creating an effective community relations program

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 Competitive Advantage (75%) Cost Savings (73%) Industry Trends (62%) CEO/Board Commitment (58%) Customer Demand (57%) SRI Demand (42%) Top-line Growth (37%) Shareholder Demand (20%) Access to Capital (12%) 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 ¾ Community ¾ Media ¾ Government reps – Target a specific audience ¾ Latino community ¾ Teens ¾ 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 [...]... 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 to distinguish itself through partnerships with state law enforcement and elected officials... 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 – Morning of event media • Law enforcement officer, Erik Estrada provide live demo on-air • On-Site Media Relations – Setting... Ago: – 21st Century Insurance was a leading California auto insurer – Heavily involved 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)... CR Program • Message Delivery – Media training for company reps, spokesperson – Spanish spokespersons – Talking points – Collateral materials • Press kit, bilingual guides • B-roll package • Leveraging the Message – Local, state or national events (e.g., Nat’l Child Passenger Safety Week) • Op-eds • Silver-platter events Results by the Numbers Since the 21st Century Insurance Child Safety Seat Program. .. in CA and IL • • 250 200 These partnerships and collaborations with Industry Associations (e.g., IIHS), add legitimacy and increase news value All 35 child safety seat events in 2005 garnered media coverage 150 # of hits 100 50 0 2002 2003 2004 2005 The Edison Group Mission Statement To help our clients communicate successfully by thinking smarter, working passionately and keeping our promises Creating. .. 100 50 0 2002 2003 2004 2005 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 ... community • State-specific, free educational materials – “Child Safety Seats: A Parent’s Guide” – Now in six states, in English and Spanish Logistics • 21st secures a large, easily accessible, highly visible site (e.g., mall parking lot) • CHP officers set up multiple inspection tents • Families arrive with children in vehicles • Trained officers inspect existing seat for proper fit, installation and... a Metrics System • Establish goals • Understand your impact on quarterly, annual bases • Characteristics of a “good” metric: – – – – – – Measurable Easy Timely Repeatable Insightful Controllable • Pay attention to the data; don’t just tally — measure Effective CR the SoCal Way A ’70s icon… …combined with the right strategy! Case Study: 21st Century Insurance When the ’70s Icon Becomes Part of the Strategic . Creating an Effective Community Relations Program Presented by Maureen Rich The Edison Group Spotlight on Community Relations • Companies are starting to get it. 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. 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 ¾ Community ¾ Media ¾