Metropolitan cities lay claim to America’s leading PR firms and the industry’s acclaimed gurus, but true public relations is ever present in the small businesses that make up the fabric of America’s economy.

My first high school job was at supermarket in a small Northern Oklahoma community.  Our store hours were shorter, our prices higher, and our selection was limited, but we managed to stay in the running with the national chains that surrounded us.  How?  It could have been the bright blue and white tile, the star spangled signage, or the ‘Go Wildcats’ window art.  More likely, it was the way United Supermarket reached out to its customers. 

Public relations and service met United’s shoppers in every aisle.  Each customer was greeted with a smile and a ‘hello, how are you.’  A store manager waited in the foyer to greet customers and to cater to them from the time they entered the store.  As the customer rounded aisle one, Lex, the produce manager, offered to help pick out the very best fruits and vegetables.  Proceed straight ahead and the butcher, Kirk, was out on the floor offering to trim and repackage meat according to the customer and their family’s needs.  At every turn, a stocker offered to reach for a can on the top shelf, check for merchandise in the stockroom, or assist the shopper in finding an item.  Checkers met the customer at aisle fourteen and escorted them to the register, chatting about their experience.  Checkers engaged in conversations with their customers.  Change was always counted back.  Managers assisted the baggers. Every customer enjoyed the luxury of carry out.  It was a customer-centered experience. 

Public relations is not just about getting your message out.  It is letting your public’s message in.  It is knowing who they are and what they want. 

Mr. Kinzy, a lifelong shopper, had a list of groceries that he liked to buy. Though several of these products were not regularly stocked, United’s store manager ensured that he had these specialty items in time for Mr. Kinzy’s weekly visit.

United Supermarket realized the importance of customer satisfaction.  They owned their brand: an upscale grocery store that welcomed shoppers with clean shiny floors, bright smiling faces, and unparalleled customer service.  It was a home away from home, a place where people knew their name and smiled when they walked through the door.

Do you smile at your audience?  Do you seek to know who they are and what they want?

Make your business sparkle like the bright blue and white tiled floors in the little Oklahoma market.  Learn to serve your customers today. 

On Friday I will begin a workshop that explores techniques to reach out and serve followers in an eWorld.