Using PR To Promote Your Dealership - OFDA Conference 2008

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A great powerpoint from a presentation at the OFDA Conference in New Orleans Nov. 2008. This will help you promote your Office Furniture Dealership. Thanks to Johanna Hoffman for providing this to OFDA.

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Using PR To Promote Your Dealership - OFDA Conference 2008

  1. 1. Using PR to Promote your Dealership Presentation for OFDA 2008 Conference New Orleans, November 13, 2008 © Oomph Group Inc. 2008
  2. 2. Using PR to Promote your Dealership <ul><li>What is PR? </li></ul><ul><li>Benefits of PR for Dealers </li></ul><ul><li>An overview of suitable PR tactics </li></ul><ul><li>Q & A </li></ul>
  3. 3. What is PR? <ul><li>An umbrella term for a wide range of functions and activities for m anaging and expressing the relationship between an organization and its various publics. </li></ul><ul><ul><li>Employee or Internal Relations </li></ul></ul><ul><ul><li>Public Affairs </li></ul></ul><ul><ul><li>Investor Relations </li></ul></ul>
  4. 4. What is PR? <ul><li>We will focus on: </li></ul><ul><ul><li>Media Relations : dealings with the media so as to procure favourable editorial coverage. Known also as publicity </li></ul></ul><ul><ul><li>Community and Stakeholder Relations : manages dealings and communications with the citizens and groups within an organization’s operating area </li></ul></ul>
  5. 5. PR in the Marketing Mix <ul><li>Media and Community Relations are excellent promotional vehicles for Dealers and should play an important role in your marketing mix </li></ul><ul><li>Interviews reveal it’s a critical marketing element at innovative, rapidly growing Dealerships </li></ul>
  6. 6. PR for Dealers <ul><li>Demonstrate current relevance and benefits </li></ul><ul><li>Overview of the key elements of each area </li></ul><ul><li>Provide the know-how you need to hire someone or supervise in-house programs </li></ul>
  7. 7. Benefits of Media Relations <ul><li>Enhances the company’s profile </li></ul><ul><li>Confers credibility </li></ul><ul><li>Helps attract the best and most talented personnel </li></ul><ul><li>Complement and support marketing activities - Advertising, product launches and promotions, direct sales, trade show participation </li></ul>
  8. 8. Benefits of Media Relations <ul><li>Is VERY inexpensive </li></ul><ul><ul><li>It doesn’t cost anything to print or air your story - it runs at the discretion of the editor or producer based on its newsworthiness and interest to the audience </li></ul></ul><ul><ul><li>Materials typically consist of letterhead or an e-mail </li></ul></ul>
  9. 9. PR versus Advertising <ul><li>Must understand the difference between pr [news-driven content] and advertising [promotional content] </li></ul><ul><li>When using PR to market or promote you’re treading a fine line between promotion and news. Must be careful not to cross the line. </li></ul>
  10. 10. PR versus Advertising <ul><li>PR </li></ul><ul><ul><li>Pertains to editorial content - news </li></ul></ul><ul><ul><li>Goes to the editor [print] or producer [broadcast] </li></ul></ul><ul><ul><li>Is judged on the newsworthiness and value to the audience </li></ul></ul><ul><ul><li>Appearance not guaranteed, only at the discretion of the editor/producer </li></ul></ul><ul><ul><li>Placement is free </li></ul></ul>
  11. 11. PR versus Advertising <ul><li>Advertising </li></ul><ul><ul><li>Pertains to advertising/promotional content </li></ul></ul><ul><ul><li>Goes to the sales/advertising/publishing department </li></ul></ul><ul><ul><li>Is judged on the value of the exchange </li></ul></ul><ul><ul><li>Date, location and frequency of appearance guaranteed </li></ul></ul><ul><ul><li>Placement fee depends on the selected medium, the size or length of ad and frequency </li></ul></ul>
  12. 12. PR versus Advertising <ul><li>If your PR materials are very promotional or you act and talk like a sales person during media interviews – you risk having your PR materials thrown out, your calls ignored and you could end up on their black list </li></ul>
