4. 3
Service-Learning Reflection
I am very pleased with the outcome of this service-learning course. I feel that I gained more
insight from Public Relations Writing than other non-APPLES courses because I learned valuable public
relations skills through the lectures, practiced them through in-class writing assignments, and applied
curricular concepts in a realistic setting by working with my client. The real-world experience I gained
through this course establishes it as a critical addition to my resume, rather than a simple addition to my
transcript.
The least valuable part of my service-learning experience was that my group’s supervisor for our
client, NCWorks Career Center of Orange County, was difficult to communicate with, and sometimes
seemed unappreciative of the hard work we put in. I feel that as a result of her unresponsiveness, she did
not use our skills and expertise to their full capacity. If our supervisor had challenged us more, I believe
my group would have gained more valuable experience, and confronted tasks with greater enthusiasm.
However,the situation with our client, while not ideal, benefitted us by challenging us in
unexpected ways. For example, this experience was a valuable reminder that PR professionals must be
driven by a passion for their work because not all clients will be pleasant to work with, and some may
even reject ideas you’ve worked hard to develop. While our client didn’t always greet our efforts with
enthusiasm, my group and I overcame this challenging by keeping positive attitudes and motivating
ourselves intrinsically through passion for PR and pride over our hard-earned accomplishments. We also
learned to be goal-oriented, keeping in mind that completing high-quality work could make a difference
in the lives people in our community that need jobs.
The most valuable aspects of my service-learning experience were the insights I gained by
applying concepts learned in class in a real-world setting, and learning to work productively as a team. As
a hands-on-learner, the service aspect of the class allowed me to internalize the material in a very valuable
way. I now understand the material from a much deeper level than I would by simply reading a textbook,
and as a result, I am much more confident with writing PR content. Furthermore, the team aspect was
extremely beneficial. My team learned to work very cohesively as we spent more time together,
5. 4
particularly because we learned to be flexible and put our personal interests aside for the best interests of
the client. PR Writing was my first class where I worked with the same team the entire semester,and I
was pleased to discover that working with my group for a longer period of time made us a much more
unified team.
After working with NCWorks Career Center of Orange County, I recommend they continue to
improve their PR outreach by leveraging social media. My group has provided our client with knowledge
and severalresources to use social media effectively. My primary wish for NCWorks Career Center of
Orange County is that they continue to maintain their Facebook, Twitter and Instagram accounts after the
semester ends. I believe this will make a significant impact on community awareness surrounding the
Career Center and the services it provides.
8. 7
Executive Summary
Our group of APPLES public relations practitioners has created this communication audit
to research and identify the communication needs of our organization, the NCWorks Career
Center of Orange County (NCWorks of O.C.). This organization connects individuals and
businesses with career-related information, resources and services. This comprehensive audit
details the positive and negative aspects of NCWorks of O.C.’s current communication strategy
and its effectiveness; in addition, it explains the organization’s structure, hierarchy, services,
publics, and strategic partnerships with other organizations.
To begin this communication audit, our APPLES group conducted an interview to learn
more about NCWorks of O.C. and its public relations strategies. We interviewed NCWorks of
O.C. Director Malinda Marsh. In this interview, we observed that many of the organization’s
communication methods and outreach strategies were unappealing, outdated and repetitive to
audiences. One specific area that our APPLES group plans to make a key priority is social
media. NCWorks of O.C. currently has a Facebook account that has not been updated in 2015, a
matter that we will remedy. Additionally, the organization could use accounts on other social
media platforms, such as Instagram and Twitter, in order to reach a wider audience.
Furthermore, our APPLES group has made several visits to NCWorks of O.C. to view the
facilities and observe the communication efforts within their space. Some of the notable
opportunities for enhancement that we discovered were brochures, flyers and bulletin boards that
9. 8
could be updated for improved communication with NCWorks of O.C.’s target audience of job-
seekers and employers in the local community. During this time, we also made visits to the
NCWorks of O.C.’s websites, and Facebook page. We observed a great deal of confusion due to
conflicting and outdated information on several of the communication mediums.
Subsequently, our APPLES group developed two surveys via Qualtrics, designed to
gauge the success of the NCWorks of O.C.’s current public relations efforts. One survey was
designed for completion by current or past volunteers at the center, while the other was intended
for those who have used, currently use, or are familiar with the services offered by the NCWorks
of O.C. After Marsh agreed to distribute the surveys, we received only one response, limiting the
insight that could be drawn from the desired audiences.
After completing this communication audit, our APPLES group can better identify the
communication needs of our client. In particular, the organization must strategize ways to
improve both its internal and external communication efforts. Some external communication
media that particularly need attention include the NCWorks of O.C.’s Facebook page and its
collection of websites, which link to other parts of the NCWorks state-wide organization . Due to
the prevalence of outdated and conflicting content, these sites seem to present confusion, rather
than inform the community about the NCWorks of O.C. Our APPLES team aims to remedy
these issues over the course of the semester to assist NCWorks of O.C. in communicating its
ideas clearly to the community it aims to reach.
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Introduction
The NCWorks Career Center of Orange County connects individuals and businesses with
a wide range of services aimed to help job seekers make informed career choices, and to help
employers can make informed decisions about their workforce needs. NCWorks of O.C. is
located in downtown Chapel Hill, North Carolina at 503 W. Franklin St. It is open Monday
through Friday from 8 a.m to 5 p.m.
The purpose of this communication audit is to gather research, which will identify the
strengths and weaknesses of the NCWorks of O.C.’s current internal and external
communications. NCWorks of O.C.’s competitors are career centers in surrounding counties
(such as the JobLink Career Centers of Wake County Human Services), private job placement
firms, other facilities where job training is provided and LinkedIn.
NCWorks of O.C. partners with several other local organizations including Chapel
Hill/Carrboro Orange County Schools/Job Ready, Durham Technical Community College, NC
Employment Security Commission, Good Work, Joint Orange Chatham Community Action
Agency (JTPA), NC Division of Vocational Rehabilitation, Orange County Department of Social
Services/Work First and Orange County Literacy Council.
Some resources that NCWorks of O.C. provides to job-seekers include basic skills
development trainings, career exploration courses, education and vocational training, GED
preparation courses, disability services, reading classes, writing classes and basic math classes.
NCWorks of O.C. also provides a variety of employment services including job placement and
11. 10
follow-up, job search assistance, resume preparation, interviewing skills preparation, internet
access for job searching, employer contacts, career information and individualized assistance.
NCWorks of O.C. provides a wide range of workforce-related services for businesses too.
These include labor market analysis, small business development, customized business training,
space for interviewing, tax credits and other hiring incentives, recruitment assistance,
unemployment assistance, unemployment insurance, apprenticeship programs, upgrade training,
disability awareness training and workplace literacy training.
NCWorks of O.C. is one of five North Carolina Career Centers served by the Regional
Partnership Workforce Development Board (WDB). WDB aims to provide leadership and
advocacy for workforce development in North Carolina communities, focusing on employer
needs and employment preparedness.
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Methodology
Several instruments were used to create this communication audit for the NCWorks of
O.C. These methods include interviews, observations and surveys. The data collected by these
methods aided in compiling a complete and informed public relations plan for NCWorks of O.C.
Interview
An interview with the APPLES-appointed supervisor from NCWorks of O.C., Malinda
Marsh, was conducted on Sept. 10, 2015. A list of questions were asked to Marsh and her
responses were recorded (Appendix 1). These questions included inquiries about the mission of
the organization, its current public relations strategies and the type of services provided by the
organization.
