When Mecklenburg County ABC Board sought to amplify awareness of their role, business ventures, and community grants, they partnered with The Bogues Group to introduce PR capabilities to an organization that hadn’t previously engaged in outreach. Their goal: share their story, highlight grant recipients, and educate the public on their mission. 

 “Working with the Bogues Team was a new initiative for Mecklenburg County ABC Board. We have never done PR outreach before but we were happy to have BG guide us along the way. They not only met our expectations but exceeded them.” — Julia Paul, Mecklenburg County ABC Board

The Challenge

• The ABC Board’s role is often misunderstood; many in the public don’t know their community impact or business functions.
  
• Conversations around alcohol control boards can be sensitive, so messaging needed to be positive, clear, and trust-building.
  
• They had not historically done PR outreach, so they needed guidance in media relations, messaging, and execution.
  

The Bogues Group Approach

• Developed targeted media placement strategy with local outlets to tell stories of community impact, grant winners, and business functions.
  
• Arranged TV interview placements that would allow board or staff to speak directly to the public.
  
• Crafted and distributed press releases that framed their work in community service terms.
  
• Engaged both internal and external stakeholders in authentic communication (staff, partners, community) to reinforce consistency.
  

Results 

• Secured 7 media placements across 6 local outlets.
  
• Garnered 28,000+ estimated coverage views — boosting awareness of the ABC Board’s role and projects.
  
• Enhanced the ABC Board’s public profile and trust in the community as a partner, not just a regulator.
  

The Mecklenburg County ABC Board’s collaboration with The Bogues Group marked a pivotal step in transforming public perception and community engagement. For the first time, the Board implemented a strategic PR campaign that highlighted its local impact, business initiatives, and community grant programs. 

Through thoughtful messaging, targeted media placements, and authentic storytelling, The Bogues Group helped the ABC Board secure seven media features and over 28,000 coverage views. The result was a stronger public image rooted in transparency, service, and trust — establishing the ABC Board as a valued community partner rather than simply a regulatory entity.