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    BYU-Idaho

    2015-2016 PR Plan

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    - PRSSA MISSIONSTATEMENT

    Advancethe public relationsprofession by nurturinggenerations

    of future professionals.

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    TABLEOFCONTENTS

    Situation Analysis..........................................................................................

    Goals and Objectives.....................................................................................

    Target Audiences...........................................................................................

    Positioning.......................................................................................................

    Key Messages..................................................................................................Challenges........................................................................................................

    Communication Vehicles............................................................................

    Research Methods.........................................................................................

    Time Chart.......................................................................................................

    Strategies & Tactics......................................................................................

    Action Plan.......................................................................................................

    Budget................................................................................................................

    Evaluation Plan...............................................................................................

    Authors..............................................................................................................

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    SITUATIONANALYSIS

    The Public Relations Student Society of America (PRSSA) is a student-run society within the BYU-Idaho communication department. The society is one chapter of the national PRSSA organization, and has

    connection to the Public Relations Society of America (PRSA).The BYU-Idaho chapter has approximately 50 members. Of the 50 members, 5 to 15 attend weekly

    meetings. Currently there are more than 400 PR emphases declared within the BYU-I communicationdepartment. The BYU-I PRSSA chapter provides many tools to further advance their knowledge and skills inpublic relations. These tools include:

    National network of students and industry professionals

    Opportunities to travel and meet with industry professionals at various networking conferences

    Access to national databases of PR jobs, internships, and career opportunities

    Development of public relations skills through webcasts, webinars, and weekly meetings

    Even among these powerful tools, the BYU-I PRSSA is lacking in both membership and attendance. Withinthe communication department, approximately 400 students declare an emphasis in public relations. Only 50members, or 12.5% of the 400 declared emphases, are officially recorded as members of the chapter. This islow membership when considering the number of PR emphases within the department.

    The chapter faces a target audience desensitized towards the PRSSA and its objectives and benefits. For anorganization providing opportunities to further network and develop skills within the PR industry, it lacks astrong PR front at BYU-Idaho. This audience inhibits increased membership for the chapter.

    Amidst these challenges there are opportunities for the chapter to expand its audience and target newareas for prospective members. Identifying PR front objectives and goals will help foster further developmentof the chapter and increase membership. Such development will come through events to increase awareness

    (i.e. COMM 100 classes, faculty brand advocacy, and other tactics).As there are opportunities for the chapter to improve, there are areas that can inhibit its success and

    growth as well as cause damage. The chapter ever experiences a consistent cycling of members everysemester. This is due to members graduating from BYU-Idaho, becoming involved in other societies, or notattending on-campus due to their off-track assignment.

    Other societies or practicums such as Scroll and Soapbox Agency appeal to the chapters target audiencesfor its lack of or no costs, opportunities to develop skills, and fulfill a practicum graduation requirement.

    The majority of the PRSSA audience has heard about the chapter many times, but communication hasonly resulted in desensitization for the organization. Others would like to join but weekly meeting schedulesconflict with student schedules. Some feel membership fees as well as travel costs are too expensive. Manystudents have the mentality that they can become a member during their senior year and gain the benefits offuture employment while paying minimal fees. Others hold the belief that weekly meetings simply discuss PRprinciples that are taught in classes and thus would have no benefit for them.

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    GOALSANDOBJECTIVES

    Current goals, as expressed by the BYU-I PRSSA chapter leadership, include individually assigningmembers to bring five additional students to the weekly meetings and persuade them to become members.

    While taking advantage of word of mouth communication is an enticing way to achieve an increase inmembership, the lack of established goals in all other media is a lost opportunity. Goals and objectives shouldbe established within every channel of communication available. Including:

    Social media

    Newspaper (The Scroll)

    Direct email

    Online video

    Audience analysis of awareness and comprehension (surveys)

    Word of mouth

    Outdoor (Campus advertising)

    Goals

    The following are proposed goals for the PRSSA, based upon a yearly increase:

    Increase PRSSA membership from 12.5 percent of target audience, current PR majors, to 20 percent

    Increase PRSSA member attendance from between 10 and 30 percent to 50 percent

    Increase awareness and comprehension of PRSSA, obtained from survey, by 30 percent

    Increase social media following by 20 percent

    Gain monthly newspaper coverage by the Scroll

    Increase email response and interaction by 20 percent

    Change current goal of five word of mouth connections to two word of mouth connections per memberper month

    Increase outdoor visibility

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    TARGETAUDIENCES

    The PRSSA primarily targets BYU-Idaho communication students that have a declared PR emphasis.There are opportunities for the PRSSA to reach out and target further prospective members who will

    benefit now rather than later in the program. These opportunities are additional target audiences. Thefigures for these audiences will vary from semester to semester. These target audiences include:

    The PRSSA membership frequently is made up of junior and senior communication students.Greater growth and sustainability for chapter membership can be achieved through recruiting freshmanand sophomore communication students. As freshman and sophomore students are recruited earlier intheir college career, they will attend for a longer period of time. Further advancement of skills in public

    relations will also occur as they attend PRSSA during their college career.

    Enrollment of online BYU=Idaho students increases every semester. The PRSSA should seek todevelop opportunities for online students to participate and enroll. As this figure grows, tactics shouldbe undertaken to reach out to this audience. Webcasts and additional events will be meaningful inengaging and reaching out to online students.

    The skills and principles learned and developed in PRSSA are not beneficial to PR emphases alone,but to students in PR related fields. Targeting this audience will bring in students who would like tolearn more about public relations to be more marketable in their chosen careers.

    Freshman and sophomore BYU-Idaho communication students(with or without a PR emphasis)

    Online BYU-Idaho communication students

    (with or without a PR emphasis)

    BYU-Idaho students majoring in PR related fields

    (i.e. Accounting, Marketing, Business, Political Science, etc.)

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    POSITIONING

    The BYU-I PRSSA positioning should be distinct and meaningful to target audiences. With the challenge ofreaching out to a desensitized, positioning should awaken within the audience a sense of priority to enroll and

    seek the benefits of the chapter.

    PRSSA is the best connection to thePR industry now, rather than later.

    Expresses: Benet of being connected to the PR industry Enroll now, rather than later.

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    KEYMESSAGES

    Many of the following key messages are traditional messages the PRSSA has conveyed in the past;however, these messages are essential and need to be used again with additional emphasis and in a differentmanner that will resonate with target audiences.

    PRSSA leads to employment and internships throughnetworking opportunities.

    PRSSA provides opportunities with PR professionalsand leaders to develop skills for the PR industry.

    You get out of the PRSSA what you put into it, nostrings attached.

    Well (PRSSA) help you receive the tools you need, meetthe people you need t