PR In Action: GCSU Phonathon

Each semester at GCSU, a group of about 20 student callers is hired to work on campus Monday through Thursday from 5:30 to 9 p.m. to do PR for Georgia College. Student callers contact GCSU parents and alumni to ask about their experiences at the college, update them on campus happenings, and ask for donations to our school's Heritage Fund, which pays for all the things that state aid and tuition don't cover (like scholarships, free tutoring, and campus safety just to name a few). These calls can last anywhere from 1 to 30 minutes and can result in hang-ups, "we're not interested," a thousand dollar donation, or one of the best conversations of your life; you never know.

Talking with the ladies who graduated from Georgia State College for Women is like a history lesson. We hear stories of how students were not allowed to ride in cars, how students and faculty lived in the old governor's mansion, and how the dining hall provided a family style formal dinner every evening (and ladies wore their white gloves of course). We talk about how much times (and tuition costs) have changed, and many are shocked to hear that our enrollment is now over 6,000. All of them, however, still take pride in the fact that no matter how much GCSU has changed (or how many times it has changed its name for that matter) our front campus still looks exactly the same: those four gigantic brick buildings with white columns standing tall in front of the grassy area where students sit to study or socialize between classes.

Talking with freshman parents is at times like a counseling session. We tell parents not to worry about their babies, offer advice from our own experiences, and answer the millions of questions they have about campus safety, dining options, getting involved on campus, registration, and residence halls. While we invite graduates to our Homecoming in February, we also make a point to inform parents about Family Day in October. We want to encourage people to come back and "stay connected."

With all of these calls its about building relationships. We teach our callers to be active listeners and to do 80% listening, and only 20% talking. We take interest in what each person has to say: maybe they are mad about that 1937 yearbook they never received, maybe their daughter gets no sleep in the dorm because her roommate is a night owl. We contact whoever we need to and do whatever we can to get these issues resolved. On the flip side, there are those who tell us that college was the best 7 years of their life and how "GCSU made me from a nobody into a somebody." As I stated before, you never know where one call will get you.

Along with building relationships, we also ask parents and alumni to donate to our Heritage Fund because it helps with so many things at GCSU. Some people give right away; some decline, and that's ok; we expect that. The students who work at Phonathon are no stranger to rejection, but it doesn't stop them. If one person doesn't donate, we maintain a positive attitude and remember that everyone, at one time, was a nondonor.

Sadly, this is my final year working at the GCSU Phonathon. Since freshman year, I have had many great conversations with parents and graduates, and I feel confident that among the over $30,000 and 300 pledges I received, I made some lasting impressions that will continue to positively affect my soon to be alma mater long after my graduation. In closing, I plan to leave my mark this year as Phonathon manager by making this the most successful Phonathon GCSU has ever had. This semester we raised over $115,000, which is already a record in itself (especially considering the current economic situation), and I am confident that once added to next semester's totals, we will well outshine any and all previous years. I am also proud to say that somewhere included in that $115,000 is my small gift of $20.10 (in honor of my graduation year). As we tell all of our callers, "every gift counts; its the amount of donors not dollars that matters." May my $20.10 help some other student have the same great experience GCSU has given me, and, more importantly, may it be the first of many larger ones to come.

A Reflection on the Relay For Life Kickoff

My PR class planned and executed the Relay For Life of Baldwin County Kickoff event on the Evening of November 19 at Northside Baptist Church. In the beginning, we all competed in teams of three to pitch ideas for the event, and it was decided that our theme would be "Celebrate a Memory." a birthday party extravaganza complete with a banner, balloon arch, hot dogs, hamburgers, baked beans, cole slaw, chips, cookies, cupcakes, and a candy bar.

