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Final Client Communication Plan

Cristina Garcia

4/21/09

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TABLE OF CONTENTS SECTION 1: BACKGROUND 1

RESEARCH SYNOPSIS 2

SITUATION ANALYSIS 12

TARGET PUBLICS SELECTION 17

COMMUNICATIONS PLAN 21

SECTION 2: TACTICS 24

BIO SKETCH 25

FACT SHEET 27

BACKGROUNDER 29

PITCH LETTER 34

NEWS RELEASE 35

SOCIAL MEDIA RELEASE 38

FEATURE STORY 42

BROCHURE 45

SPEECH 46

INTERNET PLAN 49

EVENT PLAN 53

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SECTION 1:

BACKGROUND

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RESEARCH SYNOPSIS

Environment

Alpha PRoductions was founded fall 1981 by students as part of a public relations

campaign class. ―It began as a small side project and eventually expanded to a separate

organization‖ (Hudder, 2007). It is nationally accredited and the largest student-run firm in

Florida sponsored by Public Relations Student Society of America, University of Florida‘s Alpha

chapter. The organization is the second largest in the nation. Alpha PRoductions was officially

recognized as meeting nationally affiliated PRSSA‘s student-run firm standards during the 2005-

2006 academic year. Its mission statement is ―to serve its members by enhancing their

knowledge of PR and providing access to professional development opportunities and to serve

the PR profession by helping to develop highly qualified, well prepared professionals‖ (Ramos,

2008).

―This is the real deal, a real campaign to work on from beginning to end‖ (Pojomovsky,

2006).

Elena Echevarria, former president of Alpha PRoductions, said there is always a Catch 22

when looking and applying for internships.

"Employers only want interns with experience, but how do you get experience if you

can't get an internship? With Alpha PRoductions, you come in with little or no experience and

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come out with a portfolio and the working knowledge of an actual campaign" (Echevarria,

2007).

Organization

Alpha PRoductions structure is a three-tiered hierarchy. One director and two associate

directors lead this management system. The second level, directed by nine account executives

supervises the bottom tier containing 45 account associates. The team has six full-time clients

and two project-based clients this academic school year.

The organization did not charge clients prior to this year. Instead, it operated on a strictly

voluntary basis. The group realizes that it wants to operate entirely as a real-world firm, but it

has not established a payment system. Today, the accounting system is still undetermined; it does

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not have a set price for charging clients. Instead, the organization bases its compensation on an

individual project basis such as charging $8 for an associate‘s work, $13 for the entire group‘s

work, and $15 for an account executive‘s work on a particular client. The current rate card

establishes publicity such as a brochure to be valued at $10. The internal accounting is

problematic.

―The faculty adviser hopes to redo the current rate card. She thinks it‘s not professional for

Alpha to charge more for one client than another. As the CFO of In-house, one of the project-

based clients, it really is ridiculous that we call ourselves a professional organization, but we

don‘t have set ways of charging clients‖ (Gezzar, 2009).

Current funding is threatened to be cut if this student organization remains functioning in the

same manner.

University-wide budget cuts have not affected Alpha PRoductions. The student organization

is privately funded by undergraduate students and does not receive money from UF.

Students can learn skills including but not limited to writing press releases, assembling media

kits and fact sheets. Those who participate in this organization can have an opportunity to

experience real-world public relations and put their academic knowledge to work.

Members of Alpha PRoductions are considered to be interns and spend a year developing

client campaigns, requiring a minimum of five hours a week (Hudder, 2007). Members of the

Alpha PRoductions team are required to be a member of PRSSA and have a GPA of 3.0 or

higher. To apply to this organization a person must submit an application via online or through

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the PR department office at 2083 Weimer Hall. A resume must be attached and submitted by

mid-September (Hudder, 2007). Accepted students, pending approval by the organization‘s

board, are matched with clients depending on their previous experience.

Alpha PRodcutions is the only one of its kind within a student context. There is significant

competition for the time and attention of faculty and undergraduates. Faculty, responsible for

research on various topics, are consumed with work from the courses they instruct. In addition,

the doctoral students who teach PR courses are occupied with work themselves. With more than

60 full-time faculty and 90 full-time staff, the college is united in its efforts to establish high

standards. The student environment has a wide range of interests with one similarity: physical

location. Gainesville, the city that unites both faculty and undergraduates alike, is the home to

UF and my client, Alpha PRoductions.

Students may not have any time to devote to the student organization due to part-time

jobs, Greek life or other clubs. The majority of tests are administered on weeknights, a time in

which accounts hold weekly meetings. This organization is unknown to the national chapter of

Public Relations Society of America. Its local presence within PRSSA-Alpha chapter ―needs to

be established‖ (Brighton, 2009).

The economic factors could affect membership. To become an account executive or

associate, an individual is required to be a member of PRSSA-Alpha chapter. During this time of

economic crisis, many may not have $85 for new membership or $65 for renewal fees. In turn,

this also affects PRSSA-Alpha chapter because it cannot sponsor Alpha PRoductions as much as

the past. In the light of a rising 7.6 percent unemployment rate, potential clients may find it

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difficult to provide sufficient funds for PR work (Employment Situation Summary, 2009).

Target Publics

The external public consists of the UF itself. Internal publics consist of the College of

Journalism and Communications, PRSSA-Alpha chapter members and UF.

Segmented further, the college can be divided into the following groups: Dean John W.

Wright II, Dr. Spiro K. Kiousis, Knight Division, faculty and staff, and current undergraduate

students. University of Florida‘s PRSSA Alpha chapter makes up 70+ members Alpha

PRoductions can appeal to.

This student organization presents a real-life opportunity, but it lacks publicity. ―The work

done by the group is not displayed enough to encourage people to join‖ (David, 2009). Even

though PRSSA sponsors Alpha PRoductions, the group does not recommend this organization

enough. The main problem facing the organization is that many are unaware this group exists.

―It‘s such a shame because Alpha‘s given me real-world knowledge about PR and the

opportunities to write in every form I‘ve learned‖ (Brighton, 2009).

Alpha PRoductions plan includes targeting three publics: The College of Journalism and

Communications, Public Relations Student Society of America – Alpha chapter and UF itself.

The main goal of this organization is to strengthen its relationships between the above publics

and increase knowledge of current undergraduate public relations students.

The first objective is to increase awareness of Alpha PRoductions by 25 percent by

September 2010. There is no baseline data because Alpha PRoductions has never distributed a

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survey. The second objective is to increase future clients by 30 percent by September 2010. The

last and most important objective is to increase communication between the organization and

students by 50 percent by October 2010.

There are three strategies needed to accomplish the above objectives. The first strategic

method is to launch a branding campaign utilizing all organizational media, interpersonal

communications, promotional materials and interactive media. The second strategy to increase

future clients is to host a bi-weekly meeting hosted by the executive board members, which

targets prospective clients. Through this avenue, a meeting will provide companies with a

tangible form of past and present work created and implemented by Alpha PRoductions. The

third strategy is to launch weekly e-mails from the organization‘s executives of the targeted

publics using the listerv.

