A successful Public Relation Concept

1. Communicate your products and services easy, quick and effective.

You already are doing Public Relation through your offers. You might be relating through different ways: brochures, cold calls, handouts, ads, and so on. The picture of your business is determined by these offers - this is how the public sees you. Which of your offers is put out is very, very important.

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.

In order to become clear for yourself over your offer-palette and to base a systematic public relation on it, following 4 fields can be helpful: cash cow, descending products, rising products, star-product.

Descending products are such offers, that only find a very low resonance. One either should revise or abolish it. They eat too much time as well as energies otherwise and cause a strong disappointment.

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.

Cash cows are the offers, products, that are introduced and run more or less by itself. If a business has none or too little cash cows, the business will look drained. To few cash cows are "on the pasture" if the rising products are not looked after sufficiently until they simply give milk, or if too many new products are developed and if descending products are not revised or are abolished respectively.

Look at it this way. In order to do effective public relation a good management is basic.

Even more management-qualities are asked for the star-product. Such a product usually is not existing at all, because the creativity of the entrepreneur and co-workers is wasted through the work on descending products, new-developments.

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.