PR Campaign for IWU PRSSA 14-15kellyreed.weebly.com/.../8/3/26838875/_pr_campaign_for_iwu_prssa_1… · PRSSA National Recommend Recruitment ... • First Meeting ... Send all other

Public Relations Campaign for IWU PRSSA

Indiana Wesleyan University Marion, IN 46936

Public Relations Campaign 2014 - 2015

IWU PRSSA PR Campaign 2014-2015 Indiana Wesleyan University

Marion, IN 46952

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Table of Contents

Executive Summary........................................................................................................................ 3 Background and Research........................................................................................................... 4-8 Situation Analysis........................................................................................................................... 9 Public Relations Action Plan.................................................................................................. 10-12 Calendar....................................................................................................................................... 13 Budget.......................................................................................................................................... 14 Evaluation................................................................................................................................... 14 Appendices................................................................................................................................... 15


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EXECUTIVE SUMMARY

This public relations campaign for IWU PRSSA will contain background, research,

situation analysis, and a public relations plan. The public relations plan will define goals,

objectives, strategies, and tactics to ensure improved PR efforts. Between the months of

September 2014 to May 2015, PRSSA hopes to grow its chapter and inform communication

majors, specifically Strategic Communication majors, of the significance of being a paid

member.

Kelly Reed Campaign Executive Director [email protected] Julie Kamp Campaign Assistant Director [email protected]


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BACKGROUND AND RESEARCH Background Indiana Wesleyan University Public Relations Student Society of America has been in existence since 2010. Presidents:

- Nicole Chromey: 2011-2012 - Jenn Goethel: 2012-2013 - Franki Reynolds: 2013-2014 - Julie Kamp: 2014-2015

Advisors:

- Denise Ferguson - YoungAh Lee

Awards:

- 2012 - Tehan Chapter Development Membership:

- Fall 2011: 23 - Spring 2012: 8

Total: 31

- Fall 2012: 29 - Spring 2013: 4

Total: 33

- Fall 2013: 31 - Spring 2014: 3

Total: 34 Average: 33 Research PRSSA National Recommend Recruitment Initiatives:

• Recruitment Reception with PR 101 DVD • Classroom visits • Student Activities Fair


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• Bookmarks • Professors/Faculty Reminders • Prospect Letters • Other Departments • Extra Credit • Brochures • Newsletter • School Newspaper • Information Packets • Freshman Mailing

Past IWU PRSSA Recruitment Initiatives:

• Student Organizations Fair • Bookmarks • First Meeting • Flyers with Meeting Dates/Information

The Sojourn Recruitment Tactics:

• Word of mouth • Promoting from within • Drawing from practicing/news writing classes • Occasional advertisement in paper • Facebook/Twitter advertisements • Initiatives such as friendly environment and food

PRSSA Social Media Presence

• Facebook o 179 likes o Frequently updated during school o Not updated throughout summer o Reaching age group 18-24 o Full “About” page o Lacking interesting/engaging photos

• Twitter o 839 tweets o 403 following and 416 followers o 24 photos, 1 video o 68 favorites o Linked with blog o Updated frequently during school year o Updated periodically during summer


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• Blog

o Frequently updated o Variety of bloggers o Linked with Facebook o Not linked with Twitter

Social Media Presence Analysis

• Facebook is primarily used to reach out to IWU PRSSA members • Twitter is used to reach out to members, professionals, other PR organizations, agencies,

and businesses • Both Facebook and Twitter are lacking photos/videos • The blog should be linked to Twitter

PRSSA 2013-2015 End of Year Survey Results:

• 14 respondents – all paid PRSSA members • 93% were involved in a committee • 21% could not make the meetings

• Meeting topics were rated as follows:

o 0% Bad o 8.33% Average o 25% Good o 66.67% Great

• Meeting speakers were rated as follows: o 0% Bad o 8.33% Average o 16.67% Good o 75% Great


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SITUATION ANALYSIS Basic Planning Questions 1. What is the situation facing the organization? 2. What is the background of the situation? 3. What is the significance or importance of the situation? Strengths

