CFM Strategic Communications picked up a Merit Award for Issues Management for work done on behalf of the Reynolds School District. The award marks the 20th consecutive year the firm has been recognized by the local chapter of the Public Relations Society of America (PRSA).
Working with top school district supervisors, CFM and Reynolds carried out a non-traditional public engagement program called Reynolds Tomorrow. As a result, the District involved more citizens earlier this year in its budget development process than any other school district in the state.
An integrated communications program encouraged residents to visit a special website containing options for the 2011-2012 budget year. Next, citizens living in portions of east Multnomah County were asked to participate in an online survey. More than 900 persons responded, providing the district with important – and measurable – opinions on community values and educational spending priorities.
“People need to be involved with public decisions, but in ways that make it easy, convenient and transparent,” says CFM Partner Tom Eiland, who heads the firm’s research practice. “Being about to confirm what Oregonians view as spending priorities for public schools is one example of why the Reynolds Tomorrow program was vitally important."
“The Reynolds project is a great example of CFM integrating three of its business services – public affairs, marketing public relations and research,” adds CFM Partner Norm Eder.
Members of the PRSA chapter in Buffalo, New York judged PR entries from Oregon this year. CFM has won more than 100 local and national awards since it entered its first competition in 1992.