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. 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
4. 90% seek business beneďŹts from
corporate philanthropy
Goal? enhance corporate reputation/brand
Source: eMarketer
5. 1. Establish community relations communication
goals.
2. Listen to whatâs 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. Big-Picture Goals
⢠Garner goodwill with current customers
⢠Generate awareness among potential
customers
⢠Pique attention of community leaders,
elected oďŹcials
⢠Reinforce messaging/positioning
⢠Ward oďŹ potential problems
⢠What else?
8. Reaching Stakeholders
⢠Integrate online & oďŹine communication
⢠Incorporate multi-media
⢠Leverage partnersâ resources (e.g., blog,
newsletter)
⢠Make it easy for people to help tell your
story
10. Goals:
â Leave Orlando better
than we found it
Case Study:
â Change lives
Church of the Nazarene
â Position Church as a
2009 General Assembly community partner
Tactics:
â Leadership brieďŹngs
â Enewsletter
â Website
â Periodic media updates
â On-site press conference
12. Goals:
â Position donors as
community partners
â Convey need for additional
support
Case Study: â Educate community about
domestic violence
KB Home Builds Hope
Tactics:
â Frequent press releases
â Newsletter
â Website updates, photos
â Shelter preview for VIPs &
media
Results:
â Extensive media coverage
â Donations+162%
â Volunteer hours+123%
14. Social media matters to the
Coalition because when
they needed extra help,
their online network â
people who were strangers
just months ago â stepped
up to the plate.
15. ⢠Situation: Drastic decrease in food
donations
The Coalitionâs ⢠Idea: Food drive powered by social
âCanâ Care Challenge media
⢠Goal: 400 lbs.
⢠Implementation:
â Announced online
â Blog, Twitter, Facebook, Flickr
⢠Result: Raised 1,000+ lbs