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Global Public Relations

Public Relations Plan

Alyssa Pfluger, Meredith McKay,

Flavia Segatto, and Sadie Jasinski

December 2, 2013
 

I have neither given or received, nor have I tolerated others’ use of unauthorized aid.

 

 

Project Proposal:

We are interested in focusing our semester project on the student organization Earthtones. Earthtones is an environmental, activist, student-led group that addresses important and overlooked environmental issues at Valparaiso University. Specifically, “Earthtones is an environmental group based in Valparaiso University dedicated to the principles of conservation, recycling, and environmentalism.”

The Baristas heard about Earthtones through the recommendation of one of their members. Because of this member’s involvement, we are sure that we can find sufficient information to make our public relations plan well-tailored to the club, ensuring that the group (which on average has less than ten members attend meetings) can expand.

The first step in the Barista’s research will be to talk to the club’s executive board and collect historical information on the club. We will determine what steps the club has taken in the past to further its reach. We will determine, if possible, the success of these past efforts, which will help us to recognize the publics that the club should focus on reaching.


 

History:

The history of an organization tells how the mission of the organization has changed, how it has been realized, and, most important to this plan, how the organization has spread the word and encouraged participation. Therefore, we went to the Earthtones archives. We looked at how the club was formed, the public relations activities of the club, and the types of events for which the club got the most recognition because we understand that these areas heavily impact the reputation of Earthtones. Facts that we deemed the most important were bolded. Other important information gleaned from this history includes: the importance of working with other groups to increase student awareness of events, the importance of publishing events both on and off-campus to increase attendance, and the importance of targeting the events to the key demographics by ensuring that the subject of the event is important to them.
 

  • The oldest documents in the Earthtones archives are from 1989, the year which we believe the club was founded.

  • Robert L Reinhardt likely founded the club with Professor Edinger as his advisor.

  • Public Relations

    • Torch articles

    • Fliers

    • Newsletter (at least in 1990)

    • Pamphlets (about Earth Week events)

    • Public Events (speakers, dinners, bands)

    • Coverage by off-campus newspapers (headlines in the Post-Tribune, likely the Vidette Messenger, the Flame)

    • Display of environmental books by library

    • Collaboration with other on-campus and off-campus groups (eg. Sweet Wine, the Sierra Club, the Chapel, and Arctic National Wildlife Refuge (aft. Exxon oil spill) among others)

  • Events

    • Earth Day activities week (big in 1990 particularly, attended by hundreds)

    • Dec. 1989 Styrofoam sculpture of used campus cafeteria plates and cups

      • To raise awareness of landfill space, to discuss non-biodegradable substances, and to highlight ozone depletion through the use of greenhouse gasses in product creation.

      • They worked with the cafeteria to find a substitute for the styrofoam

      • They worked to encourage students to use substitute products

      • Feb 1989 Rally to educate about environmental friendly actions

    • Recycling effort

      • Implemented the supply of a large recycling bin on campus

      • Tried to enlarge recycling effort with programs inside certain buildings

      • Initial bin delayed due to budgetary and administrative problems, finally implemented  despite lack of support by students and faculty

      • Could not pay for bin rental and emptying cost

      • Conducted study on how much the recycling movement was saving the school financially

      • In ‘92 things looked dire for the club. Recycling effort failing, two main members leaving the school (Reinhardt graduating, another studying abroad) and only four members left behind.

      • Apr ‘92 funding for recycling bins approved, university agreed to pay half of the fees and discussed creating a committee for the recycling plan

      • September 8, 1991: Earthtones sponsored an event along with PAHLS (locally based environmental group). The event was a dinner; not a fundraising event but an informational dinner to provide information about NW Indiana and what can be done to help the environment.

    • Drive Out - a day where they encouraged all at Valpo to not drive for a day to reduce CO2 emissions (date?)

    • Work in Chicago schools

    • Art exhibition

    • Speakers

    • Tree plantings

  • There used to be an outreach position. There is not one currently.

