community relations in the digital age
TRANSCRIPT
Community RelationsGetting the Community to be “WE”
with you in the digital age
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Who is this person?Clear Verve Marketing• Work primarily with professional
service providers, nonprofits, and community organizations
• Promise Marketingsm
• Full range of marketing and PR services• Tri-Adathon participant
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Some of our clients
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Today’s Goals• Talk about Public Relations• Discuss how community relations has
changed in the digital age
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What is community relations?• Starting a dialogue with the community
so that it understands your organization.
• Activities that gets people involved in your cause
• Listening and responding to members of the community
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What is Public Relations?• Ongoing activities that help shape
an organization’s image. It’s a process of managing perceptions and communication between an organization and its audiences.
• Earned media
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It’s a good thing!• Free• Adds credibility• Increases
awareness
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The negativesTraditional media• Loss of control over
the message• Negative comments• Mistakes• Perception of wasted
time
Social media• Loss of control over
the message• Negative comments• Mistakes• Perception of wasted
time
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It’s not easy• There is a
method to the madness
• Persistence• Writing skills• Integrated
approach
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PR has changed• Influence of social
media• More noise• Faster transfer of
information• Smaller publications• More places to
publish
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How this shift benefits nonprofits
• Increased focus on storytelling
• Ease of use of video
• More voices• In-progress
communication
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What makes effective PR• A plan • News-focused• Consistent
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The Plan• Tied to
organizational goals
• Integrated• Communicated
internally
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News focused• It is the media’s job to
report NEWS• They want to be
different from each other
• The fact that you do good, help people or are having an event may not be news
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ConsistentInconsistencies make it hard for your audience to quickly recognize that it’s you
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The technical stuff• Write backwards• Pitching• Online only
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What makes a great story?• Problem• Trend• Solution• Example• Competition
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Tools from Clear Verve• Public relations plan worksheet• Ongoing social media strategy wheel• Social media guidelines or policy template• Reacting to social media flowchart• Results of 2011 nonprofit survey on social
media use• 100 Ways to build your business in 2012• Sign up for our newsletter• Blog• Follow us on Twitter
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Questions, comments, and discussion
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Contact InformationClear Verve Marketing
890 Elm Grove Rd.Suite 209-2
Elm Grove, WI 53122
262-796-9001
www.clearverve.com