comm. UNITY and the Role of Public Relations in Nonprofit Community Organizations A Capstone Presentation Submitted in Partial Fulfillment of the Requirements of the Renee Crown Honors Program at Syracuse University Carissa Matthews Candidate for B. S. Degree April 29, 2009
Presentation Outline • What is public relations? • comm. what? • The creation and promotion of comm. UNITY • Case studies • Key takeaways and advice for future
What is Public Relations? • Thrives on two-way communications • “Public relations is the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. ” - Cutlip, Center and Broom
The 4 -Step Public Relations Process • “The old flying by the seat of the pants approach to public relations is over” Edward J. Robinson – Situation Analysis – Planning and Strategy – Taking Action – Evaluation
Systems Theory • Closed system (ex. Amish community) • Open system (ex. publicly owned corp. )
The Page Principles • Arthur W. Page, VP of Public Relations for AT&T, 1927 -1946 • Tell the Truth • Prove It With Action • Realize a Company’s True Character is Expressed by It’s People • Listen to the Customer • Manage for Tomorrow • Remain Calm, Patient, and Good. Humored • Conduct PR as if the Whole Company Depends on It
The Birth of comm. UNITY: • What Scholarship In Action opportunities exist for communications students? • Can community organizations use students’ help?
Communications for the Community • Student-run organization – 10 -member executive board – Project leaders – General membership • What the organization does: – Work for nonprofit clients – Help these clients create sustainable communications plans – Educate student members with workshops/speakers – Promote community service
comm. UNITY’s 4 Steps Situation Analysis • Research • Linkages • SWOT Analysis Planning • Reputation Management • Relationship Management • Task Management • Need to set specific objectives
comm. UNITY’s 4 Steps Taking Action • Posters/print materials • Media outreach • Classroom talks • Recruiting faculty and department partners • Nonprofit forums Evaluation • Recruitment measurement: 200+ signed up • 2 awards • Gained RSO status • Feedback from membership about best recruitment tactics • Feedback from clients. . . but no objectives were set!
Case Studies Hard Lessons: • Westside Community School Strategy • Liberty Resources Success Stories: • On Point for College • Transitional Living Services • Vera House
Client Work On Point - Portraits, Poster, Invitation
Client Work TLS - Book created from schizophrenic patient’s poetry
Client Work Vera House - Event planning, branding, photography
Client Work Child Care Solutions - Print ads, advertising planning
A Great Year. . . but room for improvement
Advice for Future • Take the 4 -step process to heart • Structural changes to lessen disconnect • Fall clients only • Reach out to more schools on campus • Continue to work towards sustainability
The End Questions?
Presentation Sources • Cutlip, Scott M. , Allen H. Center, and Glen M. Broom. Effective Public Relations. Englewood Cliffs, N. J: Prentice-Hall, 1985. • Page Principles. 2009. Arthur W. Page Society. 7 Feb. 2009 <http: //www. awpagesociety. com/site/about/page_princ iples/>. • Yarrington, Roger. Community Relations Handbook. New York: Longman, 1983.
Скачать презентацию comm UNITY and the Role of Public Relations
31043a70f1d79c891d75ba45d9796c44.ppt