COMMUNITY RELATIONS By Michele Morehouse COMMUNITY RELATIONS PROCESS

COMMUNITY RELATIONS By Michele Morehouse

COMMUNITY RELATIONS PROCESS Research Evaluation Objectives Programming

CASE STUDIES Chapter 6 Community Relations: 1. Puget Sound Energy’s Rock The Bulb Tour 2. The New UTC: Building Community Support for a $1 Billion Shopping Expansion and Revitalization 3. Spike & Biscuit: Rebrand for the Charleston Animal Society Current & Relevant Community Relations Campaigns: 1. San Diego International Airport Expansion: “The Green Build” 2. Bringing Senior Citizens into the Internet Age: A community relations campaign to connect the disconnected (OAKS)

CASE STUDIES KEY FOCUSES: Outreach Awareness Engagement Advocacy

PUGET SOUND ENERGY’S ROCK THE BULB TOUR Create a deeper relationship with its customers and become their most trusted energy efficiency resource.

ROCK THE BULB TOUR OBJECTIVES Distribute Recruit Engage Inspire

TARGET MARKETS Green Idealists 1. 2. Socially Responsible Educated on Environment Issues Practical Idealists 1. Motivated by practicality 2. Think limiting energy consumption is important

ROCK THE BULB TACTICS 32 Weekend bulb exchange event Project Porchlight PSE/Non-profit Project Porchlight door-to -door Be an Energy Rock Star Contest PSE Campaign Website Social Media Golden Bulb Promotion

RTB MEDIA RELATIONS 1. News Advisories and Releases 2. 3. Launch Media Event Magicians (MID-campaign event) 4. ENERGY STAR Media Event 5. Culmination Media Event

GRASSROOTS

THE NEW UTC: BUILDING COMMUNITY SUPPORT FOR $1 BILLION SHOPPING EXPANSION AND REVITALIZATION Develop a community relations program to advocate the public and build support for the proposed expansion (2003).

4 KEY MESSAGES Jobs and Tax Revenue Evolution Environmentally friendly Experience

CHALLENGE Community Concerns: 1. Increased traffic 2. Decrease in quality of life Opponents argument: Bad precedent for the community

PROJECT SUPPORT 1. Support Cards from San Diegans 2. Securing endorsements (regional organizations) Strategy: “Break Even”

TARGET AUDIENCES UTC Shoppers San Diego City Council Key Opinion Leaders Westfield San Diego City Planning Commission San Diego City Staff Regional Organization

THE UTC EXPERIENCE Project Model

STRATEGIC PARTNERSHIPS State of the art transit system

ENDORSEMENTS

“UTC to go Green”

E-BLAST AND LETTER WRITING CAMPAIGN District 1 District 8 District 2 District 7 District 3 District 6 District 4 District 5

SPIKE & BISCUIT REBRAND CHARLESTON ANIMAL SOCIETY Redefine image and raise community awareness of its mission and new location

CHALLENGE 1. No name recognition 2. Poor community profile

Educate y! a d o T r Neute Spay or Build Boost

MISSION EVOLUTION 1. Finding homes for homeless animals…through adoptions, return-to-owners and a free roaming cats initiative. 2. Fighting animal cruelty wherever it exists…through assisting law enforcement with investigations and intervention. 3. Helping youth understand science…through a veterinary science initiative. “immediate concerns were to combat the rampant cruelty 4. Containing outbreaks of deadly diseases…through a communitywide rabies to animals, neglect of work-animals, the inhumane vaccination strategy. 5. Reuniting loved ones with their families…through an in-depth lost and found shipping of cattle and to resolve the epidemic of stray program. 6. Preventing births of unwanted animals…through a high-volume, high-quality dogs. ” affordable spay/neuter initiative. 7. Saving the lives of abused and abandoned animals…through a medical and behavioral treatment regimen. 8. Guiding children to grow into humanitarians…through a comprehensive humane education initiative. 9. Fighting Hunger When Food Is Unaffordable…through a nonjudgmental petfocused food bank. Charleston Animal Society, Mission 2015

Local Animal Lovers Pet-related Businesses Media Veterinarians

OBJECTIVES Messaging/Build Excitement Public Engagements Media Placements Grand Opening event Networking Partnerships

PARTNERSHIP The American Society For the Prevention of Cruelty to Animals

AWARENESS STRATEGY Adoption & Animal Rights Healthcare & Owner Education

SAN DIEGO INTERNATIONAL AIRPORT EXPANSION: “THE GREEN BUILD” Build support for airport expansion and raise awareness of economic impact

KEY MESSAGES “Green” Eco Friendly building design Economic Growth Small Business Outreach

AUDIENCES Community Airlines Passengers San Diego Planning Commission San Diego City Council Media

CHALLENGES AND SOLUTIONS Traffic Congestion Quality of Life

ADVOCACY

SMALL BUSINESS OUTREACH

OLDER ADULT TECHNOLOGY SERVICES (OATS): BRINGING SENIOR CITIZENS INTO THE INTERNET AGE Build community awareness and relationships with local and national organizations for support and partnerships.

