This document provides a background and situation analysis for Alpha PRoductions, a student-run public relations firm at the University of Florida. It discusses the organization's history, structure, clients, funding, and activities. It also analyzes the organization's target publics of the College of Journalism and Communications, PRSSA-Alpha chapter, and UF. The situation analysis identifies key stakeholders, such as the Dean of the College of Journalism and Communications, and opportunities to increase awareness of Alpha PRoductions and strengthen relationships with its target publics.

1. Final Client Communication Plan
Cristina Garcia
4/21/09
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2. TABLE OF CONTENTS
SECTION 1: BACKGROUND 1
RESEARCH SYNOPSIS 2
SITUATION ANALYSIS 12
TARGET PUBLICS SELECTION 17
COMMUNICATIONS PLAN 21
SECTION 2: TACTICS 24
BIO SKETCH 25
FACT SHEET 27
BACKGROUNDER 29
PITCH LETTER 34
NEWS RELEASE 35
SOCIAL MEDIA RELEASE 38
FEATURE STORY 42
BROCHURE 45
SPEECH 46
INTERNET PLAN 49
EVENT PLAN 53
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3. SECTION 1:
BACKGROUND
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4. RESEARCH SYNOPSIS
Environment
Alpha PRoductions was founded fall 1981 by students as part of a public relations
campaign class. ―It began as a small side project and eventually expanded to a separate
organization‖ (Hudder, 2007). It is nationally accredited and the largest student-run firm in
Florida sponsored by Public Relations Student Society of America, University of Florida‘s Alpha
chapter. The organization is the second largest in the nation. Alpha PRoductions was officially
recognized as meeting nationally affiliated PRSSA‘s student-run firm standards during the 2005-
2006 academic year. Its mission statement is ―to serve its members by enhancing their
knowledge of PR and providing access to professional development opportunities and to serve
the PR profession by helping to develop highly qualified, well prepared professionals‖ (Ramos,
2008).
―This is the real deal, a real campaign to work on from beginning to end‖ (Pojomovsky,
2006).
Elena Echevarria, former president of Alpha PRoductions, said there is always a Catch 22
when looking and applying for internships.
"Employers only want interns with experience, but how do you get experience if you
can't get an internship? With Alpha PRoductions, you come in with little or no experience and
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5. come out with a portfolio and the working knowledge of an actual campaign" (Echevarria,
2007).
Organization
Alpha PRoductions structure is a three-tiered hierarchy. One director and two associate
directors lead this management system. The second level, directed by nine account executives
supervises the bottom tier containing 45 account associates. The team has six full-time clients
and two project-based clients this academic school year.
The organization did not charge clients prior to this year. Instead, it operated on a strictly
voluntary basis. The group realizes that it wants to operate entirely as a real-world firm, but it
has not established a payment system. Today, the accounting system is still undetermined; it does
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6. not have a set price for charging clients. Instead, the organization bases its compensation on an
individual project basis such as charging $8 for an associate‘s work, $13 for the entire group‘s
work, and $15 for an account executive‘s work on a particular client. The current rate card
establishes publicity such as a brochure to be valued at $10. The internal accounting is
problematic.
―The faculty adviser hopes to redo the current rate card. She thinks it‘s not professional for
Alpha to charge more for one client than another. As the CFO of In-house, one of the project-
based clients, it really is ridiculous that we call ourselves a professional organization, but we
don‘t have set ways of charging clients‖ (Gezzar, 2009).
Current funding is threatened to be cut if this student organization remains functioning in the
same manner.
University-wide budget cuts have not affected Alpha PRoductions. The student organization
is privately funded by undergraduate students and does not receive money from UF.
Students can learn skills including but not limited to writing press releases, assembling media
kits and fact sheets. Those who participate in this organization can have an opportunity to
experience real-world public relations and put their academic knowledge to work.
Members of Alpha PRoductions are considered to be interns and spend a year developing
client campaigns, requiring a minimum of five hours a week (Hudder, 2007). Members of the
Alpha PRoductions team are required to be a member of PRSSA and have a GPA of 3.0 or
higher. To apply to this organization a person must submit an application via online or through
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7. the PR department office at 2083 Weimer Hall. A resume must be attached and submitted by
mid-September (Hudder, 2007). Accepted students, pending approval by the organization‘s
board, are matched with clients depending on their previous experience.
Alpha PRodcutions is the only one of its kind within a student context. There is significant
competition for the time and attention of faculty and undergraduates. Faculty, responsible for
research on various topics, are consumed with work from the courses they instruct. In addition,
the doctoral students who teach PR courses are occupied with work themselves. With more than
60 full-time faculty and 90 full-time staff, the college is united in its efforts to establish high
standards. The student environment has a wide range of interests with one similarity: physical
location. Gainesville, the city that unites both faculty and undergraduates alike, is the home to
UF and my client, Alpha PRoductions.
Students may not have any time to devote to the student organization due to part-time
jobs, Greek life or other clubs. The majority of tests are administered on weeknights, a time in
which accounts hold weekly meetings. This organization is unknown to the national chapter of
Public Relations Society of America. Its local presence within PRSSA-Alpha chapter ―needs to
be established‖ (Brighton, 2009).
The economic factors could affect membership. To become an account executive or
associate, an individual is required to be a member of PRSSA-Alpha chapter. During this time of
economic crisis, many may not have $85 for new membership or $65 for renewal fees. In turn,
this also affects PRSSA-Alpha chapter because it cannot sponsor Alpha PRoductions as much as
the past. In the light of a rising 7.6 percent unemployment rate, potential clients may find it
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8. difficult to provide sufficient funds for PR work (Employment Situation Summary, 2009).
Target Publics
The external public consists of the UF itself. Internal publics consist of the College of
Journalism and Communications, PRSSA-Alpha chapter members and UF.
Segmented further, the college can be divided into the following groups: Dean John W.
Wright II, Dr. Spiro K. Kiousis, Knight Division, faculty and staff, and current undergraduate
students. University of Florida‘s PRSSA Alpha chapter makes up 70+ members Alpha
PRoductions can appeal to.
This student organization presents a real-life opportunity, but it lacks publicity. ―The work
done by the group is not displayed enough to encourage people to join‖ (David, 2009). Even
though PRSSA sponsors Alpha PRoductions, the group does not recommend this organization
enough. The main problem facing the organization is that many are unaware this group exists.
―It‘s such a shame because Alpha‘s given me real-world knowledge about PR and the
opportunities to write in every form I‘ve learned‖ (Brighton, 2009).
Alpha PRoductions plan includes targeting three publics: The College of Journalism and
Communications, Public Relations Student Society of America – Alpha chapter and UF itself.
The main goal of this organization is to strengthen its relationships between the above publics
and increase knowledge of current undergraduate public relations students.
The first objective is to increase awareness of Alpha PRoductions by 25 percent by
September 2010. There is no baseline data because Alpha PRoductions has never distributed a
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9. survey. The second objective is to increase future clients by 30 percent by September 2010. The
last and most important objective is to increase communication between the organization and
students by 50 percent by October 2010.
