DevCom:

Creating Successful Communications Programs

for Downtown Business Development Districts

Successful business development programs incorporate communications and marketing. Why? Because publicity, advertising and promotion attract attention and create the image, energy and excitement that brings businesses and customers to the area. An effective communications program can facilitate acceptance of the district's goals by rallying the support of public officials, civic and business leaders and other interested parties and helping to build coalitions. Not having a communications plan is like opening a movie with a blank theatre marquee.

Effective communications programs integrate public relations, marketing, advertising and events management. In charge should be either an in-house manager or a consultant, who understands the synergy between the various disciplines and has the ability to coordinate efforts to develop a strategic program.

Cohen Communications and DANTH, Inc. have developed a program specifically designed to meet your organization's public relations requirements. This combination brings together DANTH's more than 20 years of retail and business development experience and expertise with Cohen Communications' extensive public relations capabilities. The two organizations have successful track records working with the business and government communities creating comprehensive business improvement plans and successfully dealing with the many issues that arise. Called DEVCOM, this joint venture:

DEVCOM jump starts the essential public relations activities with creativity, professionalism and a results-oriented focus. After the initial six-month period, the program can be continued by the district alone, or in conjunction with outside consultants. DEVCOM was created to fill the public relations vacuum that exists in many business development programs.

What DEVCOM Does

Organizes the program

DEVCOM assesses your organization's specific needs and creates a customized public relations program that coordinates the PR activities with the district's marketing, sales, advertising and promotion campaigns. Significant time is spent identifying the organization's needs, developing the appropriate themes and integrating them into the public relations and other activities. Particular attention is given to issues management and determining how to develop effective responses to a variety of issues.

Counsels and advises

With our considerable experience in downtown revitalization as well as knowledge of the media, government and public relations, we counsel districts on allocating their resources and handling various types of communications situations and activities. This involves timing announcements, organizing press coverage, responding to negative articles or charges and managing other issues that arise and are important to maintain a positive image for the district. We know how to evaluate a situation from the perspective of the district as well as the potential customer.

Handles media relations

Knowing how to deal effectively with the media is the cornerstone of most communications programs. We provide this guidance and set up and operate an effective media relations program directed to both the print and broadcast media.

Creates a media blueprint

An integral component is identifying the key issues and problems facing the district and creating and executing a media plan to deal with each of them. An effective method to promote the programs and recommendations of the district is to show how similar ideas have worked with success in other areas. As we identify the programs, we research comparable activities throughout the country and become a resource to local reporters providing them with information about these programs to help them write articles that promote the district's assets. Here, our more than two decades of experience in downtown revitalization is invaluable.

We will train in-house staff in the use and creation of various public relations tools -- press releases, feature articles, public service announcements -- and how to approach the media on each. The level of training will depend on the PR savvy of the organization and its staff.

During the six-month program, we will:

Moving forward

After six months your district will have an established communications operation and in-house people with the knowledge to continue the communications program on your own, or with the guidance of an outside consultant. Your district will have:

An understanding of public relations and how to use it to market and promote the district

About the principals

E. Judd Cohen has an extensive background in communications and public relations and is recognized for his ability to develop strategic plans, particularly for public affairs and small business clients. He was an award-winning journalist for Gannett newspapers, a government official in Westchester County (NY) and has held management positions with some of the nation's leading public affairs agencies. Since 1993 has been president of Cohen Communications. His clients have included Regional Plan Association, the City of White Plains, NY, and the New Jersey Department of Commerce and Economic Development.

 

 

N. David Milder is a leading authority in downtown revitalization. He has worked with governments and organizations across the nation to identify, organize and promote downtown redevelopment and is one of the leading proponents on developing market niches. Milder has been widely quoted in the media and written numerous articles and books. Since 1977, he has been president of DANTH, Inc.

 

For more information about DevCom e-mail info@danth.com.