Prssa - Pr Plan

7/25/2019 Prssa - Pr Plan

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BYU-Idaho

2015-2016 PR Plan


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- PRSSA MISSIONSTATEMENT

Advancethe public relationsprofession by nurturinggenerations

of future professionals.


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TABLEOFCONTENTS

Situation Analysis..........................................................................................

Goals and Objectives.....................................................................................

Target Audiences...........................................................................................

Positioning.......................................................................................................

Key Messages..................................................................................................Challenges........................................................................................................

Communication Vehicles............................................................................

Research Methods.........................................................................................

Time Chart.......................................................................................................

Strategies & Tactics......................................................................................

Action Plan.......................................................................................................

Budget................................................................................................................

Evaluation Plan...............................................................................................

Authors..............................................................................................................

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SITUATIONANALYSIS

The Public Relations Student Society of America (PRSSA) is a student-run society within the BYU-Idaho communication department. The society is one chapter of the national PRSSA organization, and has

connection to the Public Relations Society of America (PRSA).The BYU-Idaho chapter has approximately 50 members. Of the 50 members, 5 to 15 attend weekly

meetings. Currently there are more than 400 PR emphases declared within the BYU-I communicationdepartment. The BYU-I PRSSA chapter provides many tools to further advance their knowledge and skills inpublic relations. These tools include:

National network of students and industry professionals

Opportunities to travel and meet with industry professionals at various networking conferences

Access to national databases of PR jobs, internships, and career opportunities

Development of public relations skills through webcasts, webinars, and weekly meetings

Even among these powerful tools, the BYU-I PRSSA is lacking in both membership and attendance. Withinthe communication department, approximately 400 students declare an emphasis in public relations. Only 50members, or 12.5% of the 400 declared emphases, are officially recorded as members of the chapter. This islow membership when considering the number of PR emphases within the department.

The chapter faces a target audience desensitized towards the PRSSA and its objectives and benefits. For anorganization providing opportunities to further network and develop skills within the PR industry, it lacks astrong PR front at BYU-Idaho. This audience inhibits increased membership for the chapter.

Amidst these challenges there are opportunities for the chapter to expand its audience and target newareas for prospective members. Identifying PR front objectives and goals will help foster further developmentof the chapter and increase membership. Such development will come through events to increase awareness

(i.e. COMM 100 classes, faculty brand advocacy, and other tactics).As there are opportunities for the chapter to improve, there are areas that can inhibit its success and

growth as well as cause damage. The chapter ever experiences a consistent cycling of members everysemester. This is due to members graduating from BYU-Idaho, becoming involved in other societies, or notattending on-campus due to their off-track assignment.

Other societies or practicums such as Scroll and Soapbox Agency appeal to the chapters target audiencesfor its lack of or no costs, opportunities to develop skills, and fulfill a practicum graduation requirement.

The majority of the PRSSA audience has heard about the chapter many times, but communication hasonly resulted in desensitization for the organization. Others would like to join but weekly meeting schedulesconflict with student schedules. Some feel membership fees as well as travel costs are too expensive. Manystudents have the mentality that they can become a member during their senior year and gain the benefits offuture employment while paying minimal fees. Others hold the belief that weekly meetings simply discuss PRprinciples that are taught in classes and thus would have no benefit for them.

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GOALSANDOBJECTIVES

Current goals, as expressed by the BYU-I PRSSA chapter leadership, include individually assigningmembers to bring five additional students to the weekly meetings and persuade them to become members.

