But I’m a Project Manager… What Does PR Have to

do with Me?

Project Management Institute

Honolulu Chapter

Professional Development Day

May 2, 2007

• Transparency• Visibility• Public Education• Call to Action

Community Outreach Goals

Why Community Outreach

• Avoid unnecessary delays• Build goodwill• Create ambassadors• Invest in your reputation for future

projects• Identify problems, community issues

before they escalate• Positive impressions about

your project

Where to Begin?• Start with the end.

What’s your desired outcome?• What’s your primary message?• Determine the audience(s).• What response do you want?• Identify challenges.• Draw up a plan (road map,

timeline).• Establish measurable objectives.

Inside Out Approach

• Prepare and adopt talking points.• Keep them simple.• Brief your network.• Your employees and the client are the

best ambassadors.• Take the message outside when your internal

audiences are on the same page.

Be Aware, Get Involved

• Identify stakeholders

• Network actively in communities where projects are underway

• Know as much about the community as you would like

them to know about your project

Grassroots

• One-on-one meetings (introductory)

• Speaking engagements, special presentations

• Educational material (basic)

• Photos or graphics that make the message easy to grasp

Proactive Media Relations

• Places your message in front of leaders and decision-makers

• Spreads the word about your project, related issues

• Reinforces support and strategic alliances

• Enhances transparency• Boosts morale

Know the Media

• Names, titles, stories• Establish a working

relationship• Make yourself rolodex-

worthy

Targeting Media• Identify those most likely to be

interest in your project or program• Look beyond television, radio and

daily newspapers– Online media– Local, smaller outlets

• Know whom to contact, when, how and under what circumstances

Become a Media Resource• Be trustworthy;

reporters may ask your opinion

• Let them know your area of expertise

• Make yourself available

• Return calls within 15 minutes

• Know your benchmarks and issues

• Becoming a “credible” source takes time

• Make sure your info is reliable and clear

• Send a thank you for good coverage

Crisis Communication

• Have a plan in place

• Anticipate, be prepared

• Be responsive, timely

• Be truthful

•Take the opportunity to tell your own story