Finding your company's magic

Nation's Business, Oct, 1997 by Roberta Maynard

When seeking publicity for a small firm, start by examining the business objectively, says Jeanne Bluffstone, president of Jeanne Bluffstone Public Relations in Cleveland. Look for what she calls the business's magic -- that spark that says, "We have a story to tell."

For companies with that sizzle, Bluffstone says, the publicity potential is "nearly limitless." News editors look for fresh approaches to everyday problems, stories about big successes after great failures, and, in particular, the ways in which businesses are taking advantage of developing trends, she says.

Bluffstone says "magical companies" share characteristics such as infectious enthusiasm among employees and a commitment to the owner's vision that draws people together and pushes them toward a shared goal. The magic may be an original approach to employee relations, to customer service, or to the uses of technology. Often, the magic pervades the operation.

"The magic of a business is an extraordinary and valuable commodity," says Bluffstone. "It transcends normal day-today business activities and even surpasses profits -- since it is the origin of profits."

To assess your magic, take an outsider's view of your company. Talk with customers and employees. When you find what makes your company special, she says, share it willingly.