The key message is to brand Alpha PRoductions, a professional undergraduate organization,

to help students use their PR knowledge thus far and apply it to real-world clients. Tactics

needed to accomplish this would be to disseminate brochures featuring an account, such as the

Gator Nation campaign. The second tactic is to send 2,000 brochures to local businesses and

prospective clients. The last tactic establishes a feedback form through encouraging two-way

communication.

Media

In its existence, the organization has completed organizational media such as biweekly

account reports in the form of memos, final reports highlighting the progress throughout the year,

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press releases and business letters. These documents charted the progress of each individual

group, identified media of newsworthy ideas each client had, utilized effective mediums that

were used in special event promotion, recruitment for activities, and general promotion. The

organization has had bi-weekly exposure in the PRSSA newsletter distributed to members upon

meeting attendance.

Message

The frequency of the message is not that of a weekly or even biweekly basis. Instead, the

organization hangs visuals around Weimer Hall weeks prior to hosting a workshop. The tone of

the message is strictly informational, not persuasive.

The organization takes advantage of interactive media through the use of Facebook. The

social networking site has a group strictly for Alpha PRoductions, in which members can join

and remain updated about events. In addition, the In-house account uses a free service,

Facebook, to RSVP for workshops such as the Interactive Resume Workshop. The organization

realizes the reach is much greater through the use of this avenue than that of anything else.

Alpha PRoductions does not use specialty publications or interpersonal communications. The

organization has produced fliers for various workshops it hosted, feature articles, fact sheets and

surveys.

Effects

It has handled over 30 accounts in its existence. Among this year‘s six full-time clients are

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The Gator Nation campaign, Emiliano‘s Café, Altrusa, The Disability Resource Center, The

Harn Museum, and Marce Guthier. Clients appeal to all sectors in the industry. The two project-

based clients are the temporary and in-house accounts.

The Gator Nation campaign appeals to the academic and athletic sector, placing UF in the top

five universities in terms of media exposure (University of Florida Identity, 2008). Emiliano‘s

Café is a part of the food and beverage as well as the entertainment sector. The Harn Museum

and Altrusa appeal to the community sector. The Disability Resource Center and Harn Museum

appeal to the academic sector. Marce Guthier appeals to the entertainment sector. Future clients

have not been discussed.

During the 2007-2008 academic school year, the organization worked with clients from all

segments such as Emiliano‘s Café, Caribbean Conservation Corporation, the child advocacy

center, the Harn Museum and the Ladyfish band (Hudder, 2007).

Alpha PRoductions has had two special events this academic year. On Monday, October 6,

2008, at about 6 p.m., the organization featured itself in an open house in Weimer Hall. The

student organization has hosted two workshops in the 2008-2009 academic school year thus far.

The first was a strategic methods workshop, which took place December 4, 2008 from 6:30 p.m.

to 8:30 p.m. in Weimer Hall, Room 3032. The workshop featured an interactive review of

ROPES, RACE, Smith‘s 9-step model, and DPACE. The attendance was 20 people.

The other event, an interactive resume critique workshop, happened on Thursday, January 29

at about 6:30 p.m. in Weimer Hall, room G030. The attendance was 18 people, decreased by ten

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percent.

During the current academic school year, Alpha PRoductions used the following electronic

outlets such as UF‘s Web mail and Facebook to update members on upcoming activities.

Updates from the director, Monica David, are illustrated on Alpha PRoduction‘s social

networking site, Wiggio.

The fliers convince undergraduates to assess their own skills compared to that of the

workshop. Advertisements, known to attract a person‘s attention for only a short amount of time,

enhance ―effective visuals in the message to students‖ (Ramos, 2008). There are also no Public

Service Announcements, ads, use of public media directories, or informal networks with

journalists for the organization.

The organization does not have a functioning Web site now. The projected launch date is

scheduled for May 2009.

Because the organization is not established, it does not have data on any of the source

Web sites such as quantcast, google.com/trends, and google.com/insight.

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References

Brighton, J. (2009, February 1). (C. Garcia, Interviewer)

Center for Student Activities and Involvement- FAQ. (2008, December 1). Retrieved February 2,

2009, from Center for Student Activities and Involvement: http:www.union.ufl.edu/invol

vement/studentOrgs/faq.asp#table.

David, M. (2009, February 3). Alpha PRoductions. (C. Garcia, Interviewer)

Echevarria, E. (2007, March 2). Alpha PRoductions. (C. Garcia, Interviewer)

Employment Situation Summary. (2009, February 5). Retrieved February 11, 2009, from Bureau

of Labor Statistics: http://www.bls.gov/news.release/empsit.nr0.htm

Gezzar, J. (2009, February 1). Alpha PRoductions. (C. Garcia, Interviewer)

Hudder, R. (2007). What's new with Alpha PRoductions? Gainesville: PRSSA.

Jacky Ramos. (2008, November 25). Wiggio. Retrieved February 2, 2009, from In-house:

http://wiggio.com/#tpl=folderlist_11586

Pojomovsky, D. (2006, February 4). Alpha PRoductions. (C. Garcia, Interviewer)

University of Florida Identity. (2008, November 5). Retrieved February 2, 2009, from University

of Florida Identity: The Gator Nation Campaign: http://identity.ufl.edu/gatorNation/

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SITUATION ANALYSIS

Alpha PRoductions has an increased awareness of the need for real-world experience in

the public relations field. Educating the public about the existing organization can bring the

College of Journalism and Communications and undergraduate students to a higher level of

understanding. It can increase knowledge of PR to current undergraduate students and provide

access to professional development opportunities.

The most impacted external segment by the branding of Alpha PRoductions would be

UF‘s university relations.

UF‘s University Relations department handles ―marketing communications, public

relations and internal communications‖ (University of Florida University Relations, 2009). This

division can help Alpha PRoductions establish a positive relationship between UF and its

publics. It also addresses both internal as well as external communications through facilitating

the integration and coordination of the university's various public relations, communications,

publications and news operations, the UF University Relations site stated.

University Relations can help Alpha PRoductions successfully target their internal

publics including the College of Journalism and Communications and PRSSA-Alpha chapter.

Further segmented, their publics are broken into Dean John W. Wright II, Dr. Spiro K. Kiousis,

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the Knight Division, faculty and staff, and undergraduate students.

The most impacted internal segment by the branding of Alpha PRoductions would be the

College of Journalism and Communications and PRSSA- Alpha chapter.

There are six segmented publics within the internal sector such as Dean John W. Wright

II, Dr. Spiro K. Kiousis, the Knight Division, faculty and staff, and undergraduate students.

