In the first phase, Madaffer led a series of interviews with the leaders of every City department as well as with community leaders representing a diverse array of organizations and constituencies. Madaffer led a focus group of community members and coordinated a bilingual public opinion survey that was conducted both online and in person. Using the insights gleaned from this deep research, Madaffer worked closely with city staff to develop a highly-detailed plan of goals, objectives and initiatives that would provide a roadmap for the city going forward. The plan included a detailed media strategy as well as marketing collateral for the economic development department.
In the second phase, Madaffer worked to educate the community about the new “smart city” strategy. Madaffer developed a comprehensive website with information, organized outreach booths at community events, hosted a roundtable meeting with local thought leaders, led a community forum, and developed a series of media releases and social media posts aligned with the strategy. This variety of communications tactics helped the City reach new audiences and gather valuable feedback that continues to guide the implementation of the smart city program.
The City Council adopted the Smart City Strategic Action Plan, and city staff have begun making implementing the initiatives recommended in the plan, attracting recognition and acclaim regionally and nationally.
What is Public Affairs?
Public Affairs is about building trust and often includes creating a strong brand and great reputation to allow you to build relationships with the public. For your company, those relationships might be with the general public; consumers – potential customers and clients; investors; employees; government officials, agencies and regulators; and the media. Great PR creates mutually beneficial relationships and incites change. Great PR can help you change behaviors and opinions in your favor.
What is Media Relations?
Why should I use PR instead of advertising?
Studies show that people are far more likely to believe a news story than an advertisement, and the ROI on public relations leaves advertising's ROI in the dust. People have trained themselves to ignore advertising. For less cost than advertising, PR creates a more credible message.