The document outlines a public relations campaign for Prevent Blindness Oklahoma aimed at raising awareness of the organization and its mission. The campaign's goals are to increase awareness of Prevent Blindness Oklahoma as the leading eye health organization in the state, and to improve awareness of vision problems in elementary school children. The campaign will use tactics like a coloring sheet, video, radio advertisements, and partnerships with local organizations to spread its messaging and increase awareness of the organization's role in preventing blindness by 10% by December.

1. Prevent Blindness Oklahoma
RAISING AWARENESS
THROUGH STRATEGIC PUBLIC
RELATIONS

2. Introduction
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Purpose: To improve awareness of
Prevent Blindness Oklahoma as the
state’s leading volunteer eye health
and safety organization
Target Public: parents and
elementary school children in the
Moore/Norman area
Goals: Increase awareness by
creating and generating attention to
vision problems in elementary
school children and the role PBO
plays in Blindness Prevention
throughout Oklahoma

3. Introduction Continued
Proactive Strategies:
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Design a coloring fact sheet and infographic for social media
o Messaging Strategy (MS): Coloring sheet and
infographic provide website link and social media
information
Create Advertisement for Harkins Theatre in Oklahoma City
o MS: Advertisement introduces PBO and encourages
seasonal giving
Build new philanthropic ties with OU’s Delta Gamma chapter
o MS: T-shirt fundraiser introduced PBO’s similar
philanthropic goals to chapter
Write a Radio PSA
o MS: Builds awareness about PBO’s school visits
Create an informational video for social media
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MS: Informs public of PBO’s role within blindness prevention in elementary-aged kids

4. Introduction Continued
Tactics:
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Managed awareness booth at Moore Public Library
o handed out coloring sheet and labeled crayons
Pitched 15-second and 30-second Radio PSA’s to 6 radio stations
Placed advertisement in Harkins Theatre to run in January
Raised donations through t-shirt sales within Delta Gamma
Created promotional video to be placed on social media and website

5. Analyzing the Situation
The Public Relations Handbook for Nonprofits: A
comprehensive overview of nonprofit PR by Art Feinglass
• Understand the target public
• Consider the media its own public and
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not just a communication channel
Utilize creativity to find cost efficient
methods
Make covering your organization easy
for the media

6. Analyzing the Organization
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Audible website
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Visual, interactive calendar
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Social feeds
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More graphic and multimedia-based
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Static sidebar with primary CTAs

7. Analyzing the Public
The Interviewees:
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Jen Tregarthen, Public Relations and
Marketing, Sam Noble Museum
● Ranya Forgotson, Co-Founder, Curbside
Chronicle
● Diana Hartley, Program Advisor at the
Sarkeys Foundation and OU Professor
● Haley Murphy, Nonprofit Ph.D.
Candidate and OU professor

8. Analyzing the Publics
What we learned from communication
professionals:
Consistent Branding and Content
Creating Word-of-Mouth Marketing
Educate the public about why your
organization is unique
Be hub for your product in the local area
Tailor messages to personalize
blindness to an individual’s daily life
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9. Establishing Goals and Objectives
This campaign aims to:
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actively increase awareness about Prevent
Blindness of Oklahoma’s mission and goals.
establish our client as the premier educational
resource and solution to blindness prevention
for Oklahoma’s elementary students
create an overall increase in attention and
comprehension create new opportunities to
present its value to communities across
Oklahoma.
Our goal:
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raise awareness of the organization by 10 percent
by December 13

10. Developing the Message Strategy
Message Appeal:
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Rational appeal by using statistics
Emotional appeal by providing testimonies
Message Source:
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Prevent Blindness Oklahoma President and CEO, Dianna Bonfiglio
Directors of the Delta Gamma Foundation in Norman and Tulsa
Non-verbal and Verbal Communication:
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PTA spokespersons will have excellent public speaking skills,
dressing professionally, etc.
Social media campaign will use visually pleasing and attentiongrabbing infographics.
Human-interest press release will use images of children to
enhance the pathos.
Rebuilding the alliance with the Oklahoma chapters of Delta
Gamma will position Prevent Blindness Oklahoma as a cause
worth donating to.

11. Tactics Report
Organizational Media Tactics
Advertising and
● Fact Sheet/Coloring Sheet
Promotional Tactics
● Custom-Ordered Crayons
● Harkins Movie Theater
● Video
Interpersonal Tactics
● Moore Public
Library Booth
News Media Tactics
● Feature Story
● Public Service
Announcement

12. News Media Materials

13. Organizational Media Materials

14. Social Media Materials

15. Advertising-Promotional Media Materials

16. Meet the Team
Kate Clark
Lisa Selby
Quincy Taylor
Ashley Wensel