The document outlines the significance of public relations (PR) for vehicle dealerships, presenting various PR tactics, benefits, and strategies that enhance visibility and credibility. It emphasizes the distinction between PR and advertising, highlighting how effective media relations can support overall marketing efforts. Additionally, it provides guidelines on crafting newsworthy stories, building media relationships, and leveraging community engagement to attract talent and foster brand loyalty.

1. Using PR to Promote your Dealership Presentation for OFDA 2008 Conference New Orleans, November 13, 2008 © Oomph Group Inc. 2008

2. Using PR to Promote your Dealership What is PR? Benefits of PR for Dealers An overview of suitable PR tactics Q & A

3. What is PR? 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. Employee or Internal Relations Public Affairs Investor Relations

4. What is PR? We will focus on: Media Relations : dealings with the media so as to procure favourable editorial coverage. Known also as publicity Community and Stakeholder Relations : manages dealings and communications with the citizens and groups within an organization’s operating area

5. PR in the Marketing Mix Media and Community Relations are excellent promotional vehicles for Dealers and should play an important role in your marketing mix Interviews reveal it’s a critical marketing element at innovative, rapidly growing Dealerships

6. PR for Dealers Demonstrate current relevance and benefits Overview of the key elements of each area Provide the know-how you need to hire someone or supervise in-house programs

7. Benefits of Media Relations Enhances the company’s profile Confers credibility Helps attract the best and most talented personnel Complement and support marketing activities - Advertising, product launches and promotions, direct sales, trade show participation

8. Benefits of Media Relations Is VERY inexpensive 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 Materials typically consist of letterhead or an e-mail

9. PR versus Advertising Must understand the difference between pr [news-driven content] and advertising [promotional content] 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.

10. PR versus Advertising PR Pertains to editorial content - news Goes to the editor [print] or producer [broadcast] Is judged on the newsworthiness and value to the audience Appearance not guaranteed, only at the discretion of the editor/producer Placement is free

11. PR versus Advertising Advertising Pertains to advertising/promotional content Goes to the sales/advertising/publishing department Is judged on the value of the exchange Date, location and frequency of appearance guaranteed Placement fee depends on the selected medium, the size or length of ad and frequency

12. PR versus Advertising 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

13. What Makes Your Story Run? 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.

14. What is Considered Newsworthy? Something new Something timely or something that ties in to a story already in the news Something practical: ‘How To’ and ‘Top Tips’ are very popular and work well for both consumer and professional audiences.

15. What is Considered Newsworthy? Something different or original Local/historical significance Human interest Personal/emotional significance

16. Factors that Help a Story ‘Run’ Good photo or video opportunity: A unique setting or event with “great visuals” Good interview opportunity Product/service availability Trade media has wider geographical scope coverage than consumer

17. What is Newsworthy About You? 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. The Company, know-how, a service, product, project, award, contract, commission, partnership, joint venture

18. Benefits of Media Relations Enhances the company’s profile Confers credibility Helps attract the best and most talented personnel Complement and support marketing activities - Advertising, product launches and promotions, direct sales, trade show participation

19. Elements of a PR Strategy What is your objective? What will you promote? What format will you use? What media are you targeting? When will you distribute your media materials?

20. Elements of a PR Strategy What is your objective? Launch a new line of furniture Promote a service Enhance awareness of your company amongst students and recent graduates Specific market sectors

21. PR Materials Formats News releases & VNRs Feature or ‘by-lined’ stories Consumer & ‘Top 10 Tips’ Case studies and white papers Professional source /expert spokesperson and story ideas lineup

22. PR Materials Formats Media kits News release[s], Product sheets, project case studies Photos, diagrams, samples Retail distribution, price lists, schedules FAQs Corporate brochures, business cards, logo art Corporate backgrounders, biographies

23. The 5 Ws and H The basic information that all news stories and releases should contain is: Who is involved; What is the subject of the story, what has happened, what need does my service address? When it happened or when it will take place

24. The 5 Ws and H The basic information that all news stories and releases should contain is: Where it happened, or where the product or service is available; Why it happened or why something was designed or created; How it happened or how the service or item works.

