Which Employees Need Business Cards?

Traditionally business cards were given out to executives and other select personnel depending on their role in the business or organization. But more and more companies – particularly small businesses with just a few employees – are finding that it pays to provide all or most of the employees with personalized cards.

Since business cards are an excellent marketing tool – and a very inexpensive one – they can be used as a form of advertising because employees tend to pass out their cards not only to legitimate business contacts, but also to friends, family, and acquaintances because it gives the recipient their contact information. This in turn can create new customers. It is a natural referral system that often develops into concrete business prospects.

Business cards can also help the business owner from the employee's standpoint because it creates good will.

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It shows the employee that their services are respected and deemed to be important to the business. It also tells them that their job future seems more secure. Everyone likes to have confidence in their abilities and their future prospects, so it is a win-win for everyone.

Many business owners have difficulty determining who should get cards and who shouldn't. Generally cards are given out to those who have direct contact with customers or potential ones. But what about the receptionist who not only answers the phones but is the first contact with any visitors? Often these people are in a position to make a positive – or negative – impression of the company so it is important that they be given business cards to pass out to anyone that visits the company with an appointment or without one.

Small business owners and their employees generally have to wear many hats to keep the company going so it is almost imperative that all employees have their own business cards.

They are often in a position to meet the public or potential customers during the course of their daily activities, either at the business or outside, when they are making deliveries or running errands – or even just going to lunch.

Overall – purchasing business cards for all employees is a relatively small investment that has the potential to pay big dividends for your company. It serves a dual role. It's a great way to reinforce the fact that you believe and support your employees, which generates a positive atmosphere within your business. Giving your employees cards also has the potential to bring in more business and more customers for your business too. It's definitely worth the investment!

Create A Priceless Reputation with Strategic Public Relations

As Warren Buffet quipped, “it can take 20 years to build a reputation and only five minutes to ruin it.”

Of course, everyone wants a good reputation. But how do you get one – and more importantly, keep it? Companies often enlist the help of a public relations firm for a crisis plan or issue management. Others know they need to be ready for a “problem,” but don’t believe it’s “that much of a concern right now.” When companies talk about building their brands, they usually mean “good news marketing,” launching products/programs and supporting sales.

But equally important is galvanizing your brand against disaster before a crisis hits home. It’s easy to get complacent. No one wakes up saying, “today will be the day that the stuff hits the fan.” When that day arrives, however, the strength of a company's reputation is its best protection.

The closest thing to reputation protection that appears on a balance sheet is termed goodwill.

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Having a reservoir of goodwill can make all the difference and sustain a company through bad times.

Investopedia defines Goodwill as an intangible asset on the balance sheet that typically reflects the value of a strong brand name, good customer relations, good employee relations and any patents or proprietary technology.

While the term intangible asset sounds nebulous, public relations is used every day to tell concrete stories that provide credibility and entitle a positive reputation. Step by step, reputation is built on goodwill that emanates from reliable products, excellent service and sound business practices across the board – not from fluff.

Public relations strategies and tactics should be major elements in any plan to build positive relationships with the stakeholders who determine your organization’s success.

While there are multiple key audiences including stockholders, boards of directors, regulators, legislators and other influencers, it’s worth mentioning several ideas for fostering quality reputations among three all-important groups.

(1) Employees: Employees can be your biggest fans or your loudest detractors. If they don’t believe the talk, they won’t do the walk. Too often, internal communications are tagged on as an afterthought. Put employees front and center, involve them in your communications plans and company initiatives and make them your best ambassadors.

(2) Media: It’s amazing how many company leaders have never met the reporters in person who write about their companies. Knowing the media is the best way to build credibility in the good times and get a fair shake when things go wrong. It’s easy to do. Have a proactive media outreach program. Tell your good news stories; be an industry thought leader. Don’t have your first interaction with a reporter be in the middle of a crisis.

(3) Clients: Organizations need to fall in love with their clients; it’s that simple. Talk to them; listen to them; give them little presents; keep your promises; be good to them. And they will love you back. That translates into everything from easy-to-understand product information and engaging social media programs to cordial customer service and valuable website tools.

Coke survived a potentially large scale ban on Coca-Cola drinks in Europe in 1999 because it had longstanding trust with loyal consumers and stockholders alike and was able to trade on its goodwill.

Toyota worked diligently to regain its reputation following the “gas pedal” crisis; Chances for recover are strong based on its long-term excellent reputation. Arguably, BP has a steeper road to climb without the same stockpile of goodwill upon which to draw.

Top leadership needs to pay attention – and provide resources – to inculcate the values, culture and programs for an organization to build and nurture its reputation. Indeed, it may be a CEO’s most important contribution.