Cases in Public Relations Strategy
Burton St. John, Diana Knott Martinelli, Robert S. (Scott) Pritchard, Cylor Alexander Spaulding
- 216 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Cases in Public Relations Strategy
Burton St. John, Diana Knott Martinelli, Robert S. (Scott) Pritchard, Cylor Alexander Spaulding
About This Book
Cases in Public Relations Strategy, by Burton St. John III, Diana K. Martinelli, Robert S. Pritchard, and Cylor Spaulding, draws on original, real-world case studies to provide you with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, you will explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows you how to systematically evaluate and adapt to the needs of a particular client—whether big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give you the knowledge and skills you need for success in the field.
Frequently asked questions
Information
1 Branding
Situation
Research
You could be a marginal student, an average student, or an exceptional student. No matter where you came from, youâre going to leave better. Thereâs a niche for everyone here.We provide a lot of opportunities. Weâre just the right size for that. There are opportunities for faculty interaction and involvement that youâd never have at a huge school.Weâre not your fatherâs West Georgia. Weâve grown in research, in academics, in admissions. But weâve done it quietly.
Action Planning
- Raise and improve the universityâs regional profile.
- Become a first-choice destination for more students.
- Increase awareness from 82.6% to 85.1%.
- Increase familiarity from 64.2% to 66.1%.
- Increase microsite visits and visits to the UWG home page by 2% to 3%.
- Increase social media following by 5% to 10%, dependent on the platform.
- Maintain a high level of students recommending UWG to other students.
- Maintain the number of applications in 2013 (which had slightly dipped in 2012).
- Collaborate with enrollment management/admissions to increase enrollment by 2.3%.
Communication
- Multiple consensus-building presentations: The UWG brand rollout was presented to key constituencies to seek support and enthusiasm for the campaign. Presentation settings included UWG leadership, the brand committee, the presidential advisory council, three campus town hall meetings, the faculty senate, admissions and recruiters, business and finance partners, student organizations (including the UWG Student Government Association, the Public Relations Student Society of America, and the UWG Center for Student Involvement), athletics, and local and Atlanta-area alumni and key influencers.
- Campus engagement campaigns: Teaser chatter went viral on social media channels and the UWG website to target students, faculty, and staff with messaging to generate intrigue and excitement, such as âWatch for something BIG at UWG!â and âGet on the Brand Wagon!â
- Go West âPack Prideâ card: Students, faculty, staff, community members, and alumni presenting their branded Go West âPack Prideâ card or key fob received discounts from local area merchants.
- Paid placement/advertising: Spanning television and cable, outdoor, cinema, radio, digital, newspaper (local and west Georgia region), and targeted area business and chamber publications, the incorporation of paid media was foundational in the success and outcomes of the comprehensive communications campaign due to its mass reach appeal.
- Digital presence: The UWG website takeover featured high-interest stories, testimonials, and vibrant imagery that made a significant splash and provided the opportunity to optimize the site for efficient Internet searches. In addition, Google AdWords (the display of advertising copy and/or imagery linked to targeted keywords) provided a solid place for inquiry and interest. Digital display ads were placed on premium sites based on key target audience demographics (gender, age segmentation, geographic location, etc.). The campaign used video to capture attention and placed messages on targeted music-streaming service platforms. Multiple digital screens across campus featured branded content.
- Press mentions: The UWG Go West brand story was featured as a cover story in the national Higher Education Marketing Report publication. Local newspapers and magazines in the west Georgia region featured news of the Go West campaign. The UWG student newspaper, radio and television stations, and social media platforms featured the brand launch with periodic follow-up pieces.
- UWG Go West microsite (www.westga.edu/admissions): All aforementioned communications strategies pointed prospects to a dedicated microsite full of information for how to âapply west.â The fully branded site showcased stories and videos featuring âbest of westâ students, faculty, and alumni. This included a âwhoâs going westâ section for students to share their individual experiences from all walks of academic and campus life, a Go West gear tab, and, most prominently, the âapplyâ button. Prospects requesting more information on UWG received Go We...