Dean Wright II is the main stakeholder. Appointed December 2007, he is responsible for

the day-to-day activities of the college. Wright has real-world experience co-authoring three

books, two of which are ―Perspectives on Radio and Television‖ and ―Electronic Media and

Government‖ (Faculty and Staff Memebers: College of Journalism and Communications, 2008).

He is a main stakeholder because his experience and networking can help promote Alpha

PRoductions to professionals in the industry.

Dr. Kiousis, associate professor and chair of public relations, has published in leading

journals such as The Harvard International Journal of Press/Politics, Journal of Public

Relations Research, and New Media & Society among others (Faculty and Staff Memebers:

College of Journalism and Communications, 2008). Kiousis can use his professional contacts to

get the word out about Alpha PRoductions and its past and current work.

The Knight Division is responsible for assisting students in seeking full-time employment

after graduation (Knight Division - College of Journalism and Communications, 2008). Charles

Harris, the Knight Division director, has connections with various corporations, firms, and

agencies in the PR field. Combined, the faculty and staff of the college form a long list of

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professional contacts in the form of people, entire corporations, and/or agencies. Students, who

make up the college can prove to be a huge public in itself. The daily contact students have with

their peers can provide Alpha PRoductions with needed publicity.

Another target public would be UF‘s PRSSA-Alpha chapter. PRSSA can provide a

national forum once Alpha PRoductions produces additional tangible documents. The segmented

public, UF‘s PRSSA, who sponsors the organization, can make its 70+ person membership

aware of the group.

The most important stakeholder would be the dean of the College of Journalism and

Communications, Dr. Wright. The second most important stakeholder would be the Knight

Division. The amount of contacts from both parties would provide the organization with plenty

of networks.

Factors working for:

Networking with professionals the college knows can be successful because it will allow

the organization to create positive relationships with them.

PRSSA-Alpha chapter gives required membership points to undergraduates who attend

Alpha PRoduction‘s workshops.

The group can establish higher standards in creating highly qualified, well-prepared

students prepare for the industry.

Participation shows future employers that you were proactive.

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Factors working against:

Time restraints prohibit students from participating in the organization.

Publicity may not yield a large number of additional participants.

Knowledge of the organization thus far has been unsuccessful.

Professionals may not be convinced based on past and current work.

Unsuccessfully addressed target publics.

Poor lack of support from sponsor, PRSSA-Alpha chapter.

Issue projection:

Implementing education of the student organization could increase positive outcomes for the

public relations division within the college and PRSSA-Alpha chapter. Through explaining an

overview of the organization and encouraging undergraduate students to join, members can keep

up-to-date with the industry. In addition, the organization can give public relations

professionalism skills to members.

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References

Faculty and Staff Memebers: College of Journalism and Communications. (2008, December 22).

Retrieved February 3, 2009, from Spiro K. Kiousis- Faculty and Staff Members- College

of Journalism and Communications: http:www.jou.ufl.edu/faculty/facultydetail.asp?

id=kiousis.

Knight Division - College of Journalism and Communications. (2008, July 24). Retrieved

February 3, 2009, from Knight Division Web site: http: //www.jou.ufl.edu/Knight/

default.asp.

University of Florida University Relations. (2009, January 29). Retrieved February 1, 2009, from

University of Florida: http://www.urel.ufl.edu/.

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TARGET PUBLICS SELECTION

The target publics and selected stakeholders include:

University of Florida.

o Center for Student Activities and Involvement.

IDEAL.

The College of Journalism and Communications.

o Dean John W. Wright II, Dr. Spiro K. Kiousis, Knight Division,

faculty and staff, and undergraduate students.

Public Relations Student Society of America-Alpha chapter.

UF- The university at large will benefit from knowing of Alpha PRoductions because it

will be able to take advantages of its PR services. This student organization works to ―enhance

member knowledge of public relations and provide access to professional development

opportunities‖ (David, 2008).

Segmented further, by addressing a large audience such as the university, Alpha

PRoductions will work with the Center for Student Activities and Involvement. The center,

focusing its efforts on ensuring all students finding meaningful educational opportunities in

registered student organizations, targets and serves a university-wide audience.

IDEAL, an ambassador organization for the center, serves student-run organizations

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featuring student-informational workshops on the processes of creating and running student

organizations effectively.

College of Journalism and Communications- The college will benefit from knowing of

Alpha PRoductions because it will allow students to apply their academic knowledge to real-life

experiences in the industry.

Dean John W. Wright II of the college would also be a great supporter of Alpha

PRoductions because he would be able to reach so many people otherwise unattainable by the

student organization. During his time in the industry, Wright has developed a long list of media

contacts and professional insight.

Dr. Spiro K. Kiousis, associate professor and chair of the department of PR, is of

additional support because he can use his current status with contacts he has in the field. Through

using the associates in the industry, Kiousis can help spread the word about the prestigious Alpha

PRoductions, its mission, and portfolio of past work.

The Knight Division would be a great stakeholder because it is responsible for career

services and advancements of students in the Communications field.

Over 60 full-time faculty and 90 full-time staff work in Weimer Hall, the building that

houses the College of Journalism and Communications. This workforce is made of doctoral

students or professors who hold upper-level degrees. By exhausting this resource, Alpha

PRoductions can contact more professionals.

Students can apply the skills acquired in all academic courses taken in the public relations

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program through serving as director, assistant director, account executive, and account associate

in Alpha PRoductions. The following is a breakdown of the ways in which the knowledge

attained in the program come into light.

The principles of Public Relations is the foundation of your future knowledge of

the field. PR research allows for designing surveys, content analysis, and

reporting findings through available technologies.

PR strategy allows for effective strategic ways to analyze, write, and present

information. Writing students to use all skills from previous courses and display

each through various levels of internal and external communications.

Visual communications teaches students to prepare printed material for various

PR departments in the use of printed materials.

Campaigns teaches students the upper-level management of conducting a full

case, tracks current industry issues and plans to create and apply various tools and

techniques to problems and situations.

PRSSA-Alpha chapter- The chapter will benefit from knowing Alpha PRoductions

because it will allow students to apply their academic knowledge to real-life experiences in the

industry.

PRSSA can shed light on the past as well as current work it is doing for its clients this

year: The Gator Nation campaign, Emiliano‘s Café, Altrusa, The Disability Resource Center,

The Harn Museum, and Marce Guthier.

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PRSSA‘s alpha chapter is the second-largest organization in the nation responsible for

cultivating a positive relationship between students and professional practitioners. In this

particular case, Alpha PRoductions will use UF‘s PRSSA contacts as an additional and effective

communications channel. The chapter umbrellas this accredited student-run firm and can educate

the organization of its partner‘s achievements in the professional world.

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COMMUNICATIONS PLAN

Target publics: College of Journalism and Communications, Public Relations Student

Society of America-Alpha chapter and the University of Florida.

