Sparkling messages for small businesses

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By Rance Bryan, Greenville Area Small-Business Development Center

PR pro Taryn Scher reviews the basics of public relations

 

Taryn Scher is a rock star in the public relations world. She’s helped promote her clients into the regional and national spotlight. Her clients have been featured on shows such as “Good Morning America,” “Today” and “NBC Nightly News.” Additionally, her clients have been in publications like Southern Living, Esquire, The Wall Street Journal, Good Housekeeping and The New York Times.

As the “sparkle boss” of public relations firm TK PR, Scher has assisted in getting Greenville attention at a national level. VisitGreenvilleSC has been featured in National Geographic, Travel and Leisure and Garden & Gun magazines and many others over the last 24 months.

Due to Scher’s patient but persistent efforts, she is able to expand the reach of her clients’ footprint beyond the typical geographic boundaries. She recently explained her process and a few other tips at a workshop for the Greenville Area Small Business Development Center.

The program, “Facebook is NOT a PR strategy,” walked attendees through the do’s and don’ts of the PR process.

 

Be prepared

Have all of your website, photography, product information and employee bios ready and available at all times. Timing is crucial in public relations, and most media outlets won’t wait for you to prepare the information they are seeking. It needs to available immediately.

 

Pick a spokesperson

A spokesperson for your company doesn’t necessarily have to be the owner or highest C-level individual, but it does need to be someone who can speak on behalf of the company. The spokesperson also needs to be engaging, lively and knowledgeable and be able to shine a positive light on your business. Designate this individual and equip them with the information they need to be successful when a public relations opportunity is presented.

 

Think bigger picture and smaller picture

Look for opportunities to involve your business in a larger setting or spotlight. If you can show how your business supports a larger initiative or activity, it could lead to a promotional opportunity. It’s equally helpful to show how your business can affect people on an individual level. Small-picture outcomes are often as interesting as big-picture perspectives.

 

Pay attention to news and trends

Look for opportunities to align your business with trends that are happening in the marketplace. Sustainable, renewable and local are examples of some of the current trends in the market. Use these or other ideas to showcase how your business is aligned to these types of economic developments.

 

Follow up

Everyone is busy, but it’s the responsibility of the business to reach out and make sure information was received and answer any remaining questions. In the public relations world, patience and persistence are key. Some opportunities could take months, or even years, before they develop, but the payoff is always worth the wait.

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ENGAGE

June 2, 10 a.m. to noon

Marketing 201: Effective Marketing Strategies

Greenville SBDC, 1 N. Main St., Greenville

Speaker: Tim Morton, upstate market president, Beam and Hinge

bit.ly/Greenville-SBDC-June

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