Observation
Members of the APPLES team visited the office of NCWorks of O.C. on Sept. 10, 18 and
25 of 2015 to observe the happenings of the business and to take inventory of the informational
programs and flyers around the office. APPLES group members noted the numerous bulletin
boards in the office and cases of flyers and brochures. Information about flyers and programs
that were missing, outdated, or irrelevant was documented.
Survey
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Two surveys were created and distributed via email in order to receive feedback on the
success of current public relations practices. One survey was created for people who either have
experience working or volunteering at NCWorks of O.C. (Appendix 2). These questions focused
on how these workers perceived the organization’s goals and internal communication methods.
The second survey focused on gaining feedback from people who are familiar with the
organization and/or have used their services (Appendix 3). This survey sought to understand how
people became aware of the services provided by the organization, what methods of
communication were most often used and what they perceived to be the most important goal of
the organization. Both surveys also included demographic questions.
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Audit Diary
The communication audit of the NCWorks Career Center of Orange County began on
Aug. 27, 2015, when Marsh emailed us a list of the three NCWorks of O.C. websites to
familiarize ourselves with. Individually, we analyzed the three websites and the NCWorks of
O.C.’s Facebook page and, as a team, compared our impressions.
The next activity in our communication audit was on Aug. 31, 2015, when Marsh
requested that we post flyers around Chapel Hill, N.C. and Carrboro, N.C. advertising for an
Employer Hiring Event on Sept. 3, 2015. As a team we posted the flyers on Sept. 1, 2015, and
analyzed this strategy.
On Sept. 10, 2015, two APPLES team members met with Marsh at the NCWorks of O.C.
office. The APPLES students asked Marsh a series of questions about the agency (Appendix 1),
received a list of existing informational sources about NCWorks of O.C. and familiarized
themselves with the office structure and organization.
On Sept. 18, 2015, three APPLES team members visited the office again to meet with
Marsh and analyze the existing informational materials, receive NCWorks of O.C.’s Facebook
login information and take photographs of the office to analyze the existing layout.
On Sept. 21, 2015, the group finalized its internal audit survey on Qualtrics, which
aimed to evaluate the opinions of the agency’s employees regarding the level of community
awareness about the agency and the effectiveness of internal communication. The group
provided Marsh with the survey, and she agreed to send the survey to the agency’s employees.
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On Sept 28, 2015, we completed the final in-person stage of our audit. We read the
existing informational materials from the office as a group and spoke with employees.
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Results
Prior to our first meeting with the client, we introduced ourselves via email, and Marsh
asked that we become familiar with two of three websites associated with NCWorks Career
Center of Orange County: nccommerce.com and ncworks.gov. Of these websites, one is
monitored on a state level, one on a regional level, and one by NCWorks of O.C.
The webpage for the NCWorks of O.C. had not be recently updated. Marsh is in the
process of determining who is in charge of monitoring and editing this page. This website
contains potentially useful tools such as a news page and a calendar, but neither contains current
information. NCWorks of O.C. hosts frequent job fairs and events that should be posted on this
website to inform the public. The photos posted on the webpage, are all dated. Marsh indicated
that there are up-to-date photos that can be uploaded.
We met with our supervisor to discuss the mission of the center, to evaluate the center’s
current level of outreach and to identify ways they have established client retention. A list of the
questions and Marsh’s answers is included in the Appendix. Marsh’s primary concerns were
social media and updating information displayed around the center. We discovered the Facebook
page for NCWorks of O.C. was last updated in 2014. A statistical report of the Facebook page
revealed that the site typically receives little to no traffic, and serves little benefit to the career
center.
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Marsh would also like to have a Twitter account to relay upcoming events and an
Instagram account to post photos taken from job fairs and information sessions. The Facebook
logistics are as follows:
Facebook Page Background
● The Facebook page has been active since April, 2015
● The page was originally created by a former APPLES team
● Marsh is the current administrator of the page
● The page is now titled, “NCWorks Career Center” (after changing from its original name,
Joblink Career Center of Orange County)
● Total number of posts since activation: 5
● Total followers: 51
Information on Facebook Page
● Current address
● Current telephone number*
● Link to NCWorks webpage**
● Current profile picture/ logo:
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*The telephone number was outdated at the start of the APPLES project, but was changed within
the first week.
