It’s been a terrible few weeks for the many people affected by hurricanes Harvey and Irma. Many business owners I’ve spoken with have asked a common question, “When is it ok to get back to promoting my brand and marketing my business?” Here's my answer.
I always try to write blogs that will give my readers valuable information, believing that knowledge not shared is knowledge wasted. I’m happy to provide insights, tips, even secrets that can help entrepreneurs and small business owners beat the odds and not only stay in business but thrive.
I don’t mind helping them learn the strategies my partners and I use to earn our clients media coverage, grow their social media presence and influence, and establish a trusted brand identity.
Why? Well, I’ll be honest. If I can help them succeed while they’re getting started, maybe when they reach the Stage II level they’ll have come to know and trust me, and hire my firm to help take their PR and marketing to the next level. This will be the time when having pros in place is critical if they’re to compete with others in their field and dominate their marketplace.
Like an “all you can eat” digital buffet, businesses are serving up trays of online content, and you’re invited to load your plate with an appetizer of tweets and posts, an entrée of blogs infused with rich video, and sides of research and white papers. For dessert, infographics covered in sweet statistics. Yum!
Businesses today rely heavily on developing content that attracts potential customers to their website. What kind of content are your customers craving and consuming?
It was one of the lessons many of us were taught at a young age, “Don’t put all of your eggs in one basket.” Now as a kid, your first thought probably was, “Why would I want to make two trips to the henhouse if all the eggs fit into that one basket? Adults are so dumb!”
But from the ramp of the henhouse up the steps of the corporate ladder, a single-basket model has been making its way through small, mid-size and even large businesses; the merging of public relations and marketing into one, assuring the messages and tactics that build a company’s reputation, reach and goodwill help with the goal of growing sales and profits.
You see it in the news almost every day. . .
A business creates an inferior product that harms dozens of people. A nonprofit organization’s bookkeeper is accused of embezzling tens of thousands of dollars meant to help children.
You have a business plan, a marketing plan, a fundraising plan; why don’t you have a crisis plan, one that takes into account the myriad things that could wrong and the steps you’ll take to remedy the situations? Those other plans are useless if you don’t have a business or organization in which to apply them.
By Geo A. Ropert, APR
Along with developing and enhancing corporate and organizational brands, I’ve been doing more work in the “personal” branding arena. Everyone knows the importance of maintaining a strong, respected and recognized business brand but few professionals recognize the importance of maintaining the same when it comes to how they’re perceived; what their personal brand is.
Your brand is what people think and say about you when you’re not around. It’s what they expect when in your presence or dealing with you in a negotiation. Yet, I don’t think we realize how much our brand is being affected by what we say and do in today’s digitally-connected world.
This year, I became intimately informed about financial fraud and how it impacts charter schools. Last year, I learned how clinical trials are conducted and what it takes to get a medical device from the drawing board to the operating room. I also learned about infrared and low-level red light therapy and how they help repair damaged cells in the human body. Over the past several years, I became an expert in smart growth principles for cities and towns, the benefits and pitfalls of child welfare systems, and how entrepreneurs and executives think and act to be successful. And that’s just a sampling of my education.
I’ve been a student all my life. It didn’t end after formal schooling and I don’t see it stopping anytime soon. You see, I’m a public relations professional and the owner of a PR firm, and if we who have chosen this career want to survive we have to learn a great deal about the many fields in which our clients operate.
One of the “valuable” lessons taught to me by a respected mentor was shared early enough in my business career to be of benefit. It had to do with losing 50% of my customers and how easy it was.
Over the years, I’ve discussed this with many other business owners and most agree that keeping politically quiet during election season is good for business. No signs, no fliers, no posts.
It’s not only small businesses that must be cautious. Fortune 500 companies often stay out of elections for the same reason.
I’ve had the opportunity to be on both sides of radio. As a host, I’ve guided the conversations and asked the questions. As the guest, I’ve had the opportunity to answer the questions and make an impression.
Some of what I learned, I’ve learned from the best in the business. Other lessons have come the hard way, through missteps and mistakes. Either way, I’m still here to write about them and share some insights with you. As with any experience, there has to a first time and I hope yours will be one of many.
...with a turnover of all Florida House and Senate seats, along with elections in Congress and many County Commissions and municipalities, a new group of people will be assuming leadership positions that will guide our local, regional and state futures for several years to come. If you’re a leader within an association or nonprofit organization, it also means a large, new group of people will need to be introduced to, educated about and made aware of your interests and causes.