In a recent blog, my colleague discussed the importance of establishing rapport with media professionals. In addition to maintaining these external relationships, it is equally important to form relationships and take pride in our involvement with the local community. For example, as part of Springboard’s corporate social responsibility initiative, we regularly offer our PR services pro bono (latin for “for the public good”) to small area businesses and not-for-profit organizations. This type of service affords us the opportunity to make positive contributions to the community and stay in touch with local press and broadcast outlets.

Over the past couple of years, two specific and highly successful projects – spearheaded by Springboard – come to mind:

• New Jersey Sandcastle Contest -- Since 1999, we have managed event logistics and press outreach for the annual New Jersey Sandcastle Contest, held in Belmar. This sandcastle building event is a full-day celebration of the area beaches, featuring food, entertainment, prizes and giveaways. Last year, more than 8,500 participants filled Belmar’s beach to compete for trophies and prizes. Over the years, Springboard has placed the event in the following publications and broadcast outlets: USA Today, New York Times, Philadelphia Inquirer, WPIX-TV, NJ News 12, NJ Monthly, Asbury Park Press, Star-Ledger and more.
• The Hayes Family -- Last September, a local family with two sets of twins welcomed sextuplets into the world for a grand total of 10 children. The family came to Springboard for guidance on how to deal with the press. We immediately contacted the media and identified ourselves as family spokespersons, which helped reduce phone calls that were being made directly to the family. Springboard also coordinated interviews between the family and local and national press and secured placements in The New York Times, Seattle Times, Star-Ledger, Asbury Park Press, CN8 and NJ News 12.

The benefits of community service via pro bono PR are numerous. It is truly a rewarding experience for both the PR agency and community. With 2006 fast-approaching, we look forward to forging new relationships with members of our community and flexing our PR muscles to build awareness for a range of events and other local activities.

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