There may be indicators that a shift towards small business is increasing, however speaking from recent experience and anecdotal evidence, small businesses are being overlooked. Despite a smaller operator's credentials and credibility, a number of potential clients and customers still have the mindset that bigger is better - which in most cases also means premium rates - even during this time of financial instability. The little is being belittled!

Small business represents a sizeable segment of Australian companies. Australian Bureau of Statistics data for 2007 shows that there are nearly two million active small businesses in Australia, representing 96 per cent of all business, with around 68 per cent of all small business being home-based. Small business is even referred to by the government as the "backbone of our economy". So why is it then that small businesses are still considered a 'no go' zone and low priority for potential clients?

A recent article on Flying Solo (www.flyingsolo.com.au), the voice of Australian solo and micro business owners, talks about big business capitalising on the power of small and appearing approachable to customers. This is what small business has always embodied - trust, integrity and a personalised service - a human rather than hype. And right now, is certainly the right climate to embrace small business, more than ever...

Dash PR, a full service boutique public relations consultancy in Sydney, has seen its share of denials of late. Fortunately for Dash PR, referrals from clients and recommendations from colleagues has demonstrated proof of performance and helped the business bloom. However, Director of Dash PR, Christine Kardashian, believes the recent snubs are due to being a sole operator - even being told so by potential clients after their decisions to go to bigger agencies.

Kardashian says post-pitch feedback has been highly positive and the main reason why potential clients have gone to larger outfits is because they feel they will get more exposure. Case in point: one potential client approached Kardashian at a high profile event this year after seeing the dazzling display concept derived by Dash PR that was attracting an enormous amount of attention - Dash PR was discounted, without even the opportunity to pitch, for the company's incumbent, larger agency that they were not 100% happy with but had an impressive client list.

Kardashian stresses companies should take a second look at small businesses, including soloists and micro businesses, as the benefits can outweigh its larger counterparts, such as:

- Personalised service – deal directly with an experienced senior

- One to one communication, transparency

- Competitive market rates

- Trust and integrity, ethical and accountable

- Last but not least, a human!

Finally, Kardashian advises companies looking outside the small business realm to look out for the following:

- Company successes, case studies

- Qualifications, accreditations, awards to support credibility

- Do not fall for impressive client lists which may not even be current

- Do not underestimate the small operator – bigger is not necessarily better!

- Who is doing the work and are they experienced? (The senior who pitched and pursued you in most cases will disappear and the work will be handled by unskilled junior staffers)

For an interview with Christine Kardashian, Director of Dash PR, please contact Christine on 02 8084 0705 or via email at chris@dashpr.com.au.

About Dash Public Relations
Dash PR provides business to business and business to consumer consulting and public relations, media relations, investor and analyst relations, internal communications, issues management and crisis communications, as well as media training, event management, writing services and integrated PR and advertising campaign management. Dash PR is a member of the Registered Consultancies Group (RCG) of the Public Relations Institute of Australia. For more information, visit www.dashpr.com.au.