Community Relations in the Digital Age

Community RelationsGetting the Community to be “WE”

with you in the digital age

Twitter.com/clearverve | Facebook: Promise Marketing

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


Some of our clients


Today’s Goals• Talk about Public Relations• Discuss how community relations has

changed in the digital age


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


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


It’s a good thing!• Free• Adds credibility• Increases

awareness


The negativesTraditional media• Loss of control over

the message• Negative comments• Mistakes• Perception of wasted

time

Social media• Loss of control over

the message• Negative comments• Mistakes• Perception of wasted

time


It’s not easy• There is a

method to the madness

• Persistence• Writing skills• Integrated

approach


PR has changed• Influence of social

media• More noise• Faster transfer of

information• Smaller publications• More places to

publish


How this shift benefits nonprofits

• Increased focus on storytelling

• Ease of use of video

• More voices• In-progress

communication


What makes effective PR• A plan • News-focused• Consistent


The Plan• Tied to

organizational goals

• Integrated• Communicated

internally


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


ConsistentInconsistencies make it hard for your audience to quickly recognize that it’s you


The technical stuff• Write backwards• Pitching• Online only


What makes a great story?• Problem• Trend• Solution• Example• Competition


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


Questions, comments, and discussion


Contact InformationClear Verve Marketing

890 Elm Grove Rd.Suite 209-2

Elm Grove, WI 53122

262-796-9001

www.clearverve.com

Community Relations in the Digital Age

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