Small Business Today Magazine AUG 2014 SIVER STONE EVENTS | Page 30
EDITORIALFEATURE
Why Civic
Engagement Matters
By Aimee Woodall
H
idden 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, hopon-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.
1. 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
3. Utilize the city’s FREE resources.
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.
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.
2. 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.
28 SMALL BUSINESS TODAY MAGAZINE [ AUGUST 2014 ]
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 832-9717725, by email at [email protected],
or visit the website at www.theblacksheepagency.com.