Goals: To strengthen relationships between undergraduates in Alpha PRoductions,

faculty and its sponsor, PRSSA-Alpha chapter. To increase the knowledge of current students of

the student run public relations firm to the College of Journalism and Communications.

Objectives:

#1: To increase awareness and knowledge of Alpha PRoductions among 25 percent of

undergraduates, faculty and PRSSA members by September 2010.

#2: To disseminate information to members of PRSSA-Alpha chapter among 50 percent

by September 2009.

#3: To increase communication toward the organization among 45 percent of

undergraduates, faculty and PRSSA members by September 2010.

Strategies:

#1. To launch a branding campaign using all organizational media, interpersonal

communications, promotional materials and interactive media.

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This strategy is designed to coordinate all forms of media into launching a rebranding

effort. Rebranding Alpha PRoductions as a professional, alternative measure to businesses will

prove beneficial for both companies and students.

#2: To launch weekly e-mails from Alpha PRoductions executives to the college

undergraduates using the listserv.

Weekly e-mails will keep members of Alpha PRoductions informed about the latest

decisions and news. By doing so, individuals and businesses intrigued by this organization can

stay updated.

#3: To launch a breakout session Q-and-A after the PRSSA meeting.

PRSSA contains about 70 undergraduate public relations students. This club can help

spread the word or increase their own interest. Addressing these members directly will help solve

common questions students may have.

Key message: To brand Alpha PRoductions as a professional student organization which

enables undergraduates to use their PR knowledge and apply it in a real-world experience. To

promote Alpha PRoductions through PRSSA-Alpha chapter as an opportunity to learn more

about the industry as well as implement your skills. To promote Alpha PRoductions through UF

as an opportunity to learn more about the industry as well as implement your skills.

Three Tactics:

#1: To disseminate brochures of past work done in an account such as The Gator Nation

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campaign.

#2: Establish a feedback form through e-mails, opening two-way communication

between both parties.

#3: Table after PRSSA meeting.

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SECTION 2: TACTICS

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BIO SKETCH

Monica David is the director of Alpha PRoductions.

As the firm‘s director, David oversees all aspects including, but not limited to overall

management of the firm‘s operations. In August, she created applications, interviewed, and

selected account executives and account associates during the application process. The director is

responsible for choosing and pitching to future and current clientele for the preceding school

year.

David maintains on-going contact with the firm, faculty, and professional advisors with at

least monthly contact with clients.

In addition, David establishes a time before or after a meeting to answer questions and

concerns from account executives and associates. Members cannot publish any form of visuals or

copy without the expressed approval of the director. David receives regular updates from account

executives of each account in the form of verbal and written communication. The director acts as

a liaison between clientele and members. She also serves as an officer on Public Relations

Student Society of America -- Alpha chapter‘s executive board and maintains open

communication and involvement of the firm with the chapter.

At the end of the academic year, David coordinates Alpha PRoductions semester client

mixer. She is also responsible for submitting an annual entry into PRSSA‘s Firm of the Year

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competition.

―I have received so many offers from professions for public relations jobs because of my

responsibility as director of Alpha. My duties encompasses every aspect of our future careers,‖

David said.

She was the Alpha PRoductions assistant director for academic year 2007-2008. She was

a public relations intern with Caribbean Conservation Corporation, as well as LifeQuest Organ

Procurement Organization from February to May 2006.

David has earned a few of distinguishing awards such as Florida Bright Futures, Player‘s

Championship Scholarship and Public Relations Student Society of America‘s president‘s award.

David attended Sandalwood High School and graduated in 2003. She is graduating this

spring semester with a Bachelor of Science in public relations and a minor in International

Studies.

She enjoys playing with her nephews, reading English authors such as Brontë or Jane

Austen, and watching movies. Her dream job is to work for a huge corporation, such as Coca-

Cola and handle international relations for countries, preferably in Europe.

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FACT SHEET

What is Alpha PRodcutions?

Alpha PRoductions, founded fall 1981 by students, provides local clientele with a 7 month public

relations campaign. ―It began as a small side project and eventually expanded to a separate

organization‖ (Hudder, 2007). It is a nationally accredited, largest student-run firm in Florida

sponsored by Public Relations Student Society of America, University of Florida‘s Alpha

chapter. The organization is the second largest in the nation.

How long has Alpha PRoductions been operating?

Alpha PRoductions has been successfully operating for 27 years.

What are the requirements to join Alpha PRoductions?

Members of Alpha PRoductions are required to be foremost a member of UF‘s PRSSA- Alpha

chapter and a minimum 3.0 GPA. To apply, a person must submit an application via e-mail or

through the PR department office at 2083 Weimer Hall. A resume must be attached and

submitted by mid-September (Hudder, 2007).

What will Alpha PRoductions teach me?

Students can learn skills including but not limited to writing press releases, assembling media

kits and fact sheets. Those who participate in this organization can have an opportunity to

experience real-world public relations and put their academic knowledge to work. In addition, it

can be listed in your resume as an internship.

How many people are involved in Alpha PRoductions?

This 2008-2009 academic year has one director, two associate directors, nine account executives,

and 45 account associates.

I have a full load with other activities. Will I have time?

Yes, members of Alpha PRoductions are required a minimum of five hours a week (Hudder,

2007).

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Is Alpha PRoductions nationally recognized?

Yes, Alpha PRoductions was officially recognized as meeting nationally affiliated PRSSA‘s

student-run firm standards during the 2005-2006 academic year.

I have applied, what next?

Accepted students, pending approval by the organization‘s board, are matched with clients

depending on their previous experience.

How many clients does Alpha PRoductions have?

This year, Alpha PRoductions has six full-time clients: The Gator Nation campaign, Emiliano‘s

Café, Altrusa, The Disability Resource Center, The Harn Museum, and Marce Guthier. Clients

appeal to all sectors in the industry. The two project-based clients are the temporary and in-house

accounts.

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BACKGROUNDER

Opening statement

Many public relations undergraduate students are unaware of Alpha PRoductions and

their opportunities to work on a seven-month campaign for a local client. Students enhance their

knowledge of PR, provide access to professional development opportunities, and serve the PR

profession by helping to develop highly qualified, well-prepared professionals (Ramos, 2008).

Historical Overview

Alpha PRoductions was founded fall 1981 by students as part of a public relations campaign

class. ―It began as a small side project and eventually expanded to a separate organization‖

(Hudder, 2007). It is the largest student-run firm in Florida sponsored by Public Relations

Student Society of America, University of Florida‘s Alpha chapter. The organization is the

second largest in the nation. Alpha PRoductions was officially recognized as meeting nationally

affiliated PRSSA‘s student-run firm standards during the 2005-2006 academic year. The

organization did not charge clients prior to this school year. Instead, it operated on a voluntary

basis. In 2008, the accounting system was still undetermined; it does not have a set price for

charging clients. The organization bases its compensation on an individual project basis such as

charging $8 for an associate‘s work, $13 for the entire group‘s work, and $15 for an account

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executive‘s work on a particular client. The current rate card establishes publicity such as a

brochure to be valued at $10. The internal accounting is problematic. ―The faculty adviser for

Alpha hopes to redo the rate card‖ (Gezzar, 2009). Current funding is threatened to be cut if this

student organization remains functioning in the same manner.

