Your SlideShare is downloading. ×
0
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Best Practices For Community Relations Ucd 2009
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Best Practices For Community Relations Ucd 2009

1,379

Published on

This is a presentation of a case study analysis of the 2005 Award-Winning Hispanic Wellness Fair in Fort Worth, Texas.

This is a presentation of a case study analysis of the 2005 Award-Winning Hispanic Wellness Fair in Fort Worth, Texas.

Published in: Business, Health & Medicine
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,379
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
36
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Best practices for community relations: Case study of the Hispanic Wellness Fair Presented by Dr. Kay L. Colley Assistant Professor Texas Wesleyan University at University College Day April 7, 2009
  • 2. Community relations •Developing relationships •Creating activities that fill a community need •Allowing an organization to engender mutual trust with its community •Focusing on: •Opinion leaders •Group influence •Audience participation
  • 3. History of HWF Community Assessment in 1998 by City of Fort Worth, Texas discovered: •Almost half of population of people who lacked health insurance were Hispanic •Hispanics had limited access to healthcare •Other factors contributed to poor health •Many people got healthcare from free fairs
  • 4. Challenges Creating trust among the population served Finding healthcare providers Providing referral networks Communicating to the intended audience a sense of understanding
  • 5. First year HWF •Began in 1999 •Focus on providers •Results for 1999 •75 providers •1000 to 2000 participants
  • 6. Case Study Year 2005 Year 7—2005 •Reached capacity of venue •200 providers •16,000 participants
  • 7. Methodology •Case study analysis •Literature review •In-depth interviews of co-founders •In-depth interview of 2005 organizer •Participant observer status •Intercept survey in 2005
  • 8. Literature review •Public Relations Society of America Silver Anvil Award Winners—Case studies •Search terms used: Hispanic Community relations •Professional articles from PR Tactics focusing on Hispanic audience
  • 9. Literature review •Four cases from 2000 to 2004 •Tactics used: •Bilingual media markets •Radio and television Public Service Announcements •Celebrity spokespeople •Bilingual collateral materials •Building coalitions
  • 10. Marketing of 2005 Hispanic Wellness Fair •Marketing Task Force •Kick off luncheon •Collateral materials •Spanish-language media use
  • 11. Marketing Task Force •Employees of UNTHSC •Public health department •Largest employers in Fort Worth •Local marketing agencies
  • 12. Kick off luncheon •Spanish-language media •Hispanic Chamber of Commerce •Local healthcare providers •Local marketing agencies •Previous participants
  • 13. Collateral materials •Role of local marketing agencies •Blanket approach •Use of connections •Public health department •School district •Churches •Local businesses
  • 14. Spanish-language media use •Sponsorships •Public service announcements •Paid advertising •Bilingual press releases •Calendar listings
  • 15. Comparison results Spanish- Marketing language Task Force media Building coalitions Local Kick off marketing Luncheon agencies
  • 16. Intercept Survey Results Language of survey Spanish TOTAL English 42 74 116 (36%) (64%) How did you hear about the HWF? Other 41 (38.0%) TV 35 (32.4%) FWISD flyer 12 (11.1%) Flyer 6 (5.6%) Health 6 (5.6%) Department staff Radio 6 (5.6%) Bus sign 1 (.9%) Posters 1 (.9%)
  • 17. How did you find out about the Hispanic Wellness Fair? 31% 38% 11% 1% 6% 6% 6% 1% TV FWISD flyer Flyer Health Department staff Radio Bus sign Posters Other Other includes: •Authority housing •La Estrella •TV & School Flyer •Bethlehem Center •Neighbor •TV, Newspaper, Church •Church •Newspaper •TV, Radio & School Flyer •Family •Organization who had •TV, Radio, & Newspaper •Friend •TV, Radio, & Family display •Gran Fiesta de Fort •Passing by •TV, School Bulletin & •Radio & Health Dept Staff Worth Flyers •HISPA •Restaurant Flyer •Water bill •KISD Flyer •TV & Flyers •WIC
  • 18. Conclusion “The reason the Fair has grown is community trust. We treat everybody and anybody who comes.” Robert Galvan, co-founder
  • 19. Conclusion •Survey contradicts this assertion •Expanded audience •Blanket approach to marketing •Building coalitions •Word of mouth marketing
  • 20. Marketing to Hispanic community is community relations

×