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NOTES ON A STUDENT-RUN COMPANY AT FLORIDA A&M UNIVERSITY
Rebuilding the PRodigy PR Firm
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Rebuilding the PRodigy PR Firm: Notes on a Student-Run Company at Florida A&M University
Rebuilding the PRodigy PR Firm
An Orientation
Company Highlights
Challenges and Next Steps
Q&A
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An Orientation
Rebuilding the PRodigy PR Firm
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.
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An Orientation
Rebuilding the PRodigy PR Firm
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.
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An Orientation
Rebuilding the PRodigy PR Firm
Students interested in working for the PRodigy PR Sirm must submit:
7-‐page application Current resume Transcript Class schedule for the upcoming academic year
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An Orientation
Rebuilding the PRodigy PR Firm
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.
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An Orientation
Rebuilding the PRodigy PR Firm
THREE GOALS
G1: Determine level of interest among student body
G2: Make the Hirm a “teaching” agency
G3: Develop a ‘real’ clientele base
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An Orientation
Rebuilding the PRodigy PR Firm
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.
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An Orientation
Rebuilding the PRodigy PR Firm
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
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An Orientation
Rebuilding the PRodigy PR Firm
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.
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An Orientation
Rebuilding the PRodigy PR Firm
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.
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Company Protocol
Rebuilding the PRodigy PR Firm
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.
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Company Protocol
Rebuilding the PRodigy PR Firm
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
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PRodigy Highlights: 2006
Rebuilding the PRodigy PR Firm
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
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PRodigy Highlights: 2007
Rebuilding the PRodigy PR Firm
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
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PRodigy Highlights: 2007
Rebuilding the PRodigy PR Firm
PRodigy associates were clear in establishing their corporate culture.
“We’re not a club” was the statement of the day!
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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
Rebuilding the PRodigy PR Firm
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PRodigy Highlights: 2008
Rebuilding the PRodigy PR Firm
A PRodigy associate proudly displays the new company tee and button.
A PRodigy associate unveils the new logo at the press conference.
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PRodigy Highlights: 2008
Rebuilding the PRodigy PR Firm
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.
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PRodigy Highlights: 2008
Rebuilding the PRodigy PR Firm
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PRodigy Highlights: 2009
Rebuilding the PRodigy PR Firm
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.
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PRodigy Highlights: 2010
Rebuilding the PRodigy PR Firm
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
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PRodigy Highlights: 2011
Rebuilding the PRodigy PR Firm
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.
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On The Horizon
Rebuilding the PRodigy PR Firm
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
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On The Horizon
Rebuilding the PRodigy PR Firm
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)
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On The Horizon
Rebuilding the PRodigy PR Firm
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.
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On The Horizon
Rebuilding the PRodigy PR Firm
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.
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On The Horizon
Rebuilding the PRodigy PR Firm
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
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Rebuilding the PRodigy PR Firm
Rebuilding the PRodigy PR Firm