Public relations help punch up marketing efforts

/AROWING numbels of retailers

\iland manufacrurers are working on their relationspublic relations that is. [n the marketing-intensive and competitive'90s, they've discovered PR can be a cost-effective key to increasing visibility, traffic and sales.

Public relations includes a wide variety of elements, from media coverage to promotions, sponsorship of affordable housing groups, in-store demos and other activities. Retailers are finding they can reinforce all the positive aspects of their store, sending a message to customers that they're knowledgeable, helpful and responsive.

Here are some ideas for building a PR program for your storc from John Shaughnessy, Mona, Meyer & McGrath & Gavin, a firm which specializes in promoting d-i-y, home products and the building indusny.

Story at a Glance

lnnovative ways to Increase company vlslblllty, traffic and sales while helplng others...ways to become an expert source of information... partlclpatlon In local events creates good wlll, posltlve lmage for your lirm.

Media coverage through print and broadcast stories is one of the mainstays of a PR prog'am. One way to generate coverage of your store is to take advantage of the publicity programs and materials created by manufactuers and vendors. Check to see if they have news releases, backgrounders or feahue articles that could be localized to support efforts with your media. Building a constructive two-way relationship with the specialists at these companies is another good idea. They can be helpful in providing localized news releases, support materials or pointers, plus they also often look for local retailers to quote or refer to editors for their own PR efforts.

Another good relationship with the editor of your local daily or weekly paper, or the reporter assigned to homes and home improvement is worthwhile. The key is to position yourself as an idea source for the media, providing ideas and information that their readers can use.

For example, you could suggest a story on do-it-yourself insulation and weatherizing projects. Or, try a spring story on prepping and painting the house. You might even write the story yourself. Many papers print informative articles.

Radio presents opportunities too, since many cities have weekly radio shows that focus on do-it-yourself topics. Call the producer and suggest some ideas he and his listeners might be interested in. You might even propose a weekly guest segment featuring your store's "answer man."

Good PR can have a good conscience too. Growing numbers of retailers and manufacturers are getting involved in homeless and affordable housing plojects. Scottys, Inc., is donating up to $10,000 worth of building materials to Habitat for Humanity for every $100,000 in cash register receipts collected at storcs in Florida, Alabama and Georgia. This project has merited numerous stories in the press. Lowe's, 84 Lumber, Home Depot and Builden Square are other companies recently receiving newspaper recognition for making donations to charitable organizations.

Participation in these projects can carry the bonus of coverage in the local press. They will carry a featurc story or photo of the project, interviewing the sponsors. This can build goodwill, showing customers that you're a good neighbor, giving back to the community.

Major manufacturers such as Stanley Tools, DAP Inc. and Loui- siana-Pacific support affordable housing groups around the country, and there are lots of different ways for you to get involved too. Check to see if Habitat for Humanity or The Affordable Housing Coalition has projects scheduled for your area. Or, contact Paul Peterson at the Local Initiatives Support Coalition, (212) 455-9807. He can help refer you to housing groups that need help.

You can help leverage your promotions by adding some PR to the mix. Think of a way to add a charitable event or neighborhood benefit to your next promotion. For example, for the spring lawn and garden selling season you could invite local drive-time radio personalities to compete in a riding mower road rally, with the proceeds going to a local affordable housing gloup. You'll create a great media event, and get plenty of advance radio promotion in the bargain.

Marketing experts say media coverage can go a long way toward building long-term credibility with your customers. In a tough retail market, including PR in your marketing mix just might be the creative solution to keep you a step ahead of the competition.