• Member count increasing • Networking opportunities available • Inviting environment • Strong work ethic by leaders and

members • Award winning organization • Member participation in committees • 2013-2014 meeting topics and

speakers rated mostly good or great

Weaknesses

• Low engagement on social media • Low attendance and new membership

in spring • Unsatisfactory meeting times

Opportunities

• Engaging with Principles of PR class • Reach out to more speakers and

programs • Event for only members • Build agency • More engaging and exciting, less

awkward meetings

Threats

• Other IWU clubs/organizations • Small communication division • New PR advisor in fall of 2014


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PR ACTION PLAN Goal 1: To establish the Indiana Wesleyan University PRSSA chapter as the premier professional development organization for undergraduate IWU Communications students. Objective 1 Increase ‘Strategic Communications” majors’ membership to 17 by December 2014, with 6 more by May 2014. Strategy 1 Promote IWU PRSSA to PR classes. Tactics:

1. Hand out flyers announcements in the first week (See Appendix). 2. Schedule for PRSSA to “teach” one Principles of PR class. 3. Offer extra credit to Principles of PR and Writing and Publicity if they attend 5

meetings. 4. Offer PRSSA engagement as a way to retrieve PR Practicum/Lab hours. Strategy 2 Reach Strategic Communication majors through emails, mail, and social media. Tactics: 1. Retrieve list of Strategic Communication majors and email them three times in the

first two weeks of classes. 2. Send Strategic Communication majors letters through the mail, written specifically to

them within the first two weeks of classes. 3. Invite Strategic Communication majors to like our Facebook page, and follow them

on Twitter in September 2014. 4. Continue to connect on social media with Strategic Communication majors two times

a month until May of 2015. **Goal Membership for Fall 2014-Spring 2015: 23/40 Strategic Communication Majors Objective 2 Increase “Other Communications’ majors’ membership to 15 by December 2014, with 5 more by May 2015. ‘Other Communication’ majors include Theater, Communication Studies, Convergent Journalism, and Media Communication.

Strategy 1 Promote IWU PRSSA throughout differing communication outlets.


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Tactics: 1. Position flyers announcements at the front desk of the communication office in the

first week. Strategy 2 Reach other communication majors through face-to-face interaction, email, mail, and social media. Tactics: 1. Send a PRSSA representative to different communication classes for a 5-minute

announcement within the first three weeks. 2. Send all other communication majors 3 emails in the first two weeks and then

continue to send them out once a month for the rest of the year. 3. Send all other communication majors a flyer in the mail within the first 2 weeks of

classes. 4. Invite other communication majors to like our Facebook page and follow them on

Twitter in September 2014. **Goal Membership for Fall 2014-Spring 2015: 20/80 Non-Strategic Communication Communication Majors Objective 3 Increase member engagement – both new and incumbent – by May 2015; measured by:

- Weekly meeting attendance average > %50 of total membership - Average attendance o off-campus events > 50% of total membership - Increase online presence

o 15% increase of Facebook likes by May 2015 o 10% increase of Twitter followers by May 2015 o 40 more favorites on Twitter by May 2015 o 5 Facebook shares each month September 2014 - 2015

Strategy 1 Encourage non-members to become members. Tactics:

1. Require a leader of PRSSA to speak to each individual that came to a meeting in the Fall of 2014 but was not a member, in January.

2. Send 2 emails in November and 2 in January to all communication majors specifically for growing the chapter.

Strategy 2 Create incentive for paid members to stay involved through the end of April 2015.


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Tactics: 1. Create and implement a fun event in the middle of the Spring for paid members only. 2. Strategically place workshop meetings evenly throughout Fall and Spring, such as

interview, resume, and tweetdeck/hootsuite workshops. 3. Implement a pizza party at the end of the year in April 2015.

Strategy 3 Create interactive social media posts to encourage retweets and shares.

Tactics: 1. Ask IWU relevant fun questions to engage followers and friends once a week. 2. Add photos/videos to Facebook and Twitter at least 3 times a week. 3. Tweet and share on Facebook every PRSSA blog post.


