Going Public

To most people, public relations means sending news releases, contacting reporters, and getting your name in the newspaper—in other words, publicity. But there’s more to it than that. The Public Relations Society of America offers this definition: “Public relations helps an organization and its publics adapt mutually to each other.” That’s right, “publics.” Note the plural. “Publics” means anyone who has a stake in the success of your business—and that’s likely more people than you think. With that definition in mind, here are 15 tips to help you establish and maintain effective communications with your “publics.” Identify your audiences. Know who you need to talk to. The list includes customers, employees, neighboring businesses, the local community, suppliers, government agencies, and local media. Remember your internal audien

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