Best practices for community relations: Case study of the

Hispanic Wellness Fair

Presented by Dr. Kay L. ColleyAssistant ProfessorTexas Wesleyan University at University College Day April 7, 2009

Community relations

•Developing relationships

•Creating activities that fill a community need

•Allowing an organization to engender mutual trust with its community

•Focusing on:•Opinion leaders

•Group influence

•Audience participation

History of HWFCommunity Assessment in 1998 by City of Fort Worth, Texas discovered:

•Almost half of population of people who lacked health insurance were Hispanic

•Hispanics had limited access to healthcare

•Other factors contributed to poor health

•Many people got healthcare from free fairs

Challenges

Creating trust among the population served

Finding healthcare providers

Providing referral networks

Communicating to the intended audience a sense of understanding

First year HWF•Began in 1999

•Focus on providers

•Results for 1999•75 providers

•1000 to 2000 participants

Case Study Year 2005

Year 7—2005•Reached capacity of venue•200 providers•16,000 participants

Methodology

•Case study analysis

•Literature review

•In-depth interviews of co-founders

•In-depth interview of 2005 organizer

•Participant observer status

•Intercept survey in 2005

Literature review

•Public Relations Society of America Silver Anvil Award Winners—Case studies

•Search terms used:Hispanic

Community relations

•Professional articles from PR Tactics focusing on Hispanic audience

Literature review

•Four cases from 2000 to 2004

•Tactics used:•Bilingual media markets

•Radio and television Public Service Announcements

•Celebrity spokespeople

•Bilingual collateral materials

•Building coalitions

Marketing of 2005 Hispanic Wellness Fair

•Marketing Task Force

•Kick off luncheon

•Collateral materials

•Spanish-language media use

Marketing Task Force

•Employees of UNTHSC

•Public health department

•Largest employers in Fort Worth

•Local marketing agencies

Kick off luncheon

•Spanish-language media

•Hispanic Chamber of Commerce

•Local healthcare providers

•Local marketing agencies

•Previous participants

Collateral materials

•Role of local marketing agencies

•Blanket approach

•Use of connections•Public health department

•School district

•Churches

•Local businesses

Spanish-language media use•Sponsorships

•Public service announcements

•Paid advertising

•Bilingual press releases

•Calendar listings

Comparison results

Building coalitions

Marketing Task Force

Kick off Luncheon

Spanish-language media

Local marketing agencies

Intercept Survey Results

English Spanish TOTAL

42 (36%)

74 (64%)

116

Other 41 (38.0%)

TV 35 (32.4%)

FWISD flyer 12 (11.1%)

Flyer 6 (5.6%)

Health Department staff

6 (5.6%)

Radio 6 (5.6%)

Bus sign 1 (.9%)

Posters 1 (.9%)

Language of survey

How did you hear about the HWF?

How did you find out about the Hispanic Wellness Fair?

31%

11%

6%6%6%1%

1%

38%

TV FWISD flyer Flyer

Health Department staff Radio Bus sign

Posters Other

Authority housing Bethlehem Center ChurchFamilyFriend Gran Fiesta de Fort Worth HISPA KISD Flyer

La Estrella NeighborNewspaper Organization who had display Passing by Radio & Health Dept Staff Restaurant Flyer TV & Flyers

TV & School FlyerTV, Newspaper, ChurchTV, Radio & School FlyerTV, Radio, & NewspaperTV, Radio, & Family TV, School Bulletin & FlyersWater bill WIC

Other includes:

Conclusion

“The reason the Fair has grown is community trust. We treat everybody and anybody who comes.”

Robert Galvan, co-founder

Conclusion

•Survey contradicts this assertion

•Expanded audience

•Blanket approach to marketing

•Building coalitions

•Word of mouth marketing

Marketing to Hispanic community is community relations