Community Relations in the Digital Age
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This document discusses how community relations and public relations have changed in the digital age. It explains that community relations involves starting a dialogue to help a community understand an organization, while public relations shapes an organization's image through ongoing communication. It notes that while social media allows for increased storytelling and communication, it also means losing some message control and dealing with more noise. The document provides tips for effective PR, including having a news-focused communications plan, being consistent, and emphasizing storytelling.
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Community Relations in the Digital Age
- 1. Community Relations Getting the Community to be “WE” with you in the digital age
- 2. 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 Twitter.com/clearverve | Facebook: Promise Marketing
- 3. Some of our clients Twitter.com/clearverve | Facebook: Promise Marketing
- 4. Today’s Goals • Talk about Public Relations • Discuss how community relations has changed in the digital age Twitter.com/clearverve | Facebook: Promise Marketing
- 5. 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 Twitter.com/clearverve | Facebook: Promise Marketing
- 6. 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 Twitter.com/clearverve | Facebook: Promise Marketing
- 7. It’s a good thing! • Free • Adds credibility • Increases awareness Twitter.com/clearverve | Facebook: Promise Marketing
- 8. The negatives Traditional media Social media • Loss of control over the • Loss of control over the message message • Negative comments • Negative comments • Mistakes • Mistakes • Perception of wasted time • Perception of wasted time Twitter.com/clearverve | Facebook: Promise Marketing
- 9. It’s not easy • There is a method to the madness • Persistence • Writing skills • Integrated approach Twitter.com/clearverve | Facebook: Promise Marketing
- 10. PR has changed • Influence of social media • More noise • Faster transfer of information • Smaller publications • More places to publish Twitter.com/clearverve | Facebook: Promise Marketing
- 11. How this shift benefits nonprofits • Increased focus on storytelling • Ease of use of video • More voices • In-progress communication Twitter.com/clearverve | Facebook: Promise Marketing
- 12. What makes effective PR • A plan • News-focused • Consistent Twitter.com/clearverve | Facebook: Promise Marketing
- 13. The Plan • Tied to organizational goals • Integrated • Communicated internally Twitter.com/clearverve | Facebook: Promise Marketing
- 14. Twitter.com/clearverve | Facebook: Promise Marketing
- 15. 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 Twitter.com/clearverve | Facebook: Promise Marketing
- 16. Consistent Inconsistencies make it hard for your audience to quickly recognize that it’s you Twitter.com/clearverve | Facebook: Promise Marketing
- 17. The technical stuff • Write backwards • Pitching • Online only Twitter.com/clearverve | Facebook: Promise Marketing
- 18. What makes a great story? • Problem • Trend • Solution • Example • Competition Twitter.com/clearverve | Facebook: Promise Marketing
- 19. 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 Marketing Twitter.com/clearverve Facebook: Promise
- 20. Questions, comments, and discussion Twitter.com/clearverve | Facebook: Promise Marketing
- 21. Contact Information Clear Verve Marketing 890 Elm Grove Rd. Suite 209-2 Elm Grove, WI 53122 262-796-9001 www.clearverve.com Twitter.com/clearverve | Facebook: Promise Marketing