COMMUNITY RELATIONS By Michele Morehouse COMMUNITY RELATIONS - - PowerPoint PPT Presentation

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COMMUNITY RELATIONS By Michele Morehouse COMMUNITY RELATIONS - - PowerPoint PPT Presentation

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COMMUNITY RELATIONS By Michele Morehouse COMMUNITY RELATIONS PROCESS Research Evaluation Objectives Programming CASE STUDIES Chapter 6 Community Relations: Puget Sound Energys Rock The Bulb Tour 1. The New UTC: Building Community

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COMMUNITY RELATIONS

By Michele Morehouse

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COMMUNITY RELATIONS PROCESS

Research Objectives Programming Evaluation

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CASE STUDIES

Chapter 6 Community Relations:

1.

Puget Sound Energy’s Rock The Bulb Tour

2.

The New UTC: Building Community Support for a $1 Billion Shopping Expansion and Revitalization

3.

Spike & Biscuit: Rebrand for the Charleston Animal Society

Current & Relevant Community Relations Campaigns:

1.

San Diego International Airport Expansion: “The Green Build”

2.

Bringing Senior Citizens into the Internet Age: A community relations campaign to connect the disconnected (OAKS)

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CASE STUDIES KEY FOCUSES:

Engagement Outreach Awareness Advocacy

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PUGET SOUND ENERGY’S ROCK THE BULB TOUR

Create a deeper relationship with its customers and become their most trusted energy efficiency resource.

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ROCK THE BULB TOUR OBJECTIVES

Distribute

Engage Recruit Inspire

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TARGET MARKETS

Green Idealists

1.

Socially Responsible

2.

Educated on Environment Issues

Practical Idealists

1. Motivated by practicality 2. Think limiting energy consumption is important

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ROCK THE BULB TACTICS

 32 Weekend bulb exchange event  Project Porchlight PSE/Non-profit Project Porchlight

door-to-door

 Be an Energy Rock Star Contest PSE  Campaign Website  Social Media  Golden Bulb Promotion

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RTB MEDIA RELATIONS

  • 1. Launch Media Event
  • 2. News Advisories and Releases
  • 3. Magicians (MID-campaign event)
  • 4. ENERGY STAR Media Event
  • 5. Culmination Media Event
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GRASSROOTS

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THE NEW UTC: BUILDING COMMUNITY SUPPORT FOR $1 BILLION SHOPPING EXPANSION AND REVITALIZATION

Develop a community relations program to advocate the public and build support for the proposed expansion (2003).

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4 KEY MESSAGES

Evolution Environmentally friendly Jobs and Tax Revenue Experience

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CHALLENGE

Community Concerns:

  • 1. Increased traffic
  • 2. Decrease in quality of life

Opponents argument: Bad precedent for the community

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PROJECT SUPPORT

  • 1. Support Cards from San Diegans
  • 2. Securing endorsements (regional organizations)

Strategy: “Break Even”

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TARGET AUDIENCES

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THE UTC EXPERIENCE

Project Model

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STRATEGIC PARTNERSHIPS

State of the art transit system

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ENDORSEMENTS

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E-BLAST AND LETTER WRITING CAMPAIGN

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SPIKE & BISCUIT REBRAND CHARLESTON ANIMAL SOCIETY

Redefine image and raise community awareness of its mission and new location

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CHALLENGE

  • 1. No name recognition
  • 2. Poor community profile
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Build Boost Educate

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MISSION EVOLUTION

“immediate concerns were to combat the rampant cruelty to animals, neglect of work-animals, the inhumane shipping of cattle and to resolve the epidemic of stray dogs.”

1. Finding homes for homeless animals…through adoptions, return-to-owners and a free roaming cats initiative. 2. Fighting animal cruelty wherever it exists…through assisting law enforcement with investigations and intervention. 3. Helping youth understand science…through a veterinary science initiative. 4. Containing outbreaks of deadly diseases…through a communitywide rabies vaccination strategy. 5. Reuniting loved ones with their families…through an in-depth lost and found program. 6. Preventing births of unwanted animals…through a high-volume, high- quality affordable spay/neuter initiative. 7. Saving the lives of abused and abandoned animals…through a medical and behavioral treatment regimen. 8. Guiding children to grow into humanitarians…through a comprehensive humane education initiative. 9. Fighting Hunger When Food Is Unaffordable…through a nonjudgmental pet-focused food bank.

