Public relations 471 Community relations
Client research nuances <ul><li>Organization's role and repudiation in community. </li></ul><ul><li>Credibility </li></ul>...
Opportunity research nuances <ul><li>Many organizations perform community relations outreach as an insurance mechanism. </...
Audience research nuances <ul><li>Community Media </li></ul><ul><ul><li>Mass </li></ul></ul><ul><ul><li>Specialized </li><...
Audience research nuances <ul><li>Community organizations </li></ul><ul><ul><li>Civic </li></ul></ul><ul><ul><li>Business ...
Impact objective nuances <ul><li>Increase awareness of company products, services and community involvement. </li></ul><ul...
Output objective nuances <ul><li>Distribute content </li></ul><ul><li>Quicker response time to community concerns </li></u...
Action and special event nuances <ul><li>Open houses and tours are popular </li></ul><ul><li>Sponsorship, sponsorship, spo...
Uncontrolled media nuances <ul><li>You can tell your employees to stick to message; that doesn’t mean they will. </li></ul...
Controlled media nuances <ul><li>Send community leaders your e-newsletter or publications. Keeping them in the loop now pa...
A few other points <ul><li>Hit opinion leaders early and often </li></ul><ul><li>Group influence matters. </li></ul><ul><u...
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471_Community Relations Chapter 5

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471_Community Relations Chapter 5

  1. 1. Public relations 471 Community relations
  2. 2. Client research nuances <ul><li>Organization's role and repudiation in community. </li></ul><ul><li>Credibility </li></ul><ul><li>How many past community complaints? </li></ul><ul><li>What changes in the social and political landscape have taken place that might change things this go around? </li></ul><ul><li>SWOT analysis of the community itself </li></ul><ul><li>How can the client help the community? </li></ul>
  3. 3. Opportunity research nuances <ul><li>Many organizations perform community relations outreach as an insurance mechanism. </li></ul><ul><ul><li>It builds a communication channel </li></ul></ul><ul><ul><li>It deflects criticism </li></ul></ul><ul><li>Community relations isn’t cheap. </li></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Money </li></ul></ul><ul><li>In this new era of corporate social responsibility (CSR) more and more companies are hopping on the train. </li></ul>
  4. 4. Audience research nuances <ul><li>Community Media </li></ul><ul><ul><li>Mass </li></ul></ul><ul><ul><li>Specialized </li></ul></ul><ul><li>Community Leaders </li></ul><ul><ul><li>Public officials </li></ul></ul><ul><ul><li>Educators </li></ul></ul><ul><ul><li>Religious leaders </li></ul></ul><ul><ul><li>Professionals </li></ul></ul><ul><ul><li>Execs </li></ul></ul><ul><ul><li>Union leaders </li></ul></ul><ul><ul><li>Ethnic leaders </li></ul></ul><ul><ul><li>Neighborhood leaders </li></ul></ul>
  5. 5. Audience research nuances <ul><li>Community organizations </li></ul><ul><ul><li>Civic </li></ul></ul><ul><ul><li>Business </li></ul></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>Cultural </li></ul></ul><ul><ul><li>Religious </li></ul></ul><ul><ul><li>Youth </li></ul></ul><ul><ul><li>Political </li></ul></ul><ul><ul><li>See why this isn’t cheap???????? </li></ul></ul>
  6. 6. Impact objective nuances <ul><li>Increase awareness of company products, services and community involvement. </li></ul><ul><li>Gain support of community leaders </li></ul><ul><li>Receive feedback from community leaders </li></ul><ul><li>Get your employees involved </li></ul>
  7. 7. Output objective nuances <ul><li>Distribute content </li></ul><ul><li>Quicker response time to community concerns </li></ul><ul><li>Create X new projects on which to hang your hat </li></ul><ul><li>Meet, meet, meet. </li></ul>
  8. 8. Action and special event nuances <ul><li>Open houses and tours are popular </li></ul><ul><li>Sponsorship, sponsorship, sponsorship </li></ul><ul><li>Get your employees involved </li></ul><ul><ul><li>Public office </li></ul></ul><ul><ul><li>Community boards </li></ul></ul>
  9. 9. Uncontrolled media nuances <ul><li>You can tell your employees to stick to message; that doesn’t mean they will. </li></ul><ul><li>Community relations is a great way to get light coverage in local news programming. </li></ul><ul><li>This should also appear on the website and in your internal communications. </li></ul>
  10. 10. Controlled media nuances <ul><li>Send community leaders your e-newsletter or publications. Keeping them in the loop now pays dividends later. </li></ul><ul><li>Create a speaker’s bureau; go to those meetings where people where funny hats. </li></ul><ul><li>Direct mail campaigns also work with both audiences; it’s better to play offense than defense. </li></ul>
  11. 11. A few other points <ul><li>Hit opinion leaders early and often </li></ul><ul><li>Group influence matters. </li></ul><ul><ul><li>If the Kiwanis President endorses your plan, won’t the whole club? </li></ul></ul><ul><ul><li>If you have community presence in every major civic group, isn’t asking for a tax break easier? </li></ul></ul><ul><li>When you create communication channels, make sure there’s enough room to listen, not talk. Effective community relations MUST be a two-way street. </li></ul><ul><li>Chances are, the community will need you more than you will need them. </li></ul><ul><li>When you need them, it’s going to be a big deal. </li></ul>

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