Sierra Club goes beyond press releases to share little-known stories

The environmental organization highlighted its longstanding but little-known connection to veterans using Google+. Learn out how, and why. 

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That’s why on Dec. 7, Pearl Harbor Day, Bare joined Sierra Club Executive Director Michael Brune and Craig Newmark, the founder of Craigslist, for a 45-minute Google+ hangout to discuss one of those very topics: how the Sierra Club helps veterans with outdoor recreation.

“We had a blast with it,” Bare says. “I had never walked away from some 45-minute conversation or interview and thought: That was fun; let’s do it again.”

The hangout not only opened people’s eyes to an aspect of the organization they may not have been aware of, it also gave the Sierra Club another way to connect with people, Bare says.

Prepping the hangout

“A lot of legacy organizations have struggled with adapting to new technologies and new opportunities to share their message with their internal communities as well as the broader community,” Bare says. “We were looking for ways to continue to utilize new media.”

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