Mock Public Relations Campaign for an Intro to Public Relations class

1. PR Campaign:
Joi Archie
Tre’von Ware
Joseph Leonard

2. Research:
1. We are going to use the police as a resource.
To get their thoughts and opinions on what they saw when they
arrived to the scene and the facts that they did not release.
Primary, Qualitative and Informal.
2. Ask students on campus about the attacks, survey the students and
tally there results through an iPad/tablet.
To get their opinion on what happened,what they would like to see
change in the upcoming weeks, what preventative methods will be
implemented etc.
Primary, Qualitative and Informal
3. Researchthe available resources on campus for student safety
to inform the students.
Secondary, Qualitative and Informal

3. 4. Researchthe student handbook regarding the rights and
responsibilities forthe students that are on campus.
Secondary, Qualitative and informal
5. Locating the available psychologists on campus to provide
information for students close to the victims for reasons such as case of
grief counseling etc.
Secondaryand Informal
6. We could ask the parents of the potential students on what they
expectfrom us regarding the safety on their children.
Focus groups, Qualitative and Informal
7. Researchthe local papers and media articles about the attacks to
understand the image being portrayed of the university and how to combat
it.
Secondary, Qualitative and Informal
8. We would ask the police to go over their safety tips and discuss tips
with the leaders on campus such as the resident assistants, campus
activity board members,student government members etc.

4. Focus groups and informal
9. Researcheffective persuasive strategies for increase in enrollment.
Qualitative, Secondary,Informal.
10. We would set up a meeting with the Student Government Association
and discuss the constitution and bylaws and how we can prevent this from
happening again.
Secondary, Focus groups and Informal.
Situation:
We are the Vice Presidentfor Communication at Emerald Coast
State University. It is a small, but growing, schoolin the Florida Panhandle.
Enrollment is about twelve thousand students. Emphasis is on small
classes,personalattention, and caring instructors. The University has
never found itself in the media spotlight…until now.
Over the last week, there has been a series of brutal attacks on
campus. Four students have been hospitalized with serious injuries. One
more is in critical condition. We’ve met with the university presidentand
recommended,among other things, launching an immediate information

5. campaign to increase awareness of the attacks and of the measures in
place on campus to keep students safe.
Audience - CurrentStudents
Objectives:
1. To inform the current students and increase awareness of the modified
safety procedures byat least 50%.
2. To inform the current students about campus counselorservices by
50%.
3. Promote about student safety on campus remind the current students
what to do in an emergencysituation.
Tactics:
1. Put out flyers on campus regarding safety tips and inform about
the escortservice we offer.
2. Social media campaign on safety procedures.
3. Pitch to the teachers and staff to reach out and get input from the
students.

6. 4. Bring up idea to the head of campus police and schoolpresident
about putting on an event to raise awareness for safety.
5. Promote a self-defenseseminar/class and demonstration on
campus sponsored by local and campus law enforcementabout
what to do if you’re attacked.
Evaluation Techniques:
1. Survey the current students through email about what to do in an
emergencysituation and what our campus resources are.
2. Survey each class to measure audience awareness of our campus
counseling services.
3. Conduct additional on campus interviews asking students where their
closestblue light post and where the others are in case of attack.
4. Measurement of message exposure-mediaimpressions through the
local news and schoolnewspaperto see how many students it
reached.
5. Conduct an online poll through the schools socialmedia about the
safety procedures.

7. Audience - Potentialstudents to the university
Objectives:
1. To increase the enrollment at the university by 35% for local students.
2. To assure students already committed to the university academically,
athletically or otherwise that the university should still remain their
schoolof choice.(Motivational)
Tactics:
1. Send a letter to already committed students informing them about the
attacks that have been occurring and what the university is doing
about the situation.
Message:The University of WestFlorida is sending this letter to
inform you of recent attacks on campus … this does not happen often
… we would encourage you to remain with us a university.
2. Reach out to local high schools about the university and what it has
to offer,gather interest and attempt to combatthe negative light the
university is currently in.
3. We would create a YouTube video for our YouTube subscribers. The
video will be on safety tips and how to protectthemselves from danger on

8. campus. This video link would be sent in an email to both committed
students and current students.
4. Hold an informative press release for the local community
5. An email containing a link to a virtual tour of the available services
already on campus to keep students safe, the virtual tour will end with
safety tips
Evaluation Techniques:
1. Measurement of audience action, looking at the enrollment of
students from 2014/2015 schoolyear to the 2015/2016
2. Measurement of audience action, looking at the enrollment of
students from 2014/2015 schoolyear to the 2015/2016
Audience 2 - Parents of currentstudents and potentialstudents
Objectives:

9. 1. To assure the parents that this university is a safe environment for
their children to attend (motivational).
2. To inform 100 % of the parents of current students about the situation
3. Influence the outlook of the university and the parents of the benefits
of the university and the positive aspects that make the schoolan
exceptional institution (motivational).
4. To increase parent awareness on emergencysituations when/if they
transpire by 55%.
Tactics:
1. An email will be sent to the parents of students in a certain
demographic (Demographic 17-23),the email will inform them of the
attacks and will alert them of the safety precautions being taken.
2. Condolence letters will be sent to the parents of those students whom
were attacked. These letters will state that the university is sorry
about the situation. And send condolence packages to the families.
3. A series of emails will be sent to the parents of current students
reminding them of the academic,athletic and other achievements the
schoolis currently involved with.
4. Create a Parent Protecting their Youth Facebookpage for the
University of WestFlorida. That gives regular updates on incidents ,

10. new services and allows parents to add tips and tag things they find
relevant
5. For parents of local high schoolstudents interested attending the
university, have a Parents Day on campus resembling a college tour
but specifically targeting issues parents would be most concerned
about.
Evaluation Techniques:
1. Conduct a quick online poll at Parents Day and send the same poll to
parents of students, the poll will ask questions that measure how safe
parents feel their students are.
2. Measurement of message exposure,measurementof audience
awareness. Send an email to every current parent informing them of
the attacks
3. Measurement of Audience Awareness, a survey will be sent to the
parents of current students to gage whether or not our new services
have allowed them to be more informed.And conducta small focus
group on Parents Day to gather opinions from parents about how well
informed the situations.
4. Through the use of the Parents Protecting youth Facebookpage,
keep a constant update on the traffic to the page

11. Audience - Faculty & staff
Objectives:
1. Keeping your employee morale up.
2. Making sure that employees are up to date with the available
resources forsafety on campus.
Tactics:
1. Conduct a meeting with each department head on campus and share
with them how to prevent this from happening in the future to their
employees.
2. Have each professorshare a anonymous survey with all their
students on what they believe we can do keep them safe.
3. Host yearly workshops for the teachers on how to notice depression
in students that may cause them to take it on other students.
4. Pitch counseling services to the staff and faculty that may need it.
5. Create a virtual suggestionbox or a forum for discussionbetween
employees and leadership (Posts can remain anonymous for
employees.)

12. Evolution Techniques:
1. Introduce a survey about each professorforthe students on
how the they think professors will handle tragedies like this on
campus.
2. Pitch the media relations staff at this university to hold a poll on
the website homepage.
3. Express to the staff that they should hold a conversation with
their students about the surveys in which were random (and that they
will stay random.)
4. Check with the schoolcounselors on the progress that has
been with the students on campus that went to get assistance
regarding mental health, anxiety and so on.
5. Lastly, check with the each department chair on campus to
discuss the progressthat has been made.

13. Budget:
1. Research
2. Tactics
3. Evaluation