| Some people mistakenly assume that "Public | | | | networking sites all can help you get your message to |
| Relations" has only to do with mitigating bad press. | | | | the public for little or no cost. However, be careful to |
| However, when we consider the concept of public | | | | not waste your time with a shotgun-blast approach to |
| relations in a broader context, we see the value in | | | | publicity. Taking the time to identify your target |
| developing and implementing an ongoing strategy for | | | | markets, and recognizing which media outlets are most |
| handling our company's public image. All businesses, | | | | likely to connect with that target, can save you time |
| whether they are sole proprietorships or publicly-held | | | | and headaches in the long-term. |
| corporations, need to ensure that their public image is | | | | Step 2 - Become a Virtual Networking Guru: Online |
| consistent, positive and appropriate for their industry. | | | | Public Relations involves connecting with people in a |
| Public relations involve many levels, including the image | | | | personal way that is more effective than advertising |
| we present not only to customers, but also to vendors | | | | alone ever could be. |
| and even employees. | | | | - Social Networking sites: Free sites such as MySpace, |
| One of the greatest advantages of online PR is that | | | | Friendster, Facebook, LinkedIn, Plaxo and others allow |
| we have a unique opportunity to bypass the traditional | | | | you to set up a profile, keep it current and get to know |
| media filters used to determine the few stories that | | | | other like-minded people. |
| make it to the public. Now, with web portals like Yahoo | | | | - Newsgroups and message boards: Do an Internet |
| and Google, along with "vertical sites," which actually | | | | search for your type of business. Find out where |
| pull several websites of common interest together, you | | | | people are "hanging out" online. Spend your time on the |
| can go directly to the media source. The biggest | | | | busiest boards for maximum exposure. You have to |
| challenge becomes, however, how you ensure that | | | | be ready to invest your time and resources in others |
| your message rises to the top. After all, people can | | | | too; don't just advertise. Give advice, seek advice, and |
| only identify you as an expert in your field if they know | | | | get to know your fellow posters, and they'll come to |
| you exist! | | | | see you as a valuable business partner. |
| The quality of your public relations plan can be the | | | | - Referral and affiliate programs: Offer tangible |
| difference between success and failure, but how do | | | | incentives to people who bring business your way. It's |
| we begin, and how do we know how well it's working? | | | | good business etiquette to spend as much time |
| Following are a few simple steps to follow when | | | | thanking and recognizing people as you spend asking |
| creating your professional public relations plan: | | | | them for something. Always recognize when a lead |
| Step 1 - Hit Your Target: Your business needs to have | | | | comes from an associate, and make it worth their |
| a public relations plan, just as it has a business plan and | | | | while to do it again. |
| a marketing plan. In today's information-saturated | | | | Step 3 - Be an expert in your field: Having knowledge |
| market, sending out a few press releases a year to | | | | that others need makes people come to you, which is |
| the local paper doesn't qualify as a viable PR plan. | | | | always better then you going to them! How do you |
| With the benefit of the Internet, news about your | | | | become an expert? You'll have to come back next |
| services and achievements can be distributed | | | | month to find out. Read Part two of Online Public |
| nationally, and even globally, as well as to local media | | | | Relations in the April Issue. |
| outlets. Newspapers, ezines, blogs, business and social | | | | |