Q: Does investing in public relations make sense for small businesses? Is there a certain size, profitability-wise, that a company should achieve before it makes sense to allocate funds toward PR?
Arsineh Messerian, co-founder and CEO
Zveil
A: Let's shift terms slightly and consider your question in terms of "reputation management" rather than "public relations."
Every business, from Fortune 100s to your neighborhood dog walker, has a reputation to manage. Some of this gets done face-to-face, but as the firm grows, the distance grows between those who interact with the customer and those who attempt to manage reputation.
As a small-business owner, every time you place yourself in front of current or potential customers presents an opportunity to impact their perception of your firm.
So, from that standpoint, "investing" in your reputation has already begun.
The real question becomes: "When does it make sense to hire someone to help create a strategy and help manage our reputation?"
The answer lies in the value of each customer to the business.
For instance, if you know that most people who use your product or service don't really form an opinion about your reputation until after trying it, promotions and other lead generation may suffice.
However, in most cases, to rely simply on the customer experience to maintain or grow your business would be shortsighted.
Nearly any firm can find an affordable consultant in reputation management (PR). Buy a few hours of time and learn where you might enhance your business in the eyes of customers.
Plus, that resource can provide an idea as to what you can do yourself and where it makes sense to spend a little more on good tactical support.
Michael Porter is the director of the master's in health care communication at the University of St. Thomas Opus College of Business.
