Embed Size (px)
DESCRIPTION
Quick introduction and review of community relations and how to do it well.
Citation preview
7 Keys to Community Relations Success
Communications Mechanics
It’s an unlovely term, comprised of two very fuzzy words but let’s try our best to define it usefully.
What is ‘community relations'?
Communities are the human side of your operating environment (what consultants and others prone to using five dollar words will call your ‘ecosphere’).
Specifically, a community is a body of people united by some common element. Those are the two defining features.
Communities are people who have something in common.
Community
This is a community
So is this
You’ve probably already done some ‘audience segmenta7on’ to slice and dice the various groups with whom you engage. And you’ve likely done some work to define them, their interests, mo7va7ons and past behaviour. Perhaps you’ve even priori7zed them. These audiences are the communi7es with whom you are trying to relate.
Segmenting and defining
Caregivers Families Patient advocates
Who are these communities?
Let’s look at an example. If you’re in the health sector, your universe of communities might include…
This is easier to define. Rela7ons are the sum total of your efforts to relate. And rela7ng is a deliberate aEempt to connect.
Why deliberate? Because accidents don’t count.
Why connect? Because, more than just supplying informa7on or marke7ng, we are trying to form a bond with a community.
Relations
A deliberate attempt to connect (and create a bond) with a group of people who have something in common.
Community relations is…
What’s the point of reaching out and fostering these rela7onships? The benefits definitely make it worth the effort.
You can build allies among these communi7es, create goodwill, generate awareness and even get help from them when you need it. In short, effec7ve community rela7ons can help advance your organiza7on’s goals.
.
Why bother?
People naturally self-organize around common interests or goals. These groups may be small and ad-hoc or large and well-funded. They may be focused on a single issue or be big tent groups, addressing many issues (within a common theme). They may be charities, political action groups or simply a group of people.
Communities are a growing phenomenon and they’re connected to other communities, locally and internationally. I wonder if that Internet thing has something to do with this.
Communities
Communities can do a lot. Well-connected, they can often punch above their weight and drive issues to wider public attention. They may be well-funded with internal communications and research capabilities.
Key functions of organized communities are:
• Raising awareness
• Fund raising
• Influencing policy and government decisions
• Supporting research
Characteristics
keys to community relations
success
• Communicate from your organization’s values –
staying true and consistent to them will increase trust
• Ground your message in what your organization
believes in – live your values, don’t just parrot them
• I don’t mean that mission, vision, values nonsense
• I mean what you actually stand for
1. Integrity
No one ever marched on Washington because of a pie chart.
• Whatever sector you’re in (health, social services, IT, etc.)
I bet your story isn’t about numbers and statistics…. It’s about people (maybe even helping them)
• Wherever possible, shift the conversation from dry
numbers to tangible human benefit
• Avoid jargon
• Use numbers and statistics sparingly
2. Tell a human story
• Every community is a motley band of people:
• Warriors
• Saints
• Evangelists
• Followers
• Figure out who is what then adjust your messaging and
approach accordingly
3. Figure out the motivations
• Good intentions are just that
• Action requires support
• Be prepared to offer assistance
• Ideas
• Information
• Practical assistance
• Funding
• But establish clear rules and ethical guidelines for any
engagement efforts beforehand
4. Arm the spirit
• Bigger crowds get more attention
• Consider building a coalition if you are attempting to advance a specific, shared issue or broad interest
• Respect the differences among coalition members
• Put communities in the driver’s seat
5. Think big tent
• Nothing changes overnight
• But this is a tough thing for organizations to accept when they’re measured on short term performance
• Try to create and sustain relationships beyond the immediate issue at hand
• Aim for consistent, established relationships, not ones that stop and start
• Make sure relationships are maintained by handing relationship management off to someone else if you
move on from your current position
6. Take the long view
• Coherence – n. connection arising from a common principle
• Not sameness but common qualities
• Think of it as the same on the inside (qualities) but with different
packaging (messaging, tone, etc.)
• Harmonize the messaging across your organization
• Community relations
• Government relations
• Marketing
• PR
• You can different in details and delivery but the feel should be
the same
7. Maintain coherence
• Start by defining what you want to do in the social media space
• Remember that others in your organization will likely already be
doing something here (check with your marketing-
communications people)
• Begin by joining existing groups and visiting sites regularly
• Try listening (aka ‘lurking’) and learning first
• Comment occasionally when you have something genuinely
useful to say
• Build the conversation over time (regardless of whether it
happens on or offline, community relations remains a long
game)
What about social media?
• Online connectivity is enabling a flowering of diverse
communities
• Organizations need to work with them to advance
their own interests
• Success depends on honest, principles-based
engagement with long timelines
Wrap-up
• Full-service communications shop
• Strategic and tactical planning
• Execution
• Production – writing, editing and design
• Yes we do newsletters (3 clients at time of
writing)
About Rosetta
