Fenceline communities; why they matter in corporate communication
The best of PR strategy would dare not ignore the value of fenceline communities. The neighbourhood and communities physically in the vicinity of a corporate office, manufacturing unit, or its operational base should be the best asset you can have in your PR corner. However global corporations expand, the worth of those little guys adds sterling value to your communication strategy.
Groom your PR with these smart tactics:
- Set up Town Hall meetings each month at public libraries and let the fence-line communities know of these dates and the agenda.
- Question and answer sessions by senior staffers to general public. Easy to access venues with free public parking are key to success.
- Get statements from public with permission to use them in press releases.
- Meet the “hot button” topics head-on with clear and brief outlines about the ways your company is addressing these issues.
- Aim to strengthen your position by providing audiences evidence based understanding of the issues at stake (jobs, environment, air quality, improving work safety …)
- Issue updates on website and newsletters. Use multi-modal ways to address these updates – pictures, short videos on YouTube or even on Vine, post infographics, textual and audio messages from corporate seniors.
- Conduct on-site tours inviting press personnel and key external stakeholders (NGOs, public, investors, for example) on site. Get your own pictures and videos of these events.
- Offer bi-weekly prize draws (even a $50 gift card) to sign up on your corporate website to receive email. Send personalized emails using Mail Chimp. It also allows you to track metrics without invasion of privacy.
- Send out public surveys to fenceline communities and use those results to drive further action or to change your course of action.
- Learn from competitors in the same field or similar problems from different corporations. There are both good examples to follow and poor choices to avoid. Mould your messages.
- Issue Google Ads and install Google Analytics on your website. Track and measure the success of your campaigns. It will help identify heat maps of activity and interest that will help you in targeted PR campaigns meaningfully. Use A/B testing and cohort testing in your messaging.
- Integrate PR campaigns with corporate marketing (energy companies are masters of this tactic).
Measure, evaluate and analyze all outcomes of effort. PR doesn’t have to be expensive, slick spin doctoring; audiences are savvy and see through glibness. Follow best practices and elevate the little guy to being your most powerful ambassador. And friend.
It works.
arcotalogue 