Sporting PR

Sporting PR

   If I could have any job in the world it would be to work for a professional sports team.  I would love to do either Public Relations, Sponsorship or Marketing for a team.  I worked in the Sponsorship department for The Texas Rangers Baseball Club as an intern in the summer of 2007.  It was the most amazing experience.  I knew that I would love it and enjoy my summer but I had no idea how much I would love it.  The experience was overwhelmingly amazing.  After finishing up my final week in the office I knew that I wanted to return to that job someday in my future.  I think that people do not realize how hard it can be to work in sports.  It is hard to keep up an image of a team when they may not be having a winning year, and that is a task you have to be ready for.  (Promoting a Team)

Blog about sports in PR

    Although as I start applying for jobs I realize it will take a lot to become a PR practitioner for a major sports team.  It will take a lot of learning from more internships and any experience I can learn from to add to my history and resume.  Most of the requirements for most of the positions I have looked at require at least 3-5 years of experience.  I know it will take hard work and determination to obtain my goal, but I know that I can make it happen if I just do not give up.  If for some reason I can't work for a specific team there are even agencies that will work for teams to promote their product, their team and game.  However, I plan to stay strong on getting to where I want to end up, work for a professional sports franchise.  

What I Want to be When I Grow Up

What I Want to be When I Grow Up

Caitlin Gooch

When I first started college at OU, I had so many different ideas running through my head about what I was going to do with my life. I thought about nursing, then I remembered I am deathly afraid of needles. Then I thought I might follow my dad's footsteps and become a lawyer, but then I remembered I hate confrontation. So I tried to think of what I was really good at and what I loved to do-work and communicate with people!

After declaring public relations as my major I began to wonder what exactly you do as a public relations professional. Taking classes and learning the formal definition was just not enough, so I had to find out for myself.

Last summer I was a privileged intern at Richards Partners-the public relations department at The Richards Group in Dallas. After 10 amazing weeks there, I knew that I had chosen the perfect profession for myself. Actually getting the chance to experience what you do as a pr professional was so much fun. Working with clients like Sub Zero, Michaels, and Patron tequila, allowed me to gain first-hand experience when working with clients that exist in the real world.

After such an incredible opportunity working at a real public relations firm, there was no doubt in my mind that I was headed on the right path for my perfect career.

Image available at: http://www.prsahouston.org/attachments/files/1124/PR-Day.jpg

"OU Nightly": Your News on Your Station

"OU Nightly": Your News on Your Station

Caitlin Gooch

Every weekday afternoon at 4:30 p.m., a bright and enthusiastic team of undergraduate journalism students bring news right to your home directly from Gaylord Hall. These students work around the clock everyday to bring you the most up to date and interesting stories of the day.

"OU Nightly" has been recognized as one of the top student broadcast stations in Oklahoma. The newscast covers news from both local and national angles, weather, sports, as well as focusing on events happening in the Norman community. However, in our campaign, we have found out that many students or residents of Norman are unaware of the broadcast.

To increase awareness and viewership for the newscast, we have targeted specific publics. One of our publics is parents within the Norman community. We first created a benchmark parent survey asking parents if they have heard of the show or if they would watch the show if one of their kids were featured on the newscast. We received a very positive response from parents that let us know we needed to get their kids on the news.

Our event for our campaign is centered around second graders from Kennedy Elementary School. We have communicated with the staff of the second grade class to see if they would be interested in participating in our event. To kids, seeing and listening to a college student is extremely exciting, and meeting someone who is in college and on TV is even more exciting.

We teamed up with a group of anchors from "OU Nightly" that have agreed to be showcased to one of four second grade classes at Kennedy Elementary. Each anchor will be assigned to a second grade class and talk to the kids about what the news really is. Our goal is to have a segment air from our visit to the school, which will get kids talking to their parents about the newscast and watching it to see if they get on the news. The main idea is to use the kids as a tool to get to their parents.

