rebuildingtheprodigyprfirm€¦ · the carrie meek – james n. eaton, sr. southeastern...

NOTES ON A STUDENT-RUN COMPANY AT FLORIDA A&M UNIVERSITY

Rebuilding the PRodigy PR Firm

Rebuilding the PRodigy PR Firm: Notes on a Student-Run Company at Florida A&M University


An Orientation

Company Highlights

Challenges and Next Steps

Q&A

An Orientation


WHAT IS PRodigy?

  The PRodigy Public Relations Firm is a student-‐run company in the School of Journalism & Graphic Communication at Florida A&M University (FAMU) in Tallahassee, Florida.

An Orientation


Company Mission Statement

The Prodigy Public Relations Firm will enhance the college classroom experience for select students at Florida A&M University by providing them with an opportunity to practice business operations and strategic integrated communication skills.

The student associates entrusted with the day-to-day operations and the production of goods and services for the PRodigy Public Relations Firm will provide responsible stewardship through sound leadership, thoughtful management, selfless teamwork, and hard work.

The Prodigy Public Relations Firm will provide the best integrated communication services a student-run company can provide.

An Orientation


Students interested in working for the PRodigy PR Sirm must submit:

  7-‐page application   Current resume   Transcript   Class schedule for the upcoming academic year

An Orientation


  PRodigy Public Relations Firm was established circa 1995

  Students who worked for the company during an academic year all worked for the same client

  The firm went through three faculty advisers from 1995 – 2003

  With the departure of the firm’s faculty adviser in 2003, the company closed.

An Orientation


THREE GOALS

  G1: Determine level of interest among student body

  G2: Make the Hirm a “teaching” agency

  G3: Develop a ‘real’ clientele base

An Orientation


The PRodigy Public Relations Firm officially reopened in the fall of 2006 after being closed for three years.

It took 12 months to attract the first 3 clients.

Fall 2007: Four PRodigy associates working the Gordon Parks “Crossroads” event.

An Orientation


Florida A&M University The Carrie Meek – James N. Eaton, Sr. Southeastern Regional Black Archives, Research Center & Museum

November 27, 2007 – January 15, 2008 Monday through Friday / 9:00 a.m. – 5:00 p.m.

‘CROSSROADS’

a 45-piece

photographic exhibition

celebrating the life and work of

GORDON PARKS

An Orientation


Fall 2007

  Florida Citrus Sports, a sports marketing Hirm in Orlando, Florida, retained the services of the PRodigy PR Firm to help promote the annual FLORIDA CLASSIC event.

An Orientation


Fall 2007

  SJGC Building Tours Account required associates to write the script and serve as tour guides for all guests visiting the new 10,000 sq. ft. Journalism Building.

Company Protocol


Company-wide business meetings are held once a semester. Meeting attendance is mandatory.

Each associate is assigned to no less than two client accounts each semester.

Senior associates serve as account managers.

Account meetings are held in the evenings.

Company Protocol


Associates create a work plan for the client based on the client’s issue.

Tasks on the work plan may include:   Research   Media Planning   Preparing publicity documents   Pitching to the media   Planning an event

PRodigy Highlights: 2006


2006: Testing the Waters   Spring 2006: PRodigy

“interest” meeting was held; 75-80 students attended

  Fall 2006: PRodigy officially reopened; there were no clients so the students focused on service to the community and building a reputation for the company



2007: The Resurrection Begins

  50+ new associates were accepted into the company.

  Only PR majors were permitted to work with the company at that time.

  “We are not a club” became the company’s mantra.

  The company took on their first three clients



PRodigy associates were clear in establishing their corporate culture.

“We’re not a club” was the statement of the day!

The PRodigy PR Firm rebranded in the spring of 2008.

The company adopted a new logo and slogan.

The rebranding launch included a press conference, a fundraiser, and campus -wide publicity activities.

Company visibility increased as a result and this attracted several new clients.

PRodigy won two FPRA (Florida Public Relations Association) Image Awards.

PRodigy Highlights:

2008

Unmanaged Growth




A PRodigy associate proudly displays the new company tee and button.

A PRodigy associate unveils the new logo at the press conference.



2008: Unmanaged Growth

By the fall of 2008, there were 80 associates working for the PRodigy Public Relations Firm.

The company took on six new clients

Tracking associate performance and client satisfaction became difHicult.



  Application process more extensive and competitive

  Discontinued the company leadership team

  Introduced social media   Fewer company-wide

meetings   Opened up the company

to non-public relations majors

2009: Pulling the Reins

In an effort to regain control, new policies were implemented.



  Instituted the Honorary Associates Program

  Discontinued “street team” work as a company service

  Tested a new pay structure

  Received first client referred to PRodigy by a local PR firm

2010:

Tweaking & Fine Tuning



2011: Clearing a Path for the Future

  Won the “Excellence in Innovation” award

  Recognized by local newspaper for service and volunteerism

  A FAMU PR grad and ex-PRodigy associate “stole” a client from the firm

  Discovered there were at least two other PR firms in the United States called PRodigy or Prodigy

PRodigy associates on the Gadsden Leadership & Law Academy Account won the “Excellence In Innovation” Award.

On The Horizon


Fall 2011   Company will launch official website   New Orientation Workshop for all associates   Associates will institute detailed Time Tracking   PRodigy will officially institute payment for services

plan; fewer pro bono accounts   PRodigy will institute account manager meetings   Formalizing partnership with Tallahassee PR/Ad

Agency

On The Horizon


Mid-Term Goals Incorporate Three KEY Knowledge Points

  How a strategic communications agency works (the internal workings of an agency)

  How to service a client (building and sustaining relationships and providing the best products and services to that client)

  How to start your own PR firm if you want to (the basic components of the business plan, the cost/benefit analysis, the fee and payment structure, market research and analysis)

On The Horizon


Mid-Term Goals Strengthen Creative

Aggressively recruit students with graphic design and artistic skills to work as associates for the company.

Seek partnerships with FAMU’s Graphic Arts Guild and other entities with creative talent.

On The Horizon


Mid-Term Goals

Formalize Associate Training Implement professional development for associates

that provides training in resource management, new business development, fundraising, community service, client relations, and more.

On The Horizon


Long-Term Goals Establish a National Advisory Board

Become A Revenue-Generating Entity

Become a For-Credit Experience

Establish a Feeder Program into the PR/Ad Industry

rebuilding*the*prodigy*pr*firm€¦ · the carrie meek – james n. eaton, sr. southeastern...

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rebuildingtheprodigyprfirm€¦ · the carrie meek – james n. eaton, sr. southeastern...