There are three strategies needed to accomplish the above objectives. The first strategic
method is to launch a branding campaign utilizing all organizational media, interpersonal
communications, promotional materials and interactive media. The second strategy to increase
future clients is to host a bi-weekly meeting hosted by the executive board members, which
targets prospective clients. Through this avenue, a meeting will provide companies with a
tangible form of past and present work created and implemented by Alpha PRoductions. The
third strategy is to launch weekly e-mails from the organization‘s executives of the targeted
publics using the listerv.
The key message is to brand Alpha PRoductions, a professional undergraduate organization,
to help students use their PR knowledge thus far and apply it to real-world clients. Tactics
needed to accomplish this would be to disseminate brochures featuring an account, such as the
Gator Nation campaign. The second tactic is to send 2,000 brochures to local businesses and
prospective clients. The last tactic establishes a feedback form through encouraging two-way
communication.
Media
In its existence, the organization has completed organizational media such as biweekly
account reports in the form of memos, final reports highlighting the progress throughout the year,
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10. press releases and business letters. These documents charted the progress of each individual
group, identified media of newsworthy ideas each client had, utilized effective mediums that
were used in special event promotion, recruitment for activities, and general promotion. The
organization has had bi-weekly exposure in the PRSSA newsletter distributed to members upon
meeting attendance.
Message
The frequency of the message is not that of a weekly or even biweekly basis. Instead, the
organization hangs visuals around Weimer Hall weeks prior to hosting a workshop. The tone of
the message is strictly informational, not persuasive.
The organization takes advantage of interactive media through the use of Facebook. The
social networking site has a group strictly for Alpha PRoductions, in which members can join
and remain updated about events. In addition, the In-house account uses a free service,
Facebook, to RSVP for workshops such as the Interactive Resume Workshop. The organization
realizes the reach is much greater through the use of this avenue than that of anything else.
Alpha PRoductions does not use specialty publications or interpersonal communications. The
organization has produced fliers for various workshops it hosted, feature articles, fact sheets and
surveys.
Effects
It has handled over 30 accounts in its existence. Among this year‘s six full-time clients are
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11. The Gator Nation campaign, Emiliano‘s Café, Altrusa, The Disability Resource Center, The
Harn Museum, and Marce Guthier. Clients appeal to all sectors in the industry. The two project-
based clients are the temporary and in-house accounts.
The Gator Nation campaign appeals to the academic and athletic sector, placing UF in the top
five universities in terms of media exposure (University of Florida Identity, 2008). Emiliano‘s
Café is a part of the food and beverage as well as the entertainment sector. The Harn Museum
and Altrusa appeal to the community sector. The Disability Resource Center and Harn Museum
appeal to the academic sector. Marce Guthier appeals to the entertainment sector. Future clients
have not been discussed.
During the 2007-2008 academic school year, the organization worked with clients from all
segments such as Emiliano‘s Café, Caribbean Conservation Corporation, the child advocacy
center, the Harn Museum and the Ladyfish band (Hudder, 2007).
Alpha PRoductions has had two special events this academic year. On Monday, October 6,
2008, at about 6 p.m., the organization featured itself in an open house in Weimer Hall. The
student organization has hosted two workshops in the 2008-2009 academic school year thus far.
The first was a strategic methods workshop, which took place December 4, 2008 from 6:30 p.m.
to 8:30 p.m. in Weimer Hall, Room 3032. The workshop featured an interactive review of
ROPES, RACE, Smith‘s 9-step model, and DPACE. The attendance was 20 people.
The other event, an interactive resume critique workshop, happened on Thursday, January 29
at about 6:30 p.m. in Weimer Hall, room G030. The attendance was 18 people, decreased by ten
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12. percent.
During the current academic school year, Alpha PRoductions used the following electronic
outlets such as UF‘s Web mail and Facebook to update members on upcoming activities.
Updates from the director, Monica David, are illustrated on Alpha PRoduction‘s social
networking site, Wiggio.
The fliers convince undergraduates to assess their own skills compared to that of the
workshop. Advertisements, known to attract a person‘s attention for only a short amount of time,
enhance ―effective visuals in the message to students‖ (Ramos, 2008). There are also no Public
Service Announcements, ads, use of public media directories, or informal networks with
journalists for the organization.
The organization does not have a functioning Web site now. The projected launch date is
scheduled for May 2009.
Because the organization is not established, it does not have data on any of the source
Web sites such as quantcast, google.com/trends, and google.com/insight.
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13. References
Brighton, J. (2009, February 1). (C. Garcia, Interviewer)
Center for Student Activities and Involvement- FAQ. (2008, December 1). Retrieved February 2,
2009, from Center for Student Activities and Involvement: http:www.union.ufl.edu/invol
vement/studentOrgs/faq.asp#table.
David, M. (2009, February 3). Alpha PRoductions. (C. Garcia, Interviewer)
Echevarria, E. (2007, March 2). Alpha PRoductions. (C. Garcia, Interviewer)
Employment Situation Summary. (2009, February 5). Retrieved February 11, 2009, from Bureau
of Labor Statistics: http://www.bls.gov/news.release/empsit.nr0.htm
Gezzar, J. (2009, February 1). Alpha PRoductions. (C. Garcia, Interviewer)
Hudder, R. (2007). What's new with Alpha PRoductions? Gainesville: PRSSA.
Jacky Ramos. (2008, November 25). Wiggio. Retrieved February 2, 2009, from In-house:
http://wiggio.com/#tpl=folderlist_11586
Pojomovsky, D. (2006, February 4). Alpha PRoductions. (C. Garcia, Interviewer)
University of Florida Identity. (2008, November 5). Retrieved February 2, 2009, from University
of Florida Identity: The Gator Nation Campaign: http://identity.ufl.edu/gatorNation/
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14. SITUATION ANALYSIS
Alpha PRoductions has an increased awareness of the need for real-world experience in
the public relations field. Educating the public about the existing organization can bring the
College of Journalism and Communications and undergraduate students to a higher level of
understanding. It can increase knowledge of PR to current undergraduate students and provide
access to professional development opportunities.
The most impacted external segment by the branding of Alpha PRoductions would be
UF‘s university relations.
UF‘s University Relations department handles ―marketing communications, public
relations and internal communications‖ (University of Florida University Relations, 2009). This
division can help Alpha PRoductions establish a positive relationship between UF and its
publics. It also addresses both internal as well as external communications through facilitating
the integration and coordination of the university's various public relations, communications,
publications and news operations, the UF University Relations site stated.
University Relations can help Alpha PRoductions successfully target their internal
publics including the College of Journalism and Communications and PRSSA-Alpha chapter.
Further segmented, their publics are broken into Dean John W. Wright II, Dr. Spiro K. Kiousis,
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15. the Knight Division, faculty and staff, and undergraduate students.
