By Aimee Woodall
Hidden in the recesses of almost every PR plan is a teeny-weeny line dedicated to “interacting with the government.” Most of the time, we’re all pretty vague about including government in our strategies, leaving most interactions to spur-of-the-moment, hop-on-the-train-and-ride campaigns. Unless a cause or initiative comes to light that we just have to support, we tend to focus on wooing key, buying audiences and target media. Because what can public institutions really do to help our bottom-line?
Well, we’re here to tell you that the government can contribute a WHOLE LOT. Incorporating these three civic engagement ideas into your PR planning process can elevate your brand, help you reach new audiences, and provide a slew of resources that you never even knew existed.
- Form relationships with city officials.
From council members to commissioners to public liaisons, you should engage every person who is relevant to your mission or programming. Go ahead; email them; meet them at public events; or invite them to coffee. They’re people just like you — people who want businesses to succeed and communities to thrive. And if they’re elected officials, it’s kind of their job to listen to your ideas and concerns. When you tell them about the partnership you’ve been dreaming of, we can bet they’ll get just as amped up as you and bring in a whole host of resources such as money, man-power, and connections that will convert your thoughts into actions.
For example: Each council member has a webpage where you can request for them to speak at an event. You should definitely invite your council member to your next luncheon or fundraiser for an empowering touch. We suggest going one-step further, by inviting them out to chat about their initiatives and goals after your event — opening you up to opportunities to work together in the future.
- Advocate for causes you believe in.
Get behind a bullhorn, a public session podium, or a blog to tell the world what’s up. When you take a side, you open yourself up to a new set of supporters and potential customers who were waiting for someone else to say what they were thinking. Not only will you draw in new audiences through advocacy, you’ll also create more opportunities to get those retweets, media placements, and website hits you’ve wanted oh-so-badly for oh-so-long.
For example: Houston’s Public Sessions are open for your comments. You just call the City Secretary’s office and give your name, address, and topic of discussion. Then, you’ll be all set for a one to three minute time slot to voice your opinions.
- Utilize the city’s FREE resources.
Thanks to the Freedom of Information Act, our cities are BURSTING with information. City websites are required to show you everything including calendars, press releases, meeting minutes, public access shows, and agendas. Keep tabs on these channels for content that pertains to your business and your plans. Who knows, you may find a program partner or an event for you to plug into. Beyond physical engagement, these community communications serve as the perfect channels for you to reach across demographic divides to geo-target customers you may have otherwise missed.
For example: One of our favorite pages to peruse is the Houston Parks and Recreation Department calendar. They have every single community center’s schedule. With timeslots filled with everything from Zumba to basket weaving, imagine what could happen to your growth if you plug into these event schedules or sponsor weekly activities.
City government can be one heck of a collaborative partner on events and public programs and their multitude of free communications platforms should have us all chomping at the bit to work with them. So, instead of leaving public institutions out of your big plans, we encourage you to jump onto your city’s website, scope out the scene, and GET INVOLVED.
Aimee Woodall is the owner of the Black Sheep Agency, a Houston-based creative agency specializing in non-traditional public relations, social media, and experiential marketing. Contact Amy by phone at 832-971-7725, by email at [email protected], or visit the website at www.theblacksheepagency.com.