**The facebook link on the NCWorks page does not lead to this Facebook page. Additionally,
there is no link on this Facebook page for the local NCWorks of O.C. website found at
http://www.regionalpartnershipwdb.org/orange/index.htm
Graph 1, Facebook Post Data
All information found on this graph was taken from Facebook posts from April 14, 2015 until
Sept. 21, 2015
*All posts were created on the same day, April 14, 2015. There have been no updates since.
Breakdown of Facebook Post Data Chart
Reach
Lowest Reach: 15
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Highest Reach: 31
Average Reach: 22.8
● The highest Reach was on a post that contained an upload of 16 event pictures
● The lowest Reach was on a post that contained a cover photo updates
Clicks
Lowest Post Clicks: 0
Highest Post Clicks: 114
Average Post Clicks: 25.2*
● Three posts received the lowest number of clicks with 0 clicks
● The post with the highest number of clicks was a post that contained an upload of 16
event pictures
*Average post clicks may be misleading because of the extremely low number of posts
Shares, Likes, Comments
● Only one post received one like
● The post that received the like was a post that contained a list of other similar companies
in the area
● There have been no shares or comments on any posts
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Unfortunately, only one respondent completed our survey. This could potentially highlight
disconnect between the employees of the center, and the director, or a lack of employee
participation. Potentially we can find another way to reach out to employees, perhaps in person.
Based off of recent visits to the career center, employees are interactive with visitors.
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Conclusion
Background Information
The NCWorks Career Center of Orange County is a government-run agency that provides
career planning, training and placement services to residents and businesses in Orange County,
North Carolina. Currently, NCWorks of O.C. is struggling to effectively communicate with its
target audience, which Marsh describes as, “anyone in the workforce” (Appendix 1). Looking to
the external and internal communication strategies implemented by the agency, it becomes clear
that many improvements could be made to their communication strategy.
To communicate with external audiences, NCWorks of O.C. has three websites and a
Facebook page. The websites that provide information on the center are
www.regionalpartnershipwdb.org/orange/index.htm, www.nccommerce.com and
www.ncworks.gov. Only the first website listed is operated directly by NCWorks of O.C. This
website has outdated graphics and contains minimal information for visitors. The other websites
are operated at higher levels of the North Carolina state government. The Facebook page is titled
NCWorks Career Center. The Facebook page has 51 followers, and has only had five posts since
its activation earlier in 2015. It is noteworthy that NCWorks of O.C. does not have Twitter or
Instagram accounts, which they could use to have a stronger dialogue with their audience.
The internal communication at the career center consists of a plethora of flyers, brochures
and posters scattered around the office. Although there are a large number of resources available
22. 21
at the career center, the disorganization of information makes it a daunting task to find what you
are looking for. Also, many of the informational materials contain outdated, repetitive or
unattractive content. In order to better meet the needs of audience members, the agency needs to
better organize and present the vast amount of information they have to offer.
Strengths
Although the NCWorks of O.C. has lots of room to improve their communication
strategy, certain factors are strong. One of the agency’s strengths is the number of resources and
vast amount of information that they have to offer their audience. Also, at the NCWorks of O.C.
there is space and willingness to reorganize and represent the information that they have to offer.
Finally, another strength of the agency is their mission. The mission is to help businesses and
jobseekers find employment. This is a mission that audience members would be excited to learn
more about.
Weaknesses
There are many current weaknesses in the communication strategy of the NCWorks
Career Center of Orange County. A major weakness is the absence of an efficient a social media
presence. NCWorks of O.C. only have 51 Facebook followers and no Twitter, Instagram or
LinkedIn accounts. There exists three different websites about the center that all refer to it by
different names which can be confusing and poses a difficulty when trying to build brand
recognition. Furthermore, the websites have outdated graphics and should be more informative.
