Roots of Business

With a failing economy businesses are left with a tough decision to either cut people or cut budgets/departments. Marketing departments are often the first thing to go, but in this economy, is that a decision your business can actually can one afford to make?

Public relations and marketing are all about building relationships with others and holding to a very strict code of ethics not just advertising and spending money. People in the PR business believe in advocating for the people they represent, being honest and true at all times, and showing loyalty and fairness. Public relations is about how people interact with their clients and how to keep them coming back. There are many simple ideas a business can implement that are cost efficient.

“Returning back to the old fashioned way of business is the best way to instill faith in a company,” Ron Clark, director of public affairs and guest relations at Brigham Young University said, “Letting clients know you appreciate their business goes a long way and is as simple as handwriting a letter or calling someone instead of sending an email.”

The world has become so technologically advanced that people forget to stop and take a minute. People are so busy texting and e-mailing on their phones, the states had to make a law banning the use of cell phones in the car. How distracted do we have to become before we realize we have completely alienated ourselves from society?
After all, time is money. Many people do not realize time spent getting to know your client is money. Founder and chairman of Ferrazzi Greenlight, strategic relationship management, Keith Ferrazzi, says, “It’s all about the people.” Imagine getting an e-mail telling you a family member has died instead of them calling you on the phone to give you the bad news.

Linda P. Walton, president of the Walton Group Inc., told a story of an experience she had with customer service. She was looking for an article of clothing in a specific size but the store location did not have the item in stock. A salesperson told her to come back in a few hours and they would have what she needed.

Unbeknownst to Linda at the time, that same associate drove 45 minutes to their next location and back just so Linda could have the item she needed. Linda’s shopping experience turned in to a perfect example of customer service and how business is done the old fashioned way. From then on, Linda decided she would do all of her holiday shopping at this store, because they valued her as a customer. This example of customer service shows how business is done the old fashioned way and why doing so keeps your customer base solid.

People appreciate someone taking time to help them solve a problem or listen. Business used to be this way. Business used to care about customer service but now it is about getting customers in and out. Look at fast food chains for instance, they are made to get people in and out as quick as possible but for many companies this is not the case. When I go into a bank where I have an account I want the employees to know me, greet me as I walk in and make me feel as though my business is appreciated.

“Organizations that are seeking to change or promote their image and increase customer loyalty should consider incorporating public relations into their strategic planning efforts,” said Linda P. Walton, “Doing so will change the view of a company in the public eye and bring it to a level people can understand and appreciate.”
How can a company increase its public relations with little to no money? Get out into the community and help those who are or used to be clients. . Join with the American Red Cross to hold a blood drive or help the Food and Care Coalition collect clothes and food for those in need. This economy has been hard on everyone and people who used to have financial stability may no longer be able to afford what a business has to offer. A business that lets people know it still cares about the little guy will go far in a fallen economy. People are loyal to those they trust, and if the community trusts a business the business will be successful.

“Public relations is a strategic problem-solving process that involves market research, planning and communication to identify and strengthen weaknesses of individual organizations,” according to The Walton Group Inc Web site.
Respect between companies and fair competition is also a great way to increase public awareness. When businesses help each other out, even though they are competition, it improves the image of the company in the eye of the public.

“When a business can refer me to a competitor because they do not have what I am looking for I know they are a company I will do business with later down the road,” said Greg Greer, President of Quality Asphalt Paving Inc.