The most impacted internal segment by the branding of Alpha PRoductions would be the
College of Journalism and Communications and PRSSA- Alpha chapter.
There are six segmented publics within the internal sector such as Dean John W. Wright
II, Dr. Spiro K. Kiousis, the Knight Division, faculty and staff, and undergraduate students.
Dean Wright II is the main stakeholder. Appointed December 2007, he is responsible for
the day-to-day activities of the college. Wright has real-world experience co-authoring three
books, two of which are ―Perspectives on Radio and Television‖ and ―Electronic Media and
Government‖ (Faculty and Staff Memebers: College of Journalism and Communications, 2008).
He is a main stakeholder because his experience and networking can help promote Alpha
PRoductions to professionals in the industry.
Dr. Kiousis, associate professor and chair of public relations, has published in leading
journals such as The Harvard International Journal of Press/Politics, Journal of Public
Relations Research, and New Media & Society among others (Faculty and Staff Memebers:
College of Journalism and Communications, 2008). Kiousis can use his professional contacts to
get the word out about Alpha PRoductions and its past and current work.
The Knight Division is responsible for assisting students in seeking full-time employment
after graduation (Knight Division - College of Journalism and Communications, 2008). Charles
Harris, the Knight Division director, has connections with various corporations, firms, and
agencies in the PR field. Combined, the faculty and staff of the college form a long list of
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16. professional contacts in the form of people, entire corporations, and/or agencies. Students, who
make up the college can prove to be a huge public in itself. The daily contact students have with
their peers can provide Alpha PRoductions with needed publicity.
Another target public would be UF‘s PRSSA-Alpha chapter. PRSSA can provide a
national forum once Alpha PRoductions produces additional tangible documents. The segmented
public, UF‘s PRSSA, who sponsors the organization, can make its 70+ person membership
aware of the group.
The most important stakeholder would be the dean of the College of Journalism and
Communications, Dr. Wright. The second most important stakeholder would be the Knight
Division. The amount of contacts from both parties would provide the organization with plenty
of networks.
Factors working for:
 Networking with professionals the college knows can be successful because it will allow
the organization to create positive relationships with them.
 PRSSA-Alpha chapter gives required membership points to undergraduates who attend
Alpha PRoduction‘s workshops.
 The group can establish higher standards in creating highly qualified, well-prepared
students prepare for the industry.
 Participation shows future employers that you were proactive.
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17. Factors working against:
 Time restraints prohibit students from participating in the organization.
 Publicity may not yield a large number of additional participants.
 Knowledge of the organization thus far has been unsuccessful.
 Professionals may not be convinced based on past and current work.
 Unsuccessfully addressed target publics.
 Poor lack of support from sponsor, PRSSA-Alpha chapter.
Issue projection:
Implementing education of the student organization could increase positive outcomes for the
public relations division within the college and PRSSA-Alpha chapter. Through explaining an
overview of the organization and encouraging undergraduate students to join, members can keep
up-to-date with the industry. In addition, the organization can give public relations
professionalism skills to members.
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18. References
Faculty and Staff Memebers: College of Journalism and Communications. (2008, December 22).
Retrieved February 3, 2009, from Spiro K. Kiousis- Faculty and Staff Members- College
of Journalism and Communications: http:www.jou.ufl.edu/faculty/facultydetail.asp?
id=kiousis.
Knight Division - College of Journalism and Communications. (2008, July 24). Retrieved
February 3, 2009, from Knight Division Web site: http: //www.jou.ufl.edu/Knight/
default.asp.
University of Florida University Relations. (2009, January 29). Retrieved February 1, 2009, from
University of Florida: http://www.urel.ufl.edu/.
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19. TARGET PUBLICS SELECTION
The target publics and selected stakeholders include:
 University of Florida.
o Center for Student Activities and Involvement.
 IDEAL.
 The College of Journalism and Communications.
o Dean John W. Wright II, Dr. Spiro K. Kiousis, Knight Division,
faculty and staff, and undergraduate students.
 Public Relations Student Society of America-Alpha chapter.
UF- The university at large will benefit from knowing of Alpha PRoductions because it
will be able to take advantages of its PR services. This student organization works to ―enhance
member knowledge of public relations and provide access to professional development
opportunities‖ (David, 2008).
Segmented further, by addressing a large audience such as the university, Alpha
PRoductions will work with the Center for Student Activities and Involvement. The center,
focusing its efforts on ensuring all students finding meaningful educational opportunities in
registered student organizations, targets and serves a university-wide audience.
IDEAL, an ambassador organization for the center, serves student-run organizations
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20. featuring student-informational workshops on the processes of creating and running student
organizations effectively.
College of Journalism and Communications- The college will benefit from knowing of
Alpha PRoductions because it will allow students to apply their academic knowledge to real-life
experiences in the industry.
Dean John W. Wright II of the college would also be a great supporter of Alpha
PRoductions because he would be able to reach so many people otherwise unattainable by the
student organization. During his time in the industry, Wright has developed a long list of media
contacts and professional insight.
Dr. Spiro K. Kiousis, associate professor and chair of the department of PR, is of
additional support because he can use his current status with contacts he has in the field. Through
using the associates in the industry, Kiousis can help spread the word about the prestigious Alpha
PRoductions, its mission, and portfolio of past work.
The Knight Division would be a great stakeholder because it is responsible for career
services and advancements of students in the Communications field.
Over 60 full-time faculty and 90 full-time staff work in Weimer Hall, the building that
houses the College of Journalism and Communications. This workforce is made of doctoral
students or professors who hold upper-level degrees. By exhausting this resource, Alpha
PRoductions can contact more professionals.
Students can apply the skills acquired in all academic courses taken in the public relations
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21. program through serving as director, assistant director, account executive, and account associate
in Alpha PRoductions. The following is a breakdown of the ways in which the knowledge
attained in the program come into light.
 The principles of Public Relations is the foundation of your future knowledge of
the field. PR research allows for designing surveys, content analysis, and
reporting findings through available technologies.
 PR strategy allows for effective strategic ways to analyze, write, and present
information. Writing students to use all skills from previous courses and display
each through various levels of internal and external communications.
 Visual communications teaches students to prepare printed material for various
PR departments in the use of printed materials.
 Campaigns teaches students the upper-level management of conducting a full
case, tracks current industry issues and plans to create and apply various tools and
techniques to problems and situations.
PRSSA-Alpha chapter- The chapter will benefit from knowing Alpha PRoductions
because it will allow students to apply their academic knowledge to real-life experiences in the
industry.
PRSSA can shed light on the past as well as current work it is doing for its clients this
year: The Gator Nation campaign, Emiliano‘s Café, Altrusa, The Disability Resource Center,
The Harn Museum, and Marce Guthier.
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22. PRSSA‘s alpha chapter is the second-largest organization in the nation responsible for
cultivating a positive relationship between students and professional practitioners. In this
particular case, Alpha PRoductions will use UF‘s PRSSA contacts as an additional and effective
communications channel. The chapter umbrellas this accredited student-run firm and can educate
the organization of its partner‘s achievements in the professional world.
