Local Sales and Marketing Reference Guide

Public Relations

What do you think of when you hear the term “Public Relations” or “PR?”

The first thing that pops into most people’s heads is the word “publicity.”  While generating publicity for a company and its brands is a PR function, there is more to public relations than just “the spinning of news.”  

In fact, there are many PR tools that you as a local salesperson can use to get attention for Thrifty Car Rental.  Some of them are much more direct than waiting for an item to turn up in the newspaper that somebody may or may not read.  

What is Public Relations?

Public Relations is a process of identifying audiences that are important to your organization and creating plans and measurable programs that are mutually beneficial and result in a desired behavior (i.e., buy more of a product, support legislation we’re in favor of, etc.). 

We know what you’re thinking:  this sounds a lot like sales and marketing.  The truth of the matter is, it’s not all that different.  Public Relations is really just about formalizing a plan to achieve your company’s goals by maximizing your relationships with others.  

Audiences That Are Important To Your Organization

When you think about putting together public relations activities for your Thrifty locations, think about all of the potential "publics" or "audiences" you have the chance to interact with.  Given budget and time constraints, you will probably need to prioritize your target audiences based on the potential impact a relationship will bring. 

Your local audience may include any of the following, or others: 

1. Existing corporate accounts

2. Potential corporate accounts

3. Local travel agents

4. City civic or chamber of commerce leaders

5. Local membership organizations (Lion’s Club, Kiwanis, etc.)

6. Employees

7. Suppliers

8. Body shops

9. Local government officials

10. Local news media (radio, TV, newspapers, magazines, newsletters)

11. Non-profit/charitable organizations, etc.

Desired Behavior/Objectives

Now that you've identified some potential audiences, it’s time to put pen to paper and qualify what kind of behavior you’d like to generate from each audience.  Here are some sample objectives you might come up with.  The important thing is to be as specific as possible.  At the end of the day, if we can’t measure the effectiveness of our programs, it’s going to be difficult to sell the boss on continued PR efforts. 

  Sample Audience                              Behavior/Objective

You will notice that some of these objectives are more specific than others.  Typically, the more important the particular audience, the easier it is to come up with a quantitative objective.

Strategies and Tactics

Once you’ve nailed down the audiences and objectives you want to achieve, it’s time to start planning.  Look at each audience separately and begin brainstorming on ways to accomplish these goals.  This may require some research on your part, for example: 

• Calling the Chamber of Commerce for a membership list

• Researching local charities to determine which one would make a good partner for Thrifty and depending on the interest of your employees

• Call body shops and find out what factors influence their choice of a car rental company for referrals

• Ask travel agents what influences their decision when booking car rental for a client 

By audience, come up with a strategy on how you intend to achieve the desired behavior with this particular group.  Then you can begin to come up with a list of tactics that will become your “to do” list. Here are some examples:

EXAMPLE 1: 

Audience/Objective:  Existing Corporate Accounts:  Retain 80% of corporate accounts annually. 

Strategies: 

• Keep Thrifty top-of-mind by interacting with the Corporate Account decision-maker face to face a minimum of 4 times a year

• Show them Thrifty cares about providing top-notch customer service for Corporate Accounts 

• Familiarize Corporate Accounts with new Thrifty offerings or changes to existing programs 

• Communicate frequently using non-intrusive types of communication 

• Convince them that Thrifty is a company they want to do business with 

• Show them that Thrifty is civic-minded and contributes to the local community

• Make them feel important and valued as a customer

• Make it as easy for them to do business with Thrifty as possible 

Tactics:

• Regular quarterly office visits, supplemented by any of the following:

  • Invite Top 50 Corporate Accounts to participate in “scramble” at local golf club

  • Host a Thrifty “Open House” with live band and food when you open a new location

  • Corporate Account luncheons for best customers

• Resolve any complaints within 24 hours (whether they’ve happened at our location or another Thrifty location)

• Direct mail postcards touting new programs or services mailed out once a quarter

• Brochures and other carry-alongs delivered in person to Corporate Accounts on visits. Deliver along with cookies or donuts so they look forward to Thrifty visits.