Our class did a great job of working together to pull the event together. As a member of the media team, I wrote the press release about the event (which made front page of both of our local newspapers!) but once we got down to the "nitty gritty" so to speak I helped out the food and decorating teams as well. One thing that I have learned in my various jobs and as a student learning about PR is that versatility is the key. If you are assigned one task, be prepared to help out your teammates with others as needed. Although I wrote the press release, I also wrapped and tied ribbon around silverware, stirred a giant tub of baked beans, and grilled out with my best friend Nick who I recruited to help me man the grill. :) This brings up another important key to success: everyone should have a friend they could call on for help. Nick answered his phone one hour before we needed to start grilling and said he would be there, and he also helped out last year when our class did "paint the hill green" a PR event for GCSU Baseball. It nice to have friends that you can call on to be there no matter the task.

Another thing that we all learned during the event is that not everything will go as planned. Another PR class was responsible for bringing us 100 cupcakes, and only 2 people from that class remembered to bring them. Disaster was avoided thanks to Dr. Carter who went to a local grocery store and purchased them, but this event just shows that you should be prepared for anything. Things will fall through no matter what, and you have to be prepared to cope. Even with the grill sitation, Nick and I were cooking 100 hot dogs and 100 hamburgers on two small grills, one of which was falling apart. The burgers also were not exactly hand made patties, so some of them just fell right apart on the grill, nonetheless, as with any event, you just have to do the best you can with what you've got and remain positive.

In the end, the event was attended by over 100 guests, who watched a powerpoint presentation of local cancer survivors, enjoyed a delicious meal, and vowed to support the Relay For Life with their fight against cancer. I was honored to help make a difference with such a worthwhile organization and I am so proud of the work my classmates and I did. Way to go team PR Fantasy Football!

Binge Drinking Awareness Ad

According to the National Institute on Alcohol Abuse and Alcoholism National Advisory Council, Binge Drinking is defined as drinking four drinks during two hours for females, and five drinks in two hours for males. Binge drinking results in a blood alcohol concentration of 0.08 percent or higher and is one of the most serious problems on college campuses, with 48 percent of college students admitting that they “drink to get drunk”(http://www.cspinet.org).

While many college students think that binge drinking is a fun way to blow off steam, few realize all of the negative consequences they could face. Students who binge drink are 21 times more likely than nondrinkers to miss class, engage in unplanned sexual activity, and get in trouble with the police. Binge drinking not only affects the individual who is participating in the drinking; it can affect those around them by disrupting their sleep and sometimes even damaging their property.

The Center for Disease Control has done numerous studies to find out who binge drinks and how they are affected. Their studies found that 75 percent of the alcohol consumed in the United States is in the form of binge drinking and that binge drinking is highest in the 18-to-20 year old group. Underage drinkers are extremely likely to binge drink, which was made evident in a recent national survey that found that 90 percent of the alcohol consumed by youth under the age of 21 in the U.S. is in the form of binge drinks (http://www.cdc.gov/alchohol). This survey also found that men are two times more likely to binge drink than females.

After researching the topic of binge drinking I began to toss around ideas of how I could create an ad discouraging college students from binge drinking. First, I went for the statistics. I chose a male model since men are twice as likely to participate in binge drinking, and I chose a college age person since binge drinking is most common in the late teens and early twenties. At first, I was thinking of including some shocking statistics or trying to scare people away from drinking, but then I realized that just trying to scare people may not do the trick since most college students are going to drink no matter how many facts and figures you throw at them. I decided to take a different approach and just be real with the target audience. My ad says “It’s easy to make fun of the guy passed out in his own puke. But what if that guy was YOU?”

I acknowledged the fact that people at parties always laugh at drunken people, but at the bottom of my ad I also said “When they show you the pictures the next day, don’t misinterpret. They’re laughing at you, not with you.” Basically, I want to let people know that one or two drinks are fine, but no one wants to be the guy passed out at 8 p.m. before his friends even go out to the bars.

Also, I decided to cover my model’s face with a circle that says “YOUR face here” because I want people to look at it and think: this could be anyone, even me. Another way I got this point across was to highlight the word “YOU” in red each time it was used and make it slightly bigger. I like the way the red contrasts with the mostly black and white toned ad, and also I think the font is very appropriate and appealing for a college age person. Overall, I wanted to keep it simple and get my point across, and I believe this ad does just that.

