1. Communicate with your costumers through your best products and services.

Public relation always happens through the offers, that is which you already do. For these offers public relation is done, through different methods: handbills, stickers, brochures, cold calls and the like. These offers determine the picture of your business - how the public views you. Which offer is put out is extremely important.

Stop occupying yourself with your descending products, because this systematically builds a negative attitude for yourself and the public view over years. The consequence is that you or your business becomes known through its negative-news.

Clear your offer-palette and base your systematic public relations on it, for that reason you may want to make a four field matrix: rising products, descending products, cash cow and a star-product.

Offers, which I call descending products characteristically show up with pretty low resonance. Revise or abolish them quickly. Too much time and energy is wasted otherwise and frustration will be the result.

Rising products are new-developments or offers, that push on increasing resonance. They need much advertisement so that "the ship gets going." Businesses often make the mistake to apply the rising offers with the same (mediocre) intensity and the same strategy like the introduced offers, these I call cash cows here. The representation becomes diffuse if the newcomer- the product to raise - is not put out properly. So it is a good idea to focus your advertising power on the rising products or product.

Cash cows are the offers, products, that are introduced and run more or less by itself. If a business has none or too little cash cows, the business will look drained. To few cash cows are "on the pasture" if the rising products are not looked after sufficiently until they simply give milk, or if too many new products are developed and if descending products are not revised or are abolished respectively.

Look at it this way. In order to do effective public relation a good management is basic.

Even more management-qualities are asked for the star-product. Such a product usually is not existing at all, because the creativity of the entrepreneur and co-workers is wasted through the work on descending products, new-developments.

1. Let go of descending products as quickly as you can. If it is worth the price - re-work, re-structure and modernize your offer. 2. Two or three new-developments (rising products) in your pipeline are enough to give constant public relation and advertisement to. 3. Cash cows should be established with an easy advertisement campaign. 4. The star-product draws a lot of attention to your business. Please keep in mind to limit yourself to only one star-product.