[Marketing & Advertising] Creating A Buzz About Your Brand

If you asked 20 people what public relations is, chances are you will get 20 different answers.

According to Webster’s New World Dictionary of Media and Communications, "Public relations is the activities and attitudes intended to analyze, adjust to, influence and direct the opinion of any group or groups of persons in the interest of any individual, group or institution."

Beg your pardon? Bud Brewer, president of MPB Communications, prefers describing public relations as "developing, enhancing and/or promoting a favorable image" for your company, he explained as he began his presentation at the National Pest Management Association’s PestWorld 2006 convention. And, as one of the most powerful and least expensive marketing tools, public relations also can have a direct impact on your bottom line.

When people hear the term "public relations," they tend to think "press release." However, that is only one tactical approach. According to Brewer, a good self-directed public relations program includes five basic elements: message or image development, media relations, community relations, networking and special events.

DEVELOP A MESSAGE. It’s important from the very beginning for pest management professionals to develop a message that will effectively communicate how you want your company’s brand to be known. It includes what you want to say about your brand, defines your target audience and describes the main benefit or benefits for the audience.

"You need to develop a fundamental message and define to whom you want to say it," said Brewer. "Then you need to identify the take away for the customer. When they see, hear or read your message, what do you want them to get out of it?"

Once defined, the message should be disseminated and reinforced throughout the organization. Everyone — from the receptionist to technicians to salespeople — should be familiar with and understand it to help ensure all are relaying the same, consistent message to the public. It’s called "message discipline."

APPROACHING THE MEDIA. How you interact with the media plays a special role in a successful public relations program. A proactive approach helps build relationships with local media contacts and reflects favorably on your company.

"An ongoing media relations program helps you position your company’s brand in a positive light," explained Brewer. "Sharing positive information with the media elevates your brand image."

Potential topics Brewer suggested sharing with the media might revolve around local pest-related issues like termite swarming or bed bugs; health issues, such as how cockroaches can impact asthma; and business issues such as why people should choose a QualityPro-certified pest control service. (For additional information about the National Pest Management Association’s QualityPro program, visit www.npmaqualitypro.com.)

There are various ways to generate media coverage through proactive media relations. Distributing a well-written press release is a valuable and cost-effective way to share information with all the media in your area. It may be about a new location or service, a special event you are planning, a significant business anniversary or milestone, a speaking engagement or an employee’s promotion at your company.

"There are places in the media that are dedicated to covering this type of information and will publish what you give them. They are constantly looking for content," Brewer said.

PITCHING STORIES. Story ideas that could generate quality coverage may be best pitched to a single media outlet in the market. "If the story has really good pictures, you probably want to take it to television. Television people think in pictures," Brewer explained. "If your story is a little more complicated, you may want to take it to the newspaper. They’ve got more space and time to devote to the story."

What Brewer terms "rescues" also can garner considerable media coverage from several news outlets, but the information you provide should be positioned carefully so it doesn’t appear too self-serving.

"Publicize if you’ve performed a service for a charity or as a charitable contribution to a non-profit in your community," Brewer said. "We did a complete rodent clean out in a domestic violence shelter. We did not ask for media coverage, but we got it because the organization [promoted the service] to thank us."

TARGETING SCHOOLS. Educational sessions at schools are a great way for pest management firms to generate media attention. "If you are going into a school and teaching children about beneficial insects vs. non-beneficial insects, you can get media coverage for that," Brewer said. "Anything that’s positive, informative or educational presents a good media opportunity."

Plus, it can also quickly boost business. "Schools love to invite outside speakers in. The kids are on their best behavior and each one will take the information home to their parents. You can get 30 or 40 leads in exchange for a half hour in a sixth-grade class."

CONNECTING WITH THE COMMUNITY. Community relations efforts help pest control professionals develop and manage a company image through positive associations. Be aware, this is a long-term process, and it involves passion, commitment and an investment of resources.

"Community relations provides connective tissue, and I can’t tell you how valuable this is. You identify one or two organizations that you passionately care about and you get involved," Brewer said. "You don’t do this for the purpose of getting business; but you get business because you do this."

Whether you join organizations that focus on people, issues or ideas, you can participate in many ways. Providing monetary support, sponsorship and volunteers all help, but what community organizations need most is a commitment of time and resources.

"Although you can donate to many, I would suggest getting involved in only one or two initiatives. Many people that join these organizations are involved just to say they are, but they really don’t do a lot," Brewer said. "So get really involved and do as much as possible."

However, he advised, just know that when you do demonstrate your commitment, the organization will probably ask you to do more.

STRIVE TO LEAD. If the organization asks you to get more involved, use that to your advantage. Brewer’s attitude is that if he’s going to get involved with an organization, one day he’s going to lead it. He’s found this is a rewarding way to improve leadership skills.

"It’s a great way to develop those skills for people in your organization by getting them involved and watching them work their way up, so that one day they become president or chairman," Brewer said.

Most important, Brewer counseled, is to keep business separate. "Don’t walk in handing out your business cards or brochures. It will happen — it’s organic." And, he said, it will result in powerful returns. "Do something important in the community and it will come back to you 10-fold."

NETWORKING TO GROW. Networking is sharing information for the purpose of doing business. Brewer suggests identifying one or two capable networking partners — people with whom you can share information — so that it will lead to increased business opportunities.

He said when selecting a networking partner you must be able to trust them, have confidence in them, have no conflict of interest and have a mutual focus.

"You might want to network with someone who is in the residential HVAC business or in a complementary field commercially — someone who wants to talk to restaurants, hotels and health-care facilities," Brewer said. "These are people you feel comfortable sharing information with, but they also must have the same willingness and ability to share information with you."

Find the right contacts and these relationships can quickly become valuable.

MAKING THE MOST OF SPECIAL EVENTS. Brewer defined events in two ways — passive and active. You simply participate in passive events, such as home and garden shows, but they can still be a marketing, sales or networking opportunity.

"Whenever I go to an event I haven’t attended before, I make sure I drop my information off at every single booth. I don’t wait for them to come to me, I go to visit them," he explained.

Active events are a different story — you set the agenda. For instance, providing seminars is an easy way to educate many people at the same time about pest prevention and control. Some groups you might consider targeting include homeowners’ associations, local or regional home shows and area trade groups. Plus, you can publicize each of these speaking opportunities with a press release to local news outlets.

"Every residential development has a homeowners’ group. Contact them and ask if you can speak to the membership," Brewer suggested. "Get on the agenda at educational meetings of targeted trade groups — builders or real estate agents — in an effort to better educate them."

Brewer also recommended approaching home shows in the area to participate in informational sessions or offer to participate on a panel about broad industry issues. "You’re promoting your brand and commitment just by getting involved."

FINAL THOUGHTS. In closing, Brewer encouraged patience. It takes time to build positive relationships with the media, networking partners and the community. "One of the most important things for all of us to do — but often the hardest — is to be patient. It doesn’t happen overnight. Unfortunately, good things generally don’t happen fast," he said.

So whether you execute a robust, well-rounded program or are only able to concentrate on a few of Brewer’s suggestions, public relations is all about having as many people as possible see your company name associated with positive news and goodwill. The more positive consumer awareness you have in your area, the more likely the phone will ring. And you know how to take it from there.

The author has been writing about the pest management industry for 13 years. She can be reached at cbrazell@giemedia.com.