David Sepsenwol

Arbor Creek

Coffee??????

Let’s take 15 minutes…See you at

….!

David Sepsenwol

Arbor Creek

Ashley Warren

MMI Public Relations

Ashley WarrenAccount Executive

MMIashley@mmipublicrelations.com

What is Public Relations?

What do you think of when you hear PR?

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

PR in Today’s World

Everything is digital

Your online reputation matters

Think with a PR lens

Why Do HOAs Need PR?

Getting your message across

Attracting future homeowners

Protecting your reputation

The HOA’s Role In a PR Crisis

You are the voice for your community. •Protect the community’s brand

and reputation.

• Proactively respond to the situation.

• Communicate with all key stakeholders.

Case Study: Lawsuit From Residents

Situation:

• A group of residents are upset that they are paying dues for services that they do not believe they are entitled to. This group is suing the community.

• Inaccurate statements are being shared online and with the media.

• The lawsuits combined with negative media coverage and online comments are hurting sales in the community.

Case Study: Lawsuit From Residents

Resolution:

• Provide the counter point to the argument. • Proactively responded to questions and concerns from all stakeholders, including residents, the media and potential buyers.

• Launched a positive PR campaign to show that the lawsuits did not define the community.

• Encouraged residents to share positive feedback online and with others.

How to manage a crisis

• Isolate and identify the issue (ideally pre-crisis).

• Manage the incident quickly and proactively. Control the story.

• Post-crisis management. Move on.

Are you prepared?

• Does your HOA have a crisis handbook? Is PR part of it?

• Who is your spokesperson in the event of a PR crisis? Have they been media trained?

• What social media sites do your residents comment on? Do you monitor them?

• Who are the key stakeholders you need to alert in the event of a crisis? How will you contact them?

Key Takeaways

• Allows you to engage with the right audiences

• Fosters loyalty

• Builds community online

• Presents positive perspective on your brand as well as issues you may face

Questions?

Thank You!

MMI Public Relations223 E Chatham Street | Cary, NC 27511919.233.6600 | mmipublicrelations.com