  • Except for Organization Recognition Forms and the Constitution, there has not been much documentation of the club since 1992.

 

 

Problem Statement:

We have recognized that the tendency for a lack of public relations and advertising of the Earthtones meetings events decreases in the number of attendees and the initiative for greater advertising. Earthtones has been unable to reach their goal of spreading environmental education and awareness because they have not been able to attract new members.

 

Situation Analysis:

Earthtones Website:

The Earthtones website hasn’t been updated recently. The information regarding their Executive Board is out of date and the last posting of an upcoming event was from March 22nd, most recently of 2012 . It’s a bare website containing only a few options: past/upcoming events, overview of VU recycling, and external links. The link that contains past event photos hasn’t been updated since September 15, 2012, which makes the group appear inactive. In regard to the information on VU recycling, it is most likely outdated. The website does not contain new information concerning the strides Valparaiso University is taking to become environmentally efficient. Overall, the Earthtones website needs to be updated to contain pertinent information that allows students to learn more about Earthtones activities and missions.


Earthtones Facebook Page:

Link: https://www.facebook.com/EarthtonesAtValpo?fref=ts

Created February 20, 2013, the Earthtones Facebook page is updated far more recently than the website, but there still is a marked delay in the updates. For instance, club meetings were moved to Mondays starting September 23, 2013, but the Facebook page was only updated of the change on October 1st, two meetings after the time and location change. Photos are updated from events, but only from large events, and the photos are sparse. The group seldom makes “events” on Facebook to increase outreach and doesn’t publicize before club events (aside from the first meeting in the 2013-2014 school year). The information section of the Facebook page contains solely the club’s mission, the names of the current e-board, and a link to the website. All in all, this social media page is underutilized by the club and may actually be more of a detriment to the club than an asset.

 

Survey:

Method:

Our group used SurveyMonkey to craft the questionnaire and collect statistical data. We distributed the survey link through the Facebook pages created for each class (Freshman, Sophomore, and Junior, since there is no visible Senior Facebook page). We used the message:

“Hey, all! I am part of a class group tasked with creating a public relations plan. We would be grateful if you would fill out this survey - it only has 10 questions and should take up to three minutes to complete. Thank you for your assistance! Your answers will remain anonymous.

https://www.surveymonkey.com/s/976ZCBN”



 

Questions and Answers:

Question 1: What year are you?

Answer Choices–

Responses–

Freshman

24.59%

15

Sophomore

34.43%

21

Junior

16.39%

10

Senior

16.39%

10

Graduate

3.28%

2

Staff

3.28%

2

Faculty

1.64%

1

Total

61


 

Question 2: What is your major? (Please only put your first major, no minors, and state if you are in CC.)

See  Documentation of Individual Survey Answers below.

 

 

Question 3: What do you think Earthtones is?

Answer Choices–

Responses–

An a capella group

16.39%

10

An engineering nonprofit

1.64%

1

An environmental club

72.13%

44

A sustainability products company in Chicago

9.84%

6

Total

61

 

 

Question 4: Have you heard of Earthtones? If so, from whom?

Answer Choices–

Responses–

No

67.21%

41

Yes, faculty

6.56%

4

Yes, friend

26.23%

16

Yes, family

0%

0

Total Respondents: 61


 


 

Question 5: Have you been to any Earthtones events?

Answer Choices–

Responses–

No

98.36%

60

Responses

Yes (Please specify which one if you remember.)

1.64%

1

Total

61


 

Question 6: Earthtones is an environmental group based in Valparaiso University and dedicated to the principles of conservation, recycling, and environmentalism. Were you aware that there is an environmental club on campus?

Answer Choices–

Responses–

Yes, I knew about Earthtones.

27.87%

17

Yes, but I was aware of another club.

0%

0

Yes, but I didn't know what it was.

24.59%

15

No.

47.54%

29

Total

61


 

Question 7: To what degree are you interested in environmental conservation/sustainability?

–

Disinterested–

Apathetic–

Interested–

Very Interested–

Total–

Average Rating–

(no label)

4.92%

3

32.79%

20

47.54%

29

14.75%

9

61

2.72


 

Question 8: Are you generally aware of opportunities to act in environmentally friendly ways on campus? (You can check more than one answer.)

Answer Choices–

Responses–

I recycle.

88.52%

54

In good weather I walk if my destination is within two miles.

57.38%

35

I carpool.

70.49%

43

I repurpose old materials.

40.98%

25

I take short showers, turn off the water while shaving/brushing teeth/ doing makeup.

39.34%

24

Responses

Other (please specify)

8.20%

5

Total Respondents: 61


 


 

Question 9: How environmentally friendly do you consider Valparaiso University to be?

–

Not at all–

Moderately–

Don't know–

Relatively–

Very–

Total–

Average Rating–

(no label)

0%

0

37.70%

23

11.48%

7

45.90%

28

4.92%

3

61

3.18


 

Question 10: How important is it to you that Valpo acts in environmentally friendly ways?

–

Not at all–

Moderately–

Don't care–

Relatively–

Very–

Total–

Average Rating–

(no label)

4.92%

3

6.56%

4

9.84%

6

45.90%

28

32.79%

20

61

3.95


 

Documentation of Individual Survey Answers:

Since SurveyMonkey compiles the data automatically, we decided to look at the individual responses in order to draw correlations between certain groups and those who are aware of Earthtones. We realized that, in order to do this properly, we needed to compile that information into a format where we could manipulate it: an excel document. This link connects to that spreadsheet.

 

Program Goals:

Program Goals are the reason for having a public relations plan; they are the backbone of the plan. Program goals are what guide the content of the messages to the significant publics and, to an extent, the tactics used to relay those messages. We chose our program goals because we feel that they encapsulate what the club stands for and what it needs in order to succeed.

 

  • Increase awareness of Earthtones on campus. Earthtones is mostly unknown on campus. Therefore, to raise participation we must raise awareness.

  • Increase participation in weekly meetings and events.

  • Increase sustainable behavior on campus.

  • Show the importance of restoring the historian executive board position in order to keep track of clubs activities and PR work.

 

Significant Publics:

  • Undergraduate Students

    • CORE

    • CC

  • Faculty

    • Arts

    • Sciences

  • Staff

  • Graduate Students

    • Law

    • MBA

 

Messages for Significant Publics:

  • Undergraduate Students: There is an environmental club on campus. It’s easy to get involved in the club. Join Earthtones for opportunities to appreciate and protect our planet.

    • CORE: Earthtones is working to create Fifth Hour CORE-Approved events so that you can get credit for attending.

    • CC: Earthtones will allow you to see issues in a broader light and take an active role in confronting an important issue.

  • Faculty: There is an environmental club on campus. Events and projects are not only for the undergraduate students; you are welcomed. Your expertise regarding the environment can make an impact on what Earthtones focuses on, and your role as faculty gives you a unique perspective the club would love to hear.

    • Arts: Nature is an important inspiration to art and has played a significant role in our history. By coming and encouraging your students to come, you can make a difference in maintaining the beauty and positive influence of our planet’s natural world. Join Earthtones for opportunities to appreciate and protect our planet.

    • Sciences: Biodiversity is steadily declining due to climate change. Although there are some arguments against human influence on the environment, most scientists believe that humans are in part responsible. Nature has influenced every level of science and continues to do so. Join Earthtones for opportunities to appreciate and protect our planet.

  • Staff: There is an environmental club on campus. Events and projects are not only for the undergraduate students; you are welcomed. Your life experience in living and working with the environment can make an impact on what Earthtones focuses on, and your role as staff gives you a unique perspective the club would love to hear.