• Collect e-mail addresses so you can send them updates and changes to programs.

• Familiarize them with charitable work Thrifty does in the local community and involve them, if they’re interested

• Do an “Awards Lunch” to honor companies that do the most business with you by giving out awards for: 1) Most Growth among Corp. Accts.; 2) Top 5 Revenue Producing Accounts; 3) Top 5 Parking Accounts, etc.

• Send top accounts tickets to local events (symphony, musical, football games, etc.)

• Establish “direct Web links” from their computer to Thrifty’s web site so they can enroll on-line as a corporate account, or make bookings directly with Thrifty

EXAMPLE 2: 

Audience/Objective:  Local News Media:  Get the local newspaper and two TV stations to showcase Thrifty as a company that cares about the people in its community.

Strategies: 

• Select a charitable endeavor Thrifty employees care about and want to be involved in

• Select a charity that has not been “over-exposed” – i.e., don’t try to highlight the Muscular Dystrophy Association two weeks after the Jerry Lewis Telethon

• Find a charity with a story “hook” that will make it appealing visually to TV stations and also to the local newspaper 

• Create an event that can bring everyone involved together – the charitable beneficiary, Thrifty employees and the media

Tactics: 

• Thrifty employees want to select several Salvation Army families to provide Thanksgiving dinner

• The Salvation Army needs the help right now, and has not been over-exposed

• Using Thanksgiving as a holiday hook will make it appealing, and will provide us with visuals that TV likes (Thrifty employees delivering turkey and the fixings to those in need)

• The “event” is the delivery of the dinners.  Recipient families have indicated they are okay that the media come along, and we invite them.  If the newspaper can’t show, we’ll send photographs. 

These are just two samples of how you can try to target two difference audiences segments.

There should be at least one corresponding Tactic (and maybe more) to go along with each Strategy.  You will find that you can very quickly build up a healthy list of tactics for most of your audiences.  More than anything, you will have to make choices based on the resources available to you.  You will have more ideas than you have the time and energy to complete!  That’s why it’s important to pick and choose the best to implement.  Get to the others later. 

PR Tool Kit

Now that we’ve talked about putting together strategies and tactics, here is a more comprehensive list of some of the PR tools you may want to take advantage of. 

You are likely familiar with brochures, flyers and web sites.  Below are other effective public relations tools with which you may be less familiar.  Which ones will benefit you depends upon several factors -- your objectives, the size, type and location of your organization, the characteristics of your customers or audience, and your budget.  If you have a question about whether a particular PR endeavor may be useful to you, feel free to call Chris Payne or Jason Logan at 918-669-2379, or click on the names to e-mail, and we’d be glad to help. 

On any given project, we may use all or only some of these tools – it depends upon the individual situation.

Publicity and Media Relations

Publicity is what is gained through successful media relations.  Media relations includes a variety of methods to contact and give information to the media:  news releases, press kits, media advisories, news conferences, press tours, and personal letters or phone calls to editors and reporters. 

Special Events

Events draw attention to your organization or bring people to your place of business.  Open houses, fund-raisers, tradeshows, awards ceremonies, contests, stunts, receptions, and speeches by VIPs are examples of special events. 

Newsletters

These publications are typically four to 12 pages in length, although some are longer, with short articles and are intended to keep your customers, clients, employees or other audiences up-to-date on what your organization and its people are doing. 

Letters to the Editor and Op Ed Pieces

Promote your expertise by responding to items in the news by writing a letter to the editor or an Op Ed piece.  We would always advise checking with us at 918-669-2379, or by e-mail at chris.payne@thrifty.com or jason.logan@thrifty.com  to ensure that you are not taking a position locally that is at odds with something we have taken a national position on. 

Speakers Bureau

Arrange to have individuals in your organization speak at meetings of professional and trade associations, service clubs, civic organizations, and community groups. 

