CASE STUDIES
Chapter 6 Community Relations:
1. Puget Sound Energy’s Rock The Bulb Tour
2. The New UTC: Building Community Support for a $1 Billion Shopping Expansion and Revitalization
3. Spike & Biscuit: Rebrand for the Charleston Animal Society
Current & Relevant Community Relations Campaigns:
4. San Diego International Airport Expansion: “The Green Build”
5. Bringing Senior Citizens into the Internet Age: A community relations campaign to connect the disconnected (OAKS)
PUGET SOUND ENERGY’S ROCK THE BULB TOUR
Create a deeper relationship with its customers and become their most trusted energy efficiency resource.
TARGET MARKETS
Green Idealists
1. Socially Responsible
2. Educated on Environment Issues
Practical Idealists
1. Motivated by practicality
2. Think limiting energy consumption is important
ROCK THE BULB TACTICS
32 Weekend bulb exchange event
Project Porchlight PSE/Non-profit Project Porchlight door-to-door
Be an Energy Rock Star Contest PSE
Campaign Website
Social Media Golden Bulb Promotion
RTB MEDIA RELATIONS
1. Launch Media Event
2. News Advisories and Releases
3. Magicians (MID-campaign event)
4. ENERGY STAR Media Event
5. Culmination Media Event
THE NEW UTC: BUILDING COMMUNITY SUPPORT FOR $1 BILLION SHOPPING
EXPANSION AND REVITALIZATION
Develop a community relations program to advocate the public and build support for the
proposed expansion (2003).
CHALLENGE
Community Concerns:
1. Increased traffic
2. Decrease in quality of life
Opponents argument: Bad precedent for the community
PROJECT SUPPORT
1. Support Cards from San Diegans
2. Securing endorsements (regional organizations)
Strategy:
“Break Even”
TARGET AUDIENCES
Westfield
UTC Shoppers
Key Opinion Leaders
Regional Organizatio
n
San Diego City Staff
San DiegoCity Planning Commission
San Diego City
Council
E-BLAST AND LETTER WRITING CAMPAIGN
District 1 Distric
t 2
District 3
District 4Distric
t 5
District 6
District 7
District 8
SPIKE & BISCUIT REBRAND CHARLESTON ANIMAL SOCIETY
Redefine image and raise community awareness of its mission and new location
CHALLENGE
1. No name recognition
2. Poor community profile
John Ancrum Society for the Prevention of
Cruelty to Animals(JASPCA)
Charleston Animal Society(CAS)
MISSION EVOLUTION
“immediate concerns were to combat the rampant cruelty to animals, neglect of work-animals, the inhumane shipping of cattle and to resolve the epidemic of stray dogs.”
1. Finding homes for homeless animals…through adoptions, return-to-owners and a free roaming cats initiative.2. Fighting animal cruelty wherever it exists…through assisting law enforcement with investigations and intervention.3. Helping youth understand science…through a veterinary science initiative.4. Containing outbreaks of deadly diseases…through a communitywide rabies vaccination strategy. 5. Reuniting loved ones with their families…through an in-depth lost and found program.6. Preventing births of unwanted animals…through a high-volume, high-quality affordable spay/neuter initiative.7. Saving the lives of abused and abandoned animals…through a medical and behavioral treatment regimen.8. Guiding children to grow into humanitarians…through a comprehensive humane education initiative.9. Fighting Hunger When Food Is Unaffordable…through a nonjudgmental pet-focused food bank.
Charleston Animal Society, Mission 2015
OBJECTIVES
Messaging/Build Excitement
Public Engagements
Media Placements
Grand Opening event
Networking Partnerships
SAN DIEGO INTERNATIONAL AIRPORT EXPANSION: “THE GREEN BUILD”
Build support for airport expansion and raise awareness of economic impact
OLDER ADULT TECHNOLOGY SERVICES (OATS):BRINGING SENIOR CITIZENS INTO THE INTERNET AGE
Build community awareness and relationships with local and national organizations for support and partnerships.
