Lessons in Public Relations —Sherburne
Consistency is Key
Whatever approaches you choose to take, be sure to communicate a consistent message about your company. Having a clear grasp of your business priorities and market differentiators will help you in determining what those messages should be. But, more importantly, understanding how your specific products and services can further your customers’ business objectives will help you shape compelling messages that will attract the attention of both current and prospective clients.
Typically, companies think about public relations as a way to attract new customers—and it is. If your name and message are out there, it may generate calls from potential buyers or, at a minimum, make it easier for your sales force to get appointments. If you’ve had an exciting event that generated news coverage for you, make sure that coverage is featured prominently on your Website, in communications with customers and prospects, in your newsletter and in other communications you have with the outside world.
But don’t overlook the effect good PR will have on your employees. Happy workers who are proud of their organization tend to stay with a firm longer, produce better work, and contribute to greater customer satisfaction and loyalty. Make sure your employees see all of the great press coverage you are getting, and feature them in that coverage when appropriate—in pictures and in words.
Just like good PR can attract new customers, it can also attract new employees. Suttle-Straus, of Waunakee, WI, conducts plant tours for local schools to educate students and faculty about the exciting careers that are available in today’s graphic communications industry.
The firm hands out a customized version of a booklet produced by the Print and Graphics Scholarship Foundation called “Careers in Graphic Communications.” The piece contains information about Suttle-Straus on the back and is also provided to local schools as a recruiting tool. And, by the way, Suttle-Straus also sponsors scholarships through the organization (www.pgsf.org), which offers yet another PR opportunity for the printer, as well as an opportunity for a deserving student to better prepare for a career in graphic communications.