Sponsorships

Sponsorships are paid support of an organization (it could be a non-profit or charitable endeavor, a sports team, school, etc.) or a special event in exchange for recognition.  Recognition for you may come in the form of advertising, event programs, uniforms, posters, PA announcements or other promotional materials.  Always make sure that the organization is a reputable one (we recommend checking with your local Better Business Bureau).  Also, always make sure the Thrifty logo is properly used.  Contact Advertising at 918-669-2280 or email advertising@thrifty.com if you're unsure. 

Charitable Contributions

Even though a donation generally has to be large to make the news (unless you are in a small market), a consistent commitment to giving back to your community by supporting local charities will do much to enhance your image.  Word of mouth is a powerful ally.  Be sure you give to charities that acknowledge donations in their newsletter, annual report, wall plaques, or other promotional materials.  Again, you will want to research the group to make sure that it has a good reputation.  Another tip:  make sure that no more than 20% of the organization’s funding goes to administrative functions.  (Otherwise, your money is probably not being spent responsibly).

Thank You Notes and Letters

Thanking customers for their business will encourage repeat business.  If your budget permits, send cookies or candy along, too.  We guarantee they’ll remember you.

Public Affairs

Public Affairs can generally be described as an attempt to garner positive public support and foster media exposure.  An example would be the role of trade associations or even support from your local chamber of commerce.  This is also sometimes referred to as "opinion-making." 

Don’t Be Shy – Ask For Help

Thrifty Car Rental’s Corporate Communications Department can provide you with a variety of materials or services to help with your local public relations activities.  We have links to samples of many of these: 

• Company Fact Sheet 

• Reprints from recent news and magazine articles about Thrifty

• Information on issues that impact Thrifty and the car rental industry (car rental taxes, vicarious liability, PDW, etc.)

• Recent news releases/announcements that Thrifty has made (these can also be found on the company’s web site at http://www.thrifty.com/ under “About Thrifty,” located in the “Press Room.”

In the event of a MEDIA CRISIS, there are two words to remember: CALL US.

Our phone number: 918-669-2379.  Chris Payne and Jason Logan have had extensive training dealing with local and national media crises.  You may now be asking yourself:  What constitutes a media crisis?  Here are just a few examples of the sensitive issues we’ve dealt with . . . 

• Employees arrested for theft and sale of sensitive customer information

• TV stations doing exposés on the poor condition of child safety seats at Thrifty and its competitors

• Tire safety recalls

• Threatened unionization of the local workforce and employee walk-outs

• Litigation by customers, employees or groups of employees

• Charges of racial discrimination by customers or employees

• Natural disasters in your area and its impact on your business

• Many, many others you haven’t thought of yet!

The list goes on and on.  In the event of a local crisis, we recommend that you call us for immediate assistance.  In most instances, we will investigate and handle media questions on your behalf.  Even if the questions are not relating to a crisis situation, we would prefer that you refer any media calls to the Thrifty Corporate Communications Department.  You never know when your on-camera statements might make the national news and represent the Thrifty brand as a whole.  The best advice – let us handle the tough stuff! 

Opening a New Thrifty Location

A frequent question we get from locations is: “How do I put together a Grand Opening for a new location?” 

It's not every day that Thrifty opens a new location.  It's a costly proposition in terms of time, money and sweat.   That's why it's doubly important that you make the most of public relations opportunities in order to get the word out about your new Thrifty location.  

The great thing about Grand Openings is that they have the potential to involve almost all of your audiences:  employees, friends, local civic leaders, current and prospective customers, travel agents, suppliers, referral sources . . . EVERYBODY! 

Work Your Audiences

Here are a few recommendations – and certainly not all – you may want to consider on how to involve some of your local audiences in a Grand Opening:

• Existing corporate accounts 

  • Hand-deliver invitations to special corporate accounts.  You might want to do something unusual to draw attention to it, i.e., if you’re opening next to the new baseball stadium, include a package of foil-wrapped “chocolate baseballs.”  Use a generic invitation, or have something created especially for the event.

