what makes you different?

What Makes You

Different?Communicating to Stand Out in the Crowd

Doug Fenichel, APR In-House Public RelationsMay 8, 2012 Worden & Green

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

• Firefighter and paramedic

• All-around nice guy

What makes you different?

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?

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?

Bi-Level Home Strategy

What makes you different?

Townhome Strategy

What makes you different?

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?

Communications Plan:

Why would you limit yourself on one medium?

What makes you different?

10 Questions to ask before communicating

1. What makes me different from other Realtors?

What makes you different?

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?

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?

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?

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?

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?

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?

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?

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?

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?

Connecting the dots

Now you know who you’re talking to and howbest to communicate with them.

What are some options?

What makes you different?

Connecting the dots

Now 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?

Options

Advertising/Direct Mail

Advertorial

Open houses

Special events (workshops, speaking, etc)

Traditional media

Word of Mouth

Social media

What makes you different?

Options

Use everything

Keep your message consistent across all media

Reinforce your message again and again

Engage!

Engage!

Engage!

What makes you different?

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?

Options

What makes you different?

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?

What makes you different?

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?

Viva

La

Difference!

What makes you different?

Questions?

Discussions?

Doug Fenichel, APRPresident

In-House Public RelationsFlanders, N.J.

(973) 970-3411doug@inhousepr.bizwww.inhousepr.biz