PR audits can help ensure that every element of your business contributes positively to the image you want to promote by examining your operations through your customer’s eyes. While PR audits can help you analyze any aspect of your business, this article will look at three aspects that have a huge impact on your client’s first impression: facilities, decor and print materials.

    Your Facilities - To new clients, your facilities represent your organization. Start your PR audit in your parking lot and exterior of your building. Imagining that you are a prospective client, ask yourself, “If the employees of this company provide their services like the company maintains its parking lot, entrance, washrooms and offices, would I feel confident in bringing my business to them?” For example, one business that I had audited provided permanent tattooing services. Red pigment had been rinsed out in the washroom, leaving a blood-like stain in the sink. The business advertised their services as relatively painless, but this splash of crimson was all it took to undermine this image in many prospective clients’ minds.

    The parking lot should be free of weeds and trash, and invest in seasonal painting of stall markings and ice removal. Don’t force clients to climb over barriers or face the danger of tripping over concrete blocks, potholes and loose gravel.

    Your Decor - Your offices need not be huge nor the decor luxurious to create a positive impression. Fundamentally, your facilities should convey a message in keeping with the nature of your business. If you offer professional services, such as accounting, you want to send a message of reliability and competence. If you run personal services, such as aesthetics, you want to convey a message of comfort, cleanliness and pleasure. Adding touches such as cozy armchairs, great reading materials or even a gas fireplace can be just the thing to create a warm atmosphere and help boost your business.

    Inside your offices traditional decor with warm colours is often advisable. Whereas trendy decor quickly becomes dated, the classic look has appeal for years to come. If you want to add a dash of cutting-edge modernity to your office, do so with changing artwork and accessories. Also, especially during the winter, cold colours can bring a chill into the office. Warm colours welcome your clients and set the tone for relationship building. The only businesses that benefit from cold colours are fast food restaurants, which strive to move customers in and out as quickly as possible.

    Your Print Materials - A well-designed package of print materials is essential for making a good first impression and for building your ‘brand’ in your clients’ minds. To raise your business profile, your print materials must be immediately and consistently recognizable. Use of a professionally designed company logo can be helpful, as can a selection of great signature colours, appropriate font for the lettering and special paper. Every print piece (brochures, business cards, stationary, information sheets, etc.) should have the same ‘look and feel’ that reflects the nature and value of your business. All should clearly display your business name, address, phone and fax numbers, and email and website addresses.

    It is also important that your materials send out ‘you are included’ messages to clients. Images should reflect the gender, race and age blend of your target market and should be in keeping with the cultural diversity of your community.

    The format of your print materials should enhance readability, inviting clients to read the materials rather than toss them aside. With the tidal wave of information people have to deal with today, a wall of solid text invites clients to discard rather than read your materials. Use bold headings, tight and logical organization, simple and clear language and plenty of white space to break up the text. If you have a great deal of information to convey, use print materials to grab interest and inspire action. For example, use a postcard to drive clients to your website for more information, or to give you a call during which you can personally answer their questions about what your business can do for them.

    You only have one chance to make a great first impression. With the analysis of a PR audit, you can ensure your facilities, decor and print materials communicate that your company is reliable, welcomes and cares about its clients, and offers skilled services and outstanding products.

    Patricia Puderak has more than a decade of experience in communications, teaching, writing, coaching & presenting on public relations, interpersonal communications & work/life balance. Call 403.283.8888 or email simbeauty@aol.com