PR has become indispensable for companies nowadays, evolving from "simple" media relations activities to strategy,consultancy and more and more diverse services. Moreover, it's obvious that it needs to be part of the whole communication process and in close relationship with marketing and sales, being one of the business' best driving forces. Raluca Ene, Managing Director Chapter 4 Romania offers 5 important pieces of advice for entrepreneurs in 2018, to take home about how to tell the world about your entrepreneurial endeavor:
Know your WHY – there is nothing more important for a successful communication effort than being crystal clear not only on what you do and for whom, but why you’re doing it. The single most important thing that would transmit directly to your potential customers is your motivation and drive.
Know your customer inside out, especially where your customer takes his/her information from - build personas, as they should do the trick and reveal the channels your customers use (media, social media, blogs, events etc.). Gather information about the respective channels. Don’t be afraid of words such as virtual reality or artificial intelligence – see what’s there, don’t dismiss anything by default.
Be honest about the resources you are ready to spend on communication – I know, it’s rather annoying to learn something you know is necessary for the growth of your business, but not your cup of tea at all. Nevertheless, if you want to make your business work, you have to be efficient, and that should go first.
If you are just starting up or in the first stage of developing the business, maybe it would be better to consider choosing a seasoned communication consultant, pay a one-time fee for a professional advice and guidance and assume the implementation yourself rather than paying an internal specialist or an agency retainer. Go to marketing & communication events for entrepreneurs, there are quite a few available these days, and some of them are quite good. Once you start having a steady profit, hiring a professional team would definitely free your time to dedicate to your business.
Invest wisely – make your dollar count and choose to invest in the channel with the most exposure to your core target. Take into consideration building your own space for telling your story (e.g. website, blog, YouTube channel) before deciding where to promote it. Specialists might give you different kinds of advice – ask for as many arguments as possible and listen carefully, but make your own decision. Your entrepreneurial guts matter more than you think, listen to it.
You are the best ambassador of your business, use yourself! Even the shiest of entrepreneurs lighten up and become energetic and passionate when it comes to their own creation, therefore put yourself to good use and go out there: talk about your business, go to events, ask questions (especially to more seasoned entrepreneurs that went successfully through the phase you are now), be there. It will pay off, and then some.
No product or service would sell without people finding out about their existence first (and yes, word of mouth is a communication channel as well J), so why not embrace it and make room in your agenda for communication – there are plenty of resources to inspire and help you around.