIEW</strong></span></p><p><span style="font-size: 12pt;"><strong>Public relations</strong> is comprised of all the efforts a business undertakes to develop a favorable impression in the public’s eye.</span></p><p><span style="font-size: 12pt;">A well worded and interesting press release about an opening, an interesting or helpful event, or a small business owner’s “back story” will get the word out in a very effective way.</span></p><p><span style="font-size: 12pt;"><strong>Publicity</strong> can be particularly effective because it is not paid for by the company in the traditional advertising sense; therefore, it is often seen as more truthful and less biased.</span></p>
<p style="text-align: left;"><span style="font-size: 12pt;"><em>History has demonstrated the value of a soft opening – a quiet, unannounced opening that uses word of mouth to get customers in the door for the first weeks of business. A soft opening gives the small business owner the opportunity to work out the kinks and unexpected problems of operations without the pressure of a GRAND OPENING crowd. Those customers personally invited to a soft opening by the business owner will feel special, and, because they will generally have a relationship with the owner or business already, they will be more forgiving if there are problems. A soft opening can provide crucial feedback.  Smart small business owners will ASK for feedback and not take offense if they find out that signing, customer flow, menus, or other aspects of their business or products could be improved.  </em></span></p>