Hitting the Bulls Eye

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Hitting the Bulls Eye

• Reaching Critical Stakeholders Through Community
  Relations Research and Planning
• By Elise Mitchell, APR, Fellow PRSA

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Public relations is a powerful weapon in the
credibility battle

• Tell the truth
• Prove it with action
• Listen to the customer
• Manage for tomorrow
• A companys true character is expressed by its
  people
• Conduct public relations as if the whole company
  depends on it.
• -- Arthur W. Page Society

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A few great resources

• The Center for Corporate Citizenship at Boston
  College
• Committee to Encourage Corporate Philanthropy
  (Paul Newmans group)
• The Collaboration Challenge by James Austin

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The business case for community relations

• Builds brand loyalty
• Easier to recruit, retain employees
• Less litigation
• Friendlier regulatory environment
• More balanced media coverage
• Fewer obstacles to growth, expansion
• Community leaders have better perceptions
• Benefit of the doubt in times of crisis

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Step One Identify diverse stakeholder groups

• Organizational research
• Who we are mission, values, corporate culture
• Short-term business objectives
• Long-term business goals/strategies
• Target audiences
• Another great resource www.instituteforpr.com

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Step One Identify diverse stakeholder groups

• Archival research sources of information
• The Chamber of Commerce
• United Way office
• www.guidestar.org -- (501c3) organizations
• Boards of influential civic groups for community
  leaders
• Elected officials city or county offices or
  web sites
• Business/civic clubs influential business
  executives
• Local suppliers
• Employees who have been in the community a long
  time
• Local business journal lists
• Archives of local media
• Online research PRSA resource center, Google,
  Nexis or Factiva

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Step Two Assess previous and current initiatives

• Descriptive research
• Formal or informal surveys of stakeholder groups
• Take a listening approach
• Gather information from the front line
• Another great resource Building Community
  Relationships Gaining and Maintaining Public
  Consent
• PRSA web seminar, James E. Lukaszewski

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Example Tyson Foods community relations
assessment

• Sample questions
• Is facility a member of the chamber? (10 pts)
• If plant manager is on the board (5 pts)
• Do any employees participate with diversity
  advocacy groups (NAACP, LULAC)? (10 pts)
• Does plant participate in United Way drive? (10
  pts)
• If plant manager is on the board (5 pts)
• Has facility hosted elected officials this year?
  (20 pts)

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Step Three Develop an action plan

• Determine criteria for decision-making
• Connection with purpose and people
• Clarity of purpose
• Congruency of mission, strategy and values
• Creation of value
• Communication between partners
• Continual learning
• Commitment to the partnership
• -- 7 Cs of strategic collaboration
• The Collaboration Challenge, James Austin

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Step Three Develop an action plan

• Determine criteria for decision-making
• Number of people impacted
• Number of employees interested or involved
• Whats important to elected officials
• Community influencers supporting a cause
• Media coverage opportunities
• Prospective customers support cause
• Location, location, location (neighborhood
  impact)
• Business-impacting issues

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Step Three Develop an action plan

• Gap analysis
• Current commitments, timing, resources
• ROI?
• Holes?
• Establish and grow involvement
• Develop your bench strength
• Divide and conquer
• Slower times
• Maturing relationships

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Step Three Develop an action plan

• Set measurements outputs
• Amount of donation
• Number of people helped
• Positive publicity
• Thank you letters, anecdotal comments
• Number of employees involved
• Evaluation of management team

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Step Three Develop an action plan

• Set measurements outcomes
• Measurable change in opinion, attitude or
  behavior of stakeholders
• Survey community leaders received messages,
  paid attention, understood, retained
• Employee feedback support for the cause,
  involvement, volunteer resources available

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Not moving to Australia
Elise S. Mitchell, APR, Fellow PRSA 479-443-4673 e
lise_at_mitchcommgroup.com Illuminating public
relations _at_ www.mitchcommgroup.com