This is the age of the small business owner. Many people know they want to own their own business, but a lot of entrepreneurs aren’t comfortable speaking to others about their company. One of the first things new business owners do is try to find someone to handle their public relations and marketing components. It’s true every business needs a PR/marketing department, but in the initial stages of your business you may not be ready to absorb the expense of bringing a paid professional on board. Even if you do employ a PR or marketing practitioner, you will still be the most important voice for your business. That person will need to get the mission statement and passion behind the business from you, the CEO.
As a public relations practitioner, I would encourage every small business owner to become comfortable being the primary spokesperson for their business. If you aren’t a great public speaker, consider taking a Toastmasters class or even a college level communications course. Whether you are talking to distributors, other colleagues or potential customers about your business or product, your image and presentation will always be your biggest selling point.
Make sure that you are presenting the appropriate presentation to ensure the success of your business in how you dress, what you post on social media and the words you use to describe your business. If you are a hairstylist, you would have a different image than if you are an accountant, but both occupations require a convincing image and presentation.
Here are three tips to keep in mind when taking on the role of CEO:
- Consider changing or tweaking your image to support your new role as business owner. If you aren’t sure what that looks like, ask to consult with an image consultant or wardrobe stylist. Let the professional know exactly what you want your customers to know about your business and make sure they know who your potential customers are.
- Make sure you are frequenting places where you’ll be able to interact with potential customers. Networking is key, so once you get your image together, make sure to find places where you can get practice in selling your new business.
- Become comfortable speaking in front of small and large groups of people about your business. This doesn’t come easy to everyone and if you’re one of those people that struggles with speaking in front of people, you are going to have to work on conquering that fear.
After you’ve done these three steps and your business starts to grow, you may hire a PR/marketing professional to take on the bulk of that part of business, but at least you will know how to gauge that person’s work ethic once you’ve done it yourself. Remember, you never get a second chance to make a first impression.
