Prevent Blindness Oklahoma is a nonprofit organization established in 1965. Their primary focus is preserving sight and preventing blindness through vision screenings in schools.
Over the course of a semester. We worked to establish a public relations awareness campaign for Prevent Blindness Oklahoma.
An Analysis of the Situation
• “The best kept secret in town”
• Little communication between Prevent Blindness Oklahoma and target publics
• Vision for the future, but lacking in direction for implementation
• Little dialogic communication available through the website
An Analysis of the Organization
• Prevent Blindness Oklahoma operates under the radar. They want to be more well known in the community.
• They primarily serve children. Therefore, they hope to reach parents and teachers of these children.
• More communication channels between the publics and the organization are needed
Our PublicWe worked to build awareness of Prevent Blindness
Oklahoma among Oklahoma’s up and coming teachers.
An Analysis of the Publics
• Networking with others in the field is key
• Have your elevator speech ready to engage anyone with an interest in the organization
• Show the publics how your organization makes an impact, instead of just telling
• Because the website is the first point of contact for many potential publics, it must be kept up to date and engaging
Establishing Goals and Objectives
Formulating Action and Response Strategies
• Reputation management was the focuso To build interest, awareness and understanding of Prevent Blindness
Oklahoma
• Awareness objective o “To educate 20 percent of future Oklahoma teachers at the University
of Oklahoma about Prevent Blindness Oklahoma during their undergraduate education.”
• Position Prevent Blindness Oklahoma in the Norman community as a unique nonprofit offering vital services for the eye care of school aged students
Developing the Message Strategy
• Message Sourceo Spokesperson: Mike Moradi, Chairman of the Board
• Message Appealo Key message: Prevent Blindness Oklahoma makes a difference in the
vision of Oklahoma’s childreno Fear, love, and guilt appeal
• Verbal Communicationo Ambassadors for the organization
• Non-Verbal Communicationo Images and symbols online and on promotional materials
• “Our Vision is Vision”
Tactics
• “Visual elements of a strategic plan”• Interpersonal Tactics
o Opportunities to be face to face with the target audience through events, educational fairs and presentations
• Organizational mediao Produced by the organizationo Control the content, timing and presentation
• News mediao Provide credible information about the organization to an outside party
for distribution
• Advertising and promotional mediao Controlled media that can be published inside or outside the
organization
News Media
Mike Moradi
Social Media - Instagram
Organizational Media
Advertising and Promotional Media
Promotional Sunglasses
Prevent Blindness Oklahoma Program Ad
Interpersonal Event
Emily OtnessPublic Relations Nonprofit Studies
May 2014
The Team
Elizabeth ByrdPublic Relations
Enterprise Studies
December 2013
Jacqueline BelloPublic Relations
German
May 2014
Marissa DuBoisPublic Relations Enterprise Studies
May 2014