Local Cancer Survivor's Story

Sue Carr, 81, is not just a two-year survivor of breast cancer; she is a beloved mother of three and grandmother of seven, a school teacher of 41 years, and part owner of The Attic, an antique store in downtown Milledgeville.

“When I was diagnosed,” said Carr, “I was not frightened one bit.”

After diagnosing her cancer in 2007, her doctors remained calm and assured her that the cancer would not be fatal. Carr considers herself very lucky to have been diagnosed early, and she finished with daily radiation treatment in 32 days.

Her daughter, Patricia Smith, who was diagnosed in 2001, was not so lucky. Her entire breast was removed because of a six-centimeter tumor that had gone unnoticed for five to six years prior to proper diagnosis. Smith faced radiation treatment, numerous reconstructive surgeries, and chemotherapy.

“She was a fighter,” said Carr of her daughter. “She would go in for chemo on Fridays, sleep all of Saturday and Sunday, and be back to work on Monday. I don’t know how she did it.”

Today, both Sue and her daughter are cancer-free, enjoying each new day they are blessed with. Carr is a proud survivor, who has advice for others fighting the battle against cancer.

“Have a belief that the Lord is going to be with you, stay positive, and be happy,” said Carr. “Determination has a lot to do with it.”

These strong women have boldly faced and conquered the number one cause of death in the U.S., but unfortunately there are thousands of others who lose their battles. More than 1,500 U.S. citizens die each day from cancer, but organizations like The American Cancer Society and Relay For Life are fighting to lower this number each day, encouraging people to create awareness and join the millions who are working to help develop a cure.

Relay For Life Team Captains Wanted

For each day that is “just another day” for most, there are thousands who cherish that day as a gift, a chance to live life to the fullest while battling cancer.

Relay For Life of Baldwin County gives community members the chance to show their support and give strength to these people who are fighting bravely for their lives. This year’s Relay Kickoff will be held at Northside Baptist Church Tuesday, Nov. 17 at 6 p.m. and is open to all team captains and anyone who would like to become involved in the 2010 Relay For Life of Baldwin County.

In the U.S. alone, cancer claims more than 1,500 lives each day and is responsible for one in every four deaths.

The American Cancer Society is working to change these statistics with Relay For Life. It is a source of healing and comfort for those who have battled cancer or lost loved ones to the terrible disease, offering everyone the chance to work together to save lives, create awareness, and work towards finding a cure.

Relay is a life-changing event that allows thousands of people in over 20 countries to join together to celebrate, remember, and fight back against cancer, is not just about fund-raising; it’s about one person making a difference. It is a way for schools, churches, businesses, and civil organizations to join together and work toward a common goal: ending cancer within this lifetime.

“Our theme for Relay this year is ‘Celebrate a Memory’,” said Jan Nutt, Event Chair, Relay For Life of Baldwin County. “Memories of past Relays will be celebrated at as we create new memories and remember that the present is a wonderful gift.”

Despite current economic hardships, last year the Relay For Life of Baldwin County raised $174,860. This year, the organization intends to build on that success utilizing new volunteers from all over Baldwin.

“It would be fantastic if local churches, businesses and civic organizations who have not participated in Relay in the past would send representatives to the kickoff and find out what Relay is all about,” said Nutt. “I would like to see an even larger segment of Baldwin County join others around the globe to make a world with less cancer and more birthdays a reality.”

The Tipping Point

Malcolm Gladwell's The Tipping Point provides historical examples of how the smallest of changes can shatter an epidemic's equilibrium. The book proves that there is more than one way to "tip" an epidemic by discussing three laws and three types of people in society. The Law of the Few says that one rare and exceptional person can find out about a trend and spread the word through energetic and enthusiastic social connections. Within this Law of the Few, there are three types of people: connectors, mavens, and salesmen. The Stickiness Factor says that there are specific ways to make a message memorable, and that simple changes in presentation and information structure can make a big difference. The Power of Context simply states that people are a lot more sensitive to their environment than they may seem.

