Leveraging WOM to Make Up for Shallow Pockets


In spreading awareness of SITES sustainable landscape standards with a limited budget and even more limited staff time, the communications team needed to leverage partners, volunteers and evangelists to the best of its ability. The American Society of Landscape Architect's public relations manager, Jim Lapides, offers tips on how to best activate fans and partners to be media relations emissaries.

• Give evangelists the tools they need. The team used the network of their respective organizational members and new participating organizations by providing them with presentations, articles and news releases. The team also provided SITES Pilot Projects with a turnkey news release that they could use in a coordinated announcement. “We tried to give them tools and encouragement to help carry the water on the outreach side. There’s no way that we could accomplish the type of media success or outreach success without all the people volunteering themselves on behalf of the initiative,” says Lapides.

• It’s great to talk tactics, but that doesn’t work without a really strong program. “With a lot of our volunteers, you couldn’t force them to talk more about SITES,” says Lapides. “Lots of people were out there talking—in the hundreds and probably thousands, just because they cared about it.”

Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;}

See the entire ASLA case study in PR News.




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.