1. Communicate with your costumers through your best products and services.
Public relation is done with what you offer at this very moment. The public relation machine is working, effectively or not for you through your ads, your websites, the brochures you give out and the cold or warm calls you make. The public and your potential costumers see you only through these vehicles. That determines the picture of your business. Which offer is put out is of immense importance.
Stop occupying yourself with your descending products, because this systematically builds a negative attitude for yourself and the public view over years. The consequence is that you or your business becomes known through its negative-news.
Clear your offer-palette and base your systematic public relations on it, for that reason you may want to make a four field matrix: rising products, descending products, cash cow and a star-product.
Offers, which I call descending products characteristically show up with pretty low resonance. Revise or abolish them quickly. Too much time and energy is wasted otherwise and frustration will be the result.
New-developments, which I call "rising product" should push up to increase a consistently high resonance. A lot of advertisement is needed to get the business going. To do the same (lukewarm) intensity marketing as you do to well running services, is a huge mistake many businesses and entrepreneurs do. Introduced offers or well running services I call milk-cows here. If the picture you put out to the public is scattered, your "newcomer" service or product won`t make it very far! Therefore, rising products need the focused advertisement.
Offers and products, which are introduced and run more or less by them self, are called cash cows here. When a business doesn`t have enough cash cows, the business will be too much tiring, because well running items or services don`t need that much energy, advertisement and so forth on the side of the business-owner.
Look at it this way. In order to do effective public relation a good management is basic.
Even greater management-qualities are necessary for the star-product. Star-products usually are not at all existing, because the genius and creativity of the business-owner and employees are occupied the descending products or with too many new-developments. The star-product shines by itself and draws the attention of the market on itself.
1. Let go of descending products as quickly as you can. If it is worth the price - re-work, re-structure and modernize your offer. 2. Two or three new-developments (rising products) in your pipeline are enough to give constant public relation and advertisement to. 3. Cash cows should be established with an easy advertisement campaign. 4. The star-product draws a lot of attention to your business. Please keep in mind to limit yourself to only one star-product.
