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What do people actually think about your company?


PR is, strictly speaking, is trying to control what the world thinks and feels
about your business.
Are you with me?
So what do people really know about your business today?

There are four levels and we will go from low to high:

Level 1
People are angry and don't like your company. When given the chance, they talk
to their friends about it. A major scandal creates this kind of thing (The
Enron scandal, etc.)

Level 2
People use your product, but have nothing special to say about it. There is
nothing exciting here, just something to do or to use. This is the level where
most companies are to be found.

Level 3
Here, people have good things to say if they are asked and it extends to people
spontaneously using your business as a good example. They explain specific
things to each other. Others find that your business is so good that they
actually try to influence others to become customers as well.

Level 4
This is the level for the most recent book, restaurant or movie.”It was so
good”.”They are so incredibly nice”. People ask others actively if they use
your product - people in the media, experts discuss your business. Here it's
important to meet people's expectations more than anything else.
It's a good level if you can maintain the high standard – it's dangerous
because it's easy to slip and quickly fall down to Level 2.


To reach level 1 or 4, you must do something surprising, stupid, extraordinary
surprising, bizarre, ridiculous, fantastic or wonderful. People don't have the
energy to talk about the ordinary. It must be unusually good or unusually bad
because you should want to talk about it. If someone is angry with you, they
will tell everyone who wants to listen as long as they are angry. If they are
satisfied, they have better things to talk about, usually about other people
they are angry with.





About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.