Current Situation

There is direct competition for the extra-curricular time and attention of faculty and

undergraduates. Faculty, responsible for research on various topics, are consumed with work

from the courses they instruct. In addition, the doctoral students who teach PR courses are

occupied with work themselves. With more than 60 full-time faculty and 90 full-time staff, the

college is united in its efforts to establish high standards. The student environment has a wide

range of interests with one similarity: physical location. Gainesville, the city that unites both

faculty and undergraduates alike, is the home to UF and my client, Alpha PRoductions.

Economic factors could affect membership. To become an account executive or

associate, an individual is required to be a member of PRSSA-Alpha chapter. During this time of

economic crisis, many may not have $85 for new membership or $65 for renewal fees. In turn,

this also affects PRSSA-Alpha chapter because it cannot sponsor Alpha PRoductions as much as

the past. In light of a rising 7.6 percent unemployment rate, potential clients may find it difficult

to provide sufficient funds for PR work (Employment Situation Summary, 2009).

In order to increase student awareness, Alpha PRoductions in-house account is refocusing

its efforts to rebranding the organization.

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33

Implications

Alpha PRoductions rebranding would be a yearlong campaign. It would begin March 31,

2009 until March 2010. During this time, spring 2009, fall 2009, and spring 2010 semesters

would be exposed to the organization‘s opportunities and benefits. The campaign would unveil a

new Alpha PRoductions logo, organization Web site, biweekly newsletter, coalition with Student

Government, and new advertisements.

The requirements to join Alpha PRoductions would remain the same. Students will still be

considered interns, spend a year developing client campaigns, requiring a minimum of five hours

a week (Hudder, 2007). Members of the team are required to be a member of PRSSA and have a

GPA of 3.0 or higher. To apply to this organization, a person must submit an application via

online or through the PR department office at 2083 Weimer Hall. A resume must be attached and

submitted by mid-September (Hudder, 2007). Accepted students, pending approval by the

organization‘s board, are matched with clients depending on their previous experience.

Clients will be picked by the Alpha director and two associate directors. The ultimate

goal is to educate PR undergraduates of this professional organization.

If the rebranding campaign is not carried out, PR undergraduates will remain

inexperienced. The worst-case scenario would be to cut the funding entirely from Alpha

PRoductions.

Among external consequences are internal consequences as well. Internally, if a

rebranding does not occur in the specified period, Alpha PRoductions will not show initiative.

-more-

34

This, in turn, will affect possible members from joining. Members responsible for this

campaign must be dedicated and committed.

Supporters of the rebranding campaign argue that the strategies and tactics to be used will

encourage two-way communication, which is the best way to reach students. The more free food

and activities there are, the more students will pay attention to the rebranding. Supporters also

mention Alpha PRoductions needs to build relationships with their target publics.

Challengers of the rebranding argue it might be a waste of time, money, and effort,

Marissa Alexander, senior public relations major, said.

Supporters also argue that including this organization in the student involvement will

increase the chances of getting more attention.

###

35

References

Employment Situation Summary. (2009, February 5). Retrieved February 11, 2009, from Bureau

of Labor Statistics: http://www.bls.gov/news.release/empsit.nr0.htm

Gezzar, J. (2009, February 1). (C. Garcia, Interviewer)

Hudder, R. (2007). What's new with Alpha PRoductions? Gainesville: PRSSA.

Jacky Ramos. (2008, November 25). Wiggio. Retrieved February 2, 2009, from In-house:

http://wiggio.com/#tpl=folderlist_11586

36

Cristina Garcia 2083 Weimer Hall PO Box 118400

Gainesville, FL 32611

407-625-8708

Garcia26@ufl.edu

March 19, 2009

Dr. Spiro Kiousis

University of Florida- Public Relations Department

PO Box 118400

Gainesville, FL 32611

Dear Dr. Kiousis:

As a prominent travel section editor, Alpha PRoductions would like to introduce its interactive

Web site offering free PR services to you and the travel-tourism companies featured and

published daily.

The Web page, managed by the current Webmaster, Erica Blake, will display current and past

work of its members. All work consists of seven-month campaigns and additional material

approved and edited by David prior to release.

Travel-tourism companies such as Panama City Beach Convention and Visitors Bureau, your

featured client in March 12‘s edition, will learn more about creative ideas applied to PR work.

This site, designed for use by prospective and current clients, will allow for efficient and

effective recruitment process, a larger audience reach, increase support and membership, gain

local and eventual nation-wide popularity, and give employers an additional resource to look at

potential employee‘s work.

If a travel-tourism company decides not to utilize the Web site, Alpha PRoductions will face a

slow recruitment process, much like now. In addition, if things remain status quo, members will

remain uneducated about this membership opportunity, and it will be forced to cease due to cut

funding.

We hope to work with your travel tourism clients. We greatly appreciate your time and attention

to this proposal. To inquire about additional information, please contact Alpha PRoductions

Director Monica David at 904-207-3031.

Sincerely,

Cristina Garcia

Secretary and account associate

37

“Preparing for the Future Professional”

2083 Weimer Hall· PO Box 118400· Gainesville, FL 32611-8400

Phone: 904-207-2031

http://grove.ufl.edu/~alphapro

E-mail: monicamd@ufl.edu

NEWS RELEASE

March 19, 2009 Contact:

FOR IMMEDIATE RELEASE: Monica David - Director

UF Alpha PRoductions

904-207-2031

monicamd@ufl.edu

Interactive Web site aims to spark interest in Alpha PRoductions.

GAINESVILLE, Fla. – Alpha PRoductions, the largest student-run firm in Florida, is launching

its first interactive Web site in search of new members.

The organization will feature an informational workshop in Gannett Auditorium on Tuesday,

March 31st at 6:30 p.m.

Alpha PRoductions will carry out a rebranding campaign from March 31, 2009 until March

2010.

It will feature a new logo, biweekly newsletter, and new advertisements.

Monica David, Alpha PRoductions director, is excited about the new Web site.

―This is what the organization needs to gain new members and establish a professional

reputation,‖ David said.

-more-

38

The Web site, found at http://grove.ufl.edu/~alphapro, will be launched to kick off the

rebranding campaign.

During this time, the university and local businesses would be exposed to the organization‘s

opportunities and benefits.

An informational workshop, featuring a speech from David, will introduce the basic facts of

Alpha PRoductions while addressing the campaign as a solution to a recruitment problem.

