Name recognition wields a lot of power. All of us know people who are so recognizable they can go by one name only: Cher, Paris, Bono, Prince – you get the idea. Companies such as Coke, Pepsi, Toyota, Hyundai – the list goes on and on.
So, how does a small/medium business get and use name recognition to increase their visibility, generate positive awareness and impact their bottom line? According to Michael H. Karu, CPA/CFF, co-Managing Member of Levine, Jacobs & Company, LLC, a leading accounting firm in Livingston, “To my firm public relations is equivalent to institutional advertising. The underlying purpose is to create name recognition. While it is unlikely that name recognition alone will turn into direct sales; it can play a role in the ultimate decision. I recently received a call from a woman whose daughter is on the verge of a divorce. Although she and I have known each other a number of years, she didn’t know every aspect of what I do. She saw my name in a press release and called me to discuss her daughter’s situation and how I might be able to help. This might turn into revenue – it might not – but now she has a wider knowledge of the services we offer and will serve as a future referral source. As a secondary benefit, the other positive to keeping our name out in the press encourages myself and all the partners to be proactive: write articles, speak, look for radio spots – all so the Levine, Jacobs name and brand is more recognizable.”
Public relations builds a good reputation for an organization, a brand and/or a person. A large part of a successful campaign is keeping the company’s name or brand in the press. People hear it often enough and it becomes familiar and comfortable. With enough mentions in the newspaper, on the internet, on the radio or on television – the name becomes recognizable. Politicians are very crafty about the message they send – because they want to be recognized for the right reasons. They can’t win an election if no one has ever heard of them. So here are some ways to be sure you and your company are sending the right message and building name recognition:
- Develop a mission statement and include it on every press release and post it on your website
Write a press release and send to the media when there is: (this is just a small sample)
- A new hire
- A speaking engagement
- An article is published
- A grand opening
- Post all press releases on your website
- E-mail blast your clients, both your prospective and existing, with tips, articles, industry news
- Participate in professional or civic organizations
Do this over and over. Keep the message consistent both in traditional and web based media. Become known for something. The most successful companies, brands and people in the world understand the fundamentals and the ensuing arc of power that name recognition creates.
How does your company build name recognition? Please feel free to e-mail me at firstname.lastname@example.org any questions or suggestions.
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