(As published in the Sunday Star Times, October 19, 2014: http://www.stuff.co.nz/the-press/business/10630529/Sharing-good-news-will-build-your-business)
It’s not the Kiwi way to crow about how well we’re doing. Whether it’s the fear of being cut down by detractors or being called out for bragging, there’s something that holds us back from sharing our successes and wins. But hiding our light under a bushel is not the best way forward for business. To inspire confidence and trust in a consumer or client, they need to be aware of how good you are. There’s no point in being arrogant about it, but it certainly doesn’t hurt to share that you are good at what you do to inspire some trust and confidence from your potential clients.
I always encourage my business coaching clients to share their success stories and big wins. One way to do it is by sending out a newsletter every quarter to your customer base, sharing what you’ve been up to as a business. It’s so important to stay in touch with your customers (old and new) so that you’re always front of mind when it comes to their decision making regarding your product or service. Sharing these wins gives you credibility, it makes you an authority on the subject and it builds a bit of a profile for you and your brand.
But what if you want to push for the same objective on a bigger scale? If you want all of New Zealand to know about the cool stuff you’re doing, so that they start buying from you? Then you might need to implement a bit of a PR campaign. I asked one of my business coaching clients, Rebecca Purdy of The Generalist, to share her advice on what sort of things a business should shout to the rooftops about.
“To get media coverage, you need to make sure that what information you’re sharing is newsworthy and relevant to the wider public. Timmy from Accounts having a birthday isn’t news but your business turning 30 is – especially if you’ve got a great story about how your business started off and how it’s progressed in those 30 years,” Purdy advises.
“Advertising is where the brand says it’s great, but PR is where a journalist says your brand is great – and it holds so much more power in the mind of the consumer,” explains Purdy. “People are more inclined to purchase a product or service if a friend recommends it – and PR works in much the same way.”
Purdy says good PR comes down to being clever and thinking hard about what publication your news genuinely fits best in. What you’re trying to share should be interesting and relevant to that publication’s readers. Often, it may be your local newspaper or a trade publication aimed at your industry.
“If your business wins an award, share that news. If there was an official ceremony or awards night, make sure you grab a decent photo of you receiving the award – photos are sometimes what gets you over the line when it comes to getting media coverage,” Purdy says.
She suggests you share your business’ new products, new developments or new lines, particularly if you’re in the beauty, food or lifestyle area. “Journalists like being at the forefront of new trends and keeping consumers up to speed with new options for consideration. It’s also helpful for the consumer, to see what is out there when they’re making their next purchase decision.”
One final point: doing good in business is all good – but being shown doing good is even better. If you’re sponsoring a local event, share that news. If you made a sizeable charity donation, share that information too. Actions like this may get you positive media coverage, but, equally important, they tell your consumers that you’re more than a brand and genuinely contributing to your community as a whole. That makes you more relatable than ever.