So how does this relate to my PR Journey? In the field of public relations, knowing how little things can make a big difference is vital. If you are promoting a new product or planning an event, knowing how to "tip" your campaign can change the outcome from ordinary to extraordinary. One little thing may make the difference in the amount of products you sell, the number of people who attend your event, or the number of people who choose your company over the competition. In reading this book, a PR professional can apply the three rules mentioned above as well as find their "type," learning to play off their strengths and weakness, and even team up with others of different types.

In reading The Tipping Point, I realized that I am Connector, an intensely social person who knows not only a LOT of people, but lots of DIFFERENT people. I, as the book says, occupy many different worlds, meaning I have a diverse group of friends and acquaintances. Growing up in the hospitality industry, I learned early that I had an interest in people...young, old, rich, poor, red, yellow, black, white...anyone and everyone. I wanted to meet people and learn things; I was and still am fascinated by new cultures and ideas. My grandparents used to joke that I never met a stranger, and in the rare event that I did, they didn't stay a stranger for long. The key to being a Connector in my opinion, is having the ability to bond with anyone. In my job with the GCSU Phonathon, I call complete strangers and talk with them on the phone. We talk about college, the weather, their grandkids, life in 1957, chicken biscuits, whatever, and by the end of the conversation these people feel as though we have known each other all our lives. The ability to connect is really as simple as finding common ground and building a relationship. Also, in today's world, things like Facebook, Twitter, LinkedIn, and blogging have made it so easy to get connected and stay connected. Its easy to check up on old friends by glancing at status updates or checking their latest blog entry. And who knows where maintaining these connections will take you. In my life, I have made connections with people everywhere I have traveled; I believe the more people you know, the better off you are. The world is as small as you make it, and you should never underestimate the power of "knowing someone who knows someone who knows someone." The hands you shake today may no doubt be the ones opening doors for you down the road.

My last thought when reading The Tipping Point was: How can I use what I learned to help "tip" our Relay for Life Kickoff. My answer to this comes from both the Law of the Few and the Stickiness Factor. As part of the media team, my job is to write a press release to promote the kickoff. With the Law of the Few, its as simple as just getting the word out...letting people know about the event: the simple who, what, when, where, why's. Getting the word out to local radio stations, newspapers, and community leaders will help spread the word, and by simple word-of-mouth publicity, help make the event a success. With the Stickiness Factor, its all about making the message memorable. This will be done through creative and enticing writing in the press release: a lead that will grab the reader's attention, and a well written story that will stick in readers minds long after they have finished their morning paper and put down their cup of joe.

Blog Action Day: Climate Change

The choices that humans make today no doubt have a profound affect on the world that future generations will live in. Today, we are dealing with the repercussions of years of pollution and mistreatment of Earth that occurred before Environmental Laws were passed. Things like smog, excessive waste in landfills, and global climate change are all outcomes of pollution, and sadly, many of these things would not be such big issues now had we all decided to "go green" sooner. I would like to think that in this day and age, people are more aware of the impact that one single person can have on the Earth, but this is not always the case. For this reason, I have chosen to participate in Blog Action Day 2009. Climate change in particular, is a direct result of human choices to our environment. Even things like travel, geography, business decisions, politics, and agriculture play a large part in climate change, and it is our duty to take responsibility and know how the choices we make can impact the future of the Earth and the future generations who live here. After doing some research about how climate change, I became inspired to find ways of reducing my own carbon footprint. Here are a few easy ones that I intend to do and encourage you to do also: 1) wash your clothes with cold water instead of warm...they won't mind :) 2) use the dishwasher because hand washing actually uses more hot water 3) unplug electronics and turn off lights and computers when they are not in use, even if you will be back soon. 4) regulate your home temperature, replace air filters often, and use compact florescent light bulbs to cut down on energy use These things all came from a list of over 50 ways to reduce your carbon footprint and there are numerous other websites devoted to making people aware of their impact on the world. If there is one thing I learned from reading them, it is that simple changes in daily routines can make a big difference in the future. For example, did you know that by turning off the water while you brush your teeth you can save up to 25 gallons a month?

