Giving “A Little Extra” To Shareholders And Customers

Keeping in touch with your customers, your shareholders, with IPs (investor professionals) you’ve met with or would like to meet with, is extremely valuable. And when you do, always try to give a little extra—a bit of good news on corporate developments or integral hires, a thank you, a warm discussion of your real progress, etc.

One of the most critically important public relations tactics is to keep in touch with your key customers and contacts. This lets them know that you appreciate their business, and that their satisfaction is important to you. It also reduces the odds that they will forget you.

Here’s one example in my own business. For our first few years of operation, one common complaint I heard repeatedly when pitching new accounts was: “I never hear from my investor relations/public relations firm—unless I’m late with my payment. Frankly, I don’t know what they are doing for us.”

Because we are service and marketing oriented, this seemed like an easy objection for us to overcome. We made the unique commitment to provide our companies with daily updates. Every day, by fax or e-mail, each of our clients receives a report from us that details what we were working on, who we’ve spoken to on their behalf, in the media or in the financial communities, what the feedback was, etc. Since initiating this policy, I have never gotten a call from a CEO asking, “What are you guys doing for us to earn your keep?” They know, because we document it daily.

Think of how you can keep in touch with your clients—past, present and future. Consistent contact is an essential component of a successful public relations campaign—and of any successful enterprise.