Spring Brings Optimism To Business, Spring Cleaning Should Include Your How You Communicate

May 24, 2012 at 3:25 pm

The real estate and homebuilding business is like a neighborhood after a bad storm: Everyone’s happy it’s over and happy to have survived. And while they’re still watching the sky, they’re optimistic enough to smile, start cleaning up and make plans for the future.

Whether you’re a builder, a seller of new or existing homes, or a supplier of the goods and services that keep the industry going, the feeling of rebirth is in the air. I’m hearing a lot people making plans for new business. Those optimistically planning new opportunities would do well to consider one more item that probably needs some spring fixing up: their communications program.

Notice I didn’t say your advertising program. I didn’t say your social media program, your Facebook page, logo, brochures or publicity program. I said your communications program, which includes all those things…and more. If you’ve never considered talking with a public relations professional, maybe this is the time to do it. And if you have, well, work with him or her to take a fresh look.

Some ad agencies have PR departments, but most don’t. PR people look at the world differently than advertising people. We see communications program in terms of measurable goals, consistent messages and strategies that can build and reinforce your most powerful business tool: your reputation. We use all available channels to tell your story to customers, employees, vendors, investors, regulators and the general public. PR is about two-way communications, so we also want to make sure you know what people are thinking of you and your company.

If you’re telling people about your business the same way you did two years ago, you probably need to rethink it. You communications could be as relevant as 2006 home pricing.

Ask yourself some questions:

  • You’ve survived. How are you different than you were?
  • How did you survive? Is it an interesting or inspiring story?
  • How are you reassuring and helping your customers succeed in this new market?
  • What are you doing to support your community. Keep in mind that “community” can have a lot of different meanings.
  • Who is important to the success of your business and how are you communicating with them? Are they listening?
  • How are you measuring success?

These are the kind of questions you need to think about to develop a communications plan for today’s market. Think about hiring a public relations practitioner to discuss these questions. They know how to draw out the answers and they will see things and ask you questions you might not think of. In addition, they will make you flesh out your answers. With the information you and the PR team gather, they’ll develop a plan to develop and deliver messages and gather feedback from the different groups that impact your success.

By telling your story the right way to the right people, you can share your excitement and optimism about the improving market and claim your spot as an industry leader. It’s as important as everything else you’re doing to move ahead for new success.

Let me know some of the new things you’re doing and how you’re explaining them to customers, suppliers and others. And let me know if I can be of assistance.

Advertisements

Entry filed under: In-House Public Relations, Media Relations, Real estate communications. Tags: , , , , , , .

Wow: Happy birthday to Me: In-House is 1 year old! Using a Gavel To Hammer Citizens’ Groups Can Cost More Than Legal Fees


Categories

Dougtheprguy

Error: Twitter did not respond. Please wait a few minutes and refresh this page.


%d bloggers like this: