I’ve recently been making a lot of jams and syrups to sell at a local farmer’s market. The process has been fun and exciting and after whipping up a batch of clover blossom flavor, I realized there were several takeaways to apply to public relations. Here are 4 PR lessons from making jam.
4 PR Lessons from Making Jam
- Start With a Clean Slate
Although you should take care to start with a clean space before any cooking project, jams, jellies and syrups are a special case. Since jams are shelf stable and aren’t usually eaten immediately, there is extra care in the process to eliminate germs and seal them properly. Even if you’ll be managing an immediate crisis, it’s important to get your ducks in a row before you begin the campaign.
- Gather the Proper Equipment
When creating a batch of jam, I never begin before I have all of the proper equipment and canning materials in front of me. Since it’s a precarious process to make sure there are no germs and the jars are disinfected, I also make sure to map out the process before I begin. This is among helpful PR lessons when planning a campaign; create your game plan at the start.
- Create With Your Audience in Mind
Each jar of jam is handmade and created especially with my farmer’s market customers in mind. I take special attention to make sure each lid is on and sealed correctly, each label looks good and the presentation at the booth is inviting. By taking the time and thinking of my customers each step along the way, the final product appears more polished and professional. Be sure to think of your audience each time you act and pay attention to their needs.
- Try a Variety of Approaches
When picking out fruits for different flavors, I try to move beyond the classic blueberry, blackberry and strawberry flavors of summer. While those jams are delicious, they lack the imagination I’m looking for at the farmer’s market booth. I’ve tried creative flavors like freshly foraged dandelion, mint and verbena, and even mango! Use this as one of your PR lessons and try a variety of different approaches and strategies for your public relations campaigns.
Starting with a clean slate, mapping your plan before you begin, creating with your audience in mind and trying more than one approach are all helpful PR lessons I can apply from making jam. Can you think of any others? Oh, and what’s your favorite flavor?
Photo: Beth Adan
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