When your clients do good for others

Pivot Insights Feb 27, 2013 No Comments

The recent blizzard in the northeast (many New Englanders prefer to call it a blizzard rather than the media-given moniker, “Nemo”) brought out the good in a lot of people. Trying times can do that. With one of our clients, EPOCH Senior Healthcare, this good-natured behavior gave us something to talk about.

With all the people who did good things, from staff going to work early or spending the night at the senior living community where they worked, to management opening their doors to offer shelter and a warm place to sleep for locals who lacked electricity or proper shelter, there are many good, neighborly stories to share.

These actions were out of genuine goodness and concern for other people, which is the first and most important reason to do good in my opinion, but from a public relations perspective, these good efforts provide opportunities to show off the organization’s virtuous culture.

Here are four things we did to help spread the word about these good deeds:

1. Posted pictures and captions on Facebook.

Pictures depicted various communities buried in snow, and a director of nursing who drove around town picking up co-workers to make sure everyone made it to work safely and on time.

2. Wrote and sent a letter to the editor at the local paper.

The letter thanked the fire and police for their support during the storm and was authored by the administrators at a skilled nursing facility.

3. Posted a blog from senior management thanking the staff, company-wide.

The post acknowledged the staff for all they did to ensure residents were safe and supported during the storm. It also pointed out that the communities stayed warm with the emergency generators installed on the properties.

4. Highlighted thank you letters in the monthly email newsletter.

Letters included one from a local fire department, thanking EPOCH for taking in people from the community who had no electricity. The newsletter goes to local professionals who make referrals to the facility.

So, the first and most important reason to do good is because it’s the right thing to do. When you work at a public relations firm, you can always use your clients’ actions in other ways, such as to highlight the virtuous quality of the organization’s culture.

Laura Holloway

Principal – A CU alumna and former director of communications for a $1.2 billion pharmaceutical provider, Laura co-founded the company that became Pivot in 1998. She provides public and media relations, advertising, corporate identity and branding, crisis communication and other services for Pivot’s clients, also engaging with project rollouts and implementation. Laura is an experienced facilitator who communicates easily across diverse audiences, and she is adept at moving projects forward, undaunted by “red tape” challenges. A creative thinker, she loves assembling creative teams and developing smart, cost-effective solutions to communication challenges.

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