  13. 13. What Makes Your Story Run? <ul><li>The main factor editors and producers weigh in deciding whether they should cover your story is if it’s newsworthy and/or of interest to their readers, viewers and listeners. </li></ul>
  14. 14. What is Considered Newsworthy? <ul><li>Something new </li></ul><ul><li>Something timely or something that ties in to a story already in the news </li></ul><ul><li>Something practical: ‘How To’ and ‘Top Tips’ are very popular and work well for both consumer and professional audiences. </li></ul>
  15. 15. What is Considered Newsworthy? <ul><li>Something different or original </li></ul><ul><li>Local/historical significance </li></ul><ul><li>Human interest </li></ul><ul><li>Personal/emotional significance  </li></ul>
  16. 16. Factors that Help a Story ‘Run’ <ul><li>Good photo or video opportunity: A unique setting or event with “great visuals” </li></ul><ul><li>Good interview opportunity </li></ul><ul><li>Product/service availability </li></ul><ul><li>Trade media has wider geographical scope coverage than consumer </li></ul>
  17. 17. What is Newsworthy About You? <ul><li>You have decided to implement a PR campaign in order to enhance the visibility of your dealership. List three newsworthy, interesting and unique aspects of your company and services for featuring in a PR campaign. </li></ul><ul><ul><li>The Company, know-how, a service, product, project, award, contract, commission, partnership, joint venture </li></ul></ul>
  18. 18. Benefits of Media Relations <ul><li>Enhances the company’s profile </li></ul><ul><li>Confers credibility </li></ul><ul><li>Helps attract the best and most talented personnel </li></ul><ul><li>Complement and support marketing activities - Advertising, product launches and promotions, direct sales, trade show participation </li></ul>
  19. 19. Elements of a PR Strategy <ul><li>What is your objective? </li></ul><ul><li>What will you promote? </li></ul><ul><li>What format will you use? </li></ul><ul><li>What media are you targeting? </li></ul><ul><li>When will you distribute your media materials? </li></ul>
  20. 20. Elements of a PR Strategy <ul><li>What is your objective? </li></ul><ul><ul><li>Launch a new line of furniture </li></ul></ul><ul><ul><li>Promote a service </li></ul></ul><ul><ul><li>Enhance awareness of your company amongst </li></ul></ul><ul><ul><ul><li>students and recent graduates </li></ul></ul></ul><ul><ul><ul><li>Specific market sectors </li></ul></ul></ul>
  21. 21. PR Materials Formats <ul><li>News releases & VNRs </li></ul><ul><li>Feature or ‘by-lined’ stories </li></ul><ul><li>Consumer & ‘Top 10 Tips’ </li></ul><ul><li>Case studies and white papers </li></ul><ul><li>Professional source /expert spokesperson and story ideas lineup </li></ul>
  22. 22. PR Materials Formats <ul><li>Media kits </li></ul><ul><ul><li>News release[s], </li></ul></ul><ul><ul><li>Product sheets, project case studies </li></ul></ul><ul><ul><li>Photos, diagrams, samples </li></ul></ul><ul><ul><li>Retail distribution, price lists, schedules </li></ul></ul><ul><ul><li>FAQs </li></ul></ul><ul><ul><li>Corporate brochures, business cards, logo art </li></ul></ul><ul><ul><li>Corporate backgrounders, biographies </li></ul></ul>
  23. 23. The 5 Ws and H <ul><li>The basic information that all news stories and releases should contain is: </li></ul><ul><ul><li>Who is involved; </li></ul></ul><ul><ul><li>What is the subject of the story, what has happened, what need does my service address? </li></ul></ul><ul><ul><li>When it happened or when it will take place </li></ul></ul>
  24. 24. The 5 Ws and H <ul><li>The basic information that all news stories and releases should contain is: </li></ul><ul><ul><li>Where it happened, or where the product or service is available; </li></ul></ul><ul><ul><li>Why it happened or why something was designed or created; </li></ul></ul><ul><ul><li>How it happened or how the service or item works. </li></ul></ul>
