Post on 17-Jan-2016
David Sepsenwol
Arbor Creek
Coffee??????
Let’s take 15 minutes…See you at
….!
David Sepsenwol
Arbor Creek
Ashley Warren
MMI Public Relations
Ashley WarrenAccount Executive
MMIashley@mmipublicrelations.com
What is Public Relations?
What do you think of when you hear PR?
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
PR in Today’s World
Everything is digital
Your online reputation matters
Think with a PR lens
Why Do HOAs Need PR?
Getting your message across
Attracting future homeowners
Protecting your reputation
The HOA’s Role In a PR Crisis
You are the voice for your community. •Protect the community’s brand
and reputation.
• Proactively respond to the situation.
• Communicate with all key stakeholders.
Case Study: Lawsuit From Residents
Situation:
• A group of residents are upset that they are paying dues for services that they do not believe they are entitled to. This group is suing the community.
• Inaccurate statements are being shared online and with the media.
• The lawsuits combined with negative media coverage and online comments are hurting sales in the community.
Case Study: Lawsuit From Residents
Resolution:
• Provide the counter point to the argument. • Proactively responded to questions and concerns from all stakeholders, including residents, the media and potential buyers.
• Launched a positive PR campaign to show that the lawsuits did not define the community.
• Encouraged residents to share positive feedback online and with others.
How to manage a crisis
• Isolate and identify the issue (ideally pre-crisis).
• Manage the incident quickly and proactively. Control the story.
• Post-crisis management. Move on.
Are you prepared?
• Does your HOA have a crisis handbook? Is PR part of it?
• Who is your spokesperson in the event of a PR crisis? Have they been media trained?
• What social media sites do your residents comment on? Do you monitor them?
• Who are the key stakeholders you need to alert in the event of a crisis? How will you contact them?
Key Takeaways
• Allows you to engage with the right audiences
• Fosters loyalty
• Builds community online
• Presents positive perspective on your brand as well as issues you may face
Questions?
Thank You!
MMI Public Relations223 E Chatham Street | Cary, NC 27511919.233.6600 | mmipublicrelations.com