July 2014 - Parks & Recreation - 54

NRPA Update

Staff Spotlight: Lauren Hoffmann

ince 2011, Lauren Hoffmann has acted as the voice of NRPA. Working
alongside her capable team, Hoffmann takes daily pains to craft communications between the nation's leading park and recreation advocacy organization and its thousands of members spread across the country. It's not an
easy task, but it's one the New Jersey native tackles with enthusiasm, creativity
and passion. Hoffmann's opinions, advice and expertise are routinely sought by
her colleagues, and she's well-known for her love of " brainsnatching " sessions
- gatherings where NRPA staff from widely different departments are called
upon to brainstorm solutions to issues facing NRPA and its members. It's her
belief that great ideas can strike at any time and seeking input from as diverse a
pool of participants as possible often bears surprising results. We recently brainsnatched Hoffmann to learn a bit more about her career and personal interests.

Parks & Recreation Magazine: First,
tell us a bit about yourself.
Lauren Hoffmann: I live in Herndon,
Virginia, with my husband and our
4-year-old and 6-month-old boys. I
graduated from Virginia Tech with a
degree in communications studies. I am
currently the director of marketing and
communications and have been with
NRPA for two-and-a-half years.
P&R: What attracted you to the
world of communications?
Hoffmann: I always had a strength for
writing, and communicating came naturally to me. I was really attracted to
the field of communications and public relations because it allows me the
opportunity to be creative, write and
also educate people on information/
topics they can use and that they need.
P&R: What's your favorite aspect of
your job at NRPA?
Hoffmann: My favorite aspect is the
freedom we have to be creative and
try new things. I enjoy putting personality into our communications
and that makes it really fun.
P&R: Describe a campaign that took
off in ways you couldn't have antic-

Parks & Recreation

ipated. What do you think made it
successful?
Hoffmann: When I first joined NRPA
and took on Park and Recreation
Month for the first time, I really had
no idea what to expect. Every year, I
am blown away by how our members
take the basics of what we provide and
turn it into something so much more!
They do some really impressive and
creative stuff during July that goes beyond my wildest imagination for the
campaign, and I just love that. That is
what it is all about! I really enjoy giving members something that enables
them to get creative and demonstrate
why parks and recreation is so valuable to communities.

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I think what makes Park and Recreation Month successful is that we
listen to the members about what it is
they need and want and really gear it
toward trying to help them have a successful Park and Rec Month in their
community. For example, this year we
provided materials sooner in the year
and leveraged a crowdsourced theme.
P&R: How has the explosion of social media changed how you communicate with members?
Hoffmann: It is fantastic! Social media really allows you to get to know
members and engage in more of a relationship - truly become " friends! "
P&R: How has working for NRPA
changed the way you view park and
recreational opportunities?
Hoffmann: Working at NRPA has
made me seek out park and recreation events, opportunities and programs first before others - they are
now personally my first source for
things like family events, classes,
places to go on the weekends, etc.
P&R: What are your top PR tips for
park and recreation agencies?
Hoffmann: Identify and personify
your story of the impact you make
through the real people who visit and
benefit from your parks and recreation. Build good relationships with
your local media and be responsive!
P&R: What outdoor summer activity do you most enjoy?
Hoffmann: Swimming - pool or
ocean!
- Samantha Bartram, Associate Editor of Parks & Recreation Magazine

July 2014 - Parks & Recreation

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