If you are in business supplying products or services, we don't need to sell but to tell. Relating to the public takes the form of targeting that audience and speaking or relating to them not just to ourselves.
Relating to the public appears to be easy on the surface. What could be easier? You have told & sold your friends, family, neighbors and select people various things over-time and for the most part everything went well and was predictable. Even if it didn't, the stakes were not high enough to cause blow-back, feed-back or get-back dynamics. Let's explore this to see how far public relations goes & why
Try brushing someone off or ignoring them for any length of time (or first time) while expecting their business won't work. How do we know this? The paying (or hope to be) customer morphs into & distorts the projected pay-off process & instead activates PAYING YOU BACK for whatever took place that was not to their liking. They leave.....and they don't come back!
DOESN'T STOP THERE
They also word of mouth you (bad) to death. The inexperienced entrepreneur or the business person who is in denial or bathing in arrogant ignorance will quickly find out about the statistics regarding word of mouth which are well-documented. Let me just refresh memory here to further the point...
ONE PERSON SPARKS IT
How? That one person tells another who then tells another and so on. Over a short-time, if you monitor your business at all, you will see some negative result of this but it will remain a mystery to you. Why? Because you cannot appreciate, allow or respect feedback & input which is how this all gets started.
WHO IS THE PUBLIC AS A WHOLE?
You may win an argument with one person or place but when interacting with the multitudes it becomes more of a wild card for success unless you have a clear-cut advantage. The public is comprised of a myriad of responses, feelings and experiences some real or imagined but are now part of your business planning
Simple tracking of the public is not hard using statistics as follows: Every person you come in contact with represents a group or type made up of multitudes of people. If one person doesn't like something, it stands to reason many won't! The opposite is true too. The one person being monitored reveals much input
PROFESSIONALS SEE THIS UP CLOSE
Medical professionals listen patiently as their patients describe in their opinion what is going on & why. Lay people are either quick to argue to deny. We tend to forget that many people don't handle reality very well. Doctors can prescribe all day but will the patient take heed? Doctors say: NO, patients don't/won't listen. Public relations in the medical field can cure this when applied so it doesn't go negative or south
REAL ESTATE IS OPINIONATED TOO
A seasoned professional licensed agent can explain all day what they believe is the way to go or not but it still has to filter through the principal or clients process systems. Saying and even insisting wont get this done. Only an agreement to cooperate will. If this is not properly related it balloons into something else
PUBLIC RELATIONS INVOLVES CLEAN-UP
Neutral or common ground is the sought after place to be when dealing with the multitudes. When a misunderstanding takes place and then digs in, it requires a revisiting to the event or origin to explain further and to clarify or clean it all up for a fresh start. It prevents festering and withholding....
NOTE THIS POINT
Relating to the public (public relations) is a Siamese's twin to customer servicing. You cannot do one without the other. My favorite statement: The customer isn't always right but they are never wrong is a way to reach-out and mend the fence so that our business goes on and the customer with it
THE 101 RULE IN CUSTOMER SERVICING
Right there and right then when dealing with the public two magic words that have been prov-en need to be invoked and then we can continue to dialog. I'M SORRY (an apology) is simple, easy & powerful as long as it is meant & not thrown out there to quiet someone. If not sincere,, it flames the fires!
THAT'S WHY WE HAVE THIRD PARTIES
That point is made in courts of law and well documented. We need a centered, non-emotional spokesperson to tell our tale or make our point so it can be corrected & refined.. I have seen attorneys lose-it where they needed an attorney. In Real Estate, FSBO's learn this too. Trying to conduct a sale for large amounts of money requires a finesse and objectivity or detachment & is mandatory for success in 90% of the cases
SELLING or TELLING?
If you are in business supplying products or services, we don't need to sell but to tell. Relating to the public takes the form of targeting that audience and speaking or relating to them not just to ourselves. This is ongoing & must be kept current. Why? People remain complex & handling them is not part-time when in business
A business/product at times takes on an artificial identity that people associate with. Fast, friendly, inviting useful, approachable, beneficial, neighborly & all the rest lays out a sort of welcoming mat. Anything that interferes with the path that is beating to your door is a no-no. Why? Out of public relating we get this....
Simply defined it is a state of being connected. This involves concepts, products, services with people involved that form an intricate partnership of predictable give & take. Public relations has to relate and connect constantly or a gap or break will enter in. If not corrected, it can undo all that was done so far