Talking PR, Franchising & Social Media with Arment Dietrich CEO, Gini Dietrich

PR Adapt or DieAs we do quite often, Gini Dietrich, CEO at Arment Dietrich PR, and I, communicate on Twitter, on Facebook, by email and by phone, about a multitude of things, both business and personal. Sure, we banter and kid a great deal along the way. But when the discussion turns to franchising, communications and social media, the kidding quickly subsides, and the conversation turns serious. Okay, not completely serious, because we’re both smart-asses. But serious to the point that we’re anxious to share our ideas with each other, and determine ways to share them with our franchise clients and the franchise community.

Recently, I turned one of our discussions into an informal interview, and asked Gini to share some of her thoughts, so I could share the same with the franchisEssentials readers. Always being shy and not wanting to be in the limelight (yeah, right!), Gini fired off her responses without hesitation, further demonstrating her passion, and conviction in her thoughts. I just loved her response when asked about the future of public relations, as we know it today. Well, decide for yourself as you read some of the Q & A below.

Paul: “How important is a communications strategy to franchise organizations today?”

Gini: “It’s not at all important. Ha! Just kidding. To use one of my favorite quotes by NPS senior news analyst Daniel Schorr, “If you don’t exist in the media, for all practical purposes, you don’t exist.” But in today’s age of digital technology, it’s not just the traditional media strategy that a franchise needs to have. I love the case study of the companies that made it through the Great Depression. Know what they all had in common? They didn’t cut their communication. In fact, they increased it. And the companies that did that then are still around today while their competitors, who cut their communication budgets, went out of business. Like Daniel Schorr says, if you’re not communicating, how will your customers know you exist now and into the future?”

Paul: “Is it important for local franchisees to have a communications strategy in place or is it sufficient to only have it at the franchisor level?”

Gini: “I’m a HUGE proponent of local franchisees having a strategy in place that is complementary to what the franchisor is doing. Consider most reporters won’t cover your business unless there is a local angle. Most local baseball teams are sponsored by local businesses. The Mayor won’t show up to your ribbon cutting if you’re not giving back to the community. Add into the mix social media and you know that people buy from people and want to have a relationship with the people they do business with…not the company or the brand. The person who buys your product or service in his/her community, wants to have a relationship with the person running that entity, not the corporate monster.”

Paul: “Is public relations, as we have known it over the years, changing to adapt to a more “connected” society?”

Gini: “There has been a lot of discussion about whether or not public relations, as an industry, is dying. Most PR people (as evidenced by a recent IABC poll) deny it’s happening and are content with doing their jobs as they’ve always known them. I contend social media is changing the way we communicate and PR, as we know it, is dying. Regardless of PR professionals thinking social media affects the way they do their jobs, someone has to own it – be it marketing, PR, or advertising. I’d rather jump on it now and own it. After all, social media is about developing and fostering relationships with customers, stakeholders, employees, influencers, and individuals. Traditional PR is about developing and fostering relationships with media and influencers. Makes sense to me that it fit in with PR.”

Paul: “What role do you see social media playing within the franchise community?”

Gini: “I love, love, love what Tasti D-Lite is doing with social media. I use this example all the time. They have a store in the Empire State Building. Whenever someone tweets that they are in or near the Empire State Building, @tastidlite sends them an offer to come into the store. In some cases, they offer a free frozen dessert. In others, a discount. This has helped them build in-store profitability, loyal customers, and their intensely passionate following. This is SO EASY to do at the franchisee level. This is just one example of how social media helps build a franchisee following. Get out there and try it. It works!”

About Paul Segreto

Paul Segreto, CEO at Franchise Foundry brings unique perspective, entrepreneurial spirit and extensive industry experience to franchise management, marketing and development. For over thirty years he has exclusively served the franchise industry as consultant and coach, senior-level corporate executive, advocate, multi-unit franchisee and area developer. Dedicated to franchise success at all levels, Paul has consulted with founders and franchise executives of start-up & emerging franchise concepts, franchisees experiencing difficult challenges in their daily operations, and with small business owners discovering franchising as a business expansion strategy or income diversification plan. Understanding the franchise sales process from lead generation through franchise award, and the importance of forming an interdependent relationship between franchisee and franchisor, Paul has successfully developed and executed marketing and development strategies for franchisors across a variety of franchise segments. As franchise candidates and consumers have become more sophisticated and technologically advanced, Paul has embraced social technology and social media marketing, and has identified both as essential to future franchise growth at all levels. He has developed, “Get Off Your Ass Marketing!” and other successful revenue and profit generating programs for franchise organizations in the United States and abroad. Paul is a proud member of several franchise associations including the International Franchise Association, serving on its Franchise Relations, Marketing & Technology and Membership committees. He is the founder and host of the popular internet radio show, Franchise Today, has co-founded FranSummit, a virtual training platform, to provide effective eLearning solutions for the franchise community, and founded Personal Branding for Franchise Professionals to assist all who work within franchising to develop personal branding strategies to align individual experience and expertise with brand and business development. As a recognized franchise and social media expert, Paul frequently serves as a guest speaker / topic leader for webinars, focus groups, strategy and sales planning meetings, training sessions and industry panels. He is frequently called upon to utilize his expertise in the development of articles for industry blogs and publications, and training programs for companies and organizations within the industry.
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9 Responses to Talking PR, Franchising & Social Media with Arment Dietrich CEO, Gini Dietrich

  1. Pingback: MarketingInsightsTODAY.com › Social Media Spices up Bland Franchise Marketing

  2. Bill says:

    I like the concept of ‘people want to do business with people, not businesses’. Put a face on the business

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  8. Love the cartoon! Great addition. Nice interview, too. :)

  9. Pingback: The Fight Against Destructive Spin » Blog Archive » Talking PR, Franchising and Social Media

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