Public Relations and Associations

Getting Your Name Into the News and Out of the News

Introduction to PR

Public Relations Is NOT…

• Marketing

• Advertising

• A promotional tool

• Hiding or manipulating the truth

Introduction to PR

Public Relations Is…

A vehicle used to start powerful conversations with your customers, peers, stakeholders and community.

Some of the best PR is used to:

• Tell your story• Build credibility

• Establish relationships• Generate excitement

• Build brands

What resources can help you establish and maintain your

brand?

Your PR Tools

News releases

Media relations

Content Creation

Awards

Government Relations

Community involvement

Video

Social Media

Case Studies and Examples

What they do: CAI is a human resource management firm that helps organizations maximize employee engagement while minimizing employer liability

CAI’s Challenge: Lack of community exposure and members’ access to the association online and via social media

PR Solutions:o Conducted social media audit to review and make recommendations on how to improve company’s online presence, and managed launch and strategy of company Twitter accounto Launched “Workplace Insights” blog and managed content creation for blogso Recorded a series of podcasts promoting upcoming events and changes in employment lawso Secured opportunity for Bruce Clarke, president of CAI, Inc. to author a biweekly column in The News & Observer

Case Studies and Examples

What they do: Professional organization of veterinarians dedicated to compassionate animal care and quality medicine

NCVMA’s Challenge: Lack of awareness in the local community about the organization, its initiatives and its growing list of accomplishments in North Carolina.

PR Solutions:o Secured placement of weekly articles in The News & Observer Pet Connections Page, as well as The Fayetteville Observer, Wilmington Star News, Roanoke-Chowan Herald and Greensboro News & Record o Coordinated interview featuring an NCVMA member and veterinarian as a guest on NBC17’s My Carolina Today programo Promoted the NCVMA’s Pet Week proclamation, which Governor Bev Perdue signed, declaring May 2-8 as Pet Week to promote responsible pet ownership, celebrate the human-animal bond and promote public awareness of veterinary medicineo Launched and maintained content for the NCVMA Twitter account, which integrates links to podcasts and video

Case Studies and Examples

What they do: RRAR has served as the area’s voice for real estate, providing quality programs to help its members deliver a myriad of real estate services in the Raleigh area for more than 90 years

RRAR’s Challenge:Lack of community exposure and member access to the association online and via social media channels as more REALTORS® began looking to the Web to leverage these tools for self-branding

PR Solutions:o Initiated series of outline videos to let current and prospective members learn more about RRARo Developed and executed strategy for Twitter account with almost 2,000 followerso Secured placement of weekly articles in The News & Observer Real Estate section

Things to note:

o No industry is immune to crisis PR situations. They can happen to anyone at any time.

o There are three cardinal rules in crisis PR: 1. Tell it all 2. Tell it fast 3. Tell the truth

o The best time to plan for a crisis is before it happens. A proactive approach to crisis PR will keep your association standing strong in the face of adversity

Crisis PR – An Overview

Potential scenarios that can occur in any industry:Civil disobedience Foodborne illnessArmed robbery Assault Accidents Natural disastersIT meltdown Employee misconductIndustry problem Situational risk

PR Solutions:o Develop emergency response policieso Media training – talking points, appropriate conduct with reporters, establishing a spokesperson and credible expertso Social media managemento Media follow up

Example scenario:Large national restaurant chain Girl Scout racism accusation crisis

Crisis PR – An Overview

Now let’s hear about your association and

its challenges!

Thank You!

MMI Public Relations223 E. Chatham St.| Cary, NC 27511

919.233.6600 | mmipublicrelations.com

@MMIPR

@pattybriguglio