Our strategy in reaching this public is to encourage kids to start watching and paying attention to the news at an early age. Parents are naturally protective of what their kids watch, even if it is the news. Also, our research indicates that parents need guidance in how to talk to their kids about the news. One of our main sources is the PBS Web site, where we found a great list of tips of how to talk to kids about the news.

Image available at: http://www.thepalestra.com/thumbs/laura.jpg

ILSY and its background

ILSY and Its Background

ILSY, Independent Living Services for Youth, now Bridges was my client this spring.  I enjoyed working with them so much, I'm sad that it's already over. 

Bridges is a United Way non-profit organization here in Norman, Oklahoma.  Ann Robinson, Kay Absher and Linda Price started helping our Norman teens in  April 1996.   These woman saw how important it was to create an environment and a support system for teens who were currently homeless to get through their high school years with a diploma in hand and hopefully continue on to higher education.  There are not only sponsored by United Way but they are heavily sponsored by the local Norman Rotary clubs.  The United Way and Rotary Clubs as well as local churches and other donors help Bridges feed, cloth, and bring health care to the teen that are in these unfortunate circumstances.  All of these necessities are paramount for the health and welfare of the teen.  Bridges has overcome many obstacles through the years.  They have overall achieved many success.  After finishing our Media Audit we found that The Norman Transcript had done a lot of articles on things the organization had accomplished and done for the community. 

The organization has done a tremendous job in what they are doing for the youth of Norman.  I hope they continue to do well and continue growing in the community. 

Bogging in PR

Blogging in Public Relations

Blogging in Public Relations has become an epidemic.  PR Practitioners can utilize the blogging world for their own benefit and for others.  I had not actually known that it was such a big deal in the PR world until my PR Writing and Publications class.  The fact that blogging has become such a big deal in our society surprised me very much.  I think blogs should be used more than they are to this exact day.  They really do help people bring understanding to common concepts and practices.  It is an easier way to talk to others who you do not know personally to find out helpful hints on what you may be currently working on.  It is also a great way to get your opinions on certain matters and how things should possibly be handled.  If you have a creative way to help smooth out planning calendar or a better way to produce a press release, than what better way to share your information but through a PR blog.  Although it is great to get your own thoughts out to the world I think blogs are best for those who are new to the practice or are needing new ideas for their profession.  I know when I will be working for my first client, I will be relying on the books and notes I took from my PR classes.  But, if I can go to a blog to find my answer to the question I have, that would be great. 

More websites to look to learn more about blogs in PR and what to do if you decide to join on or use it as a resource:

Public Relations

blogs

prblognews

prblogs

Sports PR - Importance in Communication

Sports PR

My dream job in Public Relations is in the sports world, serving as a broadcaster, sports agent, or media relations/public relations communicator. This field is a fast-paced, constantly growing industry that requires quick thinking and an “on-your-toes” approach.

Because the sports industry provides constant changes and unpredictability, there are bound to be several crises that occur. Crisis management will be a key public relations practice that should be implemented in my line of duty. In “Human Relations: Interpersonal Job-Oriented Skills, 9th Edition,” by Andrew J. DuBrin, he identifies several strategies in handling conflicts before they happen. Some of his preparation advice includes confronting the problem constructing criticism, cognitive restructuring, negotiating and bargaining, and combating sexual harassment.

Another important aspect my job will entail is time management. With an on-the-go atmosphere, time is a limited resource. Career-Success-For-Newbies.com offers the importance of time management for career success. The efficiency of your work is related to the optimum use of your time, which can offer a competitive advantage over your coworkers. When you practice good time management, you often can lower your level of stress by not procrastinating. Your performance will be better acknowledged by your superiors.

Effective communication is also a key aspect in the sports world. As it is often changing, constant communication is a must. 7 keys to good communication provided by Harriet Meyerson, Top7Business, are as followed:

1. Personal contact is important.


2. Develop a network.


3. Always be courteous in your communication with others.


4. Be consistent and clear in workplace communications.


5. Compromise decreases the tension associated with conflict.


6. You cannot hold a person's interest if you have nothing interesting to say.


7. Listen to what others are saying and show interest in the conversation.

Overall, in any job or career in public relations, it is important to remember the code of ethics and practice morals and values when dealing with employers and coworkers. The PRSA Member Code of Ethics is a good guideline to follow when in question about a difficult decision.

