Here's an example of a best practice. For GIS Day, Fresno Co., CA produced this video and StoryMap to help promote the value of GIS to the County and community. All GIS groups should do the same.
Video:
https://youtu.be/Tvq0sqYJ1vc?feature=shared
StoryMap:
https://storymaps.arcgis.com/stories/7128e54df9d64513a174eaa5bc9731ff