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CALENDAR

Date Task Who will complete task July 14 Finish Proposal Draft Julie & Kelly July 31 Finalize Proposal Julie & Kelly September 1 - 7 Flyers at front desk Kelly September 1 - 14 Flyers to classes Kelly September 1 - 14 Mail Com. Majors flyers Amanda

September 1 - 14 Invite Com. majors to like our Facebook and follow them on Twitter

Kelly

September 1 - 14 Email communication majors 3 times

Rilee

September 14 - 21 Schedule to “teach” Principles of PR

Kelly

September 14 - 21 Propose extra credit option and practicum hours option

Kelly

September 1 - 21 Send PRSSA representative to non-Strat. Com. majors

Kelly

November 20 - 30 Send 2 emails pushing for people to become members

Rilee

January 5 - 31 PRSSA leader talk to non-members who attended meetings

Julie, Amanda, Kelly, Riley, Andrew

January 5 - 21 Send 2 emails pushing for people to become members

Rilee

January – April Event for only paid members Julie & Kelly

April Pizza Party Julie Once a week September - May IWU relevant fun questions on

Twitter or Facebook Kelly

3 times a week September - May

Photos or Videos on Twitter or Facebook

Kelly

1 time a month September - May

Email non-Strat. Com. majors Rilee

3 times a month September - May

Connect with Strat. Com. Majors twice a month

Kelly

May Evaluate social media presence

Kelly


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BUDGET Item Cost Paper $0 – Brenda will print flyers Event for paid members $100 Pizza/Drinks for Pizza Party $50

EVALUATION This campaign will first be evaluated by doing a second social media analysis. To do this, the

number of Facebook likes and Twitter followers will be counted in May. The number of

favorites on Twitter will also be compared to before the campaign, and the number of shares on

Facebook will be counted. A similar end of the year survey will be distributed to all PRSSA

members. This survey will have the same questions as before, plus evaluation questions about

these campaign strategies and tactics. The answers will again be evaluated and compared to the

current results. Once everything is evaluated, the campaign will come to an end.


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APPENDIX A Content on Flyer to Strategic Communication Majors (Objective 1) Join PRSSA Today! Why join? – You will learn about professional development and increase chances in landing your dream internships and jobs in your future! What will you do as a member?

- Attend meetings once every other week - Attend fun PRSSA events (trips off campus) - Help PRSSA event planning - Be a mentor or a mentee with another PRSSA member - Grow closer to PR friends and make lifelong connections

How to join!

- Pay Brenda at the Communication Office $35 - Attend meetings and get involved!


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APPENDIX B What to say in PR Classes (Objective 1)

• PR Practicum (COM 201) o Attending meetings and helping with events will count toward your hours! o If you do not need more hours, PRSSA meetings, workshops, and events will

broaden your PR practicum experience.

• Principles of PR (COM 233) o Starting young will benefit your future tremendously. You will have more

connections by the time you graduate than you ever thought possible, and will be connected with professionals. This is how you will land your dream internships and jobs.

o Joining PRSSA as a freshman will get you connected with the Communication faculty at IWU.

o You will be mentored and cared for by the upperclassmen in PRSSA. o Workshops will be practical for professional development.

§ Professionals will help you create and critique resumes. § Upperclassmen will give you tips on interviewing and finding internships. § You will learn how to have good online presence using LinkedIn, Twitter,

a personal website, and more.

• PR Writing and Publicity (COM 333) o It’s not too late! Most of you still have a few years of college left, which gives

you more than enough time to build connections, relationships, and experience. o You will connect with classmen and professionals, who will help you land your

dream internships and jobs. o You will either be able to me a mentor or a mentee, depending on your years of

experience. o Workshops will be practical for professional development.

§ Professionals will help you create and critique resumes. § Upperclassmen will give you tips on interviewing and finding internships. § You will learn how to have good online presence using LinkedIn, Twitter,

a personal website, and more.

Classes and Times PR Practicum Fall Semester 09/02/2014-12/09/2014 Tuesday 04:30PM - 05:25PM Elder Hall, Room 146 Principles of PR Spring Semester Times to be announced PR Writing and Publicity


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Times to be announced What to say in General Communication Classes (Objective 2) General:

• You will connect with classmen and professionals, who will help you land your dream internships and jobs.

• Workshops will be practical for professional development. o Professionals will help you create and critique resumes. o Upperclassmen will give you tips on interviewing and finding internships. o You will learn how to have good online presence using LinkedIn, Twitter, a

personal website, and more. Specific:

• Communication in Context (COM 105) o No matter what your major is, PRSSA will benefit you in the future. It will

provide you with insight on how to use business, marketing, and PR for your career.

o Joining PRSSA as a freshman/sophomore means you will have a mentor. o Getting involved in an organization will broaden your relationships, connections,

experiences, and fun.