The Invisible Population

The Invisible Population

There is an invisible population that is hiding in our society and affecting our youth – homeless and struggling teenagers. Not only are they homeless, but they face the problem of retaining an education due to this problem. This population of homeless teens is hard to identify because these students don’t seem to want to be found. They would rather fit in and not be singled out.

The Christian Science Monitor identifies ways to help these struggling teens by helping them to locate jobs, providing basic necessities, and help providing them with money for rent. In the article Making a Place for Homeless Teens, Stacy Teicher addresses the problem of the limited resources that these teens have in schools and education.

Obtaining a high school diploma is not a first priority for many of these teens, as they are forced to deal with many obstacles alone. In an article released by Stanford News Services, they compared the success of “street teens” and “sheltered teens.” Street teens were identified as those who remained on the street instead of seeking shelter and assistance, as sheltered teens were those who confided in these resources. In the findings of this study, street teens seemed to experience more health and behavioral problems, but remained interested in obtaining assistance. Perhaps a greater emphasis on outreach programs should be encouraged to reach out to these troubled teens.

There is obviously a growing need of independent living facilities that focus on education for high school students. Independent living services are designed to help a student graduate high school, attend college, and find a job. When students leave these programs, they are more likely to become homeless, uemployed, or arrested, according to the United States General Accounting Office article Foster Care: Effectiveness of Independent Living Services Unknown. A good support system is a main aspect of these facilities, and a structured program can provide just that.

Mentoring can have major positive effects on any individual, and for homeless teens it provides an alternative to parenting. In the Journal of Community Psychology, Community Organizing and Advocacy: Increasing the Quality and Qyantity of Mentoring Programs provides specific information on the positive effect of mentoring programs. Effective mentoring needs to be both indirect and direct and build a client-mentor relationship and can develop interconnections and interdependencies with different mentoring groups. There are many ways that communities should get involved with these mentoring programs. It is easy to gain volunteers through simple outreach and networking.

Fortunately, the Norman community has ILSY (Independent Services for Youth) to offer outreach to high school students that struggle with homelessness, unstable parenting, or financial insecurities. ILSY was formed in the early 1990s when high school counselors identified this “invisible population” because homeless teens were refused schooling because they lacked a parent signature. After attempts to change this law throughout the 90s, ILSY became a nonprofit organization in 1996. Funds were raised to build a student living center in 2005, and ILSY now owns 22-one-bedroom apartments to serve a shelter to these teens. ILSY serves a total of 110 students today, with 20 living on-site. Their mission is: “Empowering high school students to pursue education without obstacles.” ILSY’s main goal is to emphasize the importance of grades and behavior in and out of school.

Dream A Little Dream

The minute after my name is called and I walk across that stage, I'm running out the door, grabbing my pre-packed suitcase and boarding a plane for the illustrious New York City! The lights of Times Square dancing in the reflection of my Dolce sunglasses, the looming skyscrapers shielding me from the harsh sunlight and the ridiculously long, gas guzzling Escalade limos that will take me from event to event have been calling my name since the first time I set foot in the city that never sleeps. Start spreadin' the news, 'cause I am going to take this city by storm. I'll be planning lavish parties, movie premieres and Broadway spectacles before you can say "jazz hands." And then I woke up.
While it's extremely tempting to head East and see what kind of crawl space I can get for $2,000 a month in Manhattan, it's probably not going to happen any time soon.
Since the death of his mother more than two years ago, I've been taking care of my cousin, Tabe. Going from cousin to mom in an instant can make anyone take a second look at her future. Of course, I wouldn't trade him for the world. My dream is to be the best parent I can be. What does that take? Patience. Lots and lots of patience. I suppose I could also apply the R.A.C.E. model to toddlers, but somehow I think the only kind of race I'll be partaking in involves Lightning McQueen.
To be completely honest, while the glitz and glamour sure is fun, I'd love to be working in the non-profit sector. Being able to give back when I've been so richly blessed seems to be the only proper thing to do. Of course, I'd love to be involved with any organization that supports children. I am actually currently in the planning stages of a summer arts and athletics camp for Native American youth. As has been mentioned in previous blog entries, one must be able to plan on a dime when working for a non-profit, as well as be able to "work it" for donations, grants, etc. I guess we'll have to trade in those Dolce & Gabbana shades for some Dollar General sunglasses.
So, instead of boarding a private jet to New York, we'll be hopping on a Continental flight to Disney World after graduation, and, you know, I think I might like that a little better. And, who knows, maybe he'll want to go to art school in Manhattan!!

