David Sepsenwol Arbor Creek. Coffee?????? Let’s take 15 minutes… See you at ….!

David Sepsenwol

Arbor Creek

Coffee??????

Let’s take 15 minutes…See you at

….!

David Sepsenwol

Arbor Creek

Ashley Warren

MMI Public Relations

Ashley WarrenAccount Executive

[email protected]

What is Public Relations?

What do you think of when you hear PR?

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

PR in Today’s World

Everything is digital

Your online reputation matters

Think with a PR lens

Why Do HOAs Need PR?

Getting your message across

Attracting future homeowners

Protecting your reputation

The HOA’s Role In a PR Crisis

You are the voice for your community. •Protect the community’s brand

and reputation.

• Proactively respond to the situation.

• Communicate with all key stakeholders.

Case Study: Lawsuit From Residents

Situation:

• A group of residents are upset that they are paying dues for services that they do not believe they are entitled to. This group is suing the community.

• Inaccurate statements are being shared online and with the media.

• The lawsuits combined with negative media coverage and online comments are hurting sales in the community.

Case Study: Lawsuit From Residents

Resolution:

• Provide the counter point to the argument. • Proactively responded to questions and concerns from all stakeholders, including residents, the media and potential buyers.

• Launched a positive PR campaign to show that the lawsuits did not define the community.

• Encouraged residents to share positive feedback online and with others.

How to manage a crisis

• Isolate and identify the issue (ideally pre-crisis).

• Manage the incident quickly and proactively. Control the story.

• Post-crisis management. Move on.

Are you prepared?

• Does your HOA have a crisis handbook? Is PR part of it?

• Who is your spokesperson in the event of a PR crisis? Have they been media trained?

• What social media sites do your residents comment on? Do you monitor them?

• Who are the key stakeholders you need to alert in the event of a crisis? How will you contact them?

Key Takeaways

• Allows you to engage with the right audiences

• Fosters loyalty

• Builds community online

• Presents positive perspective on your brand as well as issues you may face

Questions?

Thank You!

MMI Public Relations223 E Chatham Street | Cary, NC 27511919.233.6600 | mmipublicrelations.com