Four Leaf Client TurfMutt Honored by PRNews

Four Leaf Public Relations is proud that our media relations effort for TurfMutt, the Outdoor Power Equipment Institute’s (OPEI) environmental education and stewardship program, received an honorable mention in PRNews’ CSR & NonProfit Awards program. The awards were announced yesterday at a special ceremony held at the National Press Club.

“We were thrilled to be a finalist in this awards competition and to see the hard work that has gone into building the TurfMutt program recognized at this level,” said Suzanne Henry, president of Four Leaf Public Relations LLC. “The message of this program is powerful. We all have a responsibility to take care of our living landscapes. These green spaces influence our lives in important ways.”

Lucky, the real-life rescue dog of Kris Kiser, President & CEO of OPEI, is the “spokesdog” and superhero behind the TurfMutt program, which shares the important message that nature starts at your backdoor and  living landscapes, such as our yards, parks and other community green spaces, are critical to our health and well-being. And,  who knows the value of green space greater than a dog?

The TurfMutt program has reached more than 68 million children, educators, and families since 2009, showing them how they can “save the planet, one yard at a time.” To learn more about the TurfMutt program and get free e-books, online games, lesson plans, and more to inspire students to take care of green spaces, visit www.TurfMutt.com. To learn more about caring for our living landscapes, visit www.SaveLivingLandscapes.com.

Each year, PR News honors the top corporate social responsibility campaigns, and the brands and communicators behind them. Corporate Social Responsibility Awards finalists represent the very best in corporate responsibility initiatives, with each campaign making a visible difference on the local, national or global level. Finalists were chosen for their ingenuity and creativity, strategic approach and measurable impact.

The awards announcement is available here: http://www.prnewsonline.com/csr-awards-2018-announce-finalists

If you are a member of the media and wish to learn more about TurfMutt, contact our media reps:
Ami Neiberger-Miller, Four Leaf PR on behalf of OPEI, 703-887-4877, ami@fourleafpr.com
Debbi Mayster, Four Leaf PR on behalf of OPEI, 240-988-6243, debbi@fourleafpr.com

Part Six of the Modern Communications Plan: What Will You Actually DO?

A well thought out communications plan has a set action plan. That’s not to say this section doesn’t allow for change. But having a baseline of activities tied to a communications strategy will give meaning to what your team does on a daily, weekly and monthly basis.

This tactics section should include all the things you’re going to actually do.

 

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If media relations is part of your strategy mix, how are you going to go about executing that program? Pitch story ideas, make announcements (and what kind and how often?) via press releases, attempt editorial coverage in trade media or the business press or other? Will you need an internal editorial calendar to motivate internal staff to contribute?

But, beware. Whenever you feel your communications plan is “all over the place,” look to see if your team is stuck in just staying busy.

Instead of making decisions on the fly to hold a contest on Facebook, how will this activity move your branding, communications goals and strategy forward? Thinking about developing a PSA series? Why? Is your audience particularly visually focused and enjoys videos? (See the target audience section.) And, how will you ensure they actually see them? (See communications channel section.) Is your team working on providing stakeholders with tool kits to help spread the word? Again, why? Have your stakeholders requested this? And how will that further the reach of your messages to the right people?

The tactical section also informs the resources needed and timeline you must employ. Get as detailed as you believe you need to, depending on the size and characteristics of your communications execution team. Some people need a detailed road map, while others do not. Regardless, put at least the highest level tactics into a master calendar.

Know some strategies are not easily predicted, such as media relations and social media efforts. They are iterative in nature and require your ability to be agile and act on unforeseen results. For instance, you may issue some news and find 12 target media outlets interested in the story. You may have to drop everything to handle the interest. Or, you may find you’ll have to push your stories and messages harder than first anticipated. Build in some room in your timeline to manage the level of success (or failure) that is reached.

Next up? The “we won’t” list..

Read the entire modern communications template here.