Highlights from the October, 2007 meeting

"PR Strategies for Tough Times"

Ryan Julison, senior vice president of corporate communications for Ginn Resorts, talked October 8 about "PR Strategies When Times are Tough" at a meeting hosted by the Volusia County Chapter of the Florida Public Relations Association.

 

In a business card drawing, Julison awarded a two-day stay for two at Ginn Resort's Club at Hammock Beach, Palm Coast. FPRA member Charlann Wrlak won the free prize to stay at the resort during a members' concert with Pat Benatar and Styx.

 

Ginn Resorts -- one of the nation's leading developers of high-end golf course communities, including Hammock Beach Resort -- has faced a storm of tough times in the past year as a result, in part, of the slowdown in the real estate market. Julison oversees all aspects of internal and external communications for the company.

 

Julison stressed that businesses should build goodwill in the community and with the media all the time, not just when times are bad. An example he showed on video was when Ginn Resorts spent $28 million to redesign a development around a single American bald eagle's habitat. An audience member pointed out that the organization Julison represents is lending design assistance to the future Stewart Marchman center in Flagler County.

 

"New developments get protested all the time," said Julison, adding that it is usually by a small handful of people. "Building goodwill doesn't work for those five who will never be with you, but it will help with those who are undecided."

 

Fostering relationships with the media and the public is a long-term process. "We could all start today to do the things that will implement change within our organizations," he encouraged the group of 35 professionals.

 

He also advised them to be honest and to have a crisis communications plan in place which includes the receptionist, the first person with whom the public comes into contact.

 

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