Don’t Need PR When You’re Doing 'Fine'? Think Again.

"I'm doing fine, right now. I don't need anyone to do PR for me."

Uh-oh. I've heard this several times now in the past few weeks and it's potentially a very dangerous attitude.

Anyone who's doing "fine" in these tough economic times should be very grateful - or they have “defined down" what "fine" actually means. Either way, kudos to you if that's how you feel.

One need only hearken back to late 2008 and earlier this year to remember what it means NOT to be doing fine. No one needs a reminder that the economy fell off a cliff, and while it's been clawing its way back ever since, it's not there yet for most businesses.

But back to doing "fine." Even if that is the case, there's no guarantee that your business will continue to do so. Whether it's government stimulus money or some other program that's artificially propping up your profession and spurring temporary spending, or whether you simply, and suddenly, have enough business NOW (for the first time in a long time) you shouldn't take public relations for granted.

PR can lay the groundwork for consistent, sustained growth. A few simple steps right now can not only keep your name in front of the customers you may need in the near future, it can also build your reputation amongst those who don’t even know they need your product or services, and can make everyone feel better about you, even if they never need to call on you.

Not investing in PR when you have no business is almost understandable (although that, too, is a poor idea.)

But not effectively working to promote yourself and your business when things are seemingly picking up is a potentially dangerous idea.

Bottom line: Don't be lulled into thinking things are going to automatically go back to what they were without any effort to reach old and new customers with public relations. Because they won't.

Feel free to call Abbott PR today for a free consultation. 603-785-7796.

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Taking Online Libel Cases Public Poses More Danger to Reputation

A libel suit filed by a Knoxville marketing firm illustrates the dangers of reputation on the Internet - and how delicate the balance is between solving a problem and perhaps making it worse.

Knoxvillenews.com reports that a Knoxville marketing firm filed a $2 million libel lawsuit against a former client, claiming comments posted on Facebook and Twitter have hurt its reputation:

According to the suit, [the restaurant owner] defamed the marketing firm in two Aug. 17 Facebook entries that said, "Do not EVER use [-----] mktg. firm!" and "CROOKS! - Stolen email list, and have tried to pressure me by threat of lawsuit to sign a 'license agreement' to use their mktg materials."

The next day saw more potentially damaging posts, of the same nature, naming the marketing firm, and claiming they had “hacked” into the restaurant’s facebook page and taken it offline. (It’s back online, with almost as many friends as before.)

This dispute is probably like many others throughout the country and indeed, may never have been noticed even by local media.

But the kicker is this line from the story:

The posts were published to more than 300 Facebook friends of [the restaurant] and 247 followers on Twitter, according to the suit.

The fact that less than 300 people on facebook and 247 on twitter heard about this fiasco beforehand. Now, not only do tens of thousands of Knoxville residents know about the accusations, millions throughout the world do, since this was posted online.

Before, they had badmouthed the firm to a few hundred people online (and a few more in the restaurant.) Now, not only has all of Knoxville become aware of this dispute, the entire online world knows.

One has to use responsible words even on social media sites, and “crooks!” is pretty strong and defamatory language, and that’s unacceptable.

And making things worse by spreading the defamatory comments has always been a danger with lawsuits.

But in today’s interconnected world, the “audience” isn’t just Knoxville, it’s tens of millions of people in cities and towns across the world who now know what was said, and about whom, making managing that firm’s image all the more difficult.

The lesson here is (from purely a reputation management viewpoint) if the grievance is tolerable, or minor, consider letting it go, or binding arbitration, or a settlement with a clause not to discuss it further or online.

Be aware that your lawyer may see it differently, and other cases may be so egregious that they demand legal action.

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20 Great Ways Your Company Can Use Twitter

20 Great Ways Your Company Can Use Twitter:

1. Introduce yourself
2. Introduce your business
3. Talk about a new product
4. Talk about a new service
5. Introduce a new employee
6. Announce an upcoming in-store event
7. Tell others about what you’re doing in the community
8. Promote a contest
9. Promote your industry
10. Get feedback about in-store service experiences
11. Use it as an online customer service department
12. Post an online-only "coupon"
13. Apologize publicly for a shortcoming
14. Promote a local charity event
15. Announce a significant company anniversary
16. Name an "employee of the month"
17. Direct people to your company Website and blog
18. Address a negative news article about your company or industry
19. Ask for ideas from customers about what possible new services/products they want you to offer
20. Post an online survey

Got any other ideas? Share them here.

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