  25. 25. The 5 Ws and H <ul><li>The Five W's & H should be contained in the &quot;lead&quot; or in the first two or three paragraphs of the story or news release, after which more facts and explanatory material are allowed. </li></ul>
  26. 26. Be Versatile <ul><li>Not all news releases can be published, but there are other things you can do with them: </li></ul><ul><ul><li>Use them as direct mail to stay in touch with past & current clients, prospects, industry members and fellow professionals or as handouts on sales calls. </li></ul></ul><ul><ul><li>Use them to add content or drive traffic your website and/or capture a data base </li></ul></ul>
  27. 27. Types of News <ul><li>Hard News: Major news or items with major implications for everyone </li></ul><ul><li>Soft News: Soft news is newsworthy and interesting content that is not urgent or must not de aired/published as soon as it transpires. </li></ul>
  28. 28. Types of Media Outlets <ul><li>By type of audience </li></ul><ul><ul><li>Consumer: general, mainstream: daily and community newspapers; TV & radio, magazines, the Internet </li></ul></ul><ul><ul><li>Trade Media: A ssociation newsletters, professional journals, specialty magazines, Internet websites and blogs </li></ul></ul><ul><ul><li>Sectoral/industry journalists in national newspapers & magazines </li></ul></ul>
  29. 29. Types of Media Outlets <ul><li>Geographic Scope </li></ul><ul><ul><li>Local, regional </li></ul></ul><ul><ul><li>National, international </li></ul></ul><ul><li>Don’t forget less obvious outlets </li></ul><ul><ul><li>Community newspapers </li></ul></ul><ul><ul><li>Talk radio and local TV stations and community access channels </li></ul></ul><ul><ul><li>Blogs </li></ul></ul>
  30. 30. Types of Media Outlets <ul><li>Timing </li></ul><ul><ul><li>Short lead: TV, the Internet and daily newspapers provide instant, or near instant, coverage of news events and stories; </li></ul></ul><ul><ul><li>Medium lead: Lifestyle, arts & other non-news sections of daily newspapers and local radion stations are often “put to bed” days in advance of publication, so you need to bring material to their attention 1 to 2 weeks in advance. </li></ul></ul>
  31. 31. Types of Media Outlets <ul><li>Media outlets operate on rigid assignment and production schedules. </li></ul><ul><ul><li>Must time activities accordingly or you'll strike out, no matter how interesting your content. </li></ul></ul><ul><ul><li>Follow editorial calendars </li></ul></ul><ul><ul><li>Avoid ‘media traffic’ </li></ul></ul><ul><ul><li>Repetition: Regular PR mail-outs establish a relationship and position you as a dependable source of valuable content. Helps you stand out from the crowd and increases the success factor. </li></ul></ul>
  32. 32. PR Schedule <ul><li>Need a 12-month plan with synchronized with editorial calendars and production timelines. </li></ul><ul><li>Plan on between 4 to 6 mail-outs per year. </li></ul><ul><ul><li>Two major media kits </li></ul></ul><ul><ul><li>A professional spokesperson kit with rolodex card, areas of specialty, talking points, story ideas </li></ul></ul><ul><ul><li>A postcard with photos of a project or service features </li></ul></ul><ul><ul><li>Holiday cards – Xmas, Thanksgiving, Labour Day – be creative! </li></ul></ul>
  33. 33. Distribution & Follow Up <ul><li>Distribution by regular mail, e-mail, PR Newswire </li></ul><ul><li>Follow-up calls are standard PR practice but there is a s pecific protocol for following up & pitching </li></ul><ul><ul><li>Media hate people who call to ask &quot;if I received their materials&quot; and most advise to never call. </li></ul></ul>
  34. 34. Distribution & Follow Up <ul><li>Follow-up calls are necessary: </li></ul><ul><ul><li>Media not able to review everything they get and calls are often the only way of bringing your material to their attention. </li></ul></ul><ul><ul><li>An opportunity for build relationships with editors </li></ul></ul><ul><ul><li>Know your media targets - avoid calling those who hate it. </li></ul></ul><ul><ul><li>Time your calls for when you expect the journalist to have received your materials. Don’t wait too long or they will think your materials are stale or ‘old news’. </li></ul></ul>
