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Public Relation made easy 1. Communicate your products and services easy, quick and effective. 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. 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. Rising products are new-developments or offers, that push on increasing resonance. They need much advertisement so that "the ship gets going." Businesses often make the mistake to apply the rising offers with the same (mediocre) intensity and the same strategy like the introduced offers, these I call cash cows here. The representation becomes diffuse if the newcomer- the product to raise - is not put out properly. So it is a good idea to focus your advertising power on the rising products or product. 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. So, now what is the clue? With an effective management, there is a basis for successful public relation. The star-product needs the best management-qualities. Usually such a product is not existing at all. Why? Because the whole business-system of management, owner, partners and co-workers are wasting their creative resources with descending products or too many new-developments. A star-product, as the word implies, shines by itself and therefore pulls the attention of the public onto itself. 1. Restrict yourself on one star-product. Then, do a bulk of the public relation on that one alone. 2. Establish some cash cows with an easy going campaign-program. 3. Get rid of descending products or if you think they could get up easily - re-structure them quickly. 4. Keep two or three new-developments (rising products) in your pipeline and give constant public relation and advertisement to them, so they can become new milk-cows in your portfolio.
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