There will also be a post Q&A session with the Alpha PRoductions‘ director, two associate

directors, and current members.

The strategies and tactics used will encourage two-way communication between public relations

students, the organization, faculty, and employers respectively.

Alpha PRoductions relies on the collaboration between local clients and members.

The auditorium will feature a table with current account executives and associates, available for

individual talks with prospective public relations undergraduates.

There will be fliers and applications for everyone to take home.

It will also feature a selection of past and current work material for all our clients.

About Alpha PRoductions

Since the fall of 1981, more than 1,500 students have gained professional public relations

experience through Alpha PRoductions. The organization, located in Gainesville, Fla., is the

-more-

39

largest student-run firm in Florida sponsored by Public Relations Student Society of America,

University of Florida‘s Alpha chapter. Its purpose is to serve its members by enhancing their

knowledge of PR and providing access to professional development opportunities. Alpha

PRoductions structure is a three-tiered hierarchy. One director and two associate directors lead

this management system. The second level, directed by nine account executives supervises the

bottom tier containing 45 account associates. There are 48 total students. The team has six full-

time clients and two project-based clients this academic school year.

###

40

CONTACT INFORMATION:

Monica David (Spokesperson)

UF Alpha PRoductions Director

2083 Weimer Hall

PO Box 118400

Gainesville, FL 32611-8400

904-207-3031

Email: monicamd@ufl.edu

Interactive Web site aims to spark interest in Alpha PRoductions.

Alpha PRoductions will launch an interactive Web site to begin a rebranding campaign. These strategies and tactics will increase organization membership.

GAINESVILLE, FLA. -- March 19, 2009

Alpha PRoductions, the largest student-run firm in Florida, is launching its first interactive Web

site in search of new members.

The organization will feature an informational workshop in Gannett Auditorium on Tuesday,

March 31 at 6:30 p.m.

Alpha PRoductions will carry out a rebranding campaign from March 31, 2009 until March

2010.

-more-

41

It will feature a new logo, biweekly newsletter, and new advertisements.

Monica David, Alpha PRoductions director, cannot wait until the Web site is revealed.

―This is what the organization needs to gain new members and establish a professional

reputation,‖ David said.

The Web site, found at http://grove.ufl.edu/~alphapro, will launch to kick off the rebranding

campaign.

During this time, the university and local businesses would be exposed to the organization‘s

opportunities and benefits.

An informational workshop, featuring a speech from David, will introduce the basic facts of

Alpha PRoductions while addressing the campaign as a solution to a recruitment problem.

There will also be a post Q&A session with the Alpha PRoductions‘ director, two associate

directors, and current members.

The strategies and tactics used will encourage two-way communication between public relations

students, the organization, faculty, and employers respectively.

Alpha PRoductions relies on the collaboration between local clients and members.

The auditorium will feature a table with current account executives and associates, available for

individual talks with prospective public relations undergraduates.

There will be fliers and applications for everyone to take home.

-more-

42

It will also feature a selection of past and current work material for all our clients.

MULTIMEDIA ELEMENTS:

Download

Alpha_Roster.pdf

Download Logo.doc

QUOTES

"The use of social media releases has expanded our reach. It's brought Alpha PRoductions closer

to establishing a professional relationship with our clientele," Monica David, director, said.

"Alpha really taught me how to put all my accumulated PR knowledge and offer it in a

professional way to clients. It helps to establish the two-way communication PR is all about,"

Account Associate Joanna Brighton said.

"Alpha's given me a chance to gain experience through its endless opportunities," CFO Jen

Gezzar said.

About Alpha PRoductions

Since the fall of 1981, more than 1,500 students have gained professional public relations

experience through Alpha PRoductions. The organization, located in Gainesville, Fla., is the

largest student-run firm in Florida sponsored by Public Relations Student Society of America,

-more-

43

University of Florida‘s Alpha chapter. Its purpose is to serve its members by enhancing their

knowledge of PR and providing access to professional development opportunities. Alpha

PRoductions structure is a three-tiered hierarchy. One director and two associate directors lead

this management system. The second level, directed by nine account executives supervises the

bottom tier containing 45 account associates. There are 48 total students. The team has six full-

time clients and two project-based clients this academic school year.

###

del.icio.us- Interactive Web site aims to spark interest in Alpha

PRoductions.

digg- Interactive Web site aims to spark interest in Alpha

PRoductions. Technorati Tags: Alpha | Alpha PRoductions | PRSSA | student-run firm | firm | University of Florida |

UF

*Also available at the following URL: http://www.prxbuilder.com/x2/index.php/login-to-prx-builder/

username: garcia26@ufl.edu, password: december21*

44

PERSONALITY PROFILE: MONICA DAVID, ALPHA PRODUCTIONS DIRECTOR.

GAINESVILLE— The day she had been anxiously waiting for has come. She may

appear nervous, but she has been looking forward to this day for a year. It is Public Relations

Student Society of America-Alpha chapter election workshop. As she stands restless amid the

seventy-member audience, she delivers her list of promises entirely.

At 23, she has learned it is not all about curriculum. Before applying to this position, she

believed experience was overrated. Day in and day out, teacher have stressed the importance of

real-world practice and she allowed it to go in one ear and out the other. She felt certain of her

feelings were correct until she talked with professionals in her industry at a PRSSA National

Conference in Detroit, Michigan.

She decided to change her outlook. Experience did matter, in real life as well as in

college. Three years into college, she ran for Alpha PRoductions director. She could not believe

the enormous amount of pressure instilled from peers. Things would be difficult.

Her time would be stretched like never before, taking on the responsibility of this role.

As undergraduate PR students voted for various executive board positions, members were

as silent as if they were taking a test.

She sat confident in her front-row chair among other candidates. As votes were tallied,

-more-

45

minutes felt like hours.

As she did not hear her name called, her confident feelings soon deflated into

disappointment. Alpha PRoductions officers were announced at the end.

The time came for PRSSA President Jennifer Tamayo to declare.

―Director is,‖ she said. ―Monica David.‖

An immense burden lifted off her shoulders. It was official. PRSSA members voted and

positively believed the job of Alpha PRoductions director was left to a responsible woman.

Today, in March 2009, she is a full-time student, Alpha PRoductions director, and intern

at David Greenberg Communications. The company, based in Gainesville, Fla., is responsible for

media relations, business, and marketing plans within our local community.

With executive board elections held April 15, Joanna Brighton, current account associate,

feels she has the qualifications for the director position.

―I am going to apply for your position next year,‖ she said. ―What are the positives?‖

―I have received so many offers from professions for public relations jobs because of my

responsibility as director of Alpha. My duties encompasses every aspect of our future careers,‖

David said.

She is sad to leave behind a life of internships and academic experiences. She will graduate from

University of Florida in Spring 2009 with a Bachelor‘s degree in Public Relations and a minor in

International Studies. Her dream job is to work for a huge corporation, such as

-more-

46

Coca-Cola and handle international relations for countries, preferably in Europe.

