Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

What makes you different - kt -- updated for 10.4

343 views

Published on

Standing out from a crowd of competitors is never easy. Following the course of discovery described here -- which is the process we use when we develop a communications plan for a client -- can help you be sure your communications will set you apart.

Published in: Business
  • Be the first to comment

  • Be the first to like this

What makes you different - kt -- updated for 10.4

  1. 1. What Makes You Different?Communicating to Stand Out in the Crowd Doug Fenichel, APR In-House Public Relations October 4, 2012
  2. 2. 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 What makes you different?
  3. 3. 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 What makes you different?
  4. 4. 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? What makes you different?
  5. 5. Bi-Level Home Strategy What makes you different?
  6. 6. Townhome Strategy What makes you different?
  7. 7. How do you attract new business? What makes you different?
  8. 8. 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? What makes you different?
  9. 9. Communications Plan:Why would you limit yourself on one medium? What makes you different?
  10. 10. Options Advertising/Direct Mail Advertorial Open housesSpecial events (workshops, speaking, etc.) Traditional media Word of Mouth Social media What makes you different?
  11. 11. 10 Questions to ask before communicating 1. What makes me different from other Realtors? What makes you different?
  12. 12. 10 Questions to ask before communicating 1. What makes me different from other Realtors? 2. What am I trying to accomplish? What makes you different?
  13. 13. 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? What makes you different?
  14. 14. 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? What makes you different?
  15. 15. 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? What makes you different?
  16. 16. 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? What makes you different?
  17. 17. 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? What makes you different?
  18. 18. 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? What makes you different?
  19. 19. 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? What makes you different?
  20. 20. 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? 10. Was I successful? If so, what’s next? If not, what’s next? What makes you different?
  21. 21. Connecting the dotsNow you know who you’re talking to and howbest to communicate with them.What are some options? What do you want to do! Engage! Engage! Engage! What makes you different?
  22. 22. Options Use everythingKeep your message consistent across all media Reinforce your message again and again Engage! Engage! Engage! What makes you different?
  23. 23. 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 communications )? What makes you different?
  24. 24. Options What makes you different?
  25. 25. 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 communications )? What makes you different?
  26. 26. What makes you different?
  27. 27. Five Ideas To Take Home1. Self-reflection and self-direction are necessary. What makes you different?
  28. 28. Five Ideas To Take Home1. Self-reflection and self-direction are necessary.2. Know thy customer. No really know them. What makes you different?
  29. 29. Five Ideas To Take Home1. Self-reflection and self-direction are necessary.2. Know thy customer. No really know them.3. Consider your message very carefully. What makes you different?
  30. 30. Five Ideas To Take Home1. Self-reflection and self-direction are necessary.2. Know thy customer. No really know them.3. Consider your message very carefully.4. Communicate the way your customers want to communicate and make sure you know if you’ve been heard. What makes you different?
  31. 31. Five Ideas To Take Home1. Self-reflection and self-direction are necessary.2. Know thy customer. No really know them.3. Consider your message very carefully.4. Communicate the way your customers want to communicate and make sure you know if you’ve been heard.5. Engage, engage, engage. What makes you different?
  32. 32. What makes you different?
  33. 33. Questions?Discussions? Doug Fenichel, APR President In-House Public Relations Flanders, N.J. (201) 575-1538 doug@inhousepr.biz www.inhousepr.biz What makes you different?

×