My Life After the PR Degree

When I first came to OU the only thing that interested me was writing. As I began to scope out majors, I landed on Journalism. I began my college career as a journalism major with hopes of one day becoming a news anchor. I realized very quickly that journalism was not for me. Although I enjoyed certain aspects of it, I did not like the writing portion. Ever since I was a little girl I have been writing. Mostly fiction when I was younger and these days more “real life” writing. I became discouraged with the journalistic way of writing. I do understand its importance and do love my major; however, my true passion is creative writing. After studying abroad with the Gaylord College of Journalism in London and Paris I switched to PR. I remember the day I changed my major. We had just left Bloomberg in Paris. Bloomberg's PR consultant showed us around and had planned our visit for that day. Now that is a dream job!

After going through a life changing experience last summer, I realized I should pursue my biggest passion in life, writing. After taking one semester off I plan to go to graduate school at OU for professional writing. I hope to one day publish a book and do free lance work for a magazine. My ultimate goal is to one day do PR for Marie Claire. This is my favorite magazine for many reasons and would like to do some free lance stuff for this magazine as well.

Good luck to everyone graduating in a couple days! I hope you pursue your dreams and find a job that makes you happy! Congratulations class of ’08!

Research of Sooner Yearbook

Tina Bradley
May 6, 2008

Research of Sooner Yearbook

Initial research was compiled from various websites, books and Sooner yearbook. While primary and secondary research was conducted from the following client selection not much outside research was readily available regarding college yearbooks. From information obtained by the client only 82 college yearbooks were still in existence in the United States. Since "death of the yearbook" (http://www.collegemedia.org/) story was first reported, CMA Past President Kathy Lawrence of the University of Texas at Austin started compiling figures to try and produce a count of how many college yearbooks are still being published. Her current count puts that total at 533, "far better than the article reflected," she reported to colleagues on the list. (http://www.collegemedia.org/) Based on these reports, one online site – (www.CollegeOTR.com ) (On The Record) -- even went so far as to proclaim "Facebook Kills the College Yearbook." Upon secondary research it was thought that the yearbook would face an ultimate demise due to MySpace and Facebook being so prevalent in today’s society.

The primary focus for the client is to create sales to prevent the demise of Sooner yearbook. During the duration of initial research the found that price was considered a myth. Offered at a minimal price compared to other yearbooks, cost was not considered a primary issue for Sooner. The yearbook for the University of Oklahoma is considered as important as OU Football, right? So lack thereof would create the desire of something to be a chronicle of life spent at university. Colleges that have "lost" or killed off their yearbooks are now struggling, at immense cost, to revive a tradition that, once cut, bleeds. Surely there is a better way to increase morale and straighten the traditional yearbook. (http://www.scj.us/reporter/feb00.htm)
1. Death of the Yearbook
2. Yearbook List
3. Facebook Kills
4. Increase Morale

My Dream Job in PR: And What It Will Take

Tina Bradley
May 6, 2008

My Dream Job in PR: And What It Will Take

Picture taken from:http://www.digitalfoodphotos.com/blog/wp-content/uploads/2007/08/web_562x398_72dpi_foodstylists_fig04003.jpg