Also, the presentation of information in the office is distracting and unorganized. Although the
23. 22
center has a lot of information to offer, it is difficult to find the information needed because of
the disorganization and repetitiveness of the content.
Opportunities
There are many opportunities for growth at NCWorks of O.C. By expanding its social
media presence through increasing the use of its Facebook page and establishing Twitter,
Instagram and LinkedIn accounts the agency will be able to expand its reach to a broader
audience. Also, by making their website more informative they will allow audience members to
easily access the information they need online. Lastly, by condensing, updating and organizing
the informational materials available at the office audience members will be able to find the
information they are looking for more efficiently.
Threats
One of the largest threats to the agency is LinkedIn. LinkedIn is organized, up-to-date
and shares a similar mission of connecting jobseekers and businesses with the tools they need to
achieve their career goals. If the NCWorks of O.C. is unable to improve their internal
organization of information and update their Internet presence, it is likely that websites such as
LinkedIn will make their services unnecessary.
Recommendations
Considering the current situation of the NCWorks Career Center of Orange County’s
communication strategy, there are multiple recommendations for change that our group suggests.
First, we recommend the agency improve its social media presence by increasing how frequent
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they post to Facebook and by creating Twitter, Instagram and LinkedIn pages that are updated
frequently and with appropriate content. Next, we recommend they hire a consultant to redesign
their corporate website to be up-to-date in design and to be home to more informative materials.
Finally, we recommend that all informational materials in the office be cataloged and evaluated.
Many of the materials need to be condensed, redesigned and reorganized. By making these three
improvements to the communication strategy the agency will be able to reach a larger audience
and be able to provide that audience with the information they need in a more effective and
efficient manner.
25. 24
Appendix 1
Interview Questions
The following questions were asked by an APPLES group member and answered by the
NCWorks Career Center of Orange County director, Malinda Marsh.
1. What is the mission statement, purpose and values of the organization? What differentiates the
services your provide from other organizations in your field?
A: The mission is to strengthen the workforce and be a one-stop shop for employment needs.
2. What audience does the NCWorks Career Center of Orange County try to reach? What are
the basic demographics of audience? How does you currently reach this audience?
A: Our target audience is anyone in the workforce. This ranges from low-skilled to well-
educated people. We reach our audience by word of mouth, our job fairs, literature, our website,
and our Facebook.
3. What services and programs do you offer?
A: We provide Orange County residents with resources for professional development and
job placement.
4. What are the short-term and long-term goals of the organization?
A: The goal is to get everyone who wants a job employed.
5. What previous public relations efforts have been completed (recent news releases, brochures,
press clippings, events, etc.)?
A: We have recently hosted a job fairs, educational workshops and updated our
Facebook page.
6. Have you previously worked with an APPLES group? If so, what projects did that group work
on? How was the experience working with them? Anything about that partnership you would
want to change?
A: A former APPLES group setup the Facebook page and updated the bulletin boards,
but both need updating now.
26. 25
7. What technology is available at the agency?
A: Desktop computers are available to help clients, as well as, classroom facilities to host
educational classes.
8. What are the agency’s operating hours?
A: The center is open from 8 a.m. to 5 p.m.
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Appendix 2
Qualtrics Survey Questions- Internal
Survey Link: https://unc.az1.qualtrics.com/SE/?SID=SV_4NKGdLCNn0n80oB
This survey was intended for people who either worked or volunteered at the NCWorks Career
Center of Orange County.
