Since 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 anticipated. 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. 

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!

 

Interview by Samantha Bartram, Associate Editor of Parks & Recreation Magazine.