While taking advantage of word of mouth communication is an enticing way to achieve an increase inmembership, the lack of established goals in all other media is a lost opportunity. Goals and objectives shouldbe established within every channel of communication available. Including:

Social media

Newspaper (The Scroll)

Direct email

Online video

Audience analysis of awareness and comprehension (surveys)

Word of mouth

Outdoor (Campus advertising)

Goals

The following are proposed goals for the PRSSA, based upon a yearly increase:

Increase PRSSA membership from 12.5 percent of target audience, current PR majors, to 20 percent

Increase PRSSA member attendance from between 10 and 30 percent to 50 percent

Increase awareness and comprehension of PRSSA, obtained from survey, by 30 percent

Increase social media following by 20 percent

Gain monthly newspaper coverage by the Scroll

Increase email response and interaction by 20 percent

Change current goal of five word of mouth connections to two word of mouth connections per memberper month

Increase outdoor visibility

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TARGETAUDIENCES

The PRSSA primarily targets BYU-Idaho communication students that have a declared PR emphasis.There are opportunities for the PRSSA to reach out and target further prospective members who will

benefit now rather than later in the program. These opportunities are additional target audiences. Thefigures for these audiences will vary from semester to semester. These target audiences include:

The PRSSA membership frequently is made up of junior and senior communication students.Greater growth and sustainability for chapter membership can be achieved through recruiting freshmanand sophomore communication students. As freshman and sophomore students are recruited earlier intheir college career, they will attend for a longer period of time. Further advancement of skills in public

relations will also occur as they attend PRSSA during their college career.

Enrollment of online BYU=Idaho students increases every semester. The PRSSA should seek todevelop opportunities for online students to participate and enroll. As this figure grows, tactics shouldbe undertaken to reach out to this audience. Webcasts and additional events will be meaningful inengaging and reaching out to online students.

The skills and principles learned and developed in PRSSA are not beneficial to PR emphases alone,but to students in PR related fields. Targeting this audience will bring in students who would like tolearn more about public relations to be more marketable in their chosen careers.

Freshman and sophomore BYU-Idaho communication students(with or without a PR emphasis)

Online BYU-Idaho communication students

(with or without a PR emphasis)

BYU-Idaho students majoring in PR related fields

(i.e. Accounting, Marketing, Business, Political Science, etc.)

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POSITIONING

The BYU-I PRSSA positioning should be distinct and meaningful to target audiences. With the challenge ofreaching out to a desensitized, positioning should awaken within the audience a sense of priority to enroll and

seek the benefits of the chapter.

PRSSA is the best connection to thePR industry now, rather than later.

Expresses: Benet of being connected to the PR industry Enroll now, rather than later.

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KEYMESSAGES

Many of the following key messages are traditional messages the PRSSA has conveyed in the past;however, these messages are essential and need to be used again with additional emphasis and in a differentmanner that will resonate with target audiences.

PRSSA leads to employment and internships throughnetworking opportunities.

PRSSA provides opportunities with PR professionalsand leaders to develop skills for the PR industry.

You get out of the PRSSA what you put into it, nostrings attached.

Well (PRSSA) help you receive the tools you need, meetthe people you need to know, and land the interview, the

rest is up to you.

You cant be a pro without PR.

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CHALLENGES

While formulating this public relations plan the following challenges were considered and addressedthroughout its creation:

1. How will the target audience change from being desensitized to being sensitized towards the chapter?

2. How will efforts to reach prospective members through COMM 100 classes, Scroll, and campusadvertising be different and more effective than past campaigns?

3. With consistent change and turn-around in membership how will the implementation of this plan beeffective and maintained?

4. How will research be meaningful and sound?

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COMMUNICATIONVEHICLES

Social Media:Post during times when the chapters target audience is on social media the most. (i.e. Lunchhour, class hours, and later evenings.)

Facebook: Post 1 - 3 posts per week. Upcoming Webinars. Who is speaking? What will he or she share?

Meetings and Special Events

Q&A Sessions for New Members & Those Interested

Meet the Pro Night.

Blog Articles Related to the Industry

Twitter: Post 4 - 5 daily tweets of relevant content to the PR industry ( i.e. blog articles, case studies,tweets from other industry leaders).

Scroll Newspaper: Create newsworthy press releases about upcoming events for the PRSSA. Examplesmay include:

Chapter will strive to beat a world record for the fastest news release produced within threeminutes

Upcoming Q&A sessions with industry leaders.

Write an opinion piece or editorial for the Scroll newspaper about the importance ofnetworking and developing skills before going out into the industry.

