1. 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

2. Presentation Outline What is public relations? comm.what?
The creation and promotion of comm.UNITY
Case studies
Key takeaways and advice for future

3. 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

4. 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

5. Systems Theory Closed system (ex. Amish community)
Open system (ex. publicly owned corp.)

6. 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

7. The Birth of comm.UNITY:
What Scholarship In Action opportunities exist for communications students?
Can community organizations use students’ help?

8. 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

9. comm.UNITY’s 4 Steps Situation Analysis Research Linkages
SWOT Analysis
Planning
Reputation Management
Relationship Management
Task Management
Need to set specific objectives

10. 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!

11. Case Studies Hard Lessons: Westside Community School Strategy
Liberty Resources
Success Stories:
On Point for College
Transitional Living Services
Vera House

12. Client Work
On Point - Portraits, Poster, Invitation

13. Client Work
TLS - Book created from schizophrenic patient’s poetry

14. Client Work
Vera House - Event planning, branding, photography

15. Client Work
Child Care Solutions - Print ads, advertising planning

16. A Great Year... ...but room for improvement

17. 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

18. The End
Questions?

19. 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.