The First of Many

Last week, my PR classmates and I conducted the first pitch of our PR careers. We were told to come up with a theme, logo, invitation, table centerpiece, and menu for the Baldwin County Relay for Life kickoff banquet to be held at Northside Baptist Church on November 4...and the real catch, we were given a budget of $0. Our class split up into five groups of three and competed against each other. In the end, ideas were taken from all of the pitches, and my classmates and I walked away with numerous lessons learned. Here are a few that really stuck with me:

1) Attention to detail is essential. With our menus, we were expected to include EVERY single item we wished to have, who would be donating it, the types and colors of dinnerware we would use, and even how our buffet line would be displayed. Also, we had to explain in detail why we chose the theme we chose, how our centerpieces would look, and what the photo area would encompass. Simple things like creating and sticking to a select color scheme, make a big difference in adding to the overall feel of the event.

2)In order to succeed, everyone must be on board. In the beginning, my team was unsure about the direction we wanted to go in. We were debating on doing a fiesta theme, or sticking to our original slogan "Every day is a gift. Celebrate the Present." Even as things were getting down to the wire, a few times we looked back and thought, oh no, maybe we should have done the other thing after all. This really showed me that team support is crucial. Diverse ideas are good, but after one thing is agreed upon, the support of all team members is key.

3) Confidence is everything. Since this was our first pitch, many of my classmates were nervous about what to expect. My teammates and I actually even practiced our pitch in front of my roommate so that we would be more comfortable when presenting the real thing. I have always thought that if you are nervous, people will know. Then, they are focused on the fact that you are nervous and therefore are not getting the most out of what you are saying. A confident speaking voice and a smile can go a long way.

In honor of PRSA ethics month I am posting today about my own standing on ethics. In the simplest of terms, I believe in doing the right thing. Even as a child, I was that one kid who could never lie to my mother, not because I was afraid of the consequences, but because I knew it would weigh on my conscience causing a way worse punishment than my mother ever could. I believe that these early moral values have no doubt stayed with me and shaped me into the individual that I am today.

My views on ethics in the workplace are quite simple as well. When working for a particular organization, one must be familiar with their specific code of ethics, but there will always be issues in that grey area. This is why it is important (as stated in my previous post) to know who you are and what you stand for. If someone within the company is committing fraud, do you tell? If you have the opportunity to receive kickbacks under the table, do you accept? When having to answer these questions or any other similar ones that may arise I think of two things: my mother, and the New York Times. While this is certainly a strange combination, its effective. Basically, I think is this something that would make that same mother that I could never lie to as a child proud, and secondly, would I want this on the front page of the New York Times with my picture beside it. I feel that if everyone in the world did this before making crucial decisions, the world would be a much better place. Here's an example:

Years ago, the Pinto car company discovered that 1% of their vehicles, when hit from a specific angle during a collision, would burst into flames. From a business standpoint, it would cost between 10 and 20 million dollars to settle with the families of those who would certainly be killed or between 100 and 200 million dollars to recall the cars. The decision was made to leave the vehicles on the market. When I think of this occurrence, I ask myself: when the meeting to decide this occurred, did no one in the group think to speak out on the issue of ethics. Or at the least, think of their mother or the New York Times?

Learning the Ropes of Media Pitching

In a recent article I found in PRSSA Issues and Trends, Josef Adalian, editor of TheWrap.com, discusses the cardinal sins of media pitching. As a college senior, this article is of importance to me because although I know all about actually writing press releases, I feel like actually getting pitches out there is something that needs to be discussed. In the article, Adalian says that "good PR professionals turn themselves into sources rather than gatekeepers." He then goes on to discuss three important tips to help PR professionals build and maintain a positive relationship with the media. Step one is to respond quickly. This is becoming increasingly important as many news outlets post information online and want current information to be available to the public as soon as possible. Second, Adalian tells us that although facebook and twitter are great ways to reach large audiences, pitches are better off being sent via e-mail or even personal telephone calls. This way it can be more specific. Lastly, he tells of the importance of credibility. He stands by what his grandmother told him as a child, "honestly is the best policy." Lying or hiding information destroys trust, so it is important that PR professionals are honest. Ethics are a huge issue in many fields, but they become especially important in PR. Often times, one is faced with the decision to do what is right or to do what is easy. The truth is not always the easiest route, but ethically, it is the right thing to do. I believe that one has to know who they are and what they stand for, so that when they get into tough situations, they make the right decision, which always pays off in the long run.