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23. COMMUNICATIONS PLAN
Target publics: College of Journalism and Communications, Public Relations Student
Society of America-Alpha chapter and the University of Florida.
Goals: To strengthen relationships between undergraduates in Alpha PRoductions,
faculty and its sponsor, PRSSA-Alpha chapter. To increase the knowledge of current students of
the student run public relations firm to the College of Journalism and Communications.
Objectives:
#1: To increase awareness and knowledge of Alpha PRoductions among 25 percent of
undergraduates, faculty and PRSSA members by September 2010.
#2: To disseminate information to members of PRSSA-Alpha chapter among 50 percent
by September 2009.
#3: To increase communication toward the organization among 45 percent of
undergraduates, faculty and PRSSA members by September 2010.
Strategies:
#1. To launch a branding campaign using all organizational media, interpersonal
communications, promotional materials and interactive media.
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24. This strategy is designed to coordinate all forms of media into launching a rebranding
effort. Rebranding Alpha PRoductions as a professional, alternative measure to businesses will
prove beneficial for both companies and students.
#2: To launch weekly e-mails from Alpha PRoductions executives to the college
undergraduates using the listserv.
Weekly e-mails will keep members of Alpha PRoductions informed about the latest
decisions and news. By doing so, individuals and businesses intrigued by this organization can
stay updated.
#3: To launch a breakout session Q-and-A after the PRSSA meeting.
PRSSA contains about 70 undergraduate public relations students. This club can help
spread the word or increase their own interest. Addressing these members directly will help solve
common questions students may have.
Key message: To brand Alpha PRoductions as a professional student organization which
enables undergraduates to use their PR knowledge and apply it in a real-world experience. To
promote Alpha PRoductions through PRSSA-Alpha chapter as an opportunity to learn more
about the industry as well as implement your skills. To promote Alpha PRoductions through UF
as an opportunity to learn more about the industry as well as implement your skills.
Three Tactics:
#1: To disseminate brochures of past work done in an account such as The Gator Nation
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25. campaign.
#2: Establish a feedback form through e-mails, opening two-way communication
between both parties.
#3: Table after PRSSA meeting.
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26. SECTION 2: TACTICS
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27. BIO SKETCH
Monica David is the director of Alpha PRoductions.
As the firm‘s director, David oversees all aspects including, but not limited to overall
management of the firm‘s operations. In August, she created applications, interviewed, and
selected account executives and account associates during the application process. The director is
responsible for choosing and pitching to future and current clientele for the preceding school
year.
David maintains on-going contact with the firm, faculty, and professional advisors with at
least monthly contact with clients.
In addition, David establishes a time before or after a meeting to answer questions and
concerns from account executives and associates. Members cannot publish any form of visuals or
copy without the expressed approval of the director. David receives regular updates from account
executives of each account in the form of verbal and written communication. The director acts as
a liaison between clientele and members. She also serves as an officer on Public Relations
Student Society of America -- Alpha chapter‘s executive board and maintains open
communication and involvement of the firm with the chapter.
At the end of the academic year, David coordinates Alpha PRoductions semester client
mixer. She is also responsible for submitting an annual entry into PRSSA‘s Firm of the Year
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28. competition.
―I have received so many offers from professions for public relations jobs because of my
responsibility as director of Alpha. My duties encompasses every aspect of our future careers,‖
David said.
She was the Alpha PRoductions assistant director for academic year 2007-2008. She was
a public relations intern with Caribbean Conservation Corporation, as well as LifeQuest Organ
Procurement Organization from February to May 2006.
David has earned a few of distinguishing awards such as Florida Bright Futures, Player‘s
Championship Scholarship and Public Relations Student Society of America‘s president‘s award.
David attended Sandalwood High School and graduated in 2003. She is graduating this
spring semester with a Bachelor of Science in public relations and a minor in International
Studies.
She enjoys playing with her nephews, reading English authors such as Brontë or Jane
Austen, and watching movies. Her dream job is to work for a huge corporation, such as Coca-
Cola and handle international relations for countries, preferably in Europe.
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29. FACT SHEET
What is Alpha PRodcutions?
Alpha PRoductions, founded fall 1981 by students, provides local clientele with a 7 month public
relations campaign. ―It began as a small side project and eventually expanded to a separate
organization‖ (Hudder, 2007). It is a nationally accredited, largest student-run firm in Florida
sponsored by Public Relations Student Society of America, University of Florida‘s Alpha
chapter. The organization is the second largest in the nation.
How long has Alpha PRoductions been operating?
Alpha PRoductions has been successfully operating for 27 years.
What are the requirements to join Alpha PRoductions?
Members of Alpha PRoductions are required to be foremost a member of UF‘s PRSSA- Alpha
chapter and a minimum 3.0 GPA. To apply, a person must submit an application via e-mail or
through the PR department office at 2083 Weimer Hall. A resume must be attached and
submitted by mid-September (Hudder, 2007).
What will Alpha PRoductions teach me?
Students can learn skills including but not limited to writing press releases, assembling media
kits and fact sheets. Those who participate in this organization can have an opportunity to
experience real-world public relations and put their academic knowledge to work. In addition, it
can be listed in your resume as an internship.
How many people are involved in Alpha PRoductions?
This 2008-2009 academic year has one director, two associate directors, nine account executives,
and 45 account associates.
I have a full load with other activities. Will I have time?
Yes, members of Alpha PRoductions are required a minimum of five hours a week (Hudder,
2007).
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30. Is Alpha PRoductions nationally recognized?
Yes, Alpha PRoductions was officially recognized as meeting nationally affiliated PRSSA‘s
student-run firm standards during the 2005-2006 academic year.
I have applied, what next?
Accepted students, pending approval by the organization‘s board, are matched with clients
depending on their previous experience.
How many clients does Alpha PRoductions have?
This year, Alpha PRoductions has six full-time clients: The Gator Nation campaign, Emiliano‘s
Café, Altrusa, The Disability Resource Center, The Harn Museum, and Marce Guthier. Clients
appeal to all sectors in the industry. The two project-based clients are the temporary and in-house
accounts.
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31. BACKGROUNDER
Opening statement
Many public relations undergraduate students are unaware of Alpha PRoductions and
their opportunities to work on a seven-month campaign for a local client. Students enhance their
knowledge of PR, provide access to professional development opportunities, and serve the PR
profession by helping to develop highly qualified, well-prepared professionals (Ramos, 2008).
Historical Overview
Alpha PRoductions was founded fall 1981 by students as part of a public relations campaign
class. ―It began as a small side project and eventually expanded to a separate organization‖
(Hudder, 2007). It is the largest student-run firm in Florida sponsored by Public Relations
Student Society of America, University of Florida‘s Alpha chapter. The organization is the
second largest in the nation. Alpha PRoductions was officially recognized as meeting nationally
affiliated PRSSA‘s student-run firm standards during the 2005-2006 academic year. The
organization did not charge clients prior to this school year. Instead, it operated on a voluntary
basis. In 2008, the accounting system was still undetermined; it does not have a set price for
charging clients. The organization bases its compensation on an individual project basis such as
charging $8 for an associate‘s work, $13 for the entire group‘s work, and $15 for an account
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31

32. executive‘s work on a particular client. The current rate card establishes publicity such as a
brochure to be valued at $10. The internal accounting is problematic. ―The faculty adviser for
Alpha hopes to redo the rate card‖ (Gezzar, 2009). Current funding is threatened to be cut if this
student organization remains functioning in the same manner.
Current Situation
There is direct competition for the extra-curricular time and attention of faculty and
undergraduates. Faculty, responsible for research on various topics, are consumed with work
from the courses they instruct. In addition, the doctoral students who teach PR courses are
occupied with work themselves. With more than 60 full-time faculty and 90 full-time staff, the
college is united in its efforts to establish high standards. The student environment has a wide
range of interests with one similarity: physical location. Gainesville, the city that unites both
faculty and undergraduates alike, is the home to UF and my client, Alpha PRoductions.
Economic factors could affect membership. To become an account executive or
associate, an individual is required to be a member of PRSSA-Alpha chapter. During this time of
economic crisis, many may not have $85 for new membership or $65 for renewal fees. In turn,
this also affects PRSSA-Alpha chapter because it cannot sponsor Alpha PRoductions as much as
the past. In light of a rising 7.6 percent unemployment rate, potential clients may find it difficult
to provide sufficient funds for PR work (Employment Situation Summary, 2009).
In order to increase student awareness, Alpha PRoductions in-house account is refocusing
its efforts to rebranding the organization.
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33. Implications
Alpha PRoductions rebranding would be a yearlong campaign. It would begin March 31,
2009 until March 2010. During this time, spring 2009, fall 2009, and spring 2010 semesters
would be exposed to the organization‘s opportunities and benefits. The campaign would unveil a
new Alpha PRoductions logo, organization Web site, biweekly newsletter, coalition with Student
Government, and new advertisements.
The requirements to join Alpha PRoductions would remain the same. Students will still be
considered interns, spend a year developing client campaigns, requiring a minimum of five hours
a week (Hudder, 2007). Members of the team are required to be a member of PRSSA and have a
GPA of 3.0 or higher. To apply to this organization, a person must submit an application via
online or through the PR department office at 2083 Weimer Hall. A resume must be attached and
submitted by mid-September (Hudder, 2007). Accepted students, pending approval by the
organization‘s board, are matched with clients depending on their previous experience.
Clients will be picked by the Alpha director and two associate directors. The ultimate
goal is to educate PR undergraduates of this professional organization.
If the rebranding campaign is not carried out, PR undergraduates will remain
inexperienced. The worst-case scenario would be to cut the funding entirely from Alpha
PRoductions.
Among external consequences are internal consequences as well. Internally, if a
rebranding does not occur in the specified period, Alpha PRoductions will not show initiative.
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34. This, in turn, will affect possible members from joining. Members responsible for this
campaign must be dedicated and committed.
Supporters of the rebranding campaign argue that the strategies and tactics to be used will
encourage two-way communication, which is the best way to reach students. The more free food
and activities there are, the more students will pay attention to the rebranding. Supporters also
mention Alpha PRoductions needs to build relationships with their target publics.
Challengers of the rebranding argue it might be a waste of time, money, and effort,
Marissa Alexander, senior public relations major, said.
Supporters also argue that including this organization in the student involvement will
increase the chances of getting more attention.
###
34

35. References
Employment Situation Summary. (2009, February 5). Retrieved February 11, 2009, from Bureau
of Labor Statistics: http://www.bls.gov/news.release/empsit.nr0.htm
Gezzar, J. (2009, February 1). (C. Garcia, Interviewer)
Hudder, R. (2007). What's new with Alpha PRoductions? Gainesville: PRSSA.
Jacky Ramos. (2008, November 25). Wiggio. Retrieved February 2, 2009, from In-house:
http://wiggio.com/#tpl=folderlist_11586
35

36. Cristina Garcia
2083 Weimer Hall PO Box 118400
Gainesville, FL 32611
407-625-8708
Garcia26@ufl.edu
March 19, 2009
Dr. Spiro Kiousis
University of Florida- Public Relations Department
PO Box 118400
Gainesville, FL 32611
Dear Dr. Kiousis:
As a prominent travel section editor, Alpha PRoductions would like to introduce its interactive
Web site offering free PR services to you and the travel-tourism companies featured and
published daily.
The Web page, managed by the current Webmaster, Erica Blake, will display current and past
work of its members. All work consists of seven-month campaigns and additional material
approved and edited by David prior to release.
Travel-tourism companies such as Panama City Beach Convention and Visitors Bureau, your
featured client in March 12‘s edition, will learn more about creative ideas applied to PR work.
This site, designed for use by prospective and current clients, will allow for efficient and
effective recruitment process, a larger audience reach, increase support and membership, gain
local and eventual nation-wide popularity, and give employers an additional resource to look at
potential employee‘s work.
If a travel-tourism company decides not to utilize the Web site, Alpha PRoductions will face a
slow recruitment process, much like now. In addition, if things remain status quo, members will
remain uneducated about this membership opportunity, and it will be forced to cease due to cut
funding.
We hope to work with your travel tourism clients. We greatly appreciate your time and attention
to this proposal. To inquire about additional information, please contact Alpha PRoductions
Director Monica David at 904-207-3031.
Sincerely,
Cristina Garcia
Secretary and account associate
36

37. “Preparing for the Future Professional”
2083 Weimer Hall· PO Box 118400· Gainesville, FL 32611-8400
Phone: 904-207-2031
http://grove.ufl.edu/~alphapro
E-mail: monicamd@ufl.edu
NEWS RELEASE
March 19, 2009 Contact:
FOR IMMEDIATE RELEASE: Monica David - Director
UF Alpha PRoductions
904-207-2031
monicamd@ufl.edu
Interactive Web site aims to spark interest in Alpha PRoductions.
GAINESVILLE, Fla. – Alpha PRoductions, the largest student-run firm in Florida, is launching
its first interactive Web site in search of new members.
The organization will feature an informational workshop in Gannett Auditorium on Tuesday,
March 31st at 6:30 p.m.
Alpha PRoductions will carry out a rebranding campaign from March 31, 2009 until March
2010.
It will feature a new logo, biweekly newsletter, and new advertisements.
Monica David, Alpha PRoductions director, is excited about the new Web site.
―This is what the organization needs to gain new members and establish a professional
reputation,‖ David said.
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38. The Web site, found at http://grove.ufl.edu/~alphapro, will be launched to kick off the
rebranding campaign.
During this time, the university and local businesses would be exposed to the organization‘s
opportunities and benefits.
An informational workshop, featuring a speech from David, will introduce the basic facts of
Alpha PRoductions while addressing the campaign as a solution to a recruitment problem.
There will also be a post Q&A session with the Alpha PRoductions‘ director, two associate
directors, and current members.
The strategies and tactics used will encourage two-way communication between public relations
students, the organization, faculty, and employers respectively.
Alpha PRoductions relies on the collaboration between local clients and members.
The auditorium will feature a table with current account executives and associates, available for
individual talks with prospective public relations undergraduates.
There will be fliers and applications for everyone to take home.
It will also feature a selection of past and current work material for all our clients.
About Alpha PRoductions
Since the fall of 1981, more than 1,500 students have gained professional public relations
experience through Alpha PRoductions. The organization, located in Gainesville, Fla., is the
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39. largest student-run firm in Florida sponsored by Public Relations Student Society of America,
University of Florida‘s Alpha chapter. Its purpose is to serve its members by enhancing their
knowledge of PR and providing access to professional development opportunities. Alpha
PRoductions structure is a three-tiered hierarchy. One director and two associate directors lead
this management system. The second level, directed by nine account executives supervises the
bottom tier containing 45 account associates. There are 48 total students. The team has six full-
time clients and two project-based clients this academic school year.
###
39

40. CONTACT INFORMATION:
Monica David (Spokesperson)
UF Alpha PRoductions Director
2083 Weimer Hall
PO Box 118400
Gainesville, FL 32611-8400
904-207-3031
Email: monicamd@ufl.edu
Interactive Web site aims to spark interest in Alpha PRoductions.
Alpha PRoductions will launch an interactive Web site to begin a rebranding campaign. These strategies
and tactics will increase organization membership.
GAINESVILLE, FLA. -- March 19, 2009
Alpha PRoductions, the largest student-run firm in Florida, is launching its first interactive Web
site in search of new members.
The organization will feature an informational workshop in Gannett Auditorium on Tuesday,
March 31 at 6:30 p.m.
Alpha PRoductions will carry out a rebranding campaign from March 31, 2009 until March
2010.
-more-
40

41. It will feature a new logo, biweekly newsletter, and new advertisements.
Monica David, Alpha PRoductions director, cannot wait until the Web site is revealed.
―This is what the organization needs to gain new members and establish a professional
reputation,‖ David said.
The Web site, found at http://grove.ufl.edu/~alphapro, will launch to kick off the rebranding
campaign.
During this time, the university and local businesses would be exposed to the organization‘s
opportunities and benefits.
An informational workshop, featuring a speech from David, will introduce the basic facts of
Alpha PRoductions while addressing the campaign as a solution to a recruitment problem.
There will also be a post Q&A session with the Alpha PRoductions‘ director, two associate
directors, and current members.
The strategies and tactics used will encourage two-way communication between public relations
students, the organization, faculty, and employers respectively.
Alpha PRoductions relies on the collaboration between local clients and members.
The auditorium will feature a table with current account executives and associates, available for
individual talks with prospective public relations undergraduates.
There will be fliers and applications for everyone to take home.
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41

42. It will also feature a selection of past and current work material for all our clients.
MULTIMEDIA ELEMENTS:
Download Logo.doc
Download
Alpha_Roster.pdf
QUOTES
"The use of social media releases has expanded our reach. It's brought Alpha PRoductions closer
to establishing a professional relationship with our clientele," Monica David, director, said.
"Alpha really taught me how to put all my accumulated PR knowledge and offer it in a
professional way to clients. It helps to establish the two-way communication PR is all about,"
Account Associate Joanna Brighton said.
"Alpha's given me a chance to gain experience through its endless opportunities," CFO Jen
Gezzar said.
About Alpha PRoductions
Since the fall of 1981, more than 1,500 students have gained professional public relations
experience through Alpha PRoductions. The organization, located in Gainesville, Fla., is the
largest student-run firm in Florida sponsored by Public Relations Student Society of America,
-more-
42

43. University of Florida‘s Alpha chapter. Its purpose is to serve its members by enhancing their
knowledge of PR and providing access to professional development opportunities. Alpha
PRoductions structure is a three-tiered hierarchy. One director and two associate directors lead
this management system. The second level, directed by nine account executives supervises the
bottom tier containing 45 account associates. There are 48 total students. The team has six full-
time clients and two project-based clients this academic school year.
###
del.icio.us- Interactive Web site aims to spark interest in Alpha
PRoductions.
digg- Interactive Web site aims to spark interest in Alpha
PRoductions.
Technorati Tags: Alpha | Alpha PRoductions | PRSSA | student-run firm | firm | University of Florida |
UF
*Also available at the following URL: http://www.prxbuilder.com/x2/index.php/login-to-prx-builder/
username: garcia26@ufl.edu, password: december21*
43

44. PERSONALITY PROFILE: MONICA DAVID, ALPHA PRODUCTIONS DIRECTOR.
GAINESVILLE— The day she had been anxiously waiting for has come. She may
appear nervous, but she has been looking forward to this day for a year. It is Public Relations
Student Society of America-Alpha chapter election workshop. As she stands restless amid the
seventy-member audience, she delivers her list of promises entirely.
At 23, she has learned it is not all about curriculum. Before applying to this position, she
believed experience was overrated. Day in and day out, teacher have stressed the importance of
real-world practice and she allowed it to go in one ear and out the other. She felt certain of her
feelings were correct until she talked with professionals in her industry at a PRSSA National
Conference in Detroit, Michigan.
She decided to change her outlook. Experience did matter, in real life as well as in
college. Three years into college, she ran for Alpha PRoductions director. She could not believe
the enormous amount of pressure instilled from peers. Things would be difficult.
Her time would be stretched like never before, taking on the responsibility of this role.
As undergraduate PR students voted for various executive board positions, members were
as silent as if they were taking a test.
She sat confident in her front-row chair among other candidates. As votes were tallied,
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45. minutes felt like hours.
As she did not hear her name called, her confident feelings soon deflated into
disappointment. Alpha PRoductions officers were announced at the end.
The time came for PRSSA President Jennifer Tamayo to declare.
―Director is,‖ she said. ―Monica David.‖
An immense burden lifted off her shoulders. It was official. PRSSA members voted and
positively believed the job of Alpha PRoductions director was left to a responsible woman.
Today, in March 2009, she is a full-time student, Alpha PRoductions director, and intern
at David Greenberg Communications. The company, based in Gainesville, Fla., is responsible for
media relations, business, and marketing plans within our local community.
With executive board elections held April 15, Joanna Brighton, current account associate,
feels she has the qualifications for the director position.
―I am going to apply for your position next year,‖ she said. ―What are the positives?‖
―I have received so many offers from professions for public relations jobs because of my
responsibility as director of Alpha. My duties encompasses every aspect of our future careers,‖
David said.
She is sad to leave behind a life of internships and academic experiences. She will graduate from
University of Florida in Spring 2009 with a Bachelor‘s degree in Public Relations and a minor in
International Studies. Her dream job is to work for a huge corporation, such as
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46. Coca-Cola and handle international relations for countries, preferably in Europe.
Awaiting her is a new challenge filled with endless possibilities and a career she has been
preparing for the last four years. Skills from Alpha PRoductions will help her adjust to her
various roles after graduation.
In the organization, she edited and approved all materials in preparation for release to
media and clients. In addition, she helped guide six accounts to complete seven-month
campaigns.
Some undergraduates have all the time in the world, but she was not one of them. Instead,
she stretched herself thin.
Perhaps there will never be enough time, but she learned a valuable lesson that can never
be forgotten. Alpha PRoductions has taught her time management. It has transformed and taught
her to value the 24 hours in a day. It can be considered a lot of time, but when an individual such
as she can take advantage, her PR work excels.
―There never seemed to be enough time in the day,‖ David said.
Alpha PRoductions‘ ultimate goal, to prepare future professionals, has truly brought on a
special meaning.
###
46

47. BROCHURE
47

48. SPEECH
INTRODUCTION:
Good evening ladies and gentlemen. Thank you for your interest in Alpha PRoductions. I
hope everyone is having a great time getting to know each other. Alpha PRoductions was
founded fall 1981 by students as part of a public relations campaign class. It is a nationally
accredited and the largest student-run firm in Florida sponsored by Public Relations Student
Society of America, University of Florida‘s Alpha chapter. Alpha PRoductions was officially
recognized as meeting nationally affiliated PRSSA‘s student-run firm standards during the 2005-
2006 academic year. The organization did not charge clients prior to this school year. Instead, it
operated on a voluntary basis.
THE ISSUE:
The organization faces serious recruitment issues, which might is due to its non-
functioning Web site. Alpha PRoductions purchased a separate domain address from its sponsor,
PRSSA- Alpha Chapter, located at http://grove.ufl.edu/~alphapro.
One of the major issues affecting the organization is the lack of a Web site. Instead,
people are routed to PRSSA‘s Web site, which currently is not accessible on the Grove server.
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49. How can prospective account executives and associates be immersed in information regarding
this organization? Today, we live in a technology-driven society where everything is done
online. Our organization must take this into account and submit to this outlet.
Net Access, the oldest and most reputed web development Web site, stated millions of
people globally have access to the Internet. ―A recent study found that 75 million people used the
Internet, and 45 million used the WWW in the three months preceding the survey in USA &
Canada. You can save phone calls and your staff members' time by just posting basic business
information on your Web site,‖ the Web site stated. Posting upgraded information on your site
will save an organization money and keep undergraduates informed of every reason why they
should be involved (Benefits of a Web site, 2005).
LEAD POINT/DISCUSSION OF THE SOLUTION:
By gaining a full-time Webmaster, Alpha PRoductions can share its mission and history
with all interested professionals, current and future clients, and undergraduate students. Everyone
expresses an interest in Alpha PRoductions. We are here to support this organization and the
work produced for our community.
DISCUSSION OF BENEFITS OF ADOPTING THE SOLUTION/RISKS OF NOT
ADOPTING IT:
Benefits of adopting solution:
 More efficient and effective recruitment process.
 Can reach larger audience.
 Alpha PRoductions can increase the support and amount of funding this organization
receives currently.
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50.  Can gain nation-wide popularity and become one of the PR program‘s staples.
 Can help to get employers interested in students and their work.
Risks of not adopting it:
 The organization can face a slow recruitment process, much like now.
 Things remain status quo; members remain uneducated about this opportunity.
 Alpha PRoductions has to cease because the funding is greater than work being done.
ACTION DESIRED:
If Alpha hopes to avoid the previously listed risks, it proposes to hire a Webmaster who
understands the need and importance of the Web site.
CONCLUSION (REPEAT LEAD HERE):
By gaining a full-time Webmaster, Alpha PRoductions can share its mission and history
with all interested professionals, current and future clients, and undergraduate students. Please
stop at the table in the back to talk with current account executives and associates. There are
flyers everyone can take home and read over. In addition, there are applications which have to be
turned in by September. We have a selection of past and current work material for all our clients.
Please take a moment to look at these. We are here for you. This presentation will close when
everyone‘s questions have been answered. Once again, thank you all for coming.
REFERENCES:
Benefits of a Web site. (2005, July 28). Retrieved March 15, 2009, from Net Access:
http://www.netxs.com.pk/web/benefitsofawebsite.html.
Hudder, R. (2007). What’s new with Alpha PRoductions? Gainesville: PRSSA.
###
50

51. WEB SITE/INTERNET PLANNING SHEET
TARGET PUBLICS
 University of Florida.
 The College of Journalism and Communications.
o Dean John W. Wright II, Dr. Spiro K. Kiousis, Knight Division,
faculty and staff, and undergraduate students.
 Public Relations Student Society of America-Alpha chapter.
PURPOSE OF SITE/AND OR ACTION DESIRED FROM PUBLIC(S)
The purpose of Alpha PRoduction‘s Web site is to expose the university and local businesses to
the organization‘s opportunities and benefits. It will also introduce the basic facts of Alpha
PRoductions while addressing the campaign as a solution to their recruitment problems.
Ultimately, the action desired from the publics would be to join the organization and educate
themselves on the opportunities presented. Also, if the site does not apply to certain individuals,
the possibility of a third party being exposed to this information would greatly increase.
MAIN MESSAGE/THEME OF THE WEB SITE/INTERNET PLAN
The main message is similar, if not exact to the prospective action desired from the publics.
Alpha Productions wishes to educate individuals as to the organization‘s mission and materials.
The organization would like to attract future clients and prospective members. In addition, it
would like to keep current clients and members interested.
TOP-LEVEL NAVIGATION AND LINKS
Top-level navigation would include a toolbar featuring links to ‗about us‘, ‗services‘ and
‗clients.‘ About us will include an overview section, services will feature Alpha PRoductions‘
public relations capabilities and past and current clients. The navigation toolbar would also
include a link to the official PRSSA Web site, current six full-time clients, two project-based
clients and a link to the social media release complimenting news releases or feature stories
produced by Alpha PRoductions.
SITEMAP
Please refer to Figure 1 for a brief flowchart of the organization‘s Web site.
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52. Figure 1. Below is a description of each component in the flowchart.
COPY POINTS FOR EACH PAGE
At the first level, the Web site features an ‗about us‘ section which highlights an overview of the
organization. The overview would include a brief synopsis of the organization as a whole. The
following description would be main copy points.
 Since the fall of 1981, more than 1,500 undergraduate students have gained professional
public relations experience through Alpha PRoductions.
 Located in Gainesville, Fla., it is the largest student-run firm in Florida sponsored by
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53. Public Relations Student Society of America, University of Florida‘s Alpha chapter.
 Its purpose is to serve its members by enhancing their knowledge of PR and providing
access to professional development opportunities.
