Class participation was always important in my Introduction to Mass Communications classes, and this was a typical class session -- placed online. Students who attended class could add their comments and contribute ideas while students who missed the class could follow online. This seemed to be a popular approach.
Bernice, the Food Pantry pooch, guards the donations at Pack the Prius in this photo on Moody mall by Tyler Cleveland, The Ranger, on April 17.
What is Fair Use -- This video explains how bloggers can use material if it is considered "
fair use." This will be important for your consideration in this project.
In class, after a video on Public Relations and a brief description of where PR is found, we talked about a
PUBLIC RELATIONS CAMPAIGN for the Food Pantry at San Antonio College. You have the background on the handout above, and here is part of the class discussions.
We decided that your formal and informal
RESEARCH should include the following:
What is the exact name of the program?
What is the extent of the problem? Numbers? Need?
How do we reach people who need help?
How do we reach people who may donate?
What are some similar campaigns, such as the creatively named "Rock and Roll Up Your Sleeves" campaign on KISS radio?
Look at other campaigns that have been successful. Background of the program.
Formal research includes available data on the Internet or from readings, focus groups in which a representative group of the target interact with a moderator, questionnaires and more "scientific" methods of data gathering.
Informal research involves indirect methods of collecting data. Rather than gathering information from reputed sites, books, and/or scientific surveys, information would be gathered from unscientific methods, such as talking to individuals directly related with the client, interviewing the target audience, and/or informal surveys(questionnaires, telephone surveys...).
The
ACTION PLAN consists of developing a strategic message, a theme line or slogan (some suggestions were:
Free Food, Will Learn for Food, Help is Near) and who might be a sponsor besides the Catholic Student Center, L&M Bookstore, Susan Spencer's ECON class, Phi Theta Kappa. Someone suggested H-E-B, but what other corporate sponsors may help. Any other possibilities, such as neighborhood associations near campus, public and private high schools, churches, service organizations such as Lions, Rotary and others. You may suggest one radio station, one TV station, one weekly newspaper, area businesses, etc.,
Also, think about a logo or icon. (See apple example)
Here is a site on
How to Design a Logo.
Here are
LOGOS from similar campaigns. (above and right)
What
COMMUNICATIONS would you consider? Media alerts, backgrounders, feature story pitches, bulletin boards (
think creatively), a web site, sponsors (radio stations, television stations, weekly newspapers), brochures to place in Counseling Office and other locations, area church bulletins may include information about the Food Pantry, op ed piece in newspapers, letters to the editor, photos of people donating, public service announcements (audio) for KSYM and The Ranger Online (print).
As a
SPECIAL EVENT, how about a food drive? Here's a site explaining how to do it.
Plan a food drive
How about a celebrity spokesperson? Someone attractive to the target. One problem is that this campaign has more than one target. Donors, students or staff in need, the community in general. So, a Spur or a Silver Star could work. Or a DJ or TV anchor could work. Or maybe a musician. Review the demographics of your people in need and see if a Hispanic celebrity would be more appropriate.
In the photo for The Ranger shown at the top of this post, we have a spokesdog, Bernice. Might work.
Get the idea?
Continue thinking about the campaign. Organize your notes and bring them to the final exam. I will ask for specific things,
e.g., Describe three communications you would use and tell why you would use them. Or, Describe your theme logo (I won't grade your art). What kinds of research would you need for the campaign?
REVIEW: A strategic public-relations plan should include goals, objectives, strategies, tactics, a time line and budget. What other things can go into your plan? A situational analysis or an introduction can be helpful in setting the stage and serving as a constant reminder of the reasoning underlying your plan. A listing of target audiences can aid in determining the best tactics.
If you prepare, you will find this part of the exam to be easy. If you don't prepare, this will be difficult because you will not know what I'm talking about. Ask in class about ideas you come up with. Please take this seriously.