  • Include tickets for drawings at the Grand Opening.  It’s the old, “You must be present to win” game.  Have prizes available that are exclusive to Corporate Accounts:  free use of a convertible for a week, free parking at your parking location for a year, etc. 

  • Have a “Sneak Preview” Grand Opening that is available just for your best Corporate Accounts and potential Corporate Accounts.  Entertain with champagne and fancy hors d’oevres, etc.  Show off the new facility and make them aware of any new services.

• Potential corporate accounts 

  • Invite to “Sneak Preview” Grand Opening event.  What better way to sell them on the benefits of Thrifty than by inviting them to an event attended by happy corporate customers?  Not only will you have the opportunity to showcase your new facilities firsthand, but you’ll have the benefit of a potential third-party endorsement from the other attendees. 

  • Provide them with trial coupons in advance of the event.  Make it as easy as possible for them to use Thrifty, and incentivize them to do so. 

• Local travel agents

  • Hand-deliver invitation to Grand Opening event and provide tickets for drawings (“must be present to win”) 

  • Bring along Look to Book^® materials to familiarize them with the benefits of booking Thrifty for their clients.

  • Provide parking information for their clients who may want to park at Thrifty near the airport.

• City civic or chamber of commerce leaders

  • Invite the Mayor, City Council members, Chamber of Commerce members.  You will be surprised at the people who may show up that you don’t even know.

  • Involve them in an “official” ribbon-cutting ceremony.  If the Mayor or City Council member agrees to participate, you will probably want to alert the local newspaper and other appropriate media.

  • Send the Chamber of Commerce pictures from the Grand Opening.  Most Chambers have a newsletter and/or Web site, and will often run stories about Grand Openings and will use pictures.  Again, hire a professional to take pictures to ensure that you get what you need.

• Local membership organizations (Lion’s Club, Kiwanis, etc.) 

  • Use these existing relationships to get the word out about Thrifty being in “growth mode” and invite to your Grand Opening.  Selectively invite as many people as you want. 

  • In celebration of your prosperity, make a public gift to the organization.  Many of these community groups work directly for charities or have their own charities.  It’s just one more way to tell the community, “Thrifty cares about the place we live in.”

• Employees

  • Don’t forget this very important built-in group of cheerleaders for your company.  Involve them in your Grand Opening, and treat them like invited guests.  Make them feel like they are part of something bigger.

  • Encourage them to invite their family and friends.  More than anything, you want to generate a crowd.  There’s nothing worse than a half-hearted Grand Opening with a handful of people in attendance. 

• Customers

  • Create a “party” atmosphere during the first week you’re open for business.  Decorate with balloons, crepe paper, etc.  You want them to know that something special is going on.

  • Offer on-the-spot giveaways.  Surprise them with games like, “Putt a hole-in-one and receive 10% on the spot.” 

• Local news media (radio, TV, newspapers, magazines, newsletters)

  • Write and distribute a news release touting the opening of your new location.  (Click the link for the section that will provide you step-by-step instructions on how to do this).

  • Invite them to come out when you will have the most activity.  The newspaper wants to come out when there is something to take a picture of.  This is when the Mayor is doing a ribbon-cutting, or when the room is packed full of people.  Don’t call them if you expect little or no activity.  They will never come by again.

  • Invite a radio station to do a “live remote” from your Grand Opening.  This is your opportunity to get the word out publicly and attract local renters who may not be familiar with Thrifty.  If possible, do on-air prize giveaways, have contests, giveaways “to the first 100 people who come by . . . ” (Click here for further details).

• Non-profit/charitable organizations, etc.

  • Involve your favorite charity in the Grand Opening.  If you’re having a radio live remote, encourage the public to come by and get their car washed, with donations benefiting Boys & Girls Clubs, Make A Wish or another worthwhile charity. 

  • Invite their Board of Directors.  They may decide that they want to become your customers when they find out you really care about their group.  Boards are full of people who are active in the community, and these are people we want to share the good news with.