• Introduction to Multimedia Storytelling (COM 112) o If you are interested in media, PRSSA will help you learn how to make that media

matter. o What do you plan to do or be in the future? You will need professional

experience, business experience, and communication skills. o Joining PRSSA as a freshman/sophomore means you will have a mentor. o Getting involved in an organization will broaden your relationships, connections,


• Introduction to Mass Communication (COM 211) o If you are interested in media, PRSSA will help you learn how to make that media

matter. o What do you plan to do or be in the future? You will need professional

experience, business experience, and communication skills. o Getting involved in an organization will broaden your relationships, connections,

experiences, and fun. o Mass Communication is a large part of PR. Everything runs together. Joining

PRSSA will enable you to see the benefits of PR experience.

• Introduction to Newswriting (COM 224) o Writing is one of the biggest parts of public relations, so you will fit right in in

PRSSA! Join your writing skills with our soon-to-be-professionals for an experience that will get you excited about your future.

o


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o We do many events, so if you want more practice writing you could write news

releases for our events and we will edit them for you! o What do you plan to do or be in the future? You will need professional

experience, business experience, and communication skills. o Getting involved in an organization will broaden your relationships, connections,


• Research Methods in Communication (COM 227) o No matter what your major is, PRSSA will benefit you in the future. It will

provide you with insight on how to use business, marketing, and PR for your career.

o Getting involved in an organization will broaden your relationships, connections, experiences, and fun.

o If research is your thing, you are more than welcome to do ANY research for PRSSA! Add it to your resume for great resume building.

List of Classes and Times Communication in Context Fall Semester 09/03/2014-12/10/2014 Wednesday 03:35PM - 04:30PM Elder Hall, Room 143 Multimedia Storytelling Fall Semester 09/02/2014-12/09/2014 Tuesday 01:40PM - 03:30PM Elder Hall, Room 129 Introduction to Mass Communication Fall Semester 09/02/2014-12/09/2014 Tuesday, Thursday 09:25AM - 10:50AM Goodman Hall, Room 106 Introduction to Newswriting Fall Semester 09/01/2014-12/10/2014 Monday, Wednesday, Friday 01:25PM - 02:20PM Elder Hall, Room 146 Research Methods in Communications Fall Semester 09/01/2014-12/10/2014 Monday, Wednesday, Friday 11:15AM - 12:10PM Elder Hall, Room 230


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APPENDIX C Email Drafts to Communication Majors (Objective 2) Email 1: Are you looking to build a professional resume, gain real life experience, and feel confident about landing you dream internship or job in the future? Then PRSSA (Public Relations Student Society of America) is for you! No matter what your major is, you will fit right in. Being a member of PRSSA, you will learn about professional development and will get to create connections with current Communication Professionals working in the field. What will you do as a member?

- Attend meetings once every other week - Attend fun PRSSA events (trips off campus) - Help PRSSA event planning - Be a mentor or a mentee with another PRSSA member - Grow closer to Communication friends and make lifelong connections

Joining is easy! Pay Brenda at the Communication Office $35. Money is due by ______________. Email 2: Don’t forget to become a member of PRSSA! It’s not too late! Want experience? Want a good resume? Want great connections? Being a member of PRSSA, you will learn about professional development and will get to create connections with current Communication Professionals working in the field. What will you do as a member?

- Attend meetings once every other week - Attend fun PRSSA events (trips off campus) - Help PRSSA event planning - Be a mentor or a mentee with another PRSSA member - Grow closer to Communication friends and make lifelong connections

Joining is easy! Pay Brenda at the Communication Office $35. Money is due by ______________.


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Email 3: We are still accepting money for members who want to join PRSSA! We will accept money all the way until __________. So JOIN NOW! Just pay Brenda at the Communication Office $35.

Why join?

You will:

- Learn about professional development - Meet and connect with PR professionals - Build your resume - Be a mentor or mentee to another PRSSA member

What will you do as a member? - Attend meetings once every other week - Attend fun PRSSA events (trips off campus) - Help PRSSA event planning - Be part of PRSSA mentoring - Grow closer to Communication friends and make lifelong connections

Documents

PR Campaign for IWU PRSSA 14-15kellyreed.weebly.com/.../8/3/26838875/_pr_campaign_for_iwu_prssa_1… · PRSSA National Recommend Recruitment ... • First Meeting ... Send all other