Creating an Effective Community Relations Program Presented by Maureen Rich The Edison Group Spotlight on Community Relations • Companies are starting to get it – conscience isn’t just trendy, it’s necessary • “Sustainable development plans” are becoming commonplace • No one wants to be Martha, Enron, etc. • The Bonus: Doing good = Good for business A Gradual Shift • PriceWaterhouseCoopers 2002 Sustainability Survey Report – 140 U.S. companies – 70 percent had no broad-based sustainability program in place yet. – 69% were reviewing or revising ethics programs or their corporate-governance process Top 10 Reasons Companies Are Getting Involved PriceWaterhouseCoopers In Their Own Words • More than 7 of 10 Americans say they distrust CEOs of large corporations • 80 percent of surveyed CEOs agree non-financial indicators such as environmental and social performance metrics are essential to characterizing future financial performance – Business Week • 70 percent of investors consider reputation in their decisions – Citizen watch • 91 percent of surveyed CEOs believe CSR management creates shareholder value – Managing CSR Report Baseline Basics • Determine Goals • Establish Protocol & Criteria • Get Everyone Involved • Incorporate PR Elements • Establish a Metrics System Determine Goals • What Do We Want Program/Involvement to Accomplish? – Reposition company – Raise CEO profile – Get more press coverage in X community – Establish company as a resource  Community  Media  Government reps – Target a specific audience  Latino community  Teens  Elderly/baby boomers with aging parents Establish Protocol & Criteria • Establish a process/protocol • Decide how to respond to requests – Relevance: What are our criteria for getting involved? – Budget: What are our constraints? – Always ask: Will fulfilling this request help us fulfill our goal/mission? • Determine level of involvement up front – but get involved! – Be more than a name in a press release – be visible – Provide resources or planning support if possible – Consider pros, cons to partnerships • Weigh short- and long-term benefits Get Everyone Involved • Encourage employee involvement – Show enthusiasm, participation from the top down – Get departments involved – Provide incentives (e.g., comp day for day spent volunteering) – Create team-oriented events • Volunteer programs • Sponsorships that foster teamwork • Fundraisers • Prepare employees for events – Identify spokespersons (bilingual) – Ensure consistent messaging Incorporate PR Elements Remember: • Don’t do CR for the PR… • But leverage CR in ways that maximize PR potential • Don’t lose your mission! But don’t forget: not everyone (i.e., media) cares • Offer compelling stories beyond “Company writes check” • Put spotlight on subject, not donation • Offer solutions to timely problems • Have local stories ready [...]... philanthropically but without strategic direction – Virtually no press coverage for any goodwill projects • Goals: – Continue philanthropy but with a more targeted approach – Raise 21st’s profile… and get press coverage for their goodwill efforts! PR Campaign Elements • Child safety seat program (targeting key demo) – Educate parents on state law, proper use • Unprecedented law enforcement partnership – California... Erik Estrada provide live demo on-air • On-Site Media Relations – Setting the scene • Great visuals – Providing arc of story, from police to family to corporation • Why are we involved? • Every officer, family, 21st spokesperson has a story PR in a CR Program • Message Delivery – Media training for company reps, spokesperson – Spanish spokespersons – Talking points – Collateral materials • Press kit,... officers inspect existing seat for proper fit, installation and use • 21st employees staff event to assist • If seat isn’t right, 21st donates brand-new seat Community Outreach • The Edison Group handles all event promotion • Fliers distributed in English, Spanish – – – – – Local child care centers Churches Schools Key community groups Event site Media Outreach • Pre-Event Promotion – PSAs – Calendar listings... Seat Campaign Media Hits ’02 - ’05 The Edison Group Mission Statement To help our clients communicate successfully by thinking smarter, working passionately and keeping our promises Creating an Effective Community Relations Program Presented by Maureen Rich The Edison Group ... Week) • Op-eds • Silver-platter events Results by the Numbers Since the 21st Century Insurance Child Safety Seat Program began: • • • • More than 60 events conducted More than 7,200 seats inspected More than 2,700 seats discarded More than 5,800 seats donated by 21st We’ve helped raise company’s profile within: • • • • Key States/DMAs Media Industry Web Child Safety Seat Campaign Highlights • 21st continues . no press coverage for any goodwill projects • Goals: – Continue philanthropy but with a more targeted approach – Raise 21st’s profile… and get press coverage for their goodwill efforts! PR. Basics • Determine Goals • Establish Protocol & Criteria • Get Everyone Involved • Incorporate PR Elements • Establish a Metrics System Determine Goals • What Do We Want Program/Involvement to Accomplish? – Reposition. community  Teens  Elderly/baby boomers with aging parents Establish Protocol & Criteria • Establish a process/protocol • Decide how to respond to requests – Relevance: What are our criteria