Article Title: Turn your Business’ New Year Resolutions in PR Revolutions


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Article Title: Turn your Business’ New Year Resolutions in PR Revolutions
Article Author: Shannon Cherry, APR, MA
Article Copyright: 2004

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Turn your Business’ New Year Resolutions in PR Revolutions
Copyright © 2004 Shannon Cherry, APR, MA
Cherry Communications
http://www.cherrycommunications.com/



As eyes look forward to a new business year, many small business
owners and entrepreneurs are hoping that this upcoming year will
be the one that catapults them into success. But according to
Shannon Cherry, APR, businesses often overlook a key element
when making their business plans and resolutions.

“Most new businesses fail within three years – and it’s often
due to the fact that many business owners think that simply
hanging up an OPEN sign and placing an ad in the yellow pages
will attract customers,” says Cherry, president of Cherry
Communications (http://www.cherrycommunications.com), a public
relations and marketing firm which helps small businesses,
consultants and entrepreneurs to be heard. “What it takes is a
marketing strategy that’s effective – and in the case of many
small business owners – on a limited budget. They need public
relations to turn the resolutions into revolutions.”

She says public relations is one of the most cost-effective
methods of marketing available today. “Besides the fact that
it’s low cost or no cost, public relations can help establish
your credibility. It can position you as the revolutionary
leader and expert in your field.”

Cherry suggests including your public relations efforts as part
of a year-long, strategic business plan. “As you’re looking
toward what you’re going to accomplish in the future, make sure
you incorporate different public relations efforts as part of
your complete plan,” she says. “That way you’ll be sure to
schedule it in, just like any other business task.”


Cherry offers some low-cost public relations strategies to help
revolutionize small businesses:

1) Write articles. “Articles don’t have to be long; they just
need to be informative,” says Cherry. “Submitting online,
as well as offline, provides a good chance to get your name
in print at no cost.”

2) Write press releases. “Reporters everywhere are looking for
stories, and a press release gives them the information to
write that story,” she says. “Just make sure it’s newsworthy,
not just an advertisement.”

3) Write a newsletter. Cherry stress a newsletter should contain
content valuable to your target market, as well as promote
your products and services.

4) Use your business cards. “Think of your business card as a
mini billboard and start handing them out everywhere,”
explains Cherry. “Include them in all your correspondence
and put them in places that they'll be seen.”

5) Start Speaking. “Speaking in front of an audience usually
makes you an expert. People like to buy from experts,” she
says. “Speaking is free, and it’s just like making a sales
call to many people at one time.”


Cherry says successful companies make public relations a
priority. “Whether selling direct, through distribution channels
or via e-commerce, a successful company must achieve and maintain
a strong market presence through a continuous and effective
public relations program.”



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About the author: Shannon Cherry, APR, MA helps businesses,
entrepreneurs and nonprofit organizations to be heard. She’s a
marketing communications and public relations expert with more
than 15 years experience and the owner of Cherry Communications.
Subscribe today for Be Heard! a FREE biweekly ezine and get the
FREE special report: "Get Set For Success: Creative, Low-Cost
Marketing Tips to Help You be Heard." Go to:
http://www.cherrycommunications.com/freereport.htm
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Posted: Thu Dec 2 02:06:10 EST 2004


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