  35. 35. How to Pitch <ul><li>Create two scripts: one for when you get the person on the line, the other for voice mail messages. </li></ul><ul><ul><li>Be succinct: 30 seconds for voice mail and one minute for explaining your story in person. </li></ul></ul><ul><ul><li>Say who you are, state why you’re calling and give a one-sentence explanation of why the material is of interest to their readers, listeners or viewers </li></ul></ul><ul><ul><li>Practice your pitch and anticipate objections and/or questions  </li></ul></ul>
  36. 36. How to Pitch <ul><li>Be mindful of journalists’ time – media have undergone major cutbacks and have huge workloads and are pressed for time. </li></ul><ul><ul><li>Always ask if it's a convenient time to talk. If it isn't, ask when you can call again. </li></ul></ul><ul><ul><li>Never call right before newscasts or production deadlines: TV station at 11:30 a.m. or a daily at 5:00 p.m. </li></ul></ul><ul><ul><li>Don’t pester: If you leave a message and don't hear back, you can call again two days later. If your story will be covered, don’t keep calling to ask when it will run. </li></ul></ul>
  37. 37. Building Media Relationships <ul><li>PR/media relations is all about a relationship with a very specific protocol. </li></ul><ul><ul><li>It’s very different from the relationship between an advertiser and the media – where the advertiser is in the “driver’s seat”. </li></ul></ul><ul><ul><li>In PR, the media is always in the driver’s seat. If you want the coverage, you have to conform yourself to their needs and schedule . </li></ul></ul>
  38. 38. Building Media Relationships <ul><li>Take the time to get to know each editor and producer. </li></ul><ul><ul><li>Know preferences and dislikes </li></ul></ul><ul><ul><li>Know their publication or program. They HATE to be pitched materials that aren’t suitable. </li></ul></ul>
  39. 39. Building Media Relationships <ul><li>Be a dependable source: </li></ul><ul><ul><li>Provide good quality, well written materials </li></ul></ul><ul><ul><li>Never make them miss a deadline </li></ul></ul><ul><ul><li>Never exaggerate or lie </li></ul></ul><ul><ul><li>Never get them in trouble: don’t play favorites or give scoops </li></ul></ul><ul><ul><li>Don’t be a glib ‘schmoozer’ or overbearing </li></ul></ul>
  40. 40. Community Relations <ul><li>Need a plan for proactively creating and strenghtening relationships with the community and other stakeholders </li></ul><ul><li>Benefits: </li></ul><ul><ul><li>People like doing business with people they know. </li></ul></ul><ul><ul><li>Create and enhance trust </li></ul></ul><ul><ul><li>Create camaraderie and team spirit among employees </li></ul></ul><ul><ul><li>Help attract the best and most talented personnel </li></ul></ul>
  41. 41. Community Relations <ul><li>Membership in professional and business organizations </li></ul><ul><ul><li>Be strategic: focus efforts on target market groups or groups where you’ll meet potential clients </li></ul></ul><ul><li>Public speaking </li></ul><ul><ul><li>Create inventory of presentations based on practical, knowledge-based content </li></ul></ul><ul><ul><li>Several formats – 30, 45, 90 minutes, 1 hour </li></ul></ul><ul><ul><li>Target audiences creatively </li></ul></ul>
  42. 42. Community Relations <ul><li>Volunteer and Pro-Bono Work </li></ul><ul><ul><li>Be strategic: focus efforts on realted areas, groups where you’ll meet potential clients, events that provide high visibility </li></ul></ul><ul><ul><li>Great opportunity for training younger staff </li></ul></ul><ul><li>Education </li></ul><ul><ul><li>Symposia </li></ul></ul><ul><ul><li>Scholarships </li></ul></ul><ul><ul><li>Excellent for potential work as well as for sourcing the best young talent </li></ul></ul>

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