Do Well by Doing Good: Support Community Giving with PR and Social Media

Do Well by Doing Good PR & Social Media Strengthen Community Relations Heather Whaling heather@gebencommunication.com prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling

What is community relations?

Higher Consumer Expectations Photo credit: chichacha

90% seek business beneﬁts from corporate philanthropy Goal? enhance corporate reputation/brand Source: eMarketer

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.

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?

Listening Tools • Google Alerts • Addictomatic.com • Netvibes • Hootesuite, Tweetdeck • Search.Twitter.com/Advanced • Nielsen’s BlogPulse • Alterian SM2, Filtrbox

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

Success Starts with Planning

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

… 3,000 volunteers, 150 projects, extensive media coverage

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%

Case Study: Coalition for the Homeless of Central Florida

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.

• 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

guest post from winning company

Case Study: Geben Gives

… shared on Twitter

… shared on Facebook

… nearly 8,000 votes later

Assess Backlash Potential “GM’s Gift of a Luxury Car Stuns a Few” -- NY Times Photo credit: msvg

Trends Photo credit: ilamont

Collaboration. Integration. Social Good. Heather Whaling heather@gebencommunication.com prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling

Do Well by Doing Good: Support Community Giving with PR and Social Media

by Geben Communication: Communicating ... Connecting on Jun 26, 2010

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Do Well by Doing Good: Support Community Giving with PR and Social Media — Presentation Transcript