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

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HOW TO use PR & social media to bolster corporate giving and community relations programs. Includes multiple case studies. Presentation delivered to IABC Utah.

HOW TO use PR & social media to bolster corporate giving and community relations programs. Includes multiple case studies. Presentation delivered to IABC Utah.

Published in Business , Technology
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  • 1. 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
  • 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
  • 22. Trends Photo credit: ilamont
  • 23. Collaboration. Integration. Social Good. Heather Whaling heather@gebencommunication.com prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling