PR 101

I meet a lot of people who are really good at most parts of social media. However, they fail at the most important part – actually being social. What I mean is actually meeting with, and talking to, people face-to-face.

When clients hire me, the first thing I tell them is that I will help do everything possible to convince potential customers to come through the client’s front door.  That might mean blogging, it might mean using Twitter and Facebook, or social bookmarking. I also might encourage them to use traditional public relations tactics, such as issuing press releases or a media event to gain coverage in the local press and on television.

All of that should be done, but none of it will complete the task. As I said, it will get that potential customer into your lobby. But, that’s as far as it will take them. The next thing that needs to be done is for you to come out into that lobby and talk to that person. I mean that literally. You need to be in the same room to close the deal.

Any number of anthropologists and social scientists have documented the importance of face-to-face meetings. Much human communication doesn’t include talking. Gestures, facial expressions, eye contact, and posture are all important.

In doing the research for this particular blog, I found a report from the Harvard Business Review Analytic Services that explained it well. In a 2009 survey of 2,211 Harvard Business Review subscribers, 95 percent those responding felt face-to-face meetings were the most important part in their efforts in establishing long-term relationships. The survey found that “across the board, face-to-face meetings were seen as the most effective method for conducting business with key stakeholders, compared with videoconferences, teleconferences, and webinars.”

A note on the study – it was commissioned by British Airways as part of its campaign to get business people traveling again. However, I feel the results are still valid.

Those responding to the survey said that people-to-people meetings were seen as most effective for:

• Negotiating contracts (82 percent)
• Interviewing potential staff (81 percent)
• Understanding customers (69 percent)

Face-to-face meetings are how I prefer to find new clients. I do a lot of networking. I belong to several groups where I can meet those who might need my services. That’s not the only reason I belong. I also do it because I can learn things by attending meetings.

One thing about joining groups – I belong to my professional association, the Public Relations Society of America. However, that is not a place where I try to, or expect to, find clients. These are people who do the same thing I do. I belong for professional advancement and to advance my profession. Plus, it’s good to talk to people who do the same thing I do.

For networking purposes, join groups such as your local Better Business Bureau or Kiwanis or the Lions or some other group. However don’t join just for picking up new business. You are there to contribute and learn. Other members are going to quickly figure out you don’t have any real interest in the organization if all you are doing is trying to sell yourself.

To bring this full circle, personal meetings in this setting are a lot like social media. You want to give people a reason to consider hiring you or your company. Saying “I am the best there is, hire me” is not a reason. You have to demonstrate why hiring you makes sense. Pounding your chest is not going to work. In fact, it will make most people head in the other direction.

Remember, social media is about having a conversation. That means you to listen to others, be it at a group’s meeting, or with a client. You need to hear what they are saying. How else are you going to learn what their needs are?

The ultimate goal is creating good word-of-mouth about you and your company. That will lead both to more business and good relationships. I can tell it has happened to me because I follow what I preach. Do what I do and it will happen for you also.