Charleston Animal Society, Mission 2015

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Local Animal Lovers Pet- related Businesses Veterinarians Media

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OBJECTIVES

Messaging/Build Excitement Public Engagements Media Placements Grand Opening event Networking  Partnerships

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PARTNERSHIP

The American Society For the Prevention of Cruelty to Animals

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AWARENESS STRATEGY

Adoption & Animal Rights Healthcare & Owner Education

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SAN DIEGO INTERNATIONAL AIRPORT EXPANSION: “THE GREEN BUILD”

Build support for airport expansion and raise awareness of economic impact

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KEY MESSAGES

“Green” Eco Friendly building design Economic Growth Small Business Outreach

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AUDIENCES

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CHALLENGES AND SOLUTIONS

Traffic Congestion Quality of Life

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ADVOCACY

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SMALL BUSINESS OUTREACH

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OLDER ADULT TECHNOLOGY SERVICES (OATS): BRINGING SENIOR CITIZENS INTO THE INTERNET AGE

Build community awareness and relationships with local and national organizations for support and partnerships.

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SENIOR PLANET EXPLORATION CENTER

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KEY MESSAGES

Build Support Educate Community Increase Funds

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AUDIENCE

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COALITION & TRADE ASSOCIATIONS SUPPORTING PARTNERS CORPORATE PARTNERS

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PARTNERSHIPS

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MEDIA OUTLETS

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AWARD

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RECOMMENDATIONS/SUGGESTIONS

 Have a solid outline of objective and key messages. No tactic or planning can be done

  • n empty objectives.

 Ensure that the goals are somehow measurable for when evaluating the success of a

campaign to examine what worked and what didn’t work. This can provide an

  • rganization and practitioner with feedback on the success of a tactic.

 When gathering media materials for distribution create a media kit, its efficient and

  • rganized. Especially prior to distributing news releases, press releases and advisories

ensure that they are an appropriate length. Overly wordy news releases and press releases can be ignored if the audience or media outlets have to dig for information.

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BIBLIOGRAPHY

1.

Doorley, J. & Garcia, H.F. (2007). Community Relations. Reputation Management: The Key to Successful Public Relations and Corporate Communications. (188-205). New York, NY: Routledge.

2.

Doorley, J. & Garcia, H.F. (2007). Government Relations. Reputation Management: The Key to Successful Public Relations and Corporate Communications. (175-177). New York, NY: Routledge.

3.

Hayes, D., Hendrix, J. & Kumar, P. (2013). Community Relations. Public Relations Cases. (160-192). Boston, MA: Wadsworth.

4.

(2009). PSE Launches Rock the Bulb Campaign to Give Away 400,000 Free CFL Bulbs. First of Its Kind Utility Campaign Features 16 Local Weekend Events This Summer and Fall, and Neighborhood Outreach and Prizes to Help Consumers Save Energy, Money and the Environment. Puget Sound Energy, News Room. Retrieved April 21, 2015 from http://pse.com/aboutpse/PseNewsroom/NewsReleases/Pages/PSE-Launches-Rock-the-Bulb-Campaign-to-Give-Away- 400,000-Free-CFL-Bulbs.aspx

5.

(2010). Charleston Area Chosen as a Partner Community by the ASPCA. Charleston Animal Society. Retrieved April 22, 2015 from http://ww3.charlestonanimalsociety.org/page.aspx?pid=522

6.

(2010). Charleston Animal Society Mission. Charleston Animal Society. Retrieved April 22, 2015 from http://ww3.charlestonanimalsociety.org/page.aspx?pid=358

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BIBLIOGRAPHY

7.

(2013). Historic $900 Million Green Build Expansion Opens at San Diego International Airport. San Diego International Airport, Porter Novelli. Retrieved April 22, 2015 from http://sandiegoairport.porternovelli.com/

8.

(2013). The Green Build. San Diego International Airport. Retrieved April 21, 2015 from http://www.san.org/Airport-Projects/The-Green-Build

9.

(2013). The Green Build Fact Sheet. San Diego International Airport, Porter Novelli. Retrieved April 22, 2015 from http://sandiegoairport.porternovelli.com/SDIA%20Green%20Build%20Fact%20Sheet_FINAL.pdf

  • 10. (2014). Bringing senior citizens into the Internet Age: a community relations campaign to connect the
  • disconnected. PR Week Awards. Retrieved April 23, 2015 from http://awards.prweekus.com/bringing-senior-

citizens-internet-age-community-relations-campaign-connect-disconnected

  • 11. (2014). OATS (Older Adult Technology Services). Spector PR. Retrieved April 21, 2015 from

http://www.spectorpr.com/oats/

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BIBLIOGRAPHY

  • 12. (2015). About. Senior Planet. Retrieved April 22, 2015 from http://seniorplanet.org/about/
  • 13. (2015). Client Projects. OATS. Retrieved April 21, 2015 from http://oats.org/client-projects/
  • 14. (2015). Partners. OATS. Retrieved April 21, 2015 from http://oats.org/partners/
  • 15. (2015). San Diego City Council. The City of San Diego. Retrieved April 21, 2015 from

http://www.sandiego.gov/citycouncil/

  • 16. (2015). San Diego. Station Index, Broadcasting. Retrieved April 22, 2015 from

http://www.stationindex.com/tv/markets/san+diego