Ryan Sheehy’s APR Readiness Review Presentation


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As part of the accreditation in public relations process, candidates must deliver an hour long presentation to a panel of APRs. This is meant to help showcase a candidate's professional experience and knowledge base of the 15 KSAs, which they will eventually be tested on.

The above PPT presentation was delivered by Ryan Sheehy, APR in November 2008 and served as a guide for her in-person meeting. She didn't use a computer. Rather, she provided full-color booklets to each panelist in order for them to follow along.

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Ryan Sheehy’s APR Readiness Review Presentation

  1. 1. Ryan Sheehy, Candidate for APRReadiness Review PresentationNovember 12, 2008
  2. 2. Who is Ryan Sheehy?• A university instructor– UCF Ad/PR department• Writing for PR• PR Case Studies• An Introduction to PR• International PR in Ireland• An adviser/mentor– Quotes, largest FPRA studentchapter– Motivational speaker/blogger• Good PR Comes from Within• A professional– Former publicist at SeaWorldOrlando and Discovery Cove– Former PR director at FloridaTheatrical Association
  3. 3. Who is Ryan Sheehy?• A community partner– Florida Public Relations Association Orlando-chapter Board• Quotes Adviser– Kappa Delta Chapter Advisory Board at UCF• Public Relations Adviser– UCF Nicholson School of Communication Alumni Chapter• Former Chair, Former Membership Chair– UCF Alumni Association Public Relations Committee– UCF Nicholson School of Communication Board of Visitors– UCF Nicholson School of Communication Strategy Committee
  4. 4. Why the APR?• Established career and proven track record• Represents my commitment to the profession• Sets a foundation before my next goal: Ph.D.– Research agendas:• International public relations• Media relations• Internal communication, employee relations, andorganizational change and leadership
  5. 5. Project highlights• Developing a brand new Ad/PRWeb-based internship program• Led a highly successfulintegrated PR campaign forThe Phantom of the Opera
  6. 6. Web-based internship program• Take an antiquated internship program, modernize itand make it Web-based.• Currently conducting informal, primary surveyresearch to determine:– Student behavior and needs– Employer needs and likelihood to use the service– Nicholson School of Communication faculty/staff needsand likelihood to use the service
  7. 7. Program Objectives• Simplify our current internship program process• Create a must-use program for Ad/PR students andemployers seeking our students• Develop a portal to manage the entire Ad/PR internshipprogram – from seeking candidates to evaluatingstudents’ performance in the workplace• Provide an exclusive service for Ad/PR majors andQuotes members to access internship opportunities in acontrolled and easily accessible environment
  8. 8. Program Objectives• Streamline communication for students seekingprofessional positions in the field• Provide a fast and reliable outlet to promote internshipopportunities for employers• Create an employer/candidate matching program,similar to Monster.com and/or CareerBuilder.com
  9. 9. Application for students who will:• Need to understand UCF Ad/PR program requirements andexpectations• Create personal profile, identify work areas of interest (PR,events, creative, account services, etc.)• Find internship opportunities by category• Review tips for success as an intern• Evaluate employer and overall learning experience• Share success stories, post photos and/or videos to the site
  10. 10. Application for employers who will:• Need to understand the UCF Ad/PR employer expectations• Update employer profile and contact information• Create internship job descriptions by category– This in turn will help pair students– Serve students/employers looking for immediate hire(s)• Confirm Intern Pursuit reservation• Assess student performance at internship and identify growthareas• Determine skill-sets to require prior to internship experience– Should essential courses be required prior to seekinginternship opportunities?• Incorporate a survey component to assess changes in themarketplace
  11. 11. Application for faculty/staff who will:• Review/approve employers looking to participate in program• Gather employer/student forms• Gather data regarding employer impressions• Gather data regarding student learning• Approve success stories for public display• Organize content for administrators to register students for credit
  12. 12. The Opportunity• Reintroduce The Phantom of the Opera to theOrlando market.
  13. 13. RPIE: ResearchConducted my own informal research to assess thefollowing:• Past engagement PR plans– Coverage, story angles, community partnerships and activities• Past engagement sales• PHANTOM engagements and the PR approach in other markets• Media outlets and reporters likely to cover Orlando engagement• Community partners that have a similar target demographic• Local opinion leaders
  14. 14. RPIE: Goals• Position PHANTOM as a must-see event, despite its thirdengagement in the market• Exceed ticket sales goals• Maximize marketing opportunities• Enhance the Broadway in Orlando brand• Contribute to season subscription sales• Heighten the profile of Florida Theatrical Association• Showcase the economic impact of PHANTOM
  15. 15. RPIE: Target Audiences• Primary:– Single ticket buyers– Subscription ticket buyers• Intervening audiences:– Orlando print and broadcastmedia– Local opinion leaders
  16. 16. RPIE: Objectives• Exceed 90 percent of sales for the four-week Orlando engagement• Leverage community partnerships to elevate the Broadway inOrlando and PHANTOM brand• Enhance relationships with the local media• Focus on the diversity of story angles for one of Broadway’s mostpopular shows• Leverage the PHANTOM brand to appeal to new sponsors who willsupport FTA objectives• Align Broadway in Orlando with the City of Orlando’s downtownrevitalization agenda
  17. 17. RPIE: Strategies• Showcase the grandeur of PHANTOM in all PR tactics• Leverage pre-existing community partnerships to elevate theBroadway in Orlando brand• Since it is the third engagement of PHANTOM, use a variety of pitchtactics to appeal to a diverse group of media, keeping each outlet’sown story angle top of mind• Align the Broadway brand with City of Orlando’s agenda
  18. 18. RPIE: Media Relations Tactics• Pitch major daily with a new angle• Showcase the scale and scope of the production load-in• Appeal to a diverse group of theater-goers• Feature the economic impact• Connect to mayor’s downtown development agenda
  19. 19. RPIE:Community/Government Tactics• Present an official tour jacket toMayor Buddy Dyer on opening night• Coordinate performance preview andcast party at the Westin GrandBohemian to host local opinionleaders• Arrange a community event atdowntown retailer, Barnes & Noble,for fans to meet the cast
  20. 20. RPIE: Sponsorship Tactics• Ensure promotional opportunities for title sponsors:– SunTrust– OleoMed– WKMG Local 6– Westin Grand Bohemian Hotel
  21. 21. RPIE – Brand Tactics• Connect with radio personalities– On-air appearances/interviews inconjunction with radio buys• Connect with TV personalities– Behind-the-scenes interviews inconjunction with TV buys and on-airpromotions• Connect with retail partners– Bloomingdale’s– Barnes & Noble– Local hair salons– Local restaurants
  22. 22. RPIE• Exceeded all sales goals• Garnered exceptional coverage– Orlando Sentinel Calendar cover storyand show review– Orlando Business Journal cover story– Advanced feature in Watermark– Feature stories on WESH, WKMG,WOFL, Central Florida News• Implemented a great range ofsuccessful promotions• Fulfilled sponsorship objectives• Ensured vast community support
  23. 23. Room for improvement• Research– Push for a national research program due to limited budget• Quantitative approach– Partner with the City of Orlando to gauge public perception• Qualitative approach• Evaluation– Invest in a media monitoring service– Conduct informal survey research to gauge media/opinionleader perception post campaign implementation– More closely monitor ticket sales connected to the timing ofimplemented PR tactics– Measure sponsor/partner campaign effectiveness
  24. 24. Questions?