1. How long have you worked or volunteered with the agency?
a. Six months or less
b. 1-3 years
c. 4-10 years
d. 10+ years
2. How did you first hear about the NCWorks Career Center of Orange County?
a. Website
b. Facebook
c. Flyer
d. Word of mouth
e. University or community resource center
3. In your experience, how do most consumers of the NCWorks Career Center of Orange
County’s services hear about events or educational opportunities?
a. Facebook
b. Website
c. Flyer
d. Word of mouth
4. How are you informed about upcoming events or services?
a. Internal email
b. Internal meeting
c. Facebook
d. Website
5. How often do you look at the NCWorks Career Center of Orange County’s Facebook
page?
a. Daily
b. Weekly
c. Monthly
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d. Never
6. What do you think the main goal of the agency is?
a. To get everyone a job
b. To provide training and educational services
c. To assist local employers in finding qualified employees
d. Other
7. Do you have any additional comments or suggestions on how to inform more people in
the community about the services offered by the NCWorks Career Center of Orange
County?
[Comment Box]
Demographic Questions
1. What is your gender
a. Male/ female/ other/ prefer not to say
2. What is your age
a. Drop down menu 16 - 100
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Appendix 3
Qualtrics Survey Questions- External
Survey Link: https://unc.az1.qualtrics.com/SE/?SID=SV_2hL3cRJJPHtBAhL
This survey was intended for people who have not worked or volunteered with the NCWorks
Career Center of Orange County and who may have used their services.
1. Are you familiar with the NCWorks Career Center of Orange County?
a. Yes
b. No
2. What do you see as the main objective of the NCWorks Career Center of Orange
County? Check all that apply
a. Help those recently unemployed find jobs
b. Job training
c. Help connect businesses with qualified employees
d. Learn about government sponsored retirement programs and unemployment
benefits
3. Have you ever used the NCWorks Career Center of Orange County?
a. Yes
b. No
4. What services have you received at the NCWorks Career Center of Orange County?
a. Help finding a job
b. Job training
c. Help connect businesses with qualified employees
5. How pleased were you with the services provided at the center?
a. scale of 1 (displeased) to 10 (extremely pleased)
6. How easy was it for you to find the information you needed at the center?
a. scale of 1 (hard) to 10 (easy)
7. How do you keep up to date with the NCWorks Career Center of Orange County? Check
all that apply.
a. Website
b. Email
c. Word of mouth
d. In person visits
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e. Facebook
8. What areas of communication at the center need improvement? Check all that apply.
a. Website
b. Brochures
c. Emails
d. Office organization
e. Social media presence
9. How often do you look at flyers and brochures located in the office of the NCWorks
Career Center of Orange County?
a. Once a week
b. 1-2 times a month
c. Every 1-3 months
d. Never
Demographic Questions
1. What is your gender
a. Male/ female/ other/ prefer not to say
2. What is your age
a. Drop down menu 16 - 100
3. What is your annual income
a. Brackets
4. How many people live in your household?
a. Answers from 1-6+
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Brooke Wilson
UNC Chapel Hill
(919) 244-1067
wilsonba@live.unc.edu
NEWS RELEASE
FOR IMMEDIATE RELEASE – 08/25/15
ORANGE COUNTY JOBLINK CENTER CELEBRATES NCWORKS CAREER CENTER
CERTIFICATION
CHAPEL HILL, N.C. – On Nov. 6, 2015, the Orange County JobLink Center will host an
open house and ribbon cutting ceremony to celebrate its NCWorks Career Center certification.
To commemorate this achievement, staff at the Orange County JobLink center will serve
complimentary refreshments and give attendees tours of their facility, located on W. Franklin
Street. This event is open to the public, and will take place from 2:45 p.m. to 6 p.m.
Malinda Marsh, director of Orange County JobLink Center said, “We have completed
this certification as a commitment to better-serving our community. This change means we are
affiliated with the statewide NCWorks organization, and shows that we provide more resources
than just finding people jobs.”
In recognition of Orange County JobLink Center’s NCWorks affiliation, it will change its
name on Nov. 6, 2015, to “NCWorks Career Center of Orange County.”