Faculty: Identify faculty influencers and invite them to share their testimonials about the PRSSA and itsbenefits to students via social media or in their classes.

Email Messaging:Send a high quality branded email to all COMM majors on Thursday during lunch hours,12 p.m. to 1:45 p.m.

Campus Advertising: Place advertising that stands out compared to the normal fliers on campus bulletinboards, particularly the Smith and Spori buildings.

COMM 100: Past presentations done in COMM 100 classes have been less effective in terms of delivery.Considerations should be taken into making these presentations memorable for prospective members (i.e.Deliver hot chocolate to the morning classes to help them wake up and warm up from the cold during wintersemesters, order some pizza for the late afternoon classes to help them satisfy their hunger during dinnertime, etc.)

Every presentation should be engaging and memorable. The old five minute Hey were PRSSA, join us

and get benefits, message is old and boring. A new-engaging presentation will help prospective students feelexcited and remember what PRSSA is: something new, exciting, and worthwhile.

Video: Create and post videos for use throughout campaign that are creative, visual, and informative.

Recorded Meetings/Webinars:Allow online students the opportunity to join in on weekly meetingsthrough online communication portals. Broadcast webinars with professionals to all members of the PRSSAonline.

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RESEARCHMETHODS

With the assistance of Brother Bergstrom, the PRSSA will distribute surveys to target audiences before andafter the campaign to assess public perception of the chapter and effectiveness of the campaign.

Focus Groups and in-depth interviews will be held with communication students to further discover theirperception on the PRSSA chapter.

Survey (Example)

Demographic information:

Gender

Age

Major

Awareness

Are you a member of the PRSSA?

Have you heard of the PRSSA?

How did you hear about the PRSSA?

Attitude

What are your opinions about the PRSSA?

Given the opportunity, would you join the PRSSA?

What prevents you from being a member of the PRSSA? Why are you not a member of the PRSSA?

Time conflict (I do not have the time or my schedule overlaps with meetings)

Money (too expensive)

Overrated (The PRSSA cannot lend me more than I already have)

Knowledge (I already know PR)

Other (Include a comment box where they can share why)

Would you join the PRSSA if your above mentioned complications were resolved?

Benefits

Please order the following items in terms of how important they are to you currently. (1 bBeing themost important and so on).

Job in your desired career after graduation Internship opportunities

Scholarships or Financial aid

Improving or perfecting skills in your desired career

Staying up to date on industry news

Networking with industry professionals

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TIMECHART

JANUARY- Create and submit press release for scroll newspaper about new PRSSA PR plan, redesignemail, redesign and evaluate effectiveness of outdoor advertisements, begin creation of videos for online,

post to social media weekly about progress with PR plan related changes, distribute survey and conduct focusgroups.

FEBRUARY- Create and submit press release to scroll newspaper, create well formatted and polishedpresentation for COMM 100 class, conduct analysis of survey and focus groups, continue with creation ofvideos for online, send out weekly emails and post to social media weekly.

MARCH- Create and submit press release to scroll newspaper, continue with creation of videos foronline, begin outreach to communication staff in order to better target new target audience of freshmencommunication students, send out weekly emails and post to social media weekly.

APRIL- At the beginning of Spring semester begin implementation of survey results (i.e. change weekly

meeting time, social media approach, etc.), create and submit press release for scroll newspaper, push onlinevideo and social media platforms, change target audience from PR majors to freshman communication majors,redesign outdoor ads, send out weekly emails and post to social media weekly.

MAY- Create and submit press release to scroll newspaper, create well formatted and polishedpresentation for COMM 100 class, send out weekly emails and post to social media weekly.

JUNE- Create and submit press release to scroll newspaper, send out weekly emails and post to socialmedia weekly.

JULY- Create and submit press release to scroll newspaper, send out weekly emails and post to socialmedia weekly.

AUGUST- Summer Break

SEPTEMBER- At the beginning of Fall semester redesign email and outdoor advertisements, begin creationof more online videos, create and submit press release to scroll newspaper, send out weekly emails and post tosocial media weekly.

