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.

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
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3. Some of our clients
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4. Today’s Goals
• Talk about Public Relations
• Discuss how community relations has
changed in the digital age
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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
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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
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7. It’s a good thing!
• Free
• Adds credibility
• Increases
awareness
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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
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9. It’s not easy
• There is a method
to the madness
• Persistence
• Writing skills
• Integrated
approach
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10. PR has changed
• Influence of social
media
• More noise
• Faster transfer of
information
• Smaller publications
• More places to publish
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11. How this shift benefits
nonprofits
• Increased focus on
storytelling
• Ease of use of
video
• More voices
• In-progress
communication
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12. What makes effective PR
• A plan
• News-focused
• Consistent
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13. The Plan
• Tied to
organizational
goals
• Integrated
• Communicated
internally
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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
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16. Consistent
Inconsistencies make it hard for
your audience to quickly recognize
that it’s you
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17. The technical stuff
• Write backwards
• Pitching
• Online only
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18. What makes a great story?
• Problem
• Trend
• Solution
• Example
• Competition
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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
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20. Questions, comments, and discussion
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21. Contact Information
Clear Verve Marketing
890 Elm Grove Rd.
Suite 209-2
Elm Grove, WI 53122
262-796-9001
www.clearverve.com
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