Awaiting her is a new challenge filled with endless possibilities and a career she has been

preparing for the last four years. Skills from Alpha PRoductions will help her adjust to her

various roles after graduation.

In the organization, she edited and approved all materials in preparation for release to

media and clients. In addition, she helped guide six accounts to complete seven-month

campaigns.

Some undergraduates have all the time in the world, but she was not one of them. Instead,

she stretched herself thin.

Perhaps there will never be enough time, but she learned a valuable lesson that can never

be forgotten. Alpha PRoductions has taught her time management. It has transformed and taught

her to value the 24 hours in a day. It can be considered a lot of time, but when an individual such

as she can take advantage, her PR work excels.

―There never seemed to be enough time in the day,‖ David said.

Alpha PRoductions‘ ultimate goal, to prepare future professionals, has truly brought on a

special meaning.

###

47

BROCHURE

48

SPEECH

INTRODUCTION:

Good evening ladies and gentlemen. Thank you for your interest in Alpha PRoductions. I

hope everyone is having a great time getting to know each other. Alpha PRoductions was

founded fall 1981 by students as part of a public relations campaign class. It is a nationally

accredited and the largest student-run firm in Florida sponsored by Public Relations Student

Society of America, University of Florida‘s Alpha chapter. Alpha PRoductions was officially

recognized as meeting nationally affiliated PRSSA‘s student-run firm standards during the 2005-

2006 academic year. The organization did not charge clients prior to this school year. Instead, it

operated on a voluntary basis.

THE ISSUE:

The organization faces serious recruitment issues, which might is due to its non-

functioning Web site. Alpha PRoductions purchased a separate domain address from its sponsor,

PRSSA- Alpha Chapter, located at http://grove.ufl.edu/~alphapro.

One of the major issues affecting the organization is the lack of a Web site. Instead,

people are routed to PRSSA‘s Web site, which currently is not accessible on the Grove server.

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49

How can prospective account executives and associates be immersed in information regarding

this organization? Today, we live in a technology-driven society where everything is done

online. Our organization must take this into account and submit to this outlet.

Net Access, the oldest and most reputed web development Web site, stated millions of

people globally have access to the Internet. ―A recent study found that 75 million people used the

Internet, and 45 million used the WWW in the three months preceding the survey in USA &

Canada. You can save phone calls and your staff members' time by just posting basic business

information on your Web site,‖ the Web site stated. Posting upgraded information on your site

will save an organization money and keep undergraduates informed of every reason why they

should be involved (Benefits of a Web site, 2005).

LEAD POINT/DISCUSSION OF THE SOLUTION:

By gaining a full-time Webmaster, Alpha PRoductions can share its mission and history

with all interested professionals, current and future clients, and undergraduate students. Everyone

expresses an interest in Alpha PRoductions. We are here to support this organization and the

work produced for our community.

DISCUSSION OF BENEFITS OF ADOPTING THE SOLUTION/RISKS OF NOT

ADOPTING IT:

Benefits of adopting solution:

More efficient and effective recruitment process.

Can reach larger audience.

Alpha PRoductions can increase the support and amount of funding this organization

receives currently.

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50

Can gain nation-wide popularity and become one of the PR program‘s staples.

Can help to get employers interested in students and their work.

Risks of not adopting it:

The organization can face a slow recruitment process, much like now.

Things remain status quo; members remain uneducated about this opportunity.

Alpha PRoductions has to cease because the funding is greater than work being done.

ACTION DESIRED:

If Alpha hopes to avoid the previously listed risks, it proposes to hire a Webmaster who

understands the need and importance of the Web site.

CONCLUSION (REPEAT LEAD HERE):

By gaining a full-time Webmaster, Alpha PRoductions can share its mission and history

with all interested professionals, current and future clients, and undergraduate students. Please

stop at the table in the back to talk with current account executives and associates. There are

flyers everyone can take home and read over. In addition, there are applications which have to be

turned in by September. We have a selection of past and current work material for all our clients.

Please take a moment to look at these. We are here for you. This presentation will close when

everyone‘s questions have been answered. Once again, thank you all for coming.

REFERENCES:

Benefits of a Web site. (2005, July 28). Retrieved March 15, 2009, from Net Access:

http://www.netxs.com.pk/web/benefitsofawebsite.html.

Hudder, R. (2007). What’s new with Alpha PRoductions? Gainesville: PRSSA.

###

51

WEB SITE/INTERNET PLANNING SHEET

TARGET PUBLICS

University of Florida.

The College of Journalism and Communications.

o Dean John W. Wright II, Dr. Spiro K. Kiousis, Knight Division,

faculty and staff, and undergraduate students.

Public Relations Student Society of America-Alpha chapter.

PURPOSE OF SITE/AND OR ACTION DESIRED FROM PUBLIC(S)

The purpose of Alpha PRoduction‘s Web site is to expose the university and local businesses to

the organization‘s opportunities and benefits. It will also introduce the basic facts of Alpha

PRoductions while addressing the campaign as a solution to their recruitment problems.

Ultimately, the action desired from the publics would be to join the organization and educate

themselves on the opportunities presented. Also, if the site does not apply to certain individuals,

the possibility of a third party being exposed to this information would greatly increase.

MAIN MESSAGE/THEME OF THE WEB SITE/INTERNET PLAN

The main message is similar, if not exact to the prospective action desired from the publics.

Alpha Productions wishes to educate individuals as to the organization‘s mission and materials.

The organization would like to attract future clients and prospective members. In addition, it

would like to keep current clients and members interested.

TOP-LEVEL NAVIGATION AND LINKS

Top-level navigation would include a toolbar featuring links to ‗about us‘, ‗services‘ and

‗clients.‘ About us will include an overview section, services will feature Alpha PRoductions‘

public relations capabilities and past and current clients. The navigation toolbar would also

include a link to the official PRSSA Web site, current six full-time clients, two project-based

clients and a link to the social media release complimenting news releases or feature stories

produced by Alpha PRoductions.

SITEMAP

Please refer to Figure 1 for a brief flowchart of the organization‘s Web site.

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52

Figure 1. Below is a description of each component in the flowchart.

COPY POINTS FOR EACH PAGE

At the first level, the Web site features an ‗about us‘ section which highlights an overview of the

organization. The overview would include a brief synopsis of the organization as a whole. The

following description would be main copy points.

Since the fall of 1981, more than 1,500 undergraduate students have gained professional

public relations experience through Alpha PRoductions.

Located in Gainesville, Fla., it is the largest student-run firm in Florida sponsored by

-more-

53

Public Relations Student Society of America, University of Florida‘s Alpha chapter.

Its purpose is to serve its members by enhancing their knowledge of PR and providing

access to professional development opportunities.