The most important thing about including all of your audiences in a Grand Opening . . . you’re creating CROSS-CONNECTIONS.  The end result?  Thrifty Car Rental is going to get more business.  

Creating a News Release

Drafting Your “Grand Opening” News Release

Be sure to use the most interesting facts about your new Thrifty location when writing your news release.  You'll need to develop a "lead" as the real catch to your release.  In nearly all cases you need to answer the five "Ws" and the "H" within the first two paragraphs of your release (Who, What, When, Where, Why, and How).  Here's a brief example of a "lead." 

 

Because of increased airport traffic, up 35% this year, Thrifty Car Rental will be opening a new in-terminal location at Johnson Airport beginning today. 

Ask yourself the following questions and consider using the answers in your news release: 

• Why are you opening the new location?  Has airport traffic increased?  Is your location moving in-terminal?  Has demand for suburban rentals picked up?

• What experience do you as a Team Owner bring to the business?  Is this an expansion of a longstanding business?  Do you have a strong local reputation that can be leveraged?

• Is it the first Thrifty location in the area?  If not, how many other locations do you have?  Are they all in the same regions?  Others out of state? 

• What extra amenities do you provide that will set you apart from the local competition?  Valet parking?  Parking?  Senior discounts?  A business conference center for executives?  Oil changes and other automotive maintenance?  Free coffee and doughnuts between the hours of  7 a.m. and 11 a.m.?

• What is the address of your new location?

• What are your hours of operation?  

These and other questions will play a vital part in effectively communicating your message.  The more interesting your story, the more chance it will stand out when an editor reads it.  If your primary media target is the local newspaper, consider finding an article and trying to mimic the style and prose of the publication.  Smaller newspapers will more typically pick up news releases written in newspaper style, since their limited staffs don't have to spend time re-writing the story.  

Preparing Your News Release

Use Thrifty letterhead and type the date, contact information (your name, title and phone number), and FOR IMMEDIATE RELEASE on the top half of the page.  Double-space the main body of the release and leave fairly wide margins. 

Click the links for a  sample press release that shows you what the finished product should look like.  There are also appropriate Thrifty "Fact Sheets" that can be distributed with your news release for additional information about Thrifty in general.  In order to make sure we know about all news releases, please send us a copy of the news release BEFORE you release it (or call us and let us know you are working on one).  We may even be able to assist you in developing a useful contact list complete with fax numbers.

Distributing Your News Release

Unless you're in a relatively small market, radio and television news departments probably won't be interested in the opening of your store, but the print media will consider it if it's properly presented.  If you need help with contact information, check with Thrifty’s Corporate Communications Department, your local library or Yellow Pages directory.  We can provide you with a thorough listing of appropriate media in your territory. 

Where possible, fax your news release to the attention of the City Editor for daily papers and just plain Editor for weeklies.  (Oftentimes, it's best to call ahead and get their name with correct spelling to ensure that the release gets read).  If you can't fax, then hand-deliver your release in an envelope with the appropriate person's name and title on it.  Just get it in the right hands as fast as you can.

After you've distributed your release comes the "Catch 22" situation.  To follow-up or not to follow-up… that is the question.  Nothing makes an editor angrier than having someone call them and not get right to the point.  NEVER call an editor/reporter and say, "I was just calling to see that you received my news release."  Reporters/editors sometimes get literally hundreds of releases each day (all the more reason to make yours stand out).  If you decide to make a follow-up call, introduce yourself and then get right to the point.  Be sure you have some pertinent news to add or ask if there are any questions you can answer or any areas where you can shed more light.

Unless you have a relationship with the reporter, don't ask them when your story will run.  Instead, keep an eye out for it in the following days or weeks (if it's a daily newspaper).  If it doesn't run by then, it probably won't.  There are always exceptions to that rule.  For instance - if your story is "evergreen" - or not date critical (i.e. a donation, or an event that occurs in the future). 

Radio Promotional Opportunities (Grand Openings)

Although the opening of your new location may not be of interest to news directors in terms of "hard news," there are opportunities, however, if you play your cards right.  Call local radio stations and offer weekend car rental certificates or other items that can be given away to callers on the air.

