What makes you different - kt -- updated for 10.4

What Makes You

Different?Communicating to Stand Out in the Crowd

Doug Fenichel, APR �� In-House Public Relations

October 4, 2012

What makes you different?

Who is this guy, anyway?

• President, lead strategist and writer, head janitor of In-House Public Relations

• 10 years as public relations director for K. Hovnanian Homes

• Outside public relations counsel for Coldwell Banker corporate

• In public relations since 1983

• Was a reporter and editor before that

• Accredited by the Universal Accreditation Board

• Past President, Public Relations Society of America – New Jersey Chapter

• Past Chair, Tristate District – PRSA

• Adjunct Professor – Fairleigh Dickenson University

• Associate Member – North Central New Jersey Association of Realtors

• Associate Member - Community Builders and Remodelers Association

• Firefighter and paramedic

• All-around nice guy


Bragging Rights

• Lots of awards for media relations, community relations & crisis management

• Most recent placements:

• Front page of the Star Ledger Business Section

• Front page of the Recorder Newspapers weeklies

• Other placements:

• USA Today for Meritage Homes

• Fox News for K. Hovnanian (multiple times)

• Almost every major newspaper and television station in the area

• Unusual community events

• Revolutionary war soldiers

• Dinosaurs


Pop Quiz: Who Are You?1. What do you do here?

2. Who are your clients?

3. What do they want?

4. How do they get information and who do they listen to?

5. What do they think of you?

6. How do you know any of this?

7. What is your definition of social media?

8. What’s your definition of public relations?

9. What makes you different?


Bi-Level Home Strategy


Townhome Strategy


How do you attract new business?


How do you attract new business?

Do you use one or two channels to tell people about yourself?

How do you know they’re working?

Are you focusing too much on one thing?


Communications Plan:

Why would you limit yourself on one medium?


Options

Advertising/Direct Mail

Advertorial

Open houses

Special events (workshops, speaking, etc.)

Traditional media

Word of Mouth

Social media


10 Questions to ask before communicating

1. What makes me different from other Realtors?




2. What am I trying to accomplish?





3. Who are my customers?






4. What do I really know about them?







5. What do they know about & think of me?








6. Where do they get information? Who do they trust?









7. What do I want to tell them?










8. What action do I want them to take?











9. What’s the best way to deliver my message and

how do I know when they’ve heard my message?











9. What’s the best way to deliver my message and

how do I know when they’ve heard my message?

10. Was I successful? If so, what’s next? If not, what’s

next?


Connecting the dots

Now you know who you’re talking to and how

best to communicate with them.

What are some options? What do you want to do!

Engage!

Engage!

Engage!


Options

Use everything

Keep your message consistent across all media

Reinforce your message again and again

Engage!

Engage!

Engage!


Options

Discussion:

Why is everyone so crazy about social media?

Is it right for you?

Can’t I engage in any other way?

Do I need professional help (for communicationsE)?


Options


Options

Discussion:

Why is everyone so crazy about social media?

Is it right for you?

Can’t I engage in any other way?

Do I need professional help (for communicationsE)?



Five Ideas To Take Home

1. Self-reflection and self-direction are necessary.




2. Know thy customer. NoEreally know them.





3. Consider your message very carefully.






4. Communicate the way your customers want to

communicateEand make sure you know if you’ve

been heard.






4. Communicate the way your customers want to

communicateEand make sure you know if you’ve

been heard.

5. Engage, engage, engage.



Questions?

Discussions?

Doug Fenichel, APRPresident

In-House Public RelationsFlanders, N.J.

(201) 575-1538

[email protected]

www.inhousepr.biz