Working as students who are immersed in courses that highlight mass communication and public relations, I have noticed that PR tactics and channels are evolving as generations are continuing to develop. Social media is the more obvious example to this discussion, because we are in a society now where self-generated content has become normality and traditional news mediums have taken a backseat to newer platforms such as Twitter and Facebook. As the Account Liaison for Broad Magnolias, I have learned that a SWOT analysis is sometimes not enough. Other types of evaluations including a PR audit are also efficient when it comes to evaluating.
More specifically with Broad Magnolias, a PR tactic that I did not consider but feel is worth mentioning is to utilize your channels effectively. We had our research director produce press releases for our upcoming event, Housing the Arts, a silent auction we will host next week to raise awareness and funding. However, instead of creating direct press releases, it was advised to us last class to produce editorials that tie in with Youth Oasis and our organization. By composing editorials we would be remaining relevant and exposing ourselves and information to a broader audience.
Immediately after our first meeting with our client, Broad Magnolias began drafting an awareness survey to evaluate the local knowledge of Youth Oasis. Based on the results it can be concluded that not enough people know that the organization is only one of two in the entire state.
Youth Oasis does not consult media when hosting an event and we are hoping for a larger spanned audience because of such. Broad Magnolias will evaluate this based on our post-awareness survey, which will be distributed after our kickoff event, Housing the Arts. Going forward from our previous survey, our team will add more questions related to the specific event to gage if awareness was increased and also keep questions from the initial survey to determine how we should help Youth Oasis when it comes to communicating important facts about their organization to their publics.
As mentioned previously, we received great advice on editorials as well as tips regarding our GOST from our peers. A strong PR tactic is to communicate with the professionals around you; ask for advice, editing assistance and for contacts or general ideas. While this may not be an actual evaluation process, it allows for the same activity to take place.
While working with Youth Oasis, Broad Magnolias will prepare a social media strategy plan for the nonprofit organization. In the process of creating a strategy plan, an analysis of Youth Oasis’ current state is required. Youth Oasis currently has a Facebook and Twitter to complement their initial website. The latter deliverables mentioned are mediums for the Broad Magnolias to evaluate the three objectives Youth Oasis strives to achieve: awareness, acceptance and action.