Initially, when I started college I had no idea of what I wanted to do. I struggled with the notion of being a teacher or a nurse. AIDS was a huge epidemic in the 90s and my father decided that if I were to go into the medical industry he would not fund my schooling. So that left me with teaching. After taking on a temporary position at my daughter’s school I realized teaching was out of the question. I think it takes the right kind of person to teach and I knew I wasn’t that person. What was I left with? I decided to think about things I enjoyed. I love working out, but the idea of being with various people and being somewhat responsible to the achievement of their overall happiness regarding their body was kind of frightening. What else could I do? I love to cook and I mean LOVE to cook. I don’t prefer cleanup by any means but cooking and baking have always been natural for me. I decided to embark on a new adventure as a food stylist. I began by going to the local bookstores and buying practically every cooking magazine I could find. I researched stylists and made a few contacts. Jennifer McLagan, food-stylist and author, was my contact that made a huge impact on me. Her distinguished career has taken her across the globe. McLagan is Australian born and is one of Canada’s most sought-after food stylists. (http://www.jennifermclagan.com/bio.htm) Talking with Ms. McLagan I heard of her tales of how she began in the business – Her husband worked in movies and was designing a set for a movie – The movie needed a kitchen and person who was familiar with. She was given the job in the 80s and is considered one of the founding “forefathers” in the business.
The food stylist’s job is to prepare the food to its best advantage for the photo. (http://www.foodportfolio.com/food_stylists/index.html) The overall objective of the stylist (and photographer) is to work as efficiently as possible to please the client and to this as quickly as possible. (http://www.foodportfolio.com/food_stylists/index.html) I didn’t realize the abundance of stylists in the profession until I decided to take on my goal of becoming a stylist.
As my research continued I discovered it’s not an easy line of work to get in to.
Other than doing what’s best for the client “the importance is to have fun.” (http://www.latartinegourmande.com/2007/06/09/styling-and-photographing-food-as-professions-profession-styliste-et-photographe-culinaires/) There are culinary schools available for training, however, The best way to break in to the market is to work as an assistant to a well-established stylist, and then branch out into having your own clients. (http://www.culinaryschools.com/being-a-food-stylist) A useful tool for those wanting to break into the business can get helpful information from this site: http://stilllifewith.com/2007/03/28/food-stylists/
Ms. McLagan mentioned to me the most profitable markets were New York City, California, Chicago and Dallas. So what’s a girl like me going to do? Move? Well, I knew that wasn’t going to happen. So I had to refocus my efforts but I wasn’t sure how to do it. I was sitting in my Intro to Advertising class at OU 3 years ago and we happened to have a guest speaker. I found out the Sonic Corporation based here in Oklahoma has food stylists. To my sheer amazement, I finally had formulated a plan. The plan is still in motion, but I feel confident one day that I will have the opportunity to fulfill my dream job.
1. Jennifer McLagan

2. Food Styling & Food Stylists
3. Styling and Photographing Food
4. Culinary Schools
5. Still Life With

Elementary Students Make "News" Friends

OU Nightly, the student-produced news broadcast based in the Gaylord College of Journalism and Mass Communication, is hoping to reach out not only to its campus community but to the Norman community, as well. Research conducted by Connextions, our public relations campaigns team, concluded that parents, who make up a large portion of the Norman community, would be a valuable public. Norman is strongly rooted in family values and the community of parents offers OU Nightly an easily reached audience that can easily multiply itself. By this, I mean that when one set of parents is reached, through parent-teacher associations or PTA, play groups and other parent organizations they will undoubtedly spread their enthusiasm for any given topic, cause or even the local news broadcast.
It is because of these research findings that we decided to host our event at Kennedy Elementary School. I am friends with a second grade teacher at the school, and when I approached her with our idea to have the anchors come speak to the children, she couldn't have been more open to the idea. This was not only an opportunity for OU Nightly to reach a potential audience (parents, grandparents, extended family and the students), but the students would be exposed to news and news consumption.
The event was a success in the eyes of all involved. The anchors enjoyed themselves, the teachers were intrigued, the students made new "college friends" and our post-event surveys showed that the majority of the students parents had watched OU Nightly and/or planned to watch in the future.