Alpha PRoductions is a three-tiered hierarchy led by one director and two associate

directors.

The second level, directed by nine account executives, supervises 45 account associates.

There are 48 total undergraduate student members in the 2008-2009 academic year.

The team has six full-time clients and two project-based clients this academic year.

The second component of ‗about us‘ features the services Alpha PRoductions provides. The

main copy points are provided below. Their services are separated in two sections, basic and

advanced services.

Basic Services:

Biosketches.

Fact Sheets.

Feature Articles.

Focus Groups and Surveys.

Media Lists.

News Releases.

Public Service Announcements.

Volunteer Recruitment.

Advanced Services:

Blogs.

Brochures.

Event Planning.

Media Pitching.

Media Kits.

Newsletters.

Public Relations Campaigns.

Strategic Research and Planning.

The third component of ‗about us‘ highlights clients, both past and present.

Clients:

Altrusa.

The Arthritis Foundation.

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54

Caribbean Conservation Corporation.

The Disability Resource Center.

Emiliano‘s Café.

Gainesville Sports Organizing Committee.

The Gator Nation.

GM/Weber Shandwick- Chevrolet Aveo Livin‘ Large Competition.

The Harn Museum.

Junior League of Gainesville.

Marce Guthier.

Ronald McDonald House of Gainesville.

Project-based:

In-house Public Relations.

Temporary Account.

DESIGN ELEMENTS & ART

The first design element featured in the Web site would be the Alpha PRoductions logo,

available for download. The next element would be pictures from related events such as the

ROPES workshop. Lastly, it would contain pictures of the three members on the executive board

from the current academic year, such as pictures from the board 2008-2009.

MULTIMEDIA

Promotional Alpha PRoductions video, featuring clips from the organization‘s events and taped

client feedback.

SOCIAL MEDIA

The Web site will have a link to the social media release complimenting news releases or feature

stories produced by Alpha PRoductions.

PLANNED PUBLICITY

Alpha PRoductions will feature a mixture of promotional material such as a media kit, flyers and

a video available for download.

MISCELLANEOUS

N/A.

###

55

SPECIAL EVENT PLANNING SHEET

PURPOSE OF EVENT

Create publicity of Alpha PRoductions.

TYPE OF EVENT

Information session.

DATES

Wednesday, April 22nd

at 4 p.m.-5:30 p.m.

BUDGET

$150 for promotional materials (flyers, portfolio).

Free black-and-white printing with student account access.

$20 for food.

CONTACT PERSON

Monica David at 904-207-3031or monicamd@ufl.edu.

SITE

Weimer Hall, room 1084 located on bottom floor, across from the staircase in the atrium.

Weimer Hall, located on Stadium Road across from the College of Health and Human

Performance.

First, enter through the main entrance by 1000 Student Services.

Second, make an immediate left until room 1084.

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56

It will be right next to 1088, The Communications Writing Center.

Please refer to Figure 1.1 for Alpha PRoductions‘ Gantt chart.

ALPHA PRODUCTIONS INFORMATION SESSION:

Wednesday, 4/22

4 - 4:15 4:15 - 4:45 4:45 - 4:55 4:55-5:05 5:05-5:20 5:20-5:30

C1 = Introduction.

C2 = Overview.

C3 = Benefits.

C4 = Account Executives.

C5 = Account Associate

testimony.

C6 = Application Process

and Q&A.

Figure 1.1. Alpha PRoductions‘ clients are undergraduate students.

As seen in Figure 1.1, the schedule of events is briefly stated. Below is a detailed schedule of

both the planning and event itself.

PLANNING SCHEDULE

Tuesday, April 14 at 6 p.m.- 7:30 p.m.- Meet with Monica David, director, Susan Martinez and

Bryn Nebinger, associate directors, all account executives as well as associates.

6 p.m.: Introduce event.

-Go over location, time of event.

-more-

CLIENT INTERACTION

C1

C2

C3

C4

C5

C6

57

6:15 p.m.: Purpose of event.

-Possible speakers and topics.

6:30 p.m.: Assign roles to various members.

-Who is getting the food?

-Who is getting the portfolio together?

-Who is getting presentation materials?

-Who is checking with the Dean of Students about the room assignment?

-Who is in charge of publicity of the event?

-Members complete tabling schedule.

7 p.m.: Speakers (Monica David, Susan Martinez, Bryn Nebinger, Heather Tran-Son-Tay,

Alyssia Portee and Joanna Brighton) discuss their prospective talks and visuals to the

members.

7:30 p.m.: End of meeting.

The planning stages consist of three hour and a half meetings prior to the actual event. The dates

of these meetings are Tuesday, April 14, Friday, the 17th

, Monday the 20th

and Tuesday, the 21st.

SCHEDULE OF EVENT

4 p.m.-4:15 p.m.: Introduction of executives and duties as officers

(Monica David, Alpha Productions director, Susan Martinez and Bryn

Nebinger, assistant directors of Alpha PRoductions.)

4:15 p.m.: Speaker Monica David discusses an overview of the organization.

When it began.

Clients (past and present).

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58

Financial situation. (Free -> Fee (yet to be determined)).

Requirements:

o Resume.

o 5 hours/week.

o Active member of PRSSA.

o 3.0 GPA or higher.

4:45 p.m.: Speaker discusses the benefits of joining:

Provides real-world public relations experience.

Members work with local clients that represent different sectors of the industry.

Members can list Alpha PRoductions as an internship.

Account executive responsibilities are modeled after professionals.

Members are able to put their academic knowledge to the test.

Members have a two-way communication with their clients and peers.

Mentorship program- allows members to pair up with peers in their account to

produce copy and visuals.

4:55 p.m.: Speaker introduces two account executives, Heather Tran-Son-Tay from the Gator

Nation campaign and Alyssia Portee from The Harn Museum account.

Discuss experiences as account executives.

5:05 p.m.: AE‘s introduce account associate, Joanna Brighton from the In-house account.

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59

Discusses experiences as account associate.

Displays work from her account she created and implemented.

5:20 p.m.: Speaker goes over application in detail.

5:30 p.m.: Q & A session.

PRESENTERS/SPEAKERS

Monica David, director of Alpha PRoductions, Heather Tran-Son-Tay, account executive from

the Gator Nation campaign and Alyssia Portee from The Harn Museum account.

TARGET PUBLICS

The College of Journalism and Communications, Public Relations Student Society of America-

Alpha chapter, University of Florida.

MEDIA

Local newspapers: The Independent Florida Alligator, The Gainesville Sun. Local broadcasting

stations: WUFT and WLUF.

COMMUNICATION MATERIALS & PLANNED PUBLICITY

Past media kits, flyers highlighting key points, portfolio materials.

CONTINGENCY

Speakers will host tabling event Wednesday during school hours and information session in

atrium.

MISCELLANEOUS

N/A.

###