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Case Study
Sunroad Enterprises
The Challenge

Four acres of prime commercial land near a key Vista intersection sat vacant for more than 20 years due to unique development constraints. After years of research and careful planning, Sunroad Enterprises created a viable plan to develop the property with restaurants and retail. The project required discretionary approval by the Planning Commission and City Council and faced early opposition from some nearby residents.

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Our Strategy

Madaffer Enterprises developed a comprehensive community outreach strategy to build public support. We developed detailed fact sheets, answers to frequently asked questions, and slide presentations. Using a combination of door-to-door canvassing and community presentations, we corrected misinformation and earned endorsements for the project from local groups. We also facilitated several rounds of briefings with members of the City Council, which provided valuable feedback that guided refinements to the project.

The Result

The City Council voted to approve the project, despite an unfavorable recommendation from the Planning Commission and considerable opposition from some neighbors. The Council was moved by the project’s community support, economic benefits and evidence that the developer had listened to the community and made changes to improve the project.

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Frequently Asked Questions
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?
Media relations is such an important and well-known component of public relations that people often mistakenly believe that PR is media relations. Our media relations professionals work with members of the media to publicize companies and their products through what we call "earned media coverage." Earned media coverage happens when the news features your company, brand product, service or spokesperson. Unlike advertising, which sponsors the news, public relations uses earned media coverage to integrate you into the news content, not leave you a separate entity from that content. Earned media coverage appears in print, broadcast and online media. Madaffer Enterprises can show you how to maximize your media relations efforts.
Why should I use PR instead of advertising?
No one tunes into the news to see who's advertising; people switch to news channels and visit news websites because that's how they ensure they're informed, educated and entertained. Do you regularly turn to any website, TV show, newspaper or magazine for the advertisements?

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.

Will I be buying articles, advertising or space?
No. We will be working to acquire earned media placement of stories about your company. With earned media, unlike advertising, companies do not pay for placement of news stories. One of the key advantages of public relations over other marketing channels is that earned media helps establish credibility for a company and its products or services. PR is not instant or overnight, but it is a very powerful way to build your company's brand and reputation.
Why choose Madaffer Enterprises?
Because our clients love us. According to a survey, nine out of 10 Madaffer Enterprises clients are either “highly likely” or “extremely likely” to refer us to their colleagues and friends.

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