Creating an Effective Community Relations Program

1. Creating an Effective Community Relations Program Presented by Maureen Rich The Edison Group

2. Companies are starting to get it – conscience isn’t just trendy, it’s necessary “Sustainable development plans” are becoming commonplace No one wants to be Martha, Enron, etc. The Bonus: Doing good = Good for business Spotlight on Community Relations

3. PriceWaterhouseCoopers 2002 Sustainability Survey Report 140 U.S. companies 70 percent had no broad-based sustainability program in place yet. 69% were reviewing or revising ethics programs or their corporate-governance process A Gradual Shift

4. Top 10 Reasons Companies Are Getting Involved PriceWaterhouseCoopers

5. More than 7 of 10 Americans say they distrust CEOs of large corporations 80 percent of surveyed CEOs agree non-financial indicators such as environmental and social performance metrics are essential to characterizing future financial performance – Business Week 70 percent of investors consider reputation in their decisions – Citizen watch 91 percent of surveyed CEOs believe CSR management creates shareholder value – Managing CSR Report In Their Own Words

6. Determine Goals Establish Protocol & Criteria Get Everyone Involved Incorporate PR Elements Establish a Metrics System Baseline Basics

7. What Do We Want Program/Involvement to Accomplish? Reposition company Raise CEO profile Get more press coverage in X community Establish company as a resource Community Media Government reps Target a specific audience Latino community Teens Elderly/baby boomers with aging parents Determine Goals

8. Establish a process/protocol Decide how to respond to requests Relevance: What are our criteria for getting involved? Budget: What are our constraints? Always ask: Will fulfilling this request help us fulfill our goal/mission? Determine level of involvement up front – but get involved! Be more than a name in a press release – be visible Provide resources or planning support if possible Consider pros, cons to partnerships Weigh short- and long-term benefits Establish Protocol & Criteria

9. Encourage employee involvement Show enthusiasm, participation from the top down Get departments involved Provide incentives (e.g., comp day for day spent volunteering) Create team-oriented events Volunteer programs Sponsorships that foster teamwork Fundraisers Prepare employees for events Identify spokespersons (bilingual) Ensure consistent messaging Get Everyone Involved

10. Remember: Don’t do CR for the PR… But leverage CR in ways that maximize PR potential Don’t lose your mission! But don’t forget: not everyone (i.e., media) cares Offer compelling stories beyond “Company writes check” Put spotlight on subject, not donation Offer solutions to timely problems Have local stories ready Incorporate PR Elements

11. Establish goals Understand your impact on quarterly, annual bases Characteristics of a “good” metric: Measurable Easy Timely Repeatable Insightful Controllable Pay attention to the data; don’t just tally — measure Establish a Metrics System

12. A ’70s icon… …combined with the right strategy! Effective CR the SoCal Way

13. When the ’70s Icon Becomes Part of the Strategic Solution Situation Five Years Ago: 21st Century Insurance was a leading California auto insurer Heavily involved philanthropically but without strategic direction Virtually no press coverage for any goodwill projects Goals: Continue philanthropy but with a more targeted approach Raise 21st’s profile… and get press coverage for their goodwill efforts! Case Study: 21st Century Insurance

14. Child safety seat program (targeting key demo) Educate parents on state law, proper use Unprecedented law enforcement partnership California Highway Patrol Spokesperson Erik Estrada CHiPs connection Appeals to parent age group Appeals to Latino community State-specific, free educational materials “Child Safety Seats: A Parent’s Guide” Now in six states, in English and Spanish PR Campaign Elements

15. 21st secures a large, easily accessible, highly visible site (e.g., mall parking lot) CHP officers set up multiple inspection tents Families arrive with children in vehicles Trained officers inspect existing seat for proper fit, installation and use 21st employees staff event to assist If seat isn’t right, 21st donates brand-new seat Logistics

16. The Edison Group handles all event promotion Fliers distributed in English, Spanish Local child care centers Churches Schools Key community groups Event site Community Outreach

17. Pre-Event Promotion PSAs Calendar listings Morning of event media Law enforcement officer, Erik Estrada provide live demo on-air On-Site Media Relations Setting the scene Great visuals Providing arc of story, from police to family to corporation Why are we involved? Every officer, family, 21st spokesperson has a story Media Outreach

18. Message Delivery Media training for company reps, spokesperson Spanish spokespersons Talking points Collateral materials Press kit, bilingual guides B-roll package Leveraging the Message Local, state or national events (e.g., Nat’l Child Passenger Safety Week) Op-eds Silver-platter events PR in a CR Program

19. Since the 21st Century Insurance Child Safety Seat Program began: More than 60 events conducted More than 7,200 seats inspected More than 2,700 seats discarded More than 5,800 seats donated by 21st We’ve helped raise company’s profile within: Key States/DMAs Media Industry Web Results by the Numbers

20. Child Safety Seat Campaign Highlights • 21st continues to distinguish itself through partnerships with state law enforcement and elected officials • In 2005, successful launches in AZ, IN, OH & TX • Continued success in CA and IL • These partnerships and collaborations with Industry Associations (e.g., IIHS), add legitimacy and increase news value • All 35 child safety seat events in 2005 garnered media coverage Child Seat Campaign Media Hits ’02 - ’05

21. Mission Statement To help our clients communicate successfully by thinking smarter, working passionately and keeping our promises. The Edison Group

22. Creating an Effective Community Relations Program Presented by Maureen Rich The Edison Group