Mtsu.edu



MEMO

Date: November 18, 2020

To: Brian Buchanan, 1 For All Coordinator

From: Jensen Moore, Ph.D.

Subject: University of Oklahoma

Gaylord College of Journalism and Mass Communication

JMC 4403 – Public Relations Campaigns

1 for All Grant Program

______________________________________________________________________________

Overview

Students in the Spring 2020 Public Relations Campaigns class at the University of Oklahoma’s Gaylord College of Journalism and Mass Communication took part in the 1 for All Grant Program. There were 29 students in the class, broken into five teams with 5-6 students on each team. Students applied for and were assigned roles on the team with each team consisting of at least one: a) account executive, b) research director, c) creative director, d) writing director, e) action and messaging director. Each team chose their own name and brand identity after they were randomly assigned one of the protections of the First Amendment.

Teams were:

1. First Freedom Communications- Right of the people peaceably to assemble

2. Launch PR- Freedom of speech

3. 91 Public Relations - Freedom of the press

4. RLGN- Establishment of religion, and free exercise

5. Talk PR- Right to petition the government for a redress of grievances

Teams were instructed to carry out on-campus campaigns, however, due to COVID-19 the campus was shut down following spring break and all students had to change course of their campaigns to online-only communications and interactions.

Campaigns were to consist of the following:

1. Overview of the First Amendment and the freedom assigned,

2. Secondary research and competitive analysis,

3. Primary research and SWOT analysis,

4. Positioning statements, goals, objectives,

5. Target audiences/personas,

6. Action and communication strategies,

7. Tactics overview,

8. Schedule and budget,

9. Tactics and objectives evaluation,

10. References, and

11. Appendices with primary research instruments, evaluation instruments, and tactics completed for the campaign.

Results of each team’s campaign are presented below.

Right to petition the government for a redress of grievances

Campaign theme – “Petition is Power”

• Instagram, average reach 153, average likes 14, average impressions 172

• Facebook, promoted post reached 5,150 people and resulted in 8,659 impressions

• Interpersonal communication tactics – personal involvement and special events

• Organizational communication tactics – publications (newsletter, fliers, posters), video, social media

• News media tactics – news release, photos

• Advertising and promotional tactics - “Your Power” sticker and “Your Power” keychain, AirPods giveaway

Freedom of speech

Campaign theme – “Free Speech for Good”

• Instagram, 45 posts, average of 9 likes, 88 followers

• Website with pledge – 121 visits, 92 unique visitors, 20 people took pledge

• Blog – 3 posts per week, 30 views, 18 unique visitors

• Fact sheet

• Media advisory

• News release

• Fliers

• Stickers

Freedom of the press

Campaign theme – “Censorship Sucks: Protect the Press. Protect the People”

• Instagram, 587 followers, average of 15 engagements per post

• Twitter, 10-15 engagements per week

• Facebook, 35 followers

• Website, 115 site visits and 95 unique visitors

• Blog, at least 5 views per blog post

• Virtual Trivia series hosted by Union Programming Board and OU Student Life, 30 students joint the event

• Seven47 giveaway, 47 comments (entries), 38 likes, 24 profile shares, and 90 profile visits

• Fake News contest via Instagram

• Tell Us What You Know contest with Nompton Social, 43 comments (entries)

• Media Advisory – Decorated “Seed Sower” statue on campus

• News Release

• Fliers/graphics

Establishment of religion, and free exercise

Campaign theme – “Free to Believe”

• Alliance with OU office of diversity, equity and inclusion

• Information exchange (Q&A with campus leaders) became #MisconceptionMonday on Instagram, average of 9 likes

• Instagram – #FreedomFriday and #HolySiteSaturday, Apple Airpods giveaway (58 likes, 28 comments/entries, 10 bookmarks, 5,144 people reached with 5,144 impressions), 156 followers

• Twitter – daily “fun facts” about different religions, 29 tweets, 2,875 impressions, 15 followers

• Promoted posts, “Distance Makes Us Stronger” resulted in 11,227 people reached with 42,905 impressions; “5 Ways to Be a Good Neighbor” resulted in 8,734 people reached with 13,034 impressions

• Fliers

• Fact sheet

• News release

• Media advisory

Right of the people to peaceably assemble

Campaign theme – “Changing Perceptions” (this group did not provide evaluation metrics()

• Twitter

• Instagram

• Facebook

• Website

• Stickers

• Fact sheet

• News release

• Social media release

• Blog

• #whenmyperceptionchanged videos

• Business card with QR code

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