Here's a scenario for you to consider. It's 7.3am, you are at a breakfast networking meeting at your local hotel just off the dual carriageway and people are getting up to deliver their elevator pitches. Ignoring the collywobbles in your belly as your own turn approaches, it crosses our mind that every other person describes themselves as a "specialist". You will have laptop repair specialists, business growth specialist, German car repair specialists and, well you get the picture.

Now here's the question – what do they actually mean by specialist or specialism? According to the Cambridge Dictionary a specialist is "someone who has a lot of experience, knowledge, or skill in a particular subject or business area."

OK, so they know a lot about their own field – well that's great, but would you not expect that from someone who hopes to provide you with a service or product? Let's assume that your breakfast meeting just happens, by pure chance to have attracted 35 people from 35 different businesses. Let's also assume, just by happenchance that 30 of them are laptop repair specialists and, bizarrely that your laptop is playing up and needs looking at. How do you go about determining which one of these "specialists" is so special that you want to contract with them?

When one of my clients needed a mailing list for a promotional campaign, I turned to an on-line forum I use for advice, contacts and referrals. I was fortunate enough to get a quick response to my query and was pointed in the direction of Corpdata. I contacted the company via its website and was contacted in very promptly.

They took my order, sent me quotes and examples, refined my order following couple of questions I posed and within 24 hours of me making contact, I had the data m client wanted; in fact I had a little bit more because the account manager was extra generous with the list.

My customer experience of the company was nothing but first class; from beginning to end it catered for my every need with professionalism and care.

All this is very commendable you may think, but why the Gold Star for Public Relations? Well, imagine that I'm feeling a happy bunny with the service so far and then imagine how I feel when the invoice pops through my door wrapped around a box of West Country Home Made Clotted Cream Fudge? I already had it in mind to use the company again, but it now has a sales and referral champion in me – and all for the price of a little thought and some fudge.

The only downside is that I'm trying to get I shape for my 50th later this month so the fudge will have to stay in the fridge till April.
For me that is what good PR is all about, a little thought, some creativity to back up good service and the building of a profitable relationship that adds value – what are you doing to add value to your relationships?


Parker PR is a leading PR agency based in Nottinghamshire providing PR and marketing services to UK clients. Contact us on 01623 6398023