Building PR objectives through clear business goals and audience analysis
From The Small Business Association of Michigan's Small Business Weekly Podcast · 14:49
Show by Michael W. Rogers
On today's program, Michael Rogers talks with Jennette Smith Kotila, a VIP member of the Small Business Association of Michigan and President & Partner of Crimson. The firm focuses on B2B strategy, branding and tactical execution. Kotilla says her company prioritizes beginning every project with clear business goals and audience analysis rather than prematurely jumping into tactics like public relations or viral campaigns. "A lot of times a client will come to us with a vague idea that they need a new website or they need some public relations, they want to be out there," she says. "And you learn that, okay, wait a minute, what are your business goals? What are you trying to do? And you often figure out that the message is off. So hold on, put the brakes on the PR ideas. Let's get the message right and then we'll get back to the PR ideas." The Small Business Association of Michigan is the only statewide and state-based association that focuses solely on serving the needs of Michigan's small business community. We have been successfully serving small businesses like yours in all 83 counties of Michigan since 1969. We're located in Lansing, just one block from the Capitol. Our mission is to help Michigan small businesses succeed by promoting entrepreneurship, leveraging buying power and engaging in political advocacy. When small businesses band together through the Small Business Association of Michigan, they achieve more than they could on their own. Our 32,000 members are as diverse as Michigan's economy. From accountants to appliance stores, manufacturers to medical, and restaurants to retailers, what unites the SBAM membership is the spirit of entrepreneurship…a spirit that drove you to start and continue to operate your own business because you believe you can do something better than anyone else is doing it! (music licensed from www.jukedeck.com)
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