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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.

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

  1. 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. 2. What is community relations?
  3. 3. Higher Consumer Expectations Photo credit: chichacha
  4. 4. 90% seek business benefits from corporate philanthropy Goal? enhance corporate reputation/brand Source: eMarketer
  5. 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. 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. 7. Listening Tools • Google Alerts • Addictomatic.com • Netvibes • Hootesuite, Tweetdeck • Search.Twitter.com/Advanced • Nielsen’s BlogPulse • Alterian SM2, Filtrbox
  8. 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. 9. Success Starts with Planning
  10. 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. 11. … 3,000 volunteers, 150 projects, extensive media coverage
  12. 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. 13. Case Study: Coalition for the Homeless of Central Florida
  14. 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. 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. 16. guest post from winning company
  17. 17. Case Study: Geben Gives
  18. 18. … shared on Twitter
  19. 19. … shared on Facebook
  20. 20. … nearly 8,000 votes later
  21. 21. Assess Backlash Potential “GM’s Gift of a Luxury Car Stuns a Few” -- NY Times Photo credit: msvg
  22. 22. Trends Photo credit: ilamont
  23. 23. Collaboration. Integration. Social Good. Heather Whaling heather@gebencommunication.com prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling

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