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Candidate for B.S. Degree
comm.UNITY and the Role of Public Relations in Nonprofit Community Organizations A Capstone Presentation Submitted in Partial Fulfillment of the Requirements of the Renee Crown Honors Program at Syracuse University Carissa Matthews Candidate for B.S. Degree April 29, 2009
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Presentation Outline What is public relations? comm.what?
The creation and promotion of comm.UNITY Case studies Key takeaways and advice for future
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What is Public Relations?
Thrives on two-way communications “Public relations is the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.” - Cutlip, Center and Broom
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The 4-Step Public Relations Process
“The old flying by the seat of the pants approach to public relations is over” - Edward J. Robinson Situation Analysis Planning and Strategy Taking Action Evaluation
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Systems Theory Closed system (ex. Amish community)
Open system (ex. publicly owned corp.)
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The Page Principles Arthur W. Page, VP of Public Relations for AT&T, Tell the Truth Prove It With Action Listen to the Customer Remain Calm, Patient, and Good-Humored Realize a Company’s True Character is Expressed by It’s People Manage for Tomorrow Conduct PR as if the Whole Company Depends on It
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The Birth of comm.UNITY:
What Scholarship In Action opportunities exist for communications students? Can community organizations use students’ help?
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Communications for the Community
Student-run organization 10-member executive board Project leaders General membership What the organization does: Work for nonprofit clients Help these clients create sustainable communications plans Educate student members with workshops/speakers Promote community service
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comm.UNITY’s 4 Steps Situation Analysis Research Linkages
SWOT Analysis Planning Reputation Management Relationship Management Task Management Need to set specific objectives
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comm.UNITY’s 4 Steps Taking Action Posters/print materials
Media outreach Classroom talks Recruiting faculty and department partners Nonprofit forums Evaluation Recruitment measurement: 200+ signed up 2 awards Gained RSO status Feedback from membership about best recruitment tactics Feedback from clients ...but no objectives were set!
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Case Studies Hard Lessons: Westside Community School Strategy
Liberty Resources Success Stories: On Point for College Transitional Living Services Vera House
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Client Work On Point - Portraits, Poster, Invitation
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Client Work TLS - Book created from schizophrenic patient’s poetry
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Client Work Vera House - Event planning, branding, photography
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Client Work Child Care Solutions - Print ads, advertising planning
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A Great Year... ...but room for improvement
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Advice for Future Take the 4-step process to heart
Structural changes to lessen disconnect Fall clients only Reach out to more schools on campus Continue to work towards sustainability
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The End Questions?
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Presentation Sources Cutlip, Scott M., Allen H. Center, and Glen M. Broom. Effective Public Relations. Englewood Cliffs, N.J: Prentice-Hall, 1985. Page Principles Arthur W. Page Society. 7 Feb < Yarrington, Roger. Community Relations Handbook. New York: Longman, 1983.
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