Description

Episode 335: Navigating Public Information Campaigns and Crisis Comms with Cyndee Woolley
Episode Summary

In this episode of That Solo Life, hosts Karen Swim, APR, and Michelle Kane are joined by Cyndee Woolley, MBA, APR, President and Founder of C2 Communications. Together, they dive deep into the nuanced world of public information campaigns and crisis communications for local communities. While national headlines often grab the most attention, Cyndee explains why decisions made at county commission meetings and in local municipalities often have a more direct impact on our daily lives.

Cyndee shares her extensive experience working with organizations like Waste Management and mosquito control districts to turn dry, often misunderstood topics into engaging community stories. From "bear-resistant carts" to turning landfill gas into energy, she illustrates how strategic messaging can cut through the clutter. The conversation also tackles the critical importance of crisis communications for small businesses and local leaders. Cyndee offers candid advice on why "owning it" and apologizing is often the best strategy when trust is broken, and why every PR pro needs to pass the "Mom Test" before releasing a statement.

Whether you are a solo PR pro looking to better serve local clients or a communicator interested in the power of community engagement, this episode is packed with actionable insights on building trust and activating audiences.

• [02:01] Public Information Campaigns: Cyndee discusses the challenges of getting communities to understand government services and how local decisions impact daily life more than national ones.
• [03:38] The Recycling Reality: Insight into the misinformation surrounding recycling and how tours and transparency can change public perception.
• [06:39] Creative Storytelling: How Cyndee used "bear-resistant carts" and landfill gas-to-energy stories to engage the public in waste management topics.
• [08:10] Crisis Communications for Small Business: Why even small organizations need a plan for when—not if—a crisis occurs, from employee misconduct to leadership failures.
• [12:12] The Power of the Apology: A look at real-world examples where refusing to apologize prolonged a crisis, versus how owning mistakes can help rebuild trust.
• [14:51] The "Mom Test": A simple but powerful metric for decision-making in crisis management—would your mom be proud of the action you are taking?
• [21:47] Case Study - Mosquito Control: How the Zika crisis transformed a quiet organization into a proactive communicator by opening doors to community leaders.
• [26:50] Activating Audiences: Why tangible, meaningful involvement (like planting gardens) beats passive information consumption every time.

Cyndee Woolley, MBA, APR, is the President and Founder of C2 Communications. She has built her career on the principle that effective communication requires more than just data—it demands strategic messaging that resonates authentically. Cyndee specializes in community outreach and public information campaigns, helping organizations navigate complex challenges and build lasting trust with their stakeholders. She is a passionate advocate for the profession and a "giant nerd" when it comes to learning new story angles and tools.

Connect with Cyndee:

• LinkedIn Profile
• Website: C2-com.com

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

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