“IF YOU BUILD IT, THEY WILL COME”..... NOT WITHOUT PROACTIVE PR

We've all seen the movie Field of Dreams, and heard that unforgettable line, “If you build it they will come.” Well, that's not necessarily true.

If you're looking for good media coverage ‑— and you want to be successful at letting the public know you're worth their time — simply building your business is not enough. Big companies with marquee names have failed over the years, simply because they thought that on name alone they would succeed and be profitable.

Sure, that big name or recognizable brand might get the media's attention when you're shiny and new. But without a multi-tiered, proactive public relations effort in place, that initial buzz will fizzle.

Press releases, follow up, relationships with the media, and the ever-evolving social media platforms provided by public relations can keep the flame of media interest burning. Frequency of coverage keeps your products above the crowded marketplace and will help the public realize that your business is something they should spend their hard-earned money on. The only way to succeed is to stay in touch with reporters and editors and keep your business name at the top of the media's minds.

As you read this you might be saying, “Hey just because we have a big name, doesn't mean we have a big budget. Can we really afford PR?” Good public relations is one of the most cost-effective ways to get your message out to the public. You'll get a big return if it's done right and, unless you have virtually no marketing budget, a PR plan can be designed for you. consider dropping one ad or billboard and underwriting PR. You'll be glad you did.

Remember, if you build it, you need a positive, ongoing PR campaign to let folks know you're there. Then, you can be sure they'll come.

KEEPING YOUR PR COUNSEL IN THE LOOP IS JUST GOOD BUSINESS

Your PR team can only do its best for you if you keep them in the information loop.

Your top PR executive or outside PR counsel should always be part of your key decision-making team. As part of the “in crowd,” PR can provide early insights on how the public or the media might perceive corporate policies or actions that are under consideration. That will save you PR headaches in the long run.

Use your PR team's unique set of skills wisely. Armed with the right info, they can take on any issue and develop a public information action plan that is strategic, proactive and on-point. They can also craft statements that can ensure your message is communicated in just the way you want it to be.

All too often in the corporate world, PR professionals are informed after decisions are made. They're seen as the mere packagers of messages, the writers of news releases. Or, even worse, they're charged with putting the genie back in the bottle when they hear some corporate news from media sources — and need to react. Then, they're left to scramble, shifting into a crisis mode to develop a credible, defensible position for the company. That's a waste of time and money.

If you want to maintain a good image, keep your PR team close to your decision-making process. They should be your strategic partners.

In the long run, that will make you a stronger, more credible company that's ready to handle any media salvo that may come your way.

FACEBOOK: GENERATING CONVERSATIONS THAT CAN HELP YOU GROW YOUR BUSINESS

A Facebook page is a great way to reach out and grow your customer base. Launch a Facebook page and you'll probably discover that your product or service has fans you never knew you had.

Here's an example: we launched a Facebook page for a small beach resort on April 20, 2009. As of May 13, 2009, 1,000 people had signed up to be friends of that resort. It was exciting to see people chatting online about how much they loved the resort and posting their plans to return there soon.

With a Facebook page, your happy customers will sell your product for you. It gives them a forum to express their thoughts about your product. And, in the event that they are unhappy with you, it gives you a public forum to respond and show what great customer service you provide.

Facebook is also a great way to alert folks to sales, events and other news. You can even make your Facebook friends feel like insiders by giving them such information first.

So get on board the social networking bandwagon and create your own forum for interacting with customers through a Facebook page. The conversation about you and your product is going on out there whether you know it or not. With a Facebook page, you'll soon learn how people view you and, armed with that knowledge, you can make product and service improvements that can generate even more enthusiasm for what you have to offer.

However, before you jump into the world of Facebook, be aware that a Facebook page is a different animal than your Web site. Unlike a Web site — which doesn't necessarily require daily care — your Facebook page will require daily monitoring and participation on your part. Facebook is only an effective business tool if you interact with your Facebook friends on a regular basis.

You must stay on top of your Facebook conversations. If you don't have the time, hire a professional to manage your page and act as the voice of your company.