Archive for June 2009
Too often, small businesses spend all their money on manufacturing, only to find their product sitting on a shelf, gathering dust because there is no way to take it to its intended market. Or, they create an amazing website, but no one knows it’s there!
Public Relations, more than any other form of marketing (such as advertising, direct mail, etc) is critical to the success of small business in identifying and reaching the marketplace. There are five important reasons for this.
1-All PR campaigns require a spin or a “story” and to develop that story or message requires creative focus on the mission or goals of the Company. At one popular national newspaper, the mantra is “why now, who cares?!”
If your PR firm can address those two key questions in their media outreach, you’ve struck PR gold! That said, look for a firm that employs some former media types - newspaper, TV, or magazine. They generally have a better sense for the lingo inside newsrooms.
2-Public relations takes advantage of what is called the, “Implied Endorsement” of the media. Right or wrong, true or false, the public believes that the media is impartial and objective. When a journalist says that such and such product or service is the greatest thing since modern medicine, people believe just that. When people read an ad or watch or listen to a commercial, they question the statements made because it is the message the Company wants them to believe.
3-Public Relations starts and fans the flames of the word-of -mouth process, which is also very powerful. How often do we hear, “Did you see that story on TV last night about so and so?” Or, “I just read about that in the newspaper!” Public Relations and word-of- mouth work hand-in-glove to get the word out usually much more quickly than if PR were not involved.
4-The power of public relations can “fast forward” the small business’ goals, thus saving the small business money it would spend while waiting for business to come to them. PR primes the pump and gets cash flowing in (instead of just out), much faster.
5-Bang for your buck: the same amount spent on a one time ad or commercial in one publication or television/radio station is multiplied by hundreds if not thousands when spent on PR. For the same price - likely less, PR if done correctly, hits many, MANY more outlets thus letting hundreds of thousands know instead of just the audience of one particular publication on any given day or month.
Orca Communications Unlimited, LLC is proud to represent individuals who make up the backbone of our economy - entrepreneurs. Innovative, motivated and fearless are just a few words that begin to describe these individuals who are forward thinking, creating the next big thing or solving everyday problems at home and in the workplace.
As we’ve entered the 21st century, there’s a growing group of entrepreneurs who are emerging and paving the way to create more and more businesses that not only turn a profit, but improve lives. At Orca Communications, we like to call them “Fabulous Female Entrepreneurs.” Each have intriguing and inspiring stories worthy of sharing with the world….
*Lesley Pyle sympathized with the plight of women choosing between family and career. She knew there had to be a better way for women who need to juggle work and family life. Pyle create www.HireMyMom.com, a website that offers a simple one-stop shop for women and companies allowing moms across the nation to market their skills, experience, and education to companies needing to outsource work. Businesses benefit by hiring these professionals at a fraction of the cost of hiring traditional employees or contractors. This valuable resource has helped countless moms balance work and family with flexible jobs that allow them to work out of the home, while businesses’ are better able to preserve their bottom line. A win-win solution!
*Breaking down stereotypes and motivating girls and women is meaningful business for Gretchen Cawthon. She created Girls Can’t What? (www.girlscantwhat.com), an online community and shop where girls and women are working together to tear down stereotypes and pursue their dreams, no matter the obstacle. From being one of the only girls to make it on the 6th grade boys basketball team to learning to walk again at 14 after being hit by a drunk driver, Cawthon is used to achieving goals and overcoming obstacles she was told couldn’t be done. She created “Girls Can’t What?” to share these personal experiences along with amazing stories and interviews from truly inspirational women to help motivate girls to succeed at doing anything. Cawthon also creates fun and hip t-shirts, hoodies and other items that feature girls breaking down stereotypes - everything from taking on the role as a football player to working as a construction worker. 20% of proceeds from the sales of the online store are being donated until $1 million is raised to support women’s nonprofit organizations.
*Jodi Albertini enjoys the sweet smell of success with Scentsy, an innovative company that creates a wickless and flameless alternative to traditional candles with over 80 amazing scents to safely enjoy in any indoor environment. It wasn’t that long ago that Albertini lay in bed depressed with debilitating pain from a connective tissue disease when a friend introduced her to Scentsy. Unemployed at the time, she quickly realized this was a not only a golden opportunity to help herself earn a sizable income for her family but to help other women find financial independence. Within a year, Albertini had skyrocketed to the top sales position in the company, making a six figure income. Even more rewarding to her has been the opportunity to help hundreds of other women create their own successful and flexible home-based businesses. www.safecandle.net
