Community Relations during Natural Disasters: Ask Not What Your Country Can Do For You

The recent natural disasters that have affected our globe cannot be ignored. Almost immediately after an earthquake near Japan triggered a Tsunami, a chain of new disasters followed, including an outbreak of deadly tornadoes across the South as well as the flooding of the Mississippi River.

As soon as these disasters occurred, companies and organizations who were equipped to do so, sprang to the aide of those in need. For instance, American Behavioral a Birmingham-based behavioral health care organization serving clients nationwide, began receiving calls from their client companies. They put a plan into action to deal with what they knew was going to be the beginning of a severe emotional reaction that would follow those who were affected by the storm devastation.

In the days after the storm, American Behavioral sent out fliers and resource materials to all of their Human Resource contacts with information about dealing with the emotional impact tornadoes may have on their employees and family members, how to recognize the signs and symptoms of those suffering with a severe reaction, and ways that supervisors can help their employees to cope.

They also began sending on-site counselors to conduct group critical incident group debriefings and individual sessions with employees to the affected work areas to client companies affected by the storm, which ranged from banks, retail stores, fire and police departments, manufacturing plants, nursing home facilities, to hospital and other healthcare facilities.

American Behavioral has offered to provide expert advice to local and national publications through media alerts and pitches, establishing the organization as a dependable and credible go-to source on this topic. By providing tips and guidance on the human resource and financial toll on companies, as well as the emotional and financial toll on employees, American Behavioral is able to help both citizen victims as well as corporate victims of these disasters. Through this, American Behavioral is also able to introduce those company owners and employees who do not have behavioral health benefits, to a service that can help them be more prepared in the future.

This is an example of community relations between client and provider at its finest.

Building a Green Brand

When an international cement company was presented an opportunity to purchase a landmark piece of property, they didn't have to think twice.

The property had historical value and had been passed down through a family in the small town where one of the company's major plants was located. The purchase would allow the townspeople a recreation venue and eventually be home to a nature preserve with LEED certified buildings, sure to attract visitors from thorough out the region.

All of this because the company wanted to responsibly license a new quarry and would need to mitigate wetlands. It could have easily chosen to do just that---and only that. Instead, it listened to the creative solutions put on the table by the small group of consultants hired to work on the project who saw the potential. A simple brainstorming session turned into a full-fledged project.

The results were stunning.

Blue Spring Nature Preserve is becoming a reality because of a company's commitment to do the right thing. It provided the seed money for the initial funding, formed a 501c3 and assembled a team of community leaders, civic volunteers, elected officials and others as part of a steering committee. It then engaged a company to create a master plan for the project.

In an effort to bring the Blue Spring Nature Preserve plan to fruition, Panorama Public Relations has developed a campaign to engage stakeholders and raise additional funds through grants and corporate donations.

First, Panorama Public Relations built an identity for Blue Springs Nature Preserve as a brand. The central effort in this stage was to develop a logo. Panorama commissioned a logo that featured a single tree overlooking a stream. The logo pays tribute to an iconic tree on the Blue Springs property as well as the diverse ecosystems found therein. In addition, Panorama developed style sheets that prescribed font faces and colors to be used in all communications.

Next, Panorama prescribed a series communications avenues that would keep stakeholders informed regarding the project. The key channel is the web site, which showcases images that demonstrate the beauty of the site along with captivating history of the site and the stated mission of the preserve. Panorama also publishes an e-newsletter on a quarterly basis, which gives stakeholders the latest news and features about the site. In addition, Panorama has been instrumental in conducting media outreach activities, which have resulted in coverage in local publications and industry trades. In fact, Business Alabama named Blue Springs the “Best Conservation Development” for 2008.

Lastly, Panorama recommended capital campaign materials for use in fund-raising. In addition to the use of the web site, Panorama specified a series of presentations, posters, pamphlets and donor cards. These materials would give steering committee members the tools they needed to solicit private donations and sponsorships.

For more information on Blue Springs Nature Preserve, click here.