by Michael B. Perini, ABC
perini & associates
Government contracting is a complicated process and successful business development is key to creating the relationships that will open doors to winning contracts.
Here are some useful tips — “The Important Dozen”.
1. Seek a public relations expert.
2. Think like a reporter.
3. Have a good story…then TELL it!
4. You need a great message!
5. It isn’t just about churning out proposals. That is the first step, sure, but not the last one.
6. A PR consultant can help a company from being considered a “novice” business by avoiding these mistakes and helping with charting the correct course:
- Don’t market to every federal agency that MAY be a potential customer. Instead target the top few agencies.
- Don’t bid on every contract. Pick and choose those that you can effectively manage. (Companies have gone out of business “winning” contracts they cannot perform.)
- Do not try to be all things to everyone. If a company goes outside of their core competency, they will likely lose focus and confuse buyers and program managers.
7.Give it to the pros. You go to a doctor when you are sick. You seek a lawyer when needing legal advice. So, ask for assistance and do not do PR yourself.
8. Do not be inconsistent. Pleasant persistence pays. A PR pro can assist you with the strategy and tactics for staying in touch regularly.
9. Public relations experts can help with positioning stories in proper print, electronic and Internet locations.
10. Be smart about “delivery vehicles” – traditional and new media.
11. Your company needs a crisis communication plan – before the crisis!
12. Take the binders off and see that there is a key. marketing’s role in driving revenue, gaining market share and shaping mindshare!
EXTRA! Shaping what contract officers and decision makers think of company “X” is a particular strong suit for a public relations consultant.
Perini & Associates is CCR-registered. If you need assistance with the PR challenges when seeking government contracts please contact us.