evaluation of a successful public relations campaign€¦ · public relations campaign deborah bass...
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Evaluation of a Successful Public Relations Campaign
Deborah BassPublic Relations Manager
Contra Costa Mosquito & Vector Control DistrictConcord, California
Background Current Program
– School and community presentations– Attendance at fairs and events
Evaluation Methods:– 1999 telephone survey to residents– Service Request survey to randomly selected residents who had used our
services. Tear-off self-addressed and stamped survey card. – Service request data
Key Points Learned in 1999:– Excellent customer service– Not one mention of schools - current program– Fairs, events, presentations, LEAST likely way to get information – current
program– 58% of residents didn’t know of our services– 63% unaware of mosquito control activities – in business nearly 75 years!– 72% thought of mosquitoes as annoyances and not health threats – Want their information by newspapers or direct mail
Bottom Line
Our current program was not working
5-Year Strategy – Reinvent Program– Developed to steer our communications in a meaningful
and cost efficient direction
Action
Tactics
Traditional: media releases, presentations, schools, libraries, etc. Highlights over 5 years:
– New logo– Bus advertisements– Water Bill inserts – Paid newspaper advertisements – WNV workshops to city & county personnel; code enforcement
workshops (prior to WNV activity)– Website enhancement– WNV task force –local agencies– Enhanced media relationships/ priority
Standouts:– Developed Crisis Management Team / Communication Plan– Media training – Newspaper Insert (“Tabloid”)– WNV Video
Crisis Management Team
General Manager and all department managers
Developed worst case scenarios/themes/ messages.
Communication Plan– Emergencies– Interviews
Media
Best communication vehicle – they said so Build great relationships Live television newscasts and shows
– Free– Reach: ½ California
CNN local headline news, Bay Area People, Mornings on 2, and many more
Each story is worth thousands of dollars and a front page story is priceless.
Media Training– We learned how to turn every interview into
communication about the message WE wanted to disseminate.
– Learned how to NOT get misquoted. – It’s not what you know – its what you communicate.
Newspaper Insertaka “tabloid” “Tabloid” sized – illustrate
our vital and historical services as well as health messages.
Newspaper insert to all subscribers
Mailbox insert to all non-subscribers
$21,000 Investment…Less than 5 cents per household – no mailing fees or list purchases
Reach: nearly 1 million people or every household (400,000)
“Keeper Piece”
AWARDSGold Award -The League of American Communications Professionals - 2003 Spotlight Awards CompetitionCompass Award – Highest award from 2004 Northern California Public Relations Society of America for Integrated Communications – Association/ Government/Nonprofit Organization
“West Nile Virus – Are We Prepared?” video Cost= $0.00 Helped to meet
demand of requests for presentations. One PIO vs. one million residents. $5.20 each.
Live presentations to significant and/or larger groups
Never underestimate the power of local television!
Honors Award – 2003 League of American Communications Professionals
Evaluation Same as previously:
– 2004 Telephone Survey (every 5 years)– Service Requests– Mail-in survey cards
What is Success? +/- 5 percentage points illustrates a
significant difference
Mosquito Service Requests
Jan. Feb. Mar. April May June July Aug. Sep. Oct. Nov. Dec.0
50
100
150
200
250
300
Average Mosquitoes 1997-2002Total Mosquitoes for 2003
2003 Public Relations Campaign
Service Requests: Mosquitoes
NP= Contra Costa Times NewspaperNP1= “We Don’t Let History Repeat Itself”NP2= RatsNP3= West Nile Virus (WNV)NP4= West Nile Virus (WNV)
NP1NP3NP4
NP5= West Nile Virus (WNV)NP6= Yellow JacketsNP7= West Nile Virus (WNV)NP8= West Nile Virus (WNV)NP9= West Nile Virus (WNV)
NP2
NP5NP6NP7
NP8NP9
TabloidMayors ConfrenceDistrict WNV Seminars
(All city and county employees)Contra Costa TV WNV video
(Airs over 35 times per month)Bus AdvertisementFair
+119.5%
+23.3%
+10.6%
+234.2%
+84.3%+96.2%
+37.1%
+26.8%
+43.3%
-117% -260%
2004 Telephone Survey
Conducted by firm specializing in public-policy/opinion 19 minute questionnaire to residents Cost $21,600 (cost of one tabloid mailing) Methodology
– 401 interviews (8,000 calls) with adult residents in county
– Margin of sampling error of +/- 4.9%– Key questions tracked from 1999 baseline survey– 400 page document analyzes significant
differences in attitudes and awareness among various subgroups of the sample
The Proportion of residents viewing mosquitoes as a health problem (and not just a nuisance) has increased sharply
Total Serious
43%
Total Not Serious
57%
Total Serious
64%
Total Not Serious
32%
23%
20%
32%
25%
0%
0% 20% 40% 60% 80%
Very serious
Somewhat serious
Not too serious
Not at all serious
DK/NA
1999 2004
36%
28%
21%
11%
3%
0% 20% 40% 60% 80%
Most residents consider themselves well-informed about West Nile virus
22%
52%
20%
6%
0%
0% 20% 40% 60% 80%
Very well-informed,
Somewhat well-informed,
Not too well informed, or
Not at all well informed
DK/NA
Total Well Informed
74%
Total Not Well Informed
26%
39. How informed would you say that you are about mosquito-borne viruses like West Nile virus?
“How well-informed would you say that you are about mosquito-borne illnesses like West Nile Virus?”
Newspapers and TV news are residents’ primary sources of information about the District
53. Please tell me whether you have seen or heard anything about the Contra Costa Vector and Mosquito Control District from any of the following sources in the last six months: (N=85)
75%64%
42%39%39%
30%26%
18%15%
12%11%11%10%8%
5%
25%36%
58%61%61%
70%74%
82%85%
88%89%89%90%92%
95%97%3%
0% 20% 40% 60% 80% 100%
A newspaper storyA broadcast television news story
A newspaper or mailbox insertOn the radio
In a utility bill insertA cable television news program
A newspaper advertisementFrom a neighbor or friend
At a city or county office or agencyAt a home improvement store
On the InternetIn a video about West Nile virus
In the phone bookA presentation
At the libraryA bus ad
Yes No/DK/NA(Asked only of those who had recently seen information about the District)
After further explanation, residents’ support for the use of such pesticides increases.
21%
29%
12%
24%
14%
0% 20% 40% 60%
Strongly support
Somewhat support
Somewhat oppose
Strongly oppose
DK/NA
59. In general, would you support or oppose using public health pesticides in the air in Contra Costa County to control adult mosquitoes that might carry West Nile Virus?
60. The public health pesticides that might be used to control mosquitoes have been approved by the Environmental Protection Agency, and have very low levels of toxicity. Having heard this, let me ask you again: would you support or oppose using public health pesticides in the air in Contra Costa County to control adult mosquitoes that might carry West Nile Virus?
Initial Support After Explanation
34%
29%
9%
19%
9%
0% 20% 40% 60%
50% support
63% Support + (13%)
36% oppose
28% Oppose - (8%)
Conclusion
Current– Utilize media to fullest extent– Tabloid and video excellent investments– Discontinue bus advertisements, best to
buy newspaper advertisements and inserts
– Reinvention of program successful Future
– New 5-year strategy to reflect new information
Contra Costa Mosquito & Vector Control District
Deborah BassPublic Affairs Manager(925) 685-9301, ext