TAMPA, FL: National Strategies Public Relations has launched a campaign called See Things Differently focused on amplifying internal and external social responsibility efforts.
It began the initiative following work with 11 nonprofits last year, explained agency president Jennifer Vickery.
In addition to providing pro bono services for the groups, the firm taught the organizations how to improve their social media and media relations skills through its NSPR Boot Camp program.
Vickery said she believes the PR industry has an “amazing opportunity” to work with both nonprofits and for-profit businesses on social responsibility efforts.
“I don't feel that we're cheerleaders or parrots repeating information for companies,” she explained. “I feel that we're leaders, and we can actually lead companies in the direction that would be best for the business and the community.”
Through the See Things Differently campaign, NSPR is helping clients figure out ways to embrace issues that are important to them. The firm is considering how to use technology differently to increase collaboration among clients.
NSPR created a portal where clients can communicate with one another and build relationships, as well as a private Facebook page for them to chat and encourage each other.
The agency works with nonprofits such as Buddy Baseball, The Toymakers, and the Friedreich's Ataxia Research Alliance.
As part of the campaign, NSPR staffers meet every Monday to discuss ways they can “see things differently for clients,” said Vickery.
She added that the initiative is focused as much internally as externally, with NSPR launching its own nonprofit called Executive Philanthropists of Tampa Bay. The group's goal is to give back to its region and concentrate on issues such as homelessness and domestic violence.
NSPR is also developing a YouTube channel that will showcase interviews with people who are doing good in communities.