The Tylenol Crisis

Tina Bradley
May 6, 2008

The Tylenol Crisis

((Image taken from http://abcnews.go.com/sections/business/DailyNews/productrecalls_000831.html.)

The Tylenol Corporation faced what would have a potentially devastating crumble if not for the quick attention and public relations strategy implemented in 1982. The company faced what would have been a complete demise associated with cyanide-laced capsules placed into bottles and causing the death of seven people. Upon hearing the news from the media Johnson & Johnson chairman, James Burke formed a seven-member strategy team. The main objectives for their recovery attempt were to first: protect the people and second: figure out how to save the product. (http://www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&%20Johnson.htm) J&J didn’t think twice. They utilized the media to announce to the public the immediate discontinuation of the product until further notice. (http://www.aerobiologicalengineering.com/wxk116/TylenolMurders/crisis.html) J&J also established a 1-800 number for consumers and for news organizations to call to receive daily messages with updated statements about the crisis. (Berge, 1990). Destroying 31 million capsules came at a hefty price tag of $100 million. (http://www.usatoday.com/news/opinion/editorials/2004-03-17-dezenhall_x.htm)
In the weeks to come, the company reintroduced the capsules with triple-seal tamper-resistant packaging. Tylenol gained the trust of the medical community and consumers through several tactics and ultimately gained much of its market share back in a matter of months. (http://www.prssa.org/blog/post.aspx?Id=10) I think one of the best illustrations demonstrated by the Johnson and Johnson Corporation was there intent to protect their customers no matter what the cost. In 1982, I was 8 years-old and I remember the direct impact it had on my community. All the adults were talking about the tampering of the Tylenol bottles and the overall affect it would have on everyday life. For me and countless other children that meant Halloween. Parents were fearful of contamination to our candy we received when we went trick or treating. If someone could tamper with capsules, they could surely tamper with candy that was simply wrapped in a plastic covering. The scare lasted for some time, although we were not in Chicago.

1. Tylenol Murders
2. Johnson & Johnson Tylenol Crisis
3. Tylenol Can't Cure All Crises
4. Tylenol's Crisis Plan
5. Berge, T. (1990). The First 24-Hours. Cambridge, MA: Basil Blackwell, Inc.

A Job in Entertainment PR- Getting One Toe in the Door

A career in public relations is difficult.  PR by nature is a very competitive industry. As the industry grows however (Department of Labor description concerning growing industry) garnering an entry-level job in a PR firm, company or position has become increasingly more competitive as well. Add to this the desire to work in Entertainment PR and the goal is almost unattainable.  Well, ALMOST means there is still a chance, right?

The most important element for acquiring a job in entertainment PR is networking (who you know). Sad to say, but its true. I applied for numerous jobs in the PR division of magazines and—through an inside connect of my own—learned that the jobs went to people who did not even place an application, but rather, knew someone. You can’t get angry because it’s the nature of the game.

The second most important element is knowing your craft. Once you get your foot in the door you must know what your doing and be confident in your skill-set. I once watched of video of a prominent PR practitioner working at Ogilvy and she commented that ‘who you know will only help you get in but after a few months it becomes very obvious if your qualified or not.’  Entertainment PR is very busy and sometimes you are thrown into the mix without much direction. You have to know what you are doing and do it well to survive.