RECOMMENDATIONS/SUGGESTIONS
Have a solid outline of objective and key messages. No tactic or planning can be done on empty objectives.
Ensure that the goals are somehow measurable for when evaluating the success of a campaign to examine what worked and what didn’t work. This can provide an
organization and practitioner with feedback on the success of a tactic.
When gathering media materials for distribution create a media kit, its efficient and organized. Especially prior to distributing news releases, press releases and
advisories ensure that they are an appropriate length. Overly wordy news releases and press releases can be ignored if the audience or media outlets have to dig for
information.
BIBLIOGRAPHY
1. Doorley, J. & Garcia, H.F. (2007). Community Relations. Reputation Management: The Key to Successful Public Relations and Corporate Communications. (188-205). New York, NY: Routledge.
2. Doorley, J. & Garcia, H.F. (2007). Government Relations. Reputation Management: The Key to Successful Public Relations and Corporate Communications. (175-177). New York, NY: Routledge.
3. Hayes, D., Hendrix, J. & Kumar, P. (2013). Community Relations. Public Relations Cases. (160-192). Boston, MA: Wadsworth.
4. (2009). PSE Launches Rock the Bulb Campaign to Give Away 400,000 Free CFL Bulbs. First of Its Kind Utility Campaign Features 16 Local Weekend Events This Summer and Fall, and Neighborhood Outreach and Prizes to Help Consumers Save Energy, Money and the Environment. Puget Sound Energy, News Room. Retrieved April 21, 2015 from http://pse.com/aboutpse/PseNewsroom/NewsReleases/Pages/PSE-Launches-Rock-the-Bulb-Campaign-to-Give-Away-400,000-Free-CFL-Bulbs.aspx
5. (2010). Charleston Area Chosen as a Partner Community by the ASPCA. Charleston Animal Society. Retrieved April 22, 2015 from http://ww3.charlestonanimalsociety.org/page.aspx?pid=522
6. (2010). Charleston Animal Society Mission. Charleston Animal Society. Retrieved April 22, 2015 from http://ww3.charlestonanimalsociety.org/page.aspx?pid=358
BIBLIOGRAPHY
7. (2013). Historic $900 Million Green Build Expansion Opens at San Diego International Airport. San Diego International Airport, Porter Novelli. Retrieved April 22, 2015 from http://sandiegoairport.porternovelli.com/
8. (2013). The Green Build. San Diego International Airport. Retrieved April 21, 2015 from http://www.san.org/Airport-Projects/The-Green-Build
9. (2013). The Green Build Fact Sheet. San Diego International Airport, Porter Novelli. Retrieved April 22, 2015 from http://sandiegoairport.porternovelli.com/SDIA%20Green%20Build%20Fact%20Sheet_FINAL.pdf
10. (2014). Bringing senior citizens into the Internet Age: a community relations campaign to connect the disconnected. PR Week Awards. Retrieved April 23, 2015 from http://awards.prweekus.com/bringing-senior-citizens-internet-age-community-relations-campaign-connect-disconnected
11. (2014). OATS (Older Adult Technology Services). Spector PR. Retrieved April 21, 2015 from http://www.spectorpr.com/oats/
BIBLIOGRAPHY
12. (2015). About. Senior Planet. Retrieved April 22, 2015 from http://seniorplanet.org/about/
13. (2015). Client Projects. OATS. Retrieved April 21, 2015 from http://oats.org/client-projects/
14. (2015). Partners. OATS. Retrieved April 21, 2015 from http://oats.org/partners/
15. (2015). San Diego City Council. The City of San Diego. Retrieved April 21, 2015 from http://www.sandiego.gov/citycouncil/
16. (2015). San Diego. Station Index, Broadcasting. Retrieved April 22, 2015 from http://www.stationindex.com/tv/markets/san+diego
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