The document provides an introduction to key concepts for building a self-sufficient organization, including branding, marketing, public relations, selling, presenting, customer service, and working in the online world. It discusses the importance of clarity, consistency, and strategic planning across these areas. Exercises are included throughout to help apply the concepts. The overall aim is to cover all the necessary parts to successfully do business.
30. 1.We need to think about PR strategically
2. It is all about making news newsworthy
3. We need to pick up the phone
4. And make it easy for the media
5. Remember, the media needs news
34. 1. We need to do our homework.
2. We need to get clear about what we are.
3. We need to build a brand accordingly.
4. We need promotional material.
5. We need a website.
6. We need to work out how to sell ourselves.
7. We need to think about advertising.
8. We need to plan our PR.
9. We have to monitor the results.
10. We need to work out how our customers feel about us
36. 1. It isn’t about how much you spend
2. You need to be clear on your goals
3. There is no magic marketing wand
4. Allocate time/resources to marketing
5. Work on a campaign, not a promotion
41. 1. It is absolutely essential
2. A website is never finished
3. We need to use great images
4. We need to use engaging language
5. We need to make it from the customers
point of view
46. 1. We have to think differently
2. We have to learn to sell
3. We have to get really good at it
4. We need to learn to ask for a sale
5. We need to be really good at following up
62. 1. It is a skill we can learn
2. We will be called upon to present more
3. Most presenters are lousy
4. People remember emotion
5. Understand it is a tool
66. 1. It is all about expectations
2. Most businesses are lousy at service
3. We need to be great communicators
4. Develop a reputation for follow up
5. Make it someones job