Realtors and every other type of business person get deluged with stories about the importance of social media. But social media is ineffective if a few basic steps aren't taken first. In a discussion with agents at Worden & Green Century 21, Doug Fenichel, APR, of In-House Public Relations, talked about the importance of knowing what sets you apart, knowing your customer and consistency of message across all media. He offered 10 questions to consider before embarking on a communications initiative.
1. What Makes You
Different?
Communicating to Stand Out in the Crowd
Doug Fenichel, APR In-House Public Relations
May 8, 2012 Worden & Green
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
• Firefighter and paramedic
• All-around nice guy
What makes you different?
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. Pop Quiz: Who Are You?
1. What do you do here?
3. Who are your clients?
5. What do they want?
7. How do they get information and who do they listen to?
9. What do they think of you?
11.How do you know any of this?
13.What is your definition of social media?
15.What’s your definition of public relations?
17.What makes you different?
What makes you different?
7. 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. 10 Questions to ask before communicating
1. What makes me different from other Realtors?
What makes you different?
10. 10 Questions to ask before communicating
• What makes me different from other Realtors?
• What am I trying to accomplish?
What makes you different?
11. 10 Questions to ask before communicating
• What makes me different from other Realtors?
• What am I trying to accomplish?
• Who are my customers?
What makes you different?
12. 10 Questions to ask before communicating
• What makes me different from other Realtors?
• What am I trying to accomplish?
• Who are my customers?
• What do I really know about them?
What makes you different?
13. 10 Questions to ask before communicating
• What makes me different from other Realtors?
• What am I trying to accomplish?
• Who are my customers?
• What do I really know about them?
• What do they know about & think of me?
What makes you different?
14. 10 Questions to ask before communicating
• What makes me different from other Realtors?
• What am I trying to accomplish?
• Who are my customers?
• What do I really know about them?
• What do they know about & think of me?
• Where do they get information? Who do they trust?
What makes you different?
15. 10 Questions to ask before communicating
• What makes me different from other Realtors?
• What am I trying to accomplish?
• Who are my customers?
• What do I really know about them?
• What do they know about & think of me?
• Where do they get information? Who do they trust?
• What do I want to tell them?
What makes you different?
16. 10 Questions to ask before communicating
• What makes me different from other Realtors?
• What am I trying to accomplish?
• Who are my customers?
• What do I really know about them?
• What do they know about & think of me?
• Where do they get information? Who do they trust?
• What do I want to tell them?
• What action do I want them to take?
What makes you different?
17. 10 Questions to ask before communicating
• What makes me different from other Realtors?
• What am I trying to accomplish?
• Who are my customers?
• What do I really know about them?
• What do they know about & think of me?
• Where do they get information? Who do they trust?
• What do I want to tell them?
• What action do I want them to take?
• What’s the best way to deliver my message and
how do I know when they’ve heard my message?
What makes you different?
18. 10 Questions to ask before communicating
• What makes me different from other Realtors?
• What am I trying to accomplish?
• Who are my customers?
• What do I really know about them?
• What do they know about & think of me?
• Where do they get information? Who do they trust?
• What do I want to tell them?
• What action do I want them to take?
• 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?
19. Connecting the dots
Now you know who you’re talking to and how
best to communicate with them.
What are some options?
What makes you different?
20. 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!
What makes you different?
21. Options
Advertising/Direct Mail
Advertorial
Open houses
Special events (workshops, speaking, etc)
Traditional media
Word of Mouth
Social media
What makes you different?
22. Options
Use everything
Keep your message consistent across all media
Reinforce your message again and again
Engage!
Engage!
Engage!
What makes you different?
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?
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?
27. Options
If you use the right media assortment…
If you maintain your social media presence consistently…
If you engage…engage…engage…
You will be different!
What makes you different?
28. iv a
V
L a e!
n c
fe re
D if
What makes you different?
29. Questions?
Discussions?
Doug Fenichel, APR
President
In-House Public Relations
Flanders, N.J.
(973) 970-3411
doug@inhousepr.biz
www.inhousepr.biz
What makes you different?
