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