My Skills as a PR Professional

After reading an article by Dave Fleet about the skills up and coming PR professionals need, I began to reflect on my own strengths and weaknesses. I feel that my strongest capabilities come from my writing skills, communication skills, and work ethic, while my weaknesses are mostly in the technology department.

Writing Skills: I believe that writing skills are a key advantage in almost any profession, not just PR. In college, my writing has helped me tremendously in all of my classes, even in environmental science, where my A+ on a research paper end up getting me an A in the class. Writing has always been a passion of mine, and I have had experience in lots of different areas, from being my high school yearbook editor, to writing sports, news, and features for the GCSU Colonnade.

Communication Skills: My skills as a communicator stem from the fact that I have grown up in the world of hospitality management. My parents own hotels, so I have constantly been around employees and guests, interacting with people of all ages and backgrounds. My job at Georgia College is actually centered around communication skills. As a freshman, I began working at the GCSU phonathon, calling parents and alumni and encouraging them to donate to the school. Since then, I have been promoted to phonathon manager, training and motivating our student callers to reach this year's goal of $175,000. I feel that I am a strong communicator because I not only talk, I listen.

Work Ethic: I am person who gives 100% in all that I do. I strive to be the best in any and all of my activities from my job to classes and sports. Quite simply, I like work. I enjoy being productive, and I hate free time. I have had a job since the day I turned 15 and have worked as an office assistant in a print shop, a gymnastics instructor, a nanny, an assistant to a real estate agent, and a phonathon caller and manager. Basically, I will do what it takes to get the job done.

Technology: AAAHHHHH!! I must say that before last week, I was an e-mail and Facebook only kind of girl. Expanding into the world of blogging and twitter has been a big adjustment to say the least. On my first day of blogging, I sent my teacher a Facebook message announcing the fact that i was basically blog illiterate. After four hours of what I would call "Ging's Twitter and Blogspot for Dummies," I now feel that I am on the road mastering social networking. I mean, I'm a year away from a college degree, I can figure this out :)

Why am I in PR?

From the time I was a sophomore in high school, I knew that I would major in mass communication. Communication in our world is constantly growing and changing, and though I didn't know what exactly I wanted to do with the major, I knew that's what I wanted to do. I came into GCSU as a freshman pre-mass comm with no idea what concentration I wanted. I took the class Mass Media in Society and it was there that I decided what I wanted to be "when i grow up." The class was assigned two papers during the semester: one interviewing someone who has a job that we would like to do upon graduation, and the other about a "hero" in the mass comm field. The person I chose to interview was Lea Anne McBride, communications director for Vice President Dick Cheney. I loved hearing about her job and how no two days were ever the same and how she was constantly traveling around the world assisting with press conferences and attending meetings with world leaders. This made me think that PR may be the place for me. The second assignment of the class, the "hero" paper, sealed the deal so to speak. I researched a man by the name of Edward Bernays, a father of Public Relations. During his 103 years, he had a major impact on the world of mass communication in terms of journalism, advertising, and public relations. He is most well known for his campaigns for Ivory Soap and Lucky Strike cigarettes along with the three books he published throughout his career Crystallizing Public Opinion (1923), Public Relations (1952), and The Engineering of Consent (1955). Reading about how Mr. Bernays paved the way in the field of PR inspired me, and talking with Ms. McBride personally gave me a first hand insight to what, in my opinion, is one of the most exciting jobs available, a career in public relations.