SENIOR PLANET EXPLORATION CENTER

KEY MESSAGES Build Support Educate Community Increase Funds

AUDIENCE Senior Citizens National Organizations Media

CORPORATE PARTNERS COALITION & TRADE ASSOCIATIONS SUPPORTING PARTNERS

PARTNERSHIPS

MEDIA OUTLETS

AWARD Community Relations Campaign of the Year 2014

RECOMMENDATIONS/SUGGESTIONS Have a solid outline of objective and key messages. No tactic or planning can be done on empty objectives. Ensure that the goals are somehow measurable for when evaluating the success of a campaign to examine what worked and what didn’t work. This can provide an organization and practitioner with feedback on the success of a tactic. When gathering media materials for distribution create a media kit, its efficient and organized. Especially prior to distributing news releases, press releases and advisories ensure that they are an appropriate length. Overly wordy news releases and press releases can be ignored if the audience or media outlets have to dig for information.

BIBLIOGRAPHY 1. Doorley, J. & Garcia, H. F. (2007). Community Relations. Reputation Management: The Key to Successful Public Relations and Corporate Communications. (188 -205). New York, NY: Routledge. 2. Doorley, J. & Garcia, H. F. (2007). Government Relations. Reputation Management: The Key to Successful Public Relations and Corporate Communications. (175 -177). New York, NY: Routledge. 3. Hayes, D. , Hendrix, J. & Kumar, P. (2013). Community Relations. Public Relations Cases. (160 -192). Boston, MA: Wadsworth. 4. (2009). PSE Launches Rock the Bulb Campaign to Give Away 400, 000 Free CFL Bulbs. First of Its Kind Utility Campaign Features 16 Local Weekend Events This Summer and Fall, and Neighborhood Outreach and Prizes to Help Consumers Save Energy, Money and the Environment. Puget Sound Energy, News Room. Retrieved April 21, 2015 from http: //pse. com/aboutpse/Pse. Newsroom/News. Releases/Pages/PSE-Launches-Rock-the-Bulb-Campaign-to-Give-Away-400, 000 -Free. CFL-Bulbs. aspx 5. (2010). Charleston Area Chosen as a Partner Community by the ASPCA. Charleston Animal Society. Retrieved April 22, 2015 from http: //ww 3. charlestonanimalsociety. org/page. aspx? pid=522 6. (2010). Charleston Animal Society Mission. Charleston Animal Society. Retrieved April 22, 2015 from http: //ww 3. charlestonanimalsociety. org/page. aspx? pid=358

BIBLIOGRAPHY 7. (2013). Historic $900 Million Green Build Expansion Opens at San Diego International Airport, Porter Novelli. Retrieved April 22, 2015 from http: //sandiegoairporternovelli. com/ 8. (2013). The Green Build. San Diego International Airport. Retrieved April 21, 2015 from http: //www. san. org/Airport. Projects/The-Green-Build 9. (2013). The Green Build Fact Sheet. San Diego International Airport, Porter Novelli. Retrieved April 22, 2015 from http: //sandiegoairporternovelli. com/SDIA%20 Green%20 Build%20 Fact%20 Sheet_FINAL. pdf 10. (2014). Bringing senior citizens into the Internet Age: a community relations campaign to connect the disconnected. PR Week Awards. Retrieved April 23, 2015 from http: //awards. prweekus. com/bringing-senior-citizens-internet-agecommunity-relations-campaign-connect-disconnected 11. (2014). OATS (Older Adult Technology Services). Spector PR. Retrieved April 21, 2015 from http: //www. spectorpr. com/oats/

BIBLIOGRAPHY 12. (2015). About. Senior Planet. Retrieved April 22, 2015 from http: //seniorplanet. org/about/ 13. (2015). Client Projects. OATS. Retrieved April 21, 2015 from http: //oats. org/client-projects/ 14. (2015). Partners. OATS. Retrieved April 21, 2015 from http: //oats. org/partners/ 15. (2015). San Diego City Council. The City of San Diego. Retrieved April 21, 2015 from http: //www. sandiego. gov/citycouncil/ 16. (2015). San Diego. Station Index, Broadcasting. Retrieved April 22, 2015 from http: //www. stationindex. com/tv/markets/san+diego