From staff reports
The City of Beaufort was honored May 9 by the South Carolina Chapter of the Public Relations Society of America in two categories in the chapter’s annual Mercury Awards. The awards honor outstanding public relations campaigns or tactics conducted by South Carolina organizations (corporations, nonprofits, governments, educational institutions, and public relations agencies) during 2023.
The Beaufort Police Department was honored with a Silver Wing Award of Excellence in the Social Media Facebook Engagement category for its entry, “Connecting the Police Department and the Community.” In the wake of image and trust issues suffered by police departments across the country, the Beaufort Police Department stepped up its commitment to transparency, community engagement, and outreach to potential officers. Facebook was an essential tool in this effort in 2023.
Lindsey Edwards, who coordinates social media for the Police Department, used short videos and humorous and clever posts, where appropriate. This approach reinforced a positive and friendly image of the department and its officers. She also showcased officers on Facebook, leading to more inquiries from across the country about the department. In 2023, Facebook metrics demonstrated remarkable growth, with a notable 106.5% increase in visits, a 51.1% surge in new followers, and an extraordinary 1,400% increase in Facebook reach. Recruitment results were also outstanding, marked by a 71% rise in job applications and an impressive 80% surge in the department’s hiring rate.
“As we enhance our communication endeavors, our goal is to prioritize transparency and engagement with the community to effectively support the Lowcountry,” said Interim Police Chief Stephenie Price. “This comprehensive departmental approach has generated significant outcomes and is constantly progressing. We deeply appreciate the backing of our department, the City, and the shared vision of an informed community.”
In the category of External Website, a Silver Wing Award of Merit went to the City of Beaufort for its website redesign, led by Communications Manager Kathleen Williams, which began with research and planning in 2022 and concluded in 2023. The goal: A more functional website, allowing users to find what they wanted quickly, and one that would better reflect the beauty/people of Beaufort. Since then, total users, total new users, and total sessions have increased.
“It’s so rewarding to see this dynamic duo recognized for their excellence in telling the city’s story and making it easier for the public to access information,” City Manager Scott Marshall said. “Lindsey and Kathleen are leading us in the right direction in public engagement and becoming more transparent; these awards definitely validate that.”
Members from the Maryland PRSA chapter served as the panel of judges. The entries are not judged against each other but according to standards laid out by PRSA. The judges used a point system examining each entry for best practices and outstanding results based on the research, strategy, planning, execution, and evaluation of the project.
