Public Relations:
Interview a Public Relations Professional
Name of PR professional:
Abbey Dane
Position/Title:
Managing Editor
Location:
Bellevue Baptist Church
Contact: ADane@Bellevue.org
- AN INTRODUCTION OF THE PR PROFESSIONAL AND THEIR CURRENT POSITION.
I currently work in the Communications office of Bellevue as the Managing
Editor. While this position¹s primary focus is writing and editing for the
organization, a large component also involves marketing and public
relations support. I also formerly worked for 8 years in the marketing and
communications office at the Memphis Zoo, four of which were in the role
of Director. Some of my answers below will reflect the time I spent in
that capacity.
- WHAT ARE YOUR RESPONSIBILITIES AND HOW DO THESE RESPONSIBILITIES INTEGRATE WITH MARKETING AND BUSINESS OBJECTIVES FOR THE ORGANIZATION AND/OR CLIENTS?
I am responsible for helping control the message that goes out from our
organization. As an editor this takes on a somewhat superficial role in
merely making sure we use correct grammar and punctuation in everything
that goes out. But on a deeper level, my job is to also work closely with
our graphics and media departments to ensure the image and brand of our
organization is viewed in a positive light anywhere we are represented. I
work closely with our other departments throughout the organization as
well to ensure their voice reflects the mission and vision of the
organization as a whole. For any business, it is important that the
vision is always maintained, in every form of communication, no matter
the audience. It is my job to make sure that brand and that image is
preserved across the board.
- WHAT METHODS OF COMMUNICATIONS DOES THE ORGANIZATION USE TO REACH THE PUBLIC AND HOW ARE THEY EFFECTIVE?
For the sake of utilizing a holistic marketing approach, we use a variety
of means to reach the public, and the scope of those methods are sometimes
narrowed for the sake of reaching a target demographic. We know that as a
church, and this was also true of the Zoo, our target demographic is women
(25-55, roughly). Many times they are the ones making decision in the
homes regarding church (and vacations, as it were for the Zoo). So in any
broad-stroke marketing we do, communication that is meant to draw a large
audience to an event anyone can attend, we will use multiple channels for
the sake of reaching the most people with the same message. This will
include TV, radio, outdoor signage, digital marketing, direct mail, and of
course, social media. However, depending on the budget and the event, we
might narrow that for a smaller, more targeted event. For instance, if we
are holding a small conference for the men in the church, we would likely
only utilize direct mail, digital marketing, and radio for our primary
avenues. But if we are doing a women¹s event, we concentrate a large
portion of our budget on social media and internal communication through
our women¹s ministry. This is what makes research so important to any
business model. It¹s crucial to know who you are talking to and how to
talk to them.
- WHAT ARE SOME EXAMPLES OF COMMUNICATIONS STRATEGIES YOU HAVE USED TO ACHIEVE SUCCESS AND WHAT WERE THE RESULTS?
During my time at the Zoo, we did a social media campaign that was very
interactive and asked our audience to send us some of their favorite
childhood memories from the Zoo. We later used those images and memories
to spill over into a larger, holistic marketing campaign that included
billboards, TV, in-park experience, and larger social media efforts. The
results were outstanding. Our visitor surveys showed that our audience was
aware of our marketing and had noticed our external messages. This
particular campaign really reached out to our audience on an emotional
level and created a personal connection. You can never go wrong when you
let your audience know you see them and appreciate their voice.
- HOW HAS YOUR PUBLIC RELATIONS PRACTICE AFFECTED THE REPUTATION OF THE ORGANIZATION AND/OR CLIENTS?
From my experience with the Zoo, during the campaign mentioned in the
previous question, we enjoyed a very positive image in the community of
our organization. Because of that campaign, our visitors and members felt
part of something bigger and felt their role in our organization was
really making a difference in the grand scheme of our vision for the Zoo.
I would say the same is now also true at Bellevue. Our goal is equip our
members to reach out and wrap their arms around their city. Everything we
do supports that vision, and as our members are equipped to help carry out
the church¹s mission, they begin to believe the work they are doing is
making a difference, which reflects positively on the direction of the
church. Our work is extremely important for empowering the Body of Christ,
and as long as our message remains consistent to that end, our members and
visitors can join the work we are doing in ceating a far-reaching,
positive reputation throughout the city.
