Walter E. Griscti Chapter Connecting you to your future… Paige Polatas , Sean Barows, Allison Hansen, Jordan Alves Murewa Olubela, Kirsty Churchill and Julianna Kauffman
Public Relations Student Society of America (PRSSA) is the pre-professionalpublic relations Society for students interested in public relations andcommunications.PRSSA is made up of more than 10,000 students and advisers organized inover 300 Chapters in the United States and one in Argentina.
PRSSA helps you enhance your education, broaden your network andlaunch your career in public relations.The Society’s mission is to serve members by enhancing their knowledgeof public relations and providing access to professional developmentopportunities; and to serve the public relations profession by helping todevelop highly qualified, well-prepared professionals.
The Walter E. Griscti Chapter of PRSSA (USF PRSSA) provides thelink between being a University of South Florida public relationsstudent and student’s role beyond graduation. The chapter welcomeall students and all majors.
SWOTStrengths•Only Public Relations group at USF•Have several guest speaker events and agency tours•Only form of professional networking for public relation majors•Provide extensive and useful benefits for active members•Great resume builderWeaknesses•Low number of active members•Limited meeting times•Lack of awareness of benefits among students•Does not have a recognizable brand•No uniform look in posters, handouts, and announcement fliers•Weak relationship with PRSA and alumni•Lack of mentor program to connect students with professionals
SWOTOpportunities•Utilize social media more frequently•Hold more meetings on different days at a variety of times•Create special events to draw attention to PRSSA and attract morestudents to join the organization•Create a stronger brand that students will recognize•Advertise and hand out more fliers about upcoming meetings,events, and even benefits of the organizationsThreats•Other Mass Communication organizations (SPJ , Ad Club etc.)•Other priorities of members that interfere with attending meetingsand events (classes, work, etc.)•Other clubs, organizations, and activities at USF
Current Challenges• Awareness • Branding • Existence and • PRSSA logo benefits • Social Media• Attendance • Presence • Current and new • New Members• Participation • Lack of lower • Actively helps in classmen events
Target AudiencesPrimary AudiencesPR Majors at USF• Most important audience• Will make up majority of active members• Will be most interested in joining for these reasons 1. Networking 2. Gaining Experience 3. Increase Chances of Finding a JobCurrent Members• In order for USF PRSSA to become a better chapter it needs to get these members more• involved• High percentage of current members don’t attend meetings or events• They are unaware of benefits that can be gained through PRSSA
Target AudiencesPrimary AudiencesFreshmen and Sophomores in Mass Communications Sequences• Students don’t know about PRSSA until in the College of Mass Communications• Increasing membership among freshmen and sophomores will build a stronger loyalty• within the chapterKey Message: Our team has put together three key messages about PRSSAthat we think will help encourage students to join:• Networking, Networking, Networking!• Real Life Experiences are Hard to Come By.• Learn to be a Leader and Work with Others.
Target AudiencesSecondary AudiencesFormer USF PRSSA Members• Important for chapter to have a good relationship with alumni• One of weaker areas within USF chapter• Alumni can encourage current members to be more active by talking about their• experiences and how PRSSA helped themSecondary AudiencesHigh School Seniors• The earlier students know about PRSSA and what it has to offer the better chance they• will join when in college
ResearchPrimary Research Secondary Research18 personal interviews with mass • researched using various sourcescommunications students. • more PRSSA chapters are forming atResults universities• lack of awareness of actual group • need to increase diversity in PRSSA• lack of awareness of long term Results benefits • 295 colleges have PRSSA chapters • networking with over 10,0000 participants • easier access to PRSA • developing high-quality, prepared PR professionals-creates more participants in Bateman Competition • creates student run firms: over 100 firms throughout country
OBJECTIVESObjective 1: Give the PRSSA brand a more prominent presence on campus.Specifically aiming for a 50% increase in Mass Communications students’ability to identify the logo.Rationale: By increasing the visibility of the logo around campus the overallbrand will grow stronger and more recognizable to students.Strategy 1: Advertise on campus with logoTactic 1: Chalk sidewalks to advertise meetings, special events, etc.Tactic 2: Put up more fliers that advertise special events, meetings, etc. in theCIS Building and Library that incorporate PRSSA’s logo.Tactic 3: Create a float that members of PRSSA ride in during theHomecoming parade.Tactic 4: Making announcements in intro Mass Communications classes.
OBJECTIVESStrategy 2: Utilize Facebook and Twitter to full potential (currently very littlerecent activity)Tactic 1: Post information about events, meetings, updates,acknowledgements, etc..Tactic 2: Advertise the fact that PRSSA is on social media via the flyerso Encourage Likes, follows and shares
OBJECTIVESObjective 2: Push membership participation while increasing membershipenrollment by 35% by January 2013.Rationale: Through our primary research, discovered that many studentswere completely unaware that PRSSA even existed at USF and currentmembers needed more activities to be involved in.Strategy 1: Reach out to current members of PRSSA through meetings andspecial events.Tactic 1: Scholarship workshopsTactic 2: Resume building workshopsTactic 3: PRSSA alumni interaction with current members
OBJECTIVESStrategy 2: Reach out to non-membersTactic 1: Focus promotions/announcements to students beginning the MassComm major (haven’t started a specific track yet)o i.e. Principles of Public Relations, Writing for Mass Media, and Mass Communications and SocietyTactic 2: Incoming freshman/Transfer students: PRSSA presence at Week ofWelcome and Orientation events each semester
OBJECTIVESObjective 3: Raise community awareness in surrounding area 25% by January2013.Rational: PRSSA can benefit from mutually beneficial relationships withother organizations and high school students.Strategy 1: Partner/relationship with MOSIo MOSI provides resume experience (volunteering, leadership, etc..)Tactic 1: PRSSA helps promote MOSI events that they don’t have the budget topromote.o MOSI After Dark: failed to reach a college age demographic = PRSSA opportunity.Tactic 2: Arrange for PRSSA to volunteer as a chapter for events requiring PRrelevant duties
OBJECTIVESStrategy 2: Inform local high school seniorsTactic 1: Distribute flyers at local high schoolsTactic 2: Speak to classes of students interested in Mass Comm/PRo Inform them of the benefits that even current members forget
Sample TacticsWe chalked up two sidewalks in front of mainentrance to CIS and the sidewalk between CooperHall and Subway.
Sample TacticsFull Circle Internship Event tookplace and all the attendees, buttwo, admitted to seeing the chalk.Successful implementation,unsuccessful outcome.Three of the nine attendants wereseniors. Six of the nine werejuniors (shows need to recruitearlier).
Sample Tactics• 1-3 events is the average attended by the surveyed group.• Five of the nine indicated being members of PRSSA.• Contributing factors to failing: Captain Natgas.
ConclusionThe campaign’s effects were measured through the administration of twosurveys.The outcome of the campaign did not generate desirable results, due to theconflicting date with another public relations’ event. Although the endresult was not an increase in attendants, more than 80% of the studentswho attended the event indicated they had seen some form of promotionthat resulted from the team’s efforts.Our PRSSA awareness group’s efforts were unsuccessful.