Five things small businesses need to define
When small businesses approach publicists or communications consultant seeking their services, more often than not, they are unfamiliar with the brief process.
Typically, a publicist would require some basic information about a business or organisation to advise you appropriately or develop a communications plan.
Here’s a quick checklist of business elements to be clearly defined.
The business
Defining what the business does and the purpose it serves is the first place to start. As simple as this sounds, lots of businesses find it difficult. The 5Ws — who, what, when, where and why — can help you achieve this.
Organisational goals
In defining your business, you would identify as either a commercial business or non-profit. Whatever the case, every business must have goals. Are you set-up to influence, meet a consumer need or bridge a gap? What targets will help you achieve these?
Audience and stakeholders
Who are the customers you intend to serve and what groups are likely to influence your business or organisation positively or negatively? Are there other smaller businesses you would like to partner or those you’ll be watching closely.
Products and services
Don’t just provide product descriptors, highlight product uniqueness. How does your product compare to what’s offered by your competitors? Or what does your organisation do differently?
Core message
This is the heart and soul of your organisation. It’s the central message your audience should take away or the way you wish to be perceived. Core messages can be built around values, unique value propositions or brand personas.
