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Program Overview and Client Introduction April 8, 2014

Program Overview and Client Introduction April 8, 2014. Welcome to the 2014 PR Institute. PR Institute Introduction Program Overview Course Schedule Team Assignments Client Introduction Client Overview Assignment Plan Requirements Brief Team Meeting. PR Institute Overview.

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Program Overview and Client Introduction April 8, 2014

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  1. Program Overview and Client Introduction April 8, 2014

  2. Welcome to the 2014 PR Institute • PR Institute Introduction • Program Overview • Course Schedule • Team Assignments • Client Introduction • Client Overview • Assignment • Plan Requirements • Brief Team Meeting

  3. PR Institute Overview • Educational program modeled after the long-standing 4A’s Institute of Advanced Advertising Studies • Hands-on experience with real-life “client” for junior-to-mid-level PR professionals and/or seasoned professionals entering the field for the first time • Elevates the PR discipline within the marketing mix • Eight-week course culminating in a “real world” new business pitch

  4. PR Institute Overview By the end of the course, participants will know how to: • Work together as a team towards a common goal • Conduct meaningful client and marketplace research • Organize and create a successful public relations plan • Effectively use new and emerging media channels • Identify metrics and use measurement tools to demonstrate ROI • Present and pitch a public relations plan to a real client prospect

  5. PR Institute Course Schedule Check out the full schedule at the back of your binder… • Program Overview & Client Information • Writing a Plan • Strategic Planning • Return on Investment & Budget • Presentation Training • Media Panel • Final Team Presentations • Award Ceremony

  6. PR Institute: Team Assignments Team Two MENTOR: Stacey Hajdak Team Three MENTOR: Sarah Lindsey Team One MENTOR: Art Ellis

  7. Role of the Mentor “Mentoring is a brain to pick, an ear to listen, and a push in the right direction.” - John Crosby • Guidemock agency team as they develop a strategic communications plan • Provide feedback on ideas; not give ideas • Foster a network of support by sharing work experience

  8. Introducing this year’s client… GraceHerbert, President www.findingshelter.org

  9. Finding Shelter Finding Shelter provides the most loving care for the animals who need their help finding a permanent home It is an organization based on love and respect for animals, supported by volunteers who work together to give these animals a quality life and the best chance for adoption A strong commitment to animals and the people in the community allows us the opportunity to assist and educate humans and save and protect animals Operating since January 1, 2010, Finding Shelter is inspired by Sprout, a tiny blind Chihuahua who is an everyday reminder that saving the lives of animals is no small “feet!”

  10. Mission Statement Finding Shelter is a no-kill animal rescue committed to the saving, rehabilitation, training and permanent placement of dogs and cats in need.

  11. Background Finding Shelter (FS), based outside of Philadelphia, PA, rescues and places animals in homes within the local region Accepts dogs of all breeds, sizes and age Since January 2010, FS has saved the lives of over 250 animals, while raising awareness to the plight of other potential pets in need. They have less than 2% return rate Consists entirely of volunteers who donate time, expertise and resources to transporting, saving, fostering and promoting these animals Once animals go to their forever homes, FS provides adoption support through free phone consultations with a trainer, the foster families and volunteer adoption team who are on hand to answer questions and provide support

  12. Strengths • FS does honest, good work & has a team of volunteers who truly care and make a difference • A very strong knowledge of animal behavior, wellness and nutrition and properly match animal to human • Always puts animals first & cares about doing what is best for them & their families • Has gained the trust of people throughout the community & earned a great deal of respect through doing rescue work the right way, without cutting corners

  13. Weaknesses • Small, with a strong need to raise more money • Needs to improve communication efforts with donors & adopters beyond using Facebook so everyone can see what is being done and wish to support the organization • No strategic PR plan in place, and limited staff to implement one • Doesn’t share their work enough or through the proper channels, so it is more of a “best kept secret” than a well-known organization

  14. Goals • Finding Shelter would like to be introduced to new avenues that will increase our “brand” recognition, measured by higher numbers of donors, volunteers and fosters • Finding Shelter would like to learn how to be more proactive with public relations and learn how it can be a main focus in our planning and measuring goals

  15. Programs • Sprout’s Angels Foster Program • A special group of foster homes and adoptions especially for Chihuahuas • Sprout’s Angels, provide one (or more) Chihuahuas with a loving, temporary home until a permanent home is found • Finding Peace • Takes in dogs from owners who are terminally ill and can no longer care for their pets • At this devastating, stressful time of their lives, Finding Peace gives these devoted owners peace of mind that their beloved pets will be cared for in loving homes for the rest of their natural lives.

  16. Staff & Committee Structure • Finding Shelter has 42 regular volunteers, no paid full or part-time staff • Very small board of three • President, Grace Kelly Herbert, oversees all operations • Volunteer coordinator, Linda Schatzle, schedules events and volunteers • Two volunteer adoption coordinators

  17. Communication We communicate through social media, brochures, newsletter (in progress) and end of year music videos.

  18. Branding • “Everyone deserves a safe, loving and permanent home.” • “To provide guidance and support to our fosters and adopters.” • “All homeless and neglected animals deserve rescue and are never far from home.”

  19. Immediate Needs • Donations • Adopters • Foster homes • Media • Public Image • Recognition

  20. Plan Requirements Reference the Judging Form in your binder… • Written and PowerPoint versions Logical, clear connections between sections • Final Judging Form • Fund Allocation Form

  21. Plan Components Check out the examples here today… • Programming Tactics • Measurement & Evaluation of Results • Estimated budget (fees and out of pocket) • Timeline • Situation Analysis & Supporting Research • Objectives • Target Audiences • Strategies

  22. PR Institute Committee • Participant website: www.prsaprinstitute.com • Committee: • Becca Barker, PR Institute Committee Co-Chair(610) 613-0852, rebarker26@gmail.com • Theresa Sharkey, PR Institute Committee Co-Chair (609) 204-4177, theresa.a.sharkey@gmail.com • Jess Emery, PR Institute Committee Co-Chair(484) 880-9143 • Janeen Poulson, PR Institute Committee Co-Chair(267) 259-8210, jpoulson35@gmail.com

  23. Questions? Please group into teams, exchange contact info & set a goal for next week. See you Tuesday! www.cartoonistgroup.com

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