Better yet, invite the station to broadcast live from your location, and do an on-air promotion for listeners who are nearby to stop in and pick up a discount coupon, free car rental certificate, etc.  Offer a contest building up to a big prize, and you're sure to have them hooked.  Many larger market radio stations charge a fee for broadcasting from your location, but in smaller markets they may not.

What About Photography?

Most newspapers, if they want to run a photo of your new location or a "grand opening celebration," usually want someone from their own staff to take the photo.  Smaller newspapers in outlying communities, however, may be more willing to accept a professional photo that you could provide with the story.  Your own distribution plans will help you determine the importance of hiring a photographer.

Because black and white photographs reproduce better than color ones, and because a newspaper is more likely to use black and white, you'll probably need black and white 5 x 7 prints. 

An important rule -- STAY AWAY FROM POLAROIDS!  Or you won't have to worry about the media covering your location -- ever! 

We recommend you hire a professional photographer with experience in news photography (no wedding or portrait photographers!), especially if you are going to make a full-blown "Grand Opening" event out of it.  Be sure you are clear in advance about your photographer's fees, and he or she is aware of your deadline needs. 

An option for finding a photographer would be to call your local or area newspaper and ask for the photography department.  Introduce yourself and tell them what you want.  Chances are, whoever answers the phone does "freelance" photography or knows someone who does.  If/when you decide on a photographer, it's worth asking if you can pay for the negatives - otherwise, the photographer ALWAYS owns the negatives.  If you aren't able to buy the negatives, and you plan to use a photo supplied by the photographer in any advertising you MUST get permission from him/her.

Try to stage the shot at your rental center with something "Thrifty" in the background - the back wall, shuttle bus, or outdoor signage, for example.  Whatever it is you choose, make sure it is in the best shape possible.  

If people are in the picture (the Team Owner, employees or yourself), print labels for each photo identifying each person by name as well as position in the photo, then stick the label on the back of the photo.  Protect the print by packing it with a sheet of cardboard before delivering or mailing. 

Newspapers generally do not return photos that are submitted for publication.  If you must have the photo returned, you can request that the photo be returned, but don't count on it!  And if you do… send a postage-paid envelope addressed to you for their convenience in returning the photo.  Never send an original or a negative that you want to keep -- you probably won't be able to get it back.  Send a duplicate.

Timeliness is Critical!

Newspapers want today's news, not last week's happenings.  And today means within the same 24-hour period of your grand opening, preferably 24 hours before.  Try to get your information in their hands as soon as possible -- as close to the date of your location opening as possible.  Your chances of getting a story in print about your new location increase dramatically when done on a timely basis. 

If you are building a new facility or making significant improvements to an existing building (like expanding your parking lot or expanding counter space), consider having a "ground-breaking" ceremony by inviting the local chamber of commerce or public official.  Be sure to invite the media AND arrange for a photographer to be there.

Feel Free to Use Us

If you want to be sure your news release is written correctly and effectively, you can fax it to us first and we'll fine-tune it, if necessary, or tell you that you've earned a spot on the Honor Roll in the Thrifty School of News Release writing.  Or if you want some help brainstorming on an overall grand opening public relations plan, give us a call.  We'll try to walk you through some ideas for each of your critical audiences. 

Please contact Chris Payne or Jason Logan in the Corporate Communications Department by phone at (918) 669-2379, or by the e-mail links above.  Press releases may be faxed to: (918) 669-2082.  We'll make sure your news release is the news that's truly "fit to print." 

Sample Local News Releases  These are actual samples of news releases used to announce the opening of new Thrifty locations.  They will serve as a good guide in putting together your own local news releases.  The Corporate Communications Department is available to help write or distribute news releases to your local media.  For assistance, please contact: Chris Payne or Jason Logan Corporate Communications Department (918) 669-2379, chris.payne@thrifty.com or  jason.logan@thrifty.com.

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