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Building Support for Management Practices Public Relations Advantages

Building Support for Management Practices Public Relations Advantages. By: Gina Tedesco, Manager, Public Relations Edith Makra, arborist and Community Trees Advocate The Morton Arboretum September 29, 2009. We’ll Cover…. What is PR? Importance of communicating about invasives

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Building Support for Management Practices Public Relations Advantages

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  1. Building Support for Management PracticesPublic Relations Advantages By: Gina Tedesco, Manager, Public Relations Edith Makra, arborist and Community Trees Advocate The Morton Arboretum September 29, 2009

  2. We’ll Cover… • What is PR? • Importance of communicating about invasives • Desired outcomes • Managing fear • Communication Plan • Getting the message out • Resources

  3. What Is PR? • A story in the newspaper? • Two way flows of communication to achieve mutually-beneficial relationships Municipalities/others should be proactive in reaching their audiences

  4. Closed System Feedback City or Company/ Processes Favored Conditions + or - about conditions Internal Changing/maintaining favored conditions Variations in Community

  5. Open System Feedback City or Company/ Processes Favored Conditions + or - about conditions Internal Changing/maintaining favored conditions Output Input Variations in Community

  6. Open System: 2-Way Communication Feedback City or Company/ Processes Favored Conditions + or - about conditions Internal Changing/maintaining favored conditions 2-Way Variations in Community

  7. Why Communicate about Invasives? • Clear up misconceptions that could thwart public support • Create public confidence in your leadership • Make the case for funding and cooperation • Solicit cooperation

  8. Outcomes Desired • Create value for urban forests • Highlights need for support resources; staff • Behavior modification. Examples: • Don’t move firewood • Enhance tree health • Image management • Convey competence, confidence, control

  9. Manage Fear: Proactivity • Example: Chinese wasps: Citizen misconceptions • “They’ll sting me” • “They’ll be obnoxious, buzzing nuisances” • “They’ll be out of control, attacking everything” • Antidote • Lean on the experts; report their research • Explain it to public • Result: Managers will look effective

  10. Communication Plan • Who will speak, what will they say? • Objective • Call to action? • Educate? • Key messages: boiled down to 2 sentences • Repeat messages • ASK FOR WHAT YOU NEED!

  11. Getting The Message Out • Your website (2-way) • Your Facebook page, Twitter (2-way) • News conference • Local cable access • Signage at municipal buildings • Inserts with municipal bills

  12. You’re Not Alone • Resources • The Morton Arboretum Website: • Downloadable PowerPoint to educate managers • Educational brochures, pamphlets, posters • Lists of trees for reforestation • Pesticide information sheet

  13. Lean On Experts – Best Practices • Efficiency for you – no “reinventing the wheel” • Bolsters credibility for your efforts

  14. Bottom Line… • Embrace opportunities to inform the public • Press: valued partner • Be proactive • Lean on the experts • Collaborate

  15. Collaboration • Successes in Illinois stem from team work • Consensus plan • Communications network • Defined key goals, issues, message • Groom spokespersons and use your best talent

  16. Get in Front of the News • Practice with small news items • Know what you want to say before an interview • Monitor invasive news and anticipate media interest • Initiate press conferences • Stage photo ops to underscore messages

  17. An Educated Constituency Supports Good Decisions Repeat key messages  i.e. • know how to identify an ash tree • monitor for health • seek advice from certified arborists • plant a diverse landscape • consider value of tree in treatment decisions Identify credible resource for more information

  18. Summary Successful Public Relations and Two Way Communication Informs and Builds Support for Management of Invasives

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