OCTOBER- Create and submit press release to scroll newspaper, create well formatted and polishedpresentation for COMM 100 class, send out weekly emails and post to social media weekly.

NOVEMBER- Redistribute survey as evaluation plan and conduct focus groups for final analysis of PR planeffectiveness, create and submit press release to scroll newspaper, send out weekly emails and post to socialmedia weekly

DECEMBER- Conduct analysis of survey and focus groups to conclude effectiveness of PR plan, create and

submit press release to scroll newspaper, send out weekly emails and post to social media weekly.

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STRATEGIES& TACTICS

Strategy

Expose PRSSA candidates to benefits of PRSSA

Educate students about PRSSA

Increase awareness of PRSSA

Tactics

Invite prospective members to:

PR professional webinars

LinkedIn seminars

Q&A Sessions with Industry Leaders

New, Exciting COMM 100 Presentations

Interactive Presentations in PR classes.

Create Educational Shorts about PRSSA (Videos)

News release with media kits given to Scrolland other communication outlets in the BYU-Idahocommunity.

Get Connected Events

Videos shared on CVN or via booths at theCrossroads.

PRSSA Branded Emails

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ACTIONPLAN

Action Item Assign. Person Due Date

Create Educational Shortsabout PRSSA

Contact video productionprofessors and inform them ofopportunities for students togain experience working with

clients. Have classes producevideos for the chapter andcampaign.

Consult with PresentationPractice Center about thepresentation to ensureeffectiveness and overallpresentation.

Schedule with Sis. Scholes apresentation slot.

PRSSA Secretary

PRSSA VP

PRSSA VP

PRSSA VP

End of January

End of January

February / May / October



New & Exciting - BrandedComm 100 Presentationsto inform and persuade

prospective students to join.

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ACTIONPLANCONT.

Action Item Assign. Person Due Date

Social Media Publishing

Facebook: Post 1 - 3 posts perweek.Twitter: 4-5 tweets per dayof relevant PR content (blogarticles from credible sources,upcoming events, originalcontent, etc.)

Contact appropriate staff

writers and editors concerningupcoming events and PR stunts.

PRSSA Social Media Manager

PRSSA Social Media Manager

PRSSA Public RelationsManager

PRSSA Public RelationsManager

Weekly

Weekly

Monthly

Monthly

News release with mediakits given to Scroll and othercommunication outlets in the

BYU-Idaho community.

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BUDGET

Item Estimated Cost Unit Number

Ad development $0

$0

$0 1

$0

$37.50

$37.50

25 Per Semester at $0.50 each

Ad placement

Survey Distribution

Email development

Outdoor ad prints

TOTAL

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EVALUATIONPLAN

To effectively measure the success of this campaign an awareness survey will be replicated anddistributed among communication students. This will help determine whether awareness about the

PRSSA chapter has increased and how the public and student body perceive it.Attendance before and after the campaign will be measured to determine whether the PR

campaign has effectively attracted new members. New members will fill out a brief survey about howthey came to the chapter and what they think about PRSSA.

Data concerning engagement and following on BYU-Idaho PRSSA social media platforms will bemeasured through the use of Facebook and Twitter analytics. This data will confirm whether the planwas successful in increasing engagement and followers on the PRSSA social media pages.

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AUTHORS

JOSHUAGARLICK

AUSTINJONES

Joshua Garlick is a senior communications major studying atBrigham Young University - Idaho. He is from Southern Nevadaand aspires to continue his studies at the J. Reuben Clark School ofLaw in order to become an intellectual property lawyer. His longterm goals include working as a lawyer within the communicationsfield. His other areas of study, and passion, include public speaking,

research development and analysis, market research and law.

Austin Jones is a senior studying communication at BrighamYoung University-Idaho. His declared emphasis is public relations,but he has a passion for content creation, social media marketing,and data analytics. His aspirations include to one day work forThe Church of Jesus Christ of Latter-day Saint in its Public Affairsor Publication Services departments. His favorite aspect of publicrelations is creating content that helps promote a positive image ofan organization and helping publics know what an organization istruly about.

Documents

Prssa - Pr Plan