Read. Write. Work. That is the simple system that I developed for entrepreneurs to ensure they are getting the most from their PR and media efforts. In consulting for over 100 small businesses, I have learned that hiring a PR firm or in-house marketing expert is often not feasible for the small business, nor is it the best option for many solo-preneurs. For most small business owners and entrepreneurs, you are the brand, so it makes sense to develop your communications style and employ easy, proven PR tactics that you can incorporate into your everyday activities to help grow awareness. I call this micro-PR – big public relations strategies for the single person or small business. You can read more about the marketing basics that go into The PR Method here.
Read. Write. Work.
Yep, that’s it. Every day, just schedule time to read, to write and then to incorporate your work. Professionals who incorporate a read, write, work communications approach will see a difference in not only how they feel about marketing, but how it works for their company.
Yes, you need to read. Ugh! I know, who has time to get past anything but a headline? You do if you want to be able to speak and present intelligibly about the work you do and the environment in which you compete. You have to read. Read blogs, read newspapers, read industry magazines, read business books, read competitors articles – read every day. Set a calendar appointment and keep it. You can do it first thing in the morning, or mid-day when you need a break or to relax in the evening, but read, you must. Read mostly about your industry, but also read about the economy, and professional development, and technology and leadership. Read interesting things so that you can write interesting things. I am not going to tell you how much or how long, but to do the next part, you have to read.
Yes, you have to write. Ugh! I know, who has time for anything but the job? You do if you want to be able to speak and present intelligibly about the work you do and the environment in which you compete. You have to write. You can write for your own blog, website or social media. You can write articles or you can write client white papers and case studies. You can write letters and personalized thank you cards or speeches and presentations. Set a calendar appointment and keep it. You can do it first thing in the morning, or mid-day when you need a break, or when you relax in the evening, but write, you must. Write mostly about your industry, but also write about the economy, and professional development, and technology and leadership. Write about the interesting things you read and how they apply to your work, projects or industry. I am not going to tell you how much or how long, but you have to write. And you have to write in a way that is shareable with your public. You have to create content. This is hard. You probably need a marketing person. But I want to be clear if you are an entrepreneur, small business owner, or the leader of a firm, this has to happen if you want the power of publicity to work for you. Put in the effort to create a culture of communication at your office (even if it’s in your house) to promote your staff, your projects, and your expertise, as a way to engage current and future clients.
This seems easy. Maybe like I tricked you? Well, yes and no. I do not have to tell you that you have to put in the hours to do the work. You run a professional services firm – you know that. But what you have to do is change how you work. Right now, if you are not marketing, all of your work is internal. You know the ins and outs of the service or the project, but no one outside your office knows anything about it. Not your clients, not your competitors. Actually, probably half the people in your office don’t know anything about it either. You have to work in a way that creates a culture of communication. You have to work publicly and visibly. You have to share your expertise.
Click here to view the current schedule of The PR Method Marketing Mastermind Classes. You can learn more about hiring me for coaching or consulting or read about The PR Method that I developed after consulting for over 100 clients, my approach to creating cultures of communications, and how strategic PR works.