-MORE-
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NCWORKS NEWS RELEASE/Page 2
Under the new name, the center will have access to NCWorks state resources, and enjoy the
benefits of a widely-recognized name.
Orange County JobLink Center, soon to be NCWorks Career Center of Orange County, is
a facility that provides a comprehensive range of employment and training services, all under
one roof. Some of these resources include skills trainings, workshops, job fairs, individual
consultations and employer trainings.
For more information, visit http://www.regionalpartnershipwdb.org/orange/ or contact
Malinda Marsh at mmarsh@orangecountync.gov.
# # #
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Public Relations Plan
Situation Analysis:
The NCWorks Career Center of Orange County connects individuals and businesses with
career-related information, resources and services. The center currently communicates primarily
through handouts, flyers, pamphlets and face-to-face meetings. The center has a website and
Facebook page that are updated infrequently.
The center’s current public relations problems include lack of social media presence,
outdated and disorganized website content and graphics, lack of community awareness and lack
of employee initiate to improve public relations.
PR Campaign Objective:
To increase awareness of the NCWorks Career Center of Orange County’s services.
Target Audiences:
1. Job seekers
2. Business employers and recruiters
3. Employed people looking to gain skills
S.M.A.R.T Goals:
1. Gain over 100 individual Facebook, Instagram and Twitter followers by January 2016.
2. Increase awareness of the center’s services by 200 percent by January 2016.
3. Increase website traffic by 300 percent by January 2016.
4. Increase foot traffic by 200 percent by January 2016.
PR Strategy:
● Host successful Open House event
● Network with jobseekers
● Network with businesses
● Receive local media placements
Tactics:
● Post on Facebook page twice every week
● Create Instagram, Twitter and LinkedIn pages
● Post twice every week on new Instagram, Twitter and LinkedIn pages
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● Create new logo and inforgraphics for website
● Update website
● Use Google Analytics to track website traffic
● Hold a social media workshop for NCWorks of O.C.’s employees
Actions:
1. The group will work together to create the 6-Month Public Relations Plan by Nov. 10 at
3:30 p.m.
2. Group will create Instagram and Twitter accounts by Nov. 11 at 5 p.m.
3. Group will post on Facebook twice every week by Friday at 5 p.m.
4. Group will update website by Nov. 20 at 5 p.m.
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Social Media Setups and Updates
Social Media
When our APPLES group began working with Orange County Joblink Career Center,
now called NCWorks Career Center of Orange County (NCWorks of O.C.), the organization had
an existing Facebook page that hadn’t been updated since 2014. We edited the Facebook page to
include the most current information regarding NCWorks of O.C., and posted about current
events and photos. As a result, the page has acquired additional “likes,” enhancing NCWorks of
O.C.’s ability to reach the community. Additionally, we created profiles for NCWorks of O.C.
on Twitter and Instagram to expand the center’s social media presence. We have also posted
current content about events and opportunities and acquired followers on these media.
Furthermore, we followed similar organizations’ profiles to expand NCWorks of O.C.’s network
and outreach potential.
Social Media Workshop
After analyzing our client’s public relations outreach efforts, we concluded that
NCWorks of O.C. struggled to maintain the progress previous APPLES students had made
regarding social media. In order to solve this communication challenge for NCWorks of O.C.,
and ensure that our APPLES group left a lasting impact on the organization, we conducted a
social media workshop to teach community members and NCWorks employees how to use
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social media. In this workshop, we created instructional power points and lesson plans about
Facebook, Twitter and Instagram, guided attendees through basic functions on these media and
described best practices for leveraging them most effectively. After explaining key concepts, we
answered attendees’ questions to clear up confusion and misconceptions.
One of the primary benefits of conducting a workshop was the ability to provide further depth to
our explanations and address personal questions on a face-to-face basis. Creating power points to
supplement our lessons not only added visual elements to support our lessons, but provided
NCWorks of O.C. with a tangible resource to share with the community and refer to in the future
if they have further questions about social media.
