The power of proactive PR backed by a professional web presence
I would like to share a story about an acquaintance
who asked me for business advice. She runs a terrific family
restaurant not far from my office. I’d like to see her business
thrive, and it can.
She started doing press releases, but became
discouraged because getting them out was time consuming. It was
difficult to get the chef time to prepare the featured items
and to get pictures to send out each month. I asked her to step
back and consider why that was the case.
She and I concluded that she was doing the
press releases in a reactive mode. What I mean by that is that
she could have created an annual plan, gotten all of the supplies
needed, and had her chef cook and take photos of a year’s worth
of featured items in a weekend.
It’s seems like a small difference, but doing
public relations (PR) in an efficient way is the difference between
getting attention and filling seats and just getting by, while
telling yourself that you haven’t got the time to get media coverage.
Are you doing PR for your business? Do you
do it with an annual media plan? Do you follow a calendar so
that you can work efficiently?
Make sure you are proactive, not reactive
in your PR efforts. You can still add good opportunities to your
PR calendar in response to events. One of the easiest ways for
a local business to boost its web presence for its chosen key
terms is to blog regularly and provide useful content that includes
terms that searchers use to find that kind of business in the
titles of the blog posts.
The other advice I gave her is to ensure
that her website looked professional. A food critic considering
reviewing the restaurant and a person considering dining there
probably gets their first impression from the restaurant’s web
site. You don’t have to spend a lot to get a site that appeals
If your site isn’t meeting your expectations,
you may be saving a few pennies, but you’re costing yourself
dollars in lost business and lost opportunities – the web is
where things are happening today. Take a few minutes and review
your website. Does it communicate what you want it to? Does it
make the right impression on visitors? Does it make you want
to visit and buy? And most important, can people find it with
the key terms they are typing in? Too many folks view website
development as a monthly expense, so never really get out of
the chute. See it as a capital expense and devote some time to
“birthing” your web presence correctly. Then work on monthly
While you are evaluating the content of your
website, consider ways that you can make your website more findable.
If you will commit to improving your website, you may find that
the Internet becomes the source of your best qualified leads
and that cost of acquiring customers becomes a lot less than
your less Internet-savvy competitors.
I would be happy to review your business
website and give you an analysis of the issues that should be
addressed. If you are planning to redesign your website, I offer
a brief two-hour consultation for small business owners who want
to get the most out of working with web designers. Web designers
aren’t likely to understand your business strategy, and you may
want help to make sure that you get the most for your money,
so I can bridge that gap.
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Remember, only you can make BUSINESS
Ron Sturgeon is past owner of AAA
Small Car World. In 1999, he sold his six Texas locations, with
140 employees, to Greenleaf. In 2001, he founded North Texas
Insurance Auction, which he sold to Copart in 2002. In 2002,
his book “Salvaging Millions” was published to help
small business owners achieve significant success, and was recently
reprinted. In June 2003, he joined the new ownership and management
team of GreenLeaf. He also manages his real estate holdings and
investments. You can learn more about him at WWW.autosalvageconsultant.com
He can be reached at 5940 Eden, Haltom City, TX 76117, email@example.com or
817-834-3625 ext 6#.