prevent blindness oklahoma final presentation
TRANSCRIPT
RAISING AWARENESS THROUGH STRATEGIC PUBLIC
RELATIONS
Prevent Blindness Oklahoma
Introduction • Purpose: To improve awareness of
Prevent Blindness Oklahoma as the state’s leading volunteer eye health and safety organization
• Target Public: parents and elementary school children in the Moore/Norman area
• Goals: Increase awareness by creating and generating attention to vision problems in elementary school children and the role PBO plays in Blindness Prevention throughout Oklahoma
Introduction Continued Proactive Strategies: • Design a coloring fact sheet and infographic for social media
o Messaging Strategy (MS): Coloring sheet and infographic provide website link and social media information
• Create Advertisement for Harkins Theatre in Oklahoma City o MS: Advertisement introduces PBO and encourages
seasonal giving • Build new philanthropic ties with OU’s Delta Gamma chapter
o MS: T-shirt fundraiser introduced PBO’s similar philanthropic goals to chapter
• Write a Radio PSA o MS: Builds awareness about PBO’s school visits • Create an informational video for social media
o MS: Informs public of PBO’s role within blindness prevention in elementary-aged kids
Introduction Continued
Tactics: • Managed awareness booth at Moore Public Library
o handed out coloring sheet and labeled crayons • Pitched 15-second and 30-second Radio PSA’s to 6 radio stations • Placed advertisement in Harkins Theatre to run in January • Raised donations through t-shirt sales within Delta Gamma • Created promotional video to be placed on social media and website
Analyzing the Situation The Public Relations Handbook for Nonprofits: A
comprehensive overview of nonprofit PR by Art Feinglass
• Understand the target public • Consider the media its own public and
not just a communication channel • Utilize creativity to find cost efficient
methods • Make covering your organization easy
for the media
Analyzing the Organization
• Audible website • Visual, interactive calendar
• Social feeds
• More graphic and multimedia-based
• Static sidebar with primary CTAs
Analyzing the Public
The Interviewees: • Jen Tregarthen, Public Relations and
Marketing, Sam Noble Museum ● Ranya Forgotson, Co-Founder, Curbside
Chronicle ● Diana Hartley, Program Advisor at the
Sarkeys Foundation and OU Professor ● Haley Murphy, Nonprofit Ph.D.
Candidate and OU professor
Analyzing the Publics
What we learned from communication professionals: • Consistent Branding and Content • Creating Word-of-Mouth Marketing • Educate the public about why your
organization is unique • Be hub for your product in the local area • Tailor messages to personalize
blindness to an individual’s daily life
Establishing Goals and Objectives This campaign aims to: • actively increase awareness about Prevent
Blindness of Oklahoma’s mission and goals. • establish our client as the premier educational
resource and solution to blindness prevention for Oklahoma’s elementary students
• create an overall increase in attention and comprehension create new opportunities to present its value to communities across Oklahoma.
Our goal: • raise awareness of the organization by 10 percent
by December 13
Developing the Message Strategy Message Appeal: • Rational appeal by using statistics • Emotional appeal by providing testimonies
Message Source: • Prevent Blindness Oklahoma President and CEO, Dianna Bonfiglio • Directors of the Delta Gamma Foundation in Norman and Tulsa
Non-verbal and Verbal Communication: • PTA spokespersons will have excellent public speaking skills,
dressing professionally, etc. • Social media campaign will use visually pleasing and attention-
grabbing infographics. • Human-interest press release will use images of children to
enhance the pathos. • Rebuilding the alliance with the Oklahoma chapters of Delta
Gamma will position Prevent Blindness Oklahoma as a cause worth donating to.
Tactics Report
Organizational Media Tactics
● Fact Sheet/Coloring Sheet
● Custom-Ordered Crayons
● Video
Interpersonal Tactics
● Moore Public
Library Booth
Advertising and
Promotional Tactics
● Harkins Movie Theater
News Media Tactics
● Feature Story
● Public Service
Announcement
News Media Materials
Organizational Media Materials
Social Media Materials
Advertising-Promotional Media Materials
Meet the Team
Kate Clark
Lisa Selby
Quincy Taylor
Ashley Wensel