By Ken Capps/VP Public Affairs, Dallas Fort Worth International Airport
It's a priority for many corporations. It's a mandate for most government entities. And although the dollars and desire are there, finding minority- and women-owned companies
to bid on your business can be challenging.
DFW, the world's third busiest airport, awarded $249 million worth of contracts to 150 minority and women owned business in FY 2003, or almost 31% of its overall budget
($808.8M). It takes a concerted effort by business leaders and communicators to make these figures a reality. Here are few keys to success:
- Educate top business editors on your program and process to facilitate coverage. Also
for the small business editor or reporter. Also: Develop relationships with the
community and minority owned newspapers to facilitate information about coverage. - Hold multiple outreach meetings and "How To Do Business With" your organization - make sure the calendar listing is published in all news and business outlets -- including
online. - Invite representatives of community and minority- oriented media organizations to a briefing, make top executives and successful contractors available.
- Profile successful contractors and subcontractors in newsletters and annual reports, pitch to news organizations.
- Consider translating all key outreach publications into Spanish, other languages as appropriate for your area.
- Provide easy online access to "How To Do Business" information, including direct email for inquires and questions
- Take advantage of every opportunity to speak to community and business groups about your program - always provide literature and leave-behinds
Remember: your dollars spent with minority and women-owned firms are an investment in your community, another critical way communications contribute to the bottom line of your
business.