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Developing an Extraordinary Public Outreach Campaign

Public outreach rules have changed dramatically from the past. Are you up-to-date?Public outreach has changed dramatically in this age of viral marketing and instant video and speech uploading. Review the important changes of public outreach today and learn how they differ from public outreach of the past. Learn about the new rules for public outreach, and how you can apply them in creative and effective ways to reach out to your audience. Review several case studies to understand how to apply the basic public outreach best practices and principles in a government or corporate setting to get communities to be on your side instead of fighting against you.


Runtime: 88 minutes
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Why Lorman?

Over 31 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Agenda

The Old Rules

  • Hold a Meeting
  • Rely on TV, Radio and Newspapers for Outreach
  • Tell Them
  • Reach out Three Times, and You're Done
  • Gobbledygook English

The New Rules

  • Go to Their Meeting
  • Social; Listen
  • Consistent Flow
  • Plain English, Plain Russian, Spanish, Vietnamese

Applying the Changes

  • Facebook®: A Private Company Brings Recycling to a Multilingual Territory: REMAG
  • Twitter®: A Nonprofit Highlights Public Transit to Politicians and the Citizens: 22 Day Muni Challenge
  • Events: A Neighborhood Group Highlights Co-Existence at a Public Meeting Walk/Ride/Bike Campaign
  • Digital Outreach: A Public Utilities Goes Beyond the Ratepayers to Showcase Their Broad Scope
  • Online Surveys: A Government Department Finds out the Few Vocal Residents Are Not Representative of How a City Feels About Filming on Their Streets
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Why Lorman?

Over 31 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Credits

OnDemand Webinar

This program does NOT qualify, nor meet the National Standard for NASBA accreditation.

Audio & Reference Manual

This program does NOT qualify, nor meet the National Standard for NASBA accreditation.

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More Program Information

Why Lorman?

Over 31 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Faculty

Thea Selby

Thea Selby

Next Steps Marketing

  • After 10 years in the workforce as marketing and audience director for various organizations, she co-founded Next Steps Marketing, a call-to-action marketing firm working with government, media and nonprofit clients
  • In addition to being a veteran marketer, was elected vice president of the Board of Trustees for the largest community college in America in November of 2014; campaigned twice on own behalf, in addition to actively participating in the strategy and tactics of multiple public outreach campaigns to pass transportation and education ballot measures
  • Vice chair of the CA High Speed Rail Authority; and in December, spoke at the U.S. High Speed Rail Conference in Los Angeles on the need for better public outreach to combat biased media for California High Speed Rail
  • A blogger for Publishers Executive on the topic of digital marketing for more than three years
  • As chair of the San Francisco Transit Riders, has headed up numerous public outreach campaigns including the 2015 “22 Day Muni Challenge” in which Twitter® and selfies helped spread the importance of funding public transit through public officials
  • As president of the Lower Haight Merchant & Neighbor Association, led the charge to engage community for safety meetings; held fundraisers for fire-displaced apartment dwellers to raise $50,000 for a permanent bronze statue in the neighborhood, and to create an ongoing thrice-yearly ArtWalk to brand a formerly unknown neighborhood, The Lower Haight
  • M.B.A. degree in marketing, University of Oregon
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Product ID: 399177
Published 2016, 2017
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