Interview a Public Relations Professional

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.