Do Well by Doing Good: Support Community Giving with PR and Social Media
2 likes2,194 views
The document outlines strategies for effective community relations through public relations and social media. Key goals include enhancing corporate reputation, garnering goodwill, and building awareness among stakeholders. It provides case studies demonstrating successful communication tactics and the positive impact of social media in mobilizing community support.
Do Well by Doing Good: Support Community Giving with PR and Social Media
- 1. Do Well by Doing Good PR & Social Media Strengthen Community Relations Heather Whaling [email protected] prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling
- 2. What is community relations?
- 3. Higher Consumer Expectations Photo credit: chichacha
- 4. 90% seek business benefits from corporate philanthropy Goal? enhance corporate reputation/brand Source: eMarketer
- 5. 1. Establish community relations communication goals. 2. Listen to what’s being said, where, and by whom. 3. Identify stakeholders & how to reach them. 4. Create a communication timeline & content map. 5. Begin communicating. Monitor. Adjust.
- 6. Big-Picture Goals • Garner goodwill with current customers • Generate awareness among potential customers • Pique attention of community leaders, elected officials • Reinforce messaging/positioning • Ward off potential problems • What else?
- 7. Listening Tools • Google Alerts • Addictomatic.com • Netvibes • Hootesuite, Tweetdeck • Search.Twitter.com/Advanced • Nielsen’s BlogPulse • Alterian SM2, Filtrbox
- 8. Reaching Stakeholders • Integrate online & offline communication • Incorporate multi-media • Leverage partners’ resources (e.g., blog, newsletter) • Make it easy for people to help tell your story
- 9. Success Starts with Planning
- 10. Goals: – Leave Orlando better than we found it Case Study: – Change lives Church of the Nazarene – Position Church as a 2009 General Assembly community partner Tactics: – Leadership briefings – Enewsletter – Website – Periodic media updates – On-site press conference
- 11. … 3,000 volunteers, 150 projects, extensive media coverage
- 12. Goals: – Position donors as community partners – Convey need for additional support Case Study: – Educate community about domestic violence KB Home Builds Hope Tactics: – Frequent press releases – Newsletter – Website updates, photos – Shelter preview for VIPs & media Results: – Extensive media coverage – Donations+162% – Volunteer hours+123%
- 13. Case Study: Coalition for the Homeless of Central Florida
- 14. Social media matters to the Coalition because when they needed extra help, their online network – people who were strangers just months ago – stepped up to the plate.
- 15. • Situation: Drastic decrease in food donations The Coalition’s • Idea: Food drive powered by social “Can” Care Challenge media • Goal: 400 lbs. • Implementation: – Announced online – Blog, Twitter, Facebook, Flickr • Result: Raised 1,000+ lbs
- 16. guest post from winning company
- 17. Case Study: Geben Gives
- 18. … shared on Twitter
- 19. … shared on Facebook
- 20. … nearly 8,000 votes later
- 21. Assess Backlash Potential “GM’s Gift of a Luxury Car Stuns a Few” -- NY Times Photo credit: msvg
- 23. Collaboration. Integration. Social Good. Heather Whaling [email protected] prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling