I have had the opportunity to work with Nora Chan in assisting the Orange County Rape Crisis Center with its public relations efforts around the community. What is unique about this particular nonprofit is that this organization represents clients who are neither vocal nor publicly seen in the community. In helping OCRCC enhance its mission of stopping sexual violence and its impact through support, education and advocacy, we decided to utilize the tools we learned in PR Writing and implement them into our efforts.
4. Reflection Essay
This past semester I have had the opportunity to work with Nora Chan in assisting the Orange
County Rape Crisis Center with its public relations efforts around the community. What is unique about
this particular nonprofit is that this organization represents clients who are neither vocal nor publically
seen in the community. In helping OCRCC enhance its mission of stopping sexual violence and its impact
through support, education and advocacy, we decided to utilize the tools we learned in PR Writing and
implement them into our efforts.
Alyson Culin, the Development & Marketing Manager served as our liaison between the
nonprofit and our PR efforts giving us plenty of leeway in what we wanted to do and our vision for the
center. We conducted an interview shortly after learning we were matched up with OCRCC and took
notes that can be seen in Appendix A. The three major concerns she expressed dealt with the website,
publicity for Sexual Abuse Awareness Month and outreach to the African American and Faith
communities.
Nora and I knew that the variety of works assigned in class could easily crossover and assist with
the PR needs that Culin knew OCRCC had. Taking full advantage of this opportunity we created a flyer to
publicize for their annual event, Shout Out! We also each created a press release to possibly branch out
to both the African American and Faith communities. Additionally, a brochure was created to inform
friends of sexual assault survivors of the steps they should take in consoling a loved one.
Having the opportunity to finally use the various PR platforms that we’ve practiced in class in a
professional setting was beneficial. I explored how news releases, press releases, news advisories and
other public relations publications are valuable to the client and the organization in the relation to the
community. Exploring these various outlets allowed me see the external implications they have and the
impact they have on both the clients and the organization.
4
5. A roadblock I personally ran into was attempting to learn the voice of the nonprofit
organization. I have never had experience working for a nonprofit in the PR sector, but I learned that a
personal connection to both the organization and the clients must be sought. Creating a personal stake
in the organization further instills the work ethic and the time put into PR efforts and that shows.
OCRCC had the foundation for a successful PR plan, but they failed to efficiently execute this.
After Nora and I did small PR tasks like webpage rewrites, creating a flier and making press releases,
they began to realize the importance of utilizing these tools. As this nonprofit continues to maintain and
enhance its relationship in the community I am more than positive they will expand their clientele
helping victims evolve into stronger survivors.
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7. Orange County (NC) Rape Crisis Center Communication Audit
Nora Chan & Kimberly Summers
Tuesday, April 23, 2012
7
8. Table of Contents
Executive Summary
9
Introduction
10
Methodology
13
Audit Diary 14
Results of the Audit Process 15
Conclusions and Recommendations 16
Appendix 18
8
9. Executive Summary
Orange County (NC) Rape Crisis Center is a community foundation offering services to
survivors and community education on sexual violence. It is the Center’s responsibility to
provide crisis assistance to those who need it most. Thus, it is important that the Center
effectively communicates its services to target audiences within the community. Leveraging the
nonprofit’s limited marketing dollars to reach the right audience with the right message will
require planning and evaluation.
Recommendations to better communicate OCRCCs goals and values are as follows:
• Rewrite website pages to a lower reading level as to not intimidate certain clients.
• Revamp the website image to modernize it and make it aesthetically pleasing.
• Create an online media kit that will streamline information for potential contacts and
allow OCRCC to generate more media coverage.
• Write press releases to publicize Sexual Assault Awareness Month in April and improve
media presence for the center.
• Strengthen presence within the African American community and faith communities.
• Reach out to suburban areas of Orange County outside of Chapel Hill.
This nonprofit provides crucial services and education, and has immense potential for growth.
Given the support it has already garnered, there is nothing that should bar OCRCC from fulfilling
its duty to the community and effectively communicating with its publics.
Introduction
9
10. The Orange County (NC) Rape Crisis Center is a nonprofit, volunteer agency that has
been serving this community since 1974. Its primary focus is to provide services to survivors
and community education on awareness and prevention of sexual violence.
The services are confidential and include: a 24-hour crisis intervention service that
provides support and assistance to survivors of sexual assault, their families, and friends;
information and referrals concerning the law enforcement, medical, and legal processes;
support for sexual assault and child sexual abuse survivors; and programs on sexual assault
awareness and prevention.
The mission of OCRCC is to work to stop sexual violence and its impact through
support, education and advocacy. The center envisions a just and equitable world free of sexual
violence and all other forms of oppression. The values expressed by the Center include
professionalism, excellence, accessibility, social justice, community involvement, self-care and
empowerment.
The purpose of this audit is to offer ideas to enhance communication between the
nonprofit and the community. Overcoming communication barriers will allow the OCRCC to
further serve the community in the future.
Values Statement
Source: OCRCC.org
(Adopted by the Board of Directors on July 22, 2008)
Professionalism
• We will treat everyone with the utmost integrity and respect and maintain the highest
standards of ethics and confidentiality.
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11. Excellence
• We will ensure the highest quality of service and program delivery by creating and
utilizing best practices and continuing to develop our expertise.
Accessibility
• We will conduct our work to meet the needs of all members of our community,
regardless of race, socio-economic class, gender identity and expression, sexual
orientation, religion, disability, age, language, national origin, and immigration status.
Social Justice
• We will design and implement our programs and services to promote positive social
change by deliberately addressing the intersections of sexual violence and all other
forms of oppression.
Community Involvement
• Recognizing our history as a volunteer-run organization, we will continually engage
community members in all aspects of our work.
Self- Care
• We will encourage self-care and healing for staff, volunteers and the community.
Empowerment
• We will support and enable people in their efforts to bring about positive personal and
social change.
The Orange County (NC) Rape Crisis Center is located on 1506 East Franklin St., Chapel Hill,
N.C. 27514 and directions can be found on the website at www.ocrcc.org.
11
12. About the Center
● Founded in 1974 by the Chapel Hill chapter of the National Organization for Women.
● Two locations: at the intersection of Franklin Street and Estes Drive in Chapel Hill and
Millstone Drive in Hillsborough.
● Employs five full-time and six part-time staff members.
● Currently the only program in the Triangle area that exclusively addresses rape crisis
and sexual assault.
Services Offered
● 24-hour Crisis Line - free and confidential service for female and male survivors of
sexual violence, their friends and family members. Trained male or female volunteers
called companions answer this line and provide support.
● Support Groups - free and confidential support groups that provide education, mutual
support, sharing and encouragement. The groups are led by two trained facilitators and
typically meet once a week for eight to twelve weeks.
● Community Education - educational programs and outreach about the incidence,
awareness, and prevention of sexual violence to children and adults throughout Orange
County.
● Sexual Assault Response Team - collaboration among representatives from law
enforcement, the medical community, the University of North Carolina at Chapel Hill, the
district attorney's office and other agencies to improve care for those who report sexual
assaults
Methodology
12
13. We performed a preliminary SWOT analysis of the organization website, OCRCC.org.
We conducted an interview with Alyson Culin, Development and Marketing Director, to better
understand the needs and requirements of OCRCC. The interview was based on a series of
questions concerning the organization’s PR needs, the business goals they would like to
achieve as well as the items they already had, so that we could enhance these materials. This
included brochures and a basic media kit. Notes gathered from the meeting are in Appendix A.
Audit Diary
13
14. Date Task Performed Staff
Kimberly Summers;
Jan. 17, 2012 Performed SWOT analysis of website
Nora Chan
Kimberly Summers;
Jan. 24, 2012 Meeting with client
Nora Chan
Kimberly Summers;
Jan. 31, 2012 Re-evaluated client needs
Nora Chan
Webpage re- About page Kimberly Summers
Feb. 10, 2012
writes What is SART? Nora Chan
Kimberly Summers;
Feb. 28, 2012 Media kit
Nora Chan
Executive
summary,
Kimberly Summers
Wrote Introduction,
Feb. 28, 2012 communication Methodology
audit Audit diary, Results,
Recommendations, Nora Chan
Appendix
Community
March 14, General press
education services; TBD
2012 releases
Client services
14
15. Results
Website SWOT Analysis
Strengths Weaknesses Opportunities Threats
Important information Calendar of events is Art created by survivors Lack of Web design
readily available—crisis practically empty could be organized or expertise
hotlines, phone presented in a more
numbers and locations powerful way, and used
to add visuals to the
Need to update site Homeland security may
newsletter (most recent pose a threat for attracting
Purpose is kept at the is October 2011) Spanish-speaking
forefront More use of social survivors
media could improve
outreach
Not visually appealing,
Website available in lots of text Other Spanish-speaking
Spanish and English organizations might
attract more clients
because OCRCC doesn’t
Website written in show that it’s bilingual
confusing terms, lots of
text
Interview and Overall Results
15
16. The Orange County Rape Crisis Center website is a key contact point for individuals
seeking crisis services. However, the website is written in activist speak, featuring rhetoric that
is not accessible to the average reader. Pages need to be at a lower reading level in order to be
comprehensible to the OCRCCs clientele. Furthermore, the website is graphically outdated and
is currently undergoing a major overhaul. The organization is faced with the challenge of
designing a more visually effective website without compromising the confidentiality of sexual
violence survivors.
The OCRCC has strong relationships with a number of audiences. The center has
successfully reached out to the Latino community, and is also well connected in the Lesbian,
Gay, Bisexual, Transgender and Queer community. However, the OCRCC needs a stronger
presence within the African American community. The OCRCC should also reach out to
suburban Orange County communities outside of Chapel Hill. Finally, the OCRCC needs to
strengthen its presence in Faith communities, such as pastors who may be involved in the
healing process after sexual violence occurs.
Sexual Assault Awareness Month in April will provide an important opportunity for the
OCRCC to mobilize support for its cause. Events such as Paint the Town Teal, where local
businesses show their support for sexual violence awareness, will require publicity. Fundraising
for a tentative golf tournament will also require strategic communication toward local
businesses.
Recommendations
• Revamp website
o The OCRCC should rewrite website pages to a 6th-8th grade reading level.
Our team will use a tool at online-utility.org to evaluate rewrites on the Flesch
Kincaid Grade Level standard. We have already implemented this
recommendation with the About and SART pages of the website.
o The center should also redesign the website to modernize it and give it
greater visual appeal. The OCRCC has already begun the process of replacing
16
17. its traditional HTML coding with a WordPress.org platform. We recommend the
OCRCC use survivor artwork with permission as central visuals for the page.
This will provide powerful imagery that represents the center’s mission while
maintaining the privacy of clients.’ An online media kit will streamline
information for potential contacts and help the OCRCC generate more media
coverage. Our team will first identify the materials needed for the kit, then
organize and rewrite them as needed.
• Increase media coverage
o Press releases will be an important factor in publicizing Sexual Assault
Awareness Month. Releases will garner attention for the event and encourage
businesses to participate in Turn it Teal or donate to the golf tournament.
o To improve media presence for the center, we will write general press
releases . One will cover community education services, and another will cover
client services. The press releases will be general as to be adjusted to the
relevant news peg.
• Improve relations with target audiences
o We recommend including a faith page on the website to direct faith leaders
to contacts in the center and demonstrate their role in the healing process.
o The OCRCC can advertise on predominantly African American radio
stations. This is a low-cost way to take a targeted approach to this audience.
o We recommend targeting press releases to suburban newspapers to
promote services in Hillsborough and other suburban communities.
17
18. Appendix
A. Notes from interview with Development & Marketing Director Alyson Culin
B. Orange County Rape Crisis Center Media Kit
C. Informational brochures
Appendix A
18
19. What are some of your PR needs?
· Rewriting some of the pages.
· Built through HTML coding in the 90's and you can do a lot more through updated
WordPress platform. Needs the web pages to be updated.
· Currently written in activist speak and very academic.
· Need to simplify it and make it for the average person to read.
· Bring down to a 6-8th grade level.
· She will identify what pages are good for us to write*
· Need to find photos and take photos
○ Figure out creative ways to get more pictures online that show a more emotional
connection and the diversity that they have.
○ Especially to show more men.
○ Have a lot of buy in the CH community, have a lot of students in the surrounding
school.
○ Good connection with the LGBTQ community & Latino community so don't need
outreach to those people.
· Need more outreach to the African American community,
middle class, in Hillsborough
· Better outreach to faith communities, (like if a pastor would
come to the website.)
· Using the pictures as a more central backdrop.
○ See how effective press releases would be.
· Look into space in the OC Newspaper and in the Newspaper
and on blogs.
○ Could create a media kit for them online.
· One for community education and one for client
services.
Write two press releases.*
o She has already rewritten the service pages in her tone. So we can look at that as a
guide.
o Using Twitter as a stepping stone and using more often.
· Upcoming events, random articles , volunteer opportunities
· Avoid controversial topics (abortion)
· Sexual Awareness Month in April - SAAM
· Assist with communications and meet with that Intern.
· One big month of events that occur - All of these events will need PR
○ Fundraising events, Turn Town Teal - teal ribbons, give to each business and
main street in Hillsborough and Carrboro - Intern is mostly involved with that.
19
20. ○ The Shout Out - Talk to Laurie
· Creating programs and flyers for the event would be great.
○ Get 4-5 businesses to do fundraising for them.
○ Golf Tournament - May happen either this year or next year
This interview was conducted on Tuesday, Jan. 24, 2012 at 11:15 a.m.
Orange County (NC) Rape Crisis Center
1506 East Franklin St.
Chapel Hill, N.C. 27514
FOR IMMEDIATE RELEASE:
20
21. Tuesday, March 20, 2012
CONTACT:
Alyson Culin
919-968-4647
alyson@ocrcc.org
RAPE CRISIS CENTER GIVES COMMUNITY THE CHANCE TO SHOUT OUT!
Chapel Hill, N.C. – Krista Park Berry, Programs Director of Orange County (NC) Rape Crisis
Center, today announced the Center will host its 10 th Annual Shout Out Against Sexual Violence.
Survivors of sexual violence and those close to them will have to opportunity to read works and perform
pieces on April 17.
“Too often, survivors are shamed into silence,” said Alyson Culin, development and marketing manager.
“The “Shout Out!” is a great opportunity for survivors to have a voice in speaking out against sexual
violence”
Shout Out! provides an intimate and safe place for survivors of sexual violence and their allies to
respond and speak on the sexual violence in the community. This is a night of poetry, spoken word,
song, art and justice. It is also a space for healing, growth and social change.
“Speaking out against violence can provide healing for survivors,” said Culin. “And doing so in a
community space like the Shout Out! is very empowering.”
-MORE-
SHOUT OUT/Page 2
This program is a small preview of the many programs OCRCC has orchestrated during Sexual
Assault Awareness Month. Employees and volunteers have worked together to bring awareness of
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22. sexual violence to Orange County by Painting the Town Teal. Shout Out! has successfully kicked off the
Center’s SAAM 2012 campaign and Executive Director, Shamecca Bryant is more than thrilled with the
anticipation of upcoming events.
“51% of our clients were survivors of rape or sexual assault. 13% were adult survivors seeking
support for childhood sexual abuse. Others sought support for incest, sexual harassment, stalking and
more,” said Bryant. “Hopefully this campaign can help raise awareness of everything OCRCC is doing and
help another person.”
The Orange County (NC) Rape Crisis Center is a nonprofit, volunteer agency which has been
serving the surrounding community since 1974. Their primary focus is to provide services to survivors
and community education on awareness and prevention of sexual violence. For further information
about OCRCC and the services they provide, call the center at (919) 968-4647.
If you would like to submit a piece to the Shout Out, please email Laurie at laurie@ocrcc.org or call 919-
968-4647 for more information. Please indicate whether you will present your piece at the Shout Out or
if you would like a staff member to volunteer to present it as an anonymous submission. All submissions
are due March 26.
###
Orange County (N.C.) Rape Crisis Center
Suite 302
1506 E. Franklin St.
Chapel Hill, N.C. 27514
22
23. Wednesday, April 11, 2012 CONTACT: Alyson Culin,
PUBLIC SERVICE ANNOUNCEMENT Development & Marketing Director
919-968-4647, alyson@ocrcc.org
Start date: Wednesday, April 11, 2012
Stop date: Friday, May 11, 2012
ORANGE COUNTY RAPE CRISIS CENTER PUBLIC SERVICE ANNOUNCEMENT
Reading time: 30 seconds
Woman 1: I want to tell someone, but…
Teen girl: Who would believe me?
Woman 2: I’m so ashamed.
Teen girl: He said I was asking for it.
Woman 1: It can’t be rape if it’s my husband.
Woman 2: How could I have let him do this?
Teen girl: It’s my fault for getting so drunk.
Woman 1: I feel trapped.
Teen girl: I feel sick.
Woman 2: I can’t handle this alone.
Female narrator: If you’re a survivor of sexual
-MORE-
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24. OCRCC PSA/ page 2
violence, we’re here to help. Call the
Orange County Rape Crisis Center 24
hours a day at 1 8-6-6-WE-LISTEN.
That’s 1 8-6-6 9-3-5 4-7-8-3.
Remember, we are here for you.
#
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26. 10th Annual
Shout Out!
Against Sexual Violence
Speak out! It’s your chance to be heard.
Join us for an evening of creative expression surrounding the
issues of rape and sexual assault.
April 17, 2012
6:30-8:30 p.m.
Seymour Center: 2551 Homestead Rd.
Chapel Hill, NC 27516
26
27. Submit your own poetry, personal narratives, creative writings, spoken word, performance art,
visual art, or more by April 1 to Laurie at laurie@ocrcc.org or call 919-968-4647.
27