One day I will trudge through the heavy Manhattan traffic, skyscrapers dwarfing my body.  Before entering one of the tall structures myself, I will head to the coffee shop at the bottom of the Time-Warner building, a daily ritual of mine.  While eating my buttery croissant on the way, I enter the elevator and head to the 34^th floor.  I sit down behind my desk and clear a place for my hot chocolate; I never drink coffee.  I sigh, the media advisory and consumer research is due today but all I want to work on is my insider piece for Rolling Stone.  I guess that will just have to wait until after work.  I look over at the caller I.D. as the phone rings.  It’s my boss asking me to meet in her office for a new assignment on top of the ones I already have.  I take one last bite of my croissant before I head down the hall.  I’m going to be very busy today but instead of getting upset I smile.  This is what I’ve always wanted.  Welcome to the life of an entertainment publicist. 

My dream job as an entertainment publicist or entertainment PR practitioner takes determination and drive. I just need to get one foot, scratch that, one toe in the door and the rest will be up to me.

The Importance of Research in PR Campaign

Many people are often confused about what PR practitioners do. Many believe that it is simply event planning to raise publicity about a client. However, for the most part, that is not the case. A proficient PR campaign consists of numerous steps including Research, Action, Communication and Evaluation (otherwise known as the RACE model). The first step in the process is often the most important, research. Without the essential research elements taking place before a campaign, a practitioner will not know in what area to focus their efforts.

Research tells you, what your public thinks about your client, the best methods for approaching that public, what message should be sent to that public to incur a specific action or a change in beliefs. Research will allow you to set goals for your campaign by giving you a beginning margin to evaluate your results against. It will tell you what other organizations did in similar situations (best practices). Research will tell you all this and more.

There are two ways to classify research methods, primary and secondary OR qualitative and quantitative. To give examples of each, I will share the research we conducted for my current PR campaign for Independent Living Services for Youth. Primary research elements are ones a person conducts himself or herself. Our primary research elements include: focus Group, interviews, ethnographic study and surveys. Secondary research is research that has already been conducted. Our secondary research elements included a demographic study of Norman, Okla., a media audit and bibliography/content analysis. 

Quantitative data is data that is numerical and statistical in nature. Qualitative is not numerical; it captures information that is not statistical. Quantitative data included demographic studies and surveys. Qualitative data included our focus groups, interviews and ethnographic observations.

The following links give more information about research elements.

social research methods

primary vs secondary research

My First Client…Independent Living Services for Youth

When my PR Campaigns class began the semester, I had no idea what I was about to get into. Was the class going to be hard? Or fun? Was it going to be rewarding? Will I gain the knowledge I need to work in the real world?
When ILSY (Independent Living Services for Youth) confronted our class about implementing a name change, PR Perceptions jumped right into the campaign with the most important step, research. We began our research with some secondary research and ultimately, found other organizations similar to ILSY. We also researched how implementing a name change can be a positive step in an organization and can create positive publicity and increase awareness.

My group also conducted primary research such as interviews, surveys, and focus groups. We began our primary research by interviewing Debra Krittenbrink, executive director of ILSY. This helped us gain more knowledge about what our client wanted in the new name. She told us she wanted the name to be short, about 1 to 3 words, and also said she did not want an acronym. We also interviewed ILSY board members and got their input about the name change.

Our next step was to create a survey to send to our publics, which were churches, donors and teachers/counselors. We created a survey with 14 questions and sent it out to about 40 people. Overall, we found that most of the participants agreed that the name ILSY was hard to remember. All agreed that a name change was needed.

From there, we came up with three different names: 1.) Bridge to Beyond 2.) Step to Tomorrow 3.) Uniting Futures for Youth. These name were well researched by our group to insure we were not violating copyright laws. We then conducted the last phase of our research, a focus group. We held the focus group on a Saturday morning and 4 people attended, including people from Norman Public School and churches. We asked them a wide range of open-ended questions to gain feedback. We found that they all agreed ILSY needed a name change, as some could barely remember what the acronym stood for after we told them for the first time. We found that they liked the names Bridge to Beyond and Step to Tomorrow.

Ultimately, our client chose the name “Bridges- Empowering Students Who Live Alone to Succeed”. Our group was thrilled that we helped chose the name, as it came from our name “Bridge to Beyond”. Overall, the campaign was a complete success and our research was a big reason why.