25. The 5 Ws and H The Five W's & H should be contained in the "lead" or in the first two or three paragraphs of the story or news release, after which more facts and explanatory material are allowed.

26. Be Versatile Not all news releases can be published, but there are other things you can do with them: 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. Use them to add content or drive traffic your website and/or capture a data base

27. Types of News Hard News: Major news or items with major implications for everyone Soft News: Soft news is newsworthy and interesting content that is not urgent or must not de aired/published as soon as it transpires.

28. Types of Media Outlets By type of audience Consumer: general, mainstream: daily and community newspapers; TV & radio, magazines, the Internet Trade Media: A ssociation newsletters, professional journals, specialty magazines, Internet websites and blogs Sectoral/industry journalists in national newspapers & magazines

29. Types of Media Outlets Geographic Scope Local, regional National, international Don’t forget less obvious outlets Community newspapers Talk radio and local TV stations and community access channels Blogs

30. Types of Media Outlets Timing Short lead: TV, the Internet and daily newspapers provide instant, or near instant, coverage of news events and stories; 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.

31. Types of Media Outlets Media outlets operate on rigid assignment and production schedules. Must time activities accordingly or you'll strike out, no matter how interesting your content. Follow editorial calendars Avoid ‘media traffic’ 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.

32. PR Schedule Need a 12-month plan with synchronized with editorial calendars and production timelines. Plan on between 4 to 6 mail-outs per year. Two major media kits A professional spokesperson kit with rolodex card, areas of specialty, talking points, story ideas A postcard with photos of a project or service features Holiday cards – Xmas, Thanksgiving, Labour Day – be creative!

33. Distribution & Follow Up Distribution by regular mail, e-mail, PR Newswire Follow-up calls are standard PR practice but there is a s pecific protocol for following up & pitching Media hate people who call to ask "if I received their materials" and most advise to never call.

34. Distribution & Follow Up Follow-up calls are necessary: Media not able to review everything they get and calls are often the only way of bringing your material to their attention. An opportunity for build relationships with editors Know your media targets - avoid calling those who hate it. 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’.

35. How to Pitch Create two scripts: one for when you get the person on the line, the other for voice mail messages. Be succinct: 30 seconds for voice mail and one minute for explaining your story in person. 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 Practice your pitch and anticipate objections and/or questions

36. How to Pitch Be mindful of journalists’ time – media have undergone major cutbacks and have huge workloads and are pressed for time. Always ask if it's a convenient time to talk. If it isn't, ask when you can call again. Never call right before newscasts or production deadlines: TV station at 11:30 a.m. or a daily at 5:00 p.m. 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.

37. Building Media Relationships PR/media relations is all about a relationship with a very specific protocol. It’s very different from the relationship between an advertiser and the media – where the advertiser is in the “driver’s seat”. 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 .

38. Building Media Relationships Take the time to get to know each editor and producer. Know preferences and dislikes Know their publication or program. They HATE to be pitched materials that aren’t suitable.

39. Building Media Relationships Be a dependable source: Provide good quality, well written materials Never make them miss a deadline Never exaggerate or lie Never get them in trouble: don’t play favorites or give scoops Don’t be a glib ‘schmoozer’ or overbearing

40. Community Relations Need a plan for proactively creating and strenghtening relationships with the community and other stakeholders Benefits: People like doing business with people they know. Create and enhance trust Create camaraderie and team spirit among employees Help attract the best and most talented personnel

41. Community Relations Membership in professional and business organizations Be strategic: focus efforts on target market groups or groups where you’ll meet potential clients Public speaking Create inventory of presentations based on practical, knowledge-based content Several formats – 30, 45, 90 minutes, 1 hour Target audiences creatively

42. Community Relations Volunteer and Pro-Bono Work Be strategic: focus efforts on realted areas, groups where you’ll meet potential clients, events that provide high visibility Great opportunity for training younger staff Education Symposia Scholarships Excellent for potential work as well as for sourcing the best young talent