 Alpha PRoductions is a three-tiered hierarchy led by one director and two associate
directors.
 The second level, directed by nine account executives, supervises 45 account associates.
 There are 48 total undergraduate student members in the 2008-2009 academic year.
 The team has six full-time clients and two project-based clients this academic year.
The second component of ‗about us‘ features the services Alpha PRoductions provides. The
main copy points are provided below. Their services are separated in two sections, basic and
advanced services.
Basic Services:
 Biosketches.
 Fact Sheets.
 Feature Articles.
 Focus Groups and Surveys.
 Media Lists.
 News Releases.
 Public Service Announcements.
 Volunteer Recruitment.
Advanced Services:
 Blogs.
 Brochures.
 Event Planning.
 Media Pitching.
 Media Kits.
 Newsletters.
 Public Relations Campaigns.
 Strategic Research and Planning.
The third component of ‗about us‘ highlights clients, both past and present.
Clients:
 Altrusa.
 The Arthritis Foundation.
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54.  Caribbean Conservation Corporation.
 The Disability Resource Center.
 Emiliano‘s Café.
 Gainesville Sports Organizing Committee.
 The Gator Nation.
 GM/Weber Shandwick- Chevrolet Aveo Livin‘ Large Competition.
 The Harn Museum.
 Junior League of Gainesville.
 Marce Guthier.
 Ronald McDonald House of Gainesville.
Project-based:
 In-house Public Relations.
 Temporary Account.
DESIGN ELEMENTS & ART
The first design element featured in the Web site would be the Alpha PRoductions logo,
available for download. The next element would be pictures from related events such as the
ROPES workshop. Lastly, it would contain pictures of the three members on the executive board
from the current academic year, such as pictures from the board 2008-2009.
MULTIMEDIA
Promotional Alpha PRoductions video, featuring clips from the organization‘s events and taped
client feedback.
SOCIAL MEDIA
The Web site will have a link to the social media release complimenting news releases or feature
stories produced by Alpha PRoductions.
PLANNED PUBLICITY
Alpha PRoductions will feature a mixture of promotional material such as a media kit, flyers and
a video available for download.
MISCELLANEOUS
N/A.
###
54

55. SPECIAL EVENT PLANNING SHEET
PURPOSE OF EVENT
Create publicity of Alpha PRoductions.
TYPE OF EVENT
Information session.
DATES
Wednesday, April 22nd at 4 p.m.-5:30 p.m.
BUDGET
$150 for promotional materials (flyers, portfolio).
Free black-and-white printing with student account access.
$20 for food.
CONTACT PERSON
Monica David at 904-207-3031or monicamd@ufl.edu.
SITE
Weimer Hall, room 1084 located on bottom floor, across from the staircase in the atrium.
Weimer Hall, located on Stadium Road across from the College of Health and Human
Performance.
First, enter through the main entrance by 1000 Student Services.
Second, make an immediate left until room 1084.
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56. It will be right next to 1088, The Communications Writing Center.
Please refer to Figure 1.1 for Alpha PRoductions‘ Gantt chart.
ALPHA PRODUCTIONS INFORMATION SESSION:
Wednesday, 4/22
4 - 4:15 4:15 - 4:45 4:45 - 4:55 4:55-5:05 5:05-5:20 5:20-5:30
CLIENT INTERACTION
C1 = Introduction. C1
C2 = Overview. C2
C3 = Benefits. C3
C4 = Account Executives. C4
C5 = Account Associate C5
testimony.
C6
C6 = Application Process
and Q&A.
Figure 1.1. Alpha PRoductions‘ clients are undergraduate students.
As seen in Figure 1.1, the schedule of events is briefly stated. Below is a detailed schedule of
both the planning and event itself.
PLANNING SCHEDULE
Tuesday, April 14 at 6 p.m.- 7:30 p.m.- Meet with Monica David, director, Susan Martinez and
Bryn Nebinger, associate directors, all account executives as well as associates.
6 p.m.: Introduce event.
-Go over location, time of event.
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57. 6:15 p.m.: Purpose of event.
-Possible speakers and topics.
6:30 p.m.: Assign roles to various members.
-Who is getting the food?
-Who is getting the portfolio together?
-Who is getting presentation materials?
-Who is checking with the Dean of Students about the room assignment?
-Who is in charge of publicity of the event?
-Members complete tabling schedule.
7 p.m.: Speakers (Monica David, Susan Martinez, Bryn Nebinger, Heather Tran-Son-Tay,
Alyssia Portee and Joanna Brighton) discuss their prospective talks and visuals to the
members.
7:30 p.m.: End of meeting.
The planning stages consist of three hour and a half meetings prior to the actual event. The dates
of these meetings are Tuesday, April 14, Friday, the 17th, Monday the 20th and Tuesday, the 21st.
SCHEDULE OF EVENT
4 p.m.-4:15 p.m.: Introduction of executives and duties as officers
(Monica David, Alpha Productions director, Susan Martinez and Bryn
Nebinger, assistant directors of Alpha PRoductions.)
4:15 p.m.: Speaker Monica David discusses an overview of the organization.
 When it began.
 Clients (past and present).
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58.  Financial situation. (Free -> Fee (yet to be determined)).
 Requirements:
o Resume.
o 5 hours/week.
o Active member of PRSSA.
o 3.0 GPA or higher.
4:45 p.m.: Speaker discusses the benefits of joining:
 Provides real-world public relations experience.
 Members work with local clients that represent different sectors of the industry.
 Members can list Alpha PRoductions as an internship.
 Account executive responsibilities are modeled after professionals.
 Members are able to put their academic knowledge to the test.
 Members have a two-way communication with their clients and peers.
 Mentorship program- allows members to pair up with peers in their account to
produce copy and visuals.
4:55 p.m.: Speaker introduces two account executives, Heather Tran-Son-Tay from the Gator
Nation campaign and Alyssia Portee from The Harn Museum account.
 Discuss experiences as account executives.
5:05 p.m.: AE‘s introduce account associate, Joanna Brighton from the In-house account.
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59.  Discusses experiences as account associate.
 Displays work from her account she created and implemented.
5:20 p.m.: Speaker goes over application in detail.
5:30 p.m.: Q & A session.
PRESENTERS/SPEAKERS
Monica David, director of Alpha PRoductions, Heather Tran-Son-Tay, account executive from
the Gator Nation campaign and Alyssia Portee from The Harn Museum account.
TARGET PUBLICS
The College of Journalism and Communications, Public Relations Student Society of America-
Alpha chapter, University of Florida.
MEDIA
Local newspapers: The Independent Florida Alligator, The Gainesville Sun. Local broadcasting
stations: WUFT and WLUF.
COMMUNICATION MATERIALS & PLANNED PUBLICITY
Past media kits, flyers highlighting key points, portfolio materials.
CONTINGENCY
Speakers will host tabling event Wednesday during school hours and information session in
atrium.
MISCELLANEOUS
N/A.
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