  • Graduate Students: There is an environmental club on campus. Events and projects are not only for the undergraduate students; you are welcomed. Your expertise regarding the environment can make an impact on what Earthtones focuses on, and your role as a graduate student gives you a unique perspective the club would love to hear.

    • Law: Environmental Law is an important and expanding field. Even other fields of law (e.g. business law) deal with environmental issues, which you can explore at Earthtones.

    • MBA: Environment affects business almost every step of the way during production. The importance of cradle-to-cradle production is being increasingly recognized; learn why at Earthtones.

 

 

Strategies:

  • Raise awareness about the fact that there is an environmental club on campus.

    6.56% of students are very interested in conservation and do not know about Earthtones.

      34.43% of students are interested in conservation and do not know about Earthtones

  • Raise awareness about when and where the meetings are.

  • Increase awareness about what the meetings are like.

  • Show that being part of Earthtones involves little commitment.

  • Target CORE students, who were more unaware of Earthtones than their Christ College counterparts (74.36% vs. 50%).

  • Raise awareness about sustainable living practices.

  • Spread word that Earthtones’ input is heard by the university when it makes environmental decisions.

     4.92% of those surveyed think that Valparaiso University is currently “Very” environmentally friendly.

    32.79% of those surveyed think that Valparaiso University should be “Very” environmentally friendly.


 

Tactics:

  • Use word of mouth to increase awareness of Earthtones events (66.67% of students who knew about Earthtones had heard from a friend) by encouraging current members to spread the word.

  • Talk to sororities and fraternities about Earthtones service events to increase participation.

  • Create flyers about Earthtones events and place them in dorms, the union, and other buildings.

  • Create mini-flyers for the tables in Founders, where there is high traffic.

  • Create pamphlets about Earthtones and place them in the Student Life office.

  • Post information about the structure of Earthtones meetings on the Facebook page and website.

  • Talk to professors about Earthtones events and encourage them to bring them up in class.

  • Make Earthtones events CORE approved for 5th hour credit.

  • Update the website every month with event information.

  • Increase the number of Facebook posts to at least one per week.

  • Post signs in the dorm bathrooms about water waste.

  • Post signs on trash cans about what can be recycled.

  • Post signs near parking lots about fossil fuel consumption.

  • Offer polls to gain information about students’ perceptions on potential environmental actions by Valparaiso University so they know that Earthtones is involved in the process.

  • Make Facebook “Events” to spread the word.


 

Evaluation:

In order to evaluate a public relations plan, one must analyze the results of that said plan. One way to analyze these results is to compare the number of current meeting and event participants to the amount of participants before the implementation of the plan. On the social media front, we could analyze our success based off the changes in the number of page viewings, posts concerning Earthtones, and shares of Earthtones posts, as well as comments on the Earthtones Facebook page.

            To determine more defined results from a broader audience, it would be fortuitous to redistribute our survey. This way we can evaluate which publics received best received our message and potentially why. By evaluating this, we could alter our plan either mid-execution or use the data to improve future plans in order to better influence significant publics. Surveying new members and participators could also allow us to see if our changes, such as updating the website and Facebook pages, made a marked difference. It’s important for us to know if people used those resources to find out more information about Earthtones, or if increasing paper flyers on billboards and throughout the residence halls actually proved to more successful. We could also create a new survey that checks how much information regarding Earthtones was retained by the significant publics after advertising.

            The final evaluation technique would be to examine the behavior of the club itself. Did we successfully raise the amount of events that happen per semester? In order to gain this information, we would have to record every event Earthtones had, what it entailed, the resources it took to advertise (production), and the amount of participants. By keeping these detailed records and then analyzing it we could furthermore compare the subject of the event to how many people showed up (and determine if the purpose of that event was important potential participants). We can also determine if the resources input into the event outweighed the overall impact or not. In economic terms, we could determine if marginal benefit did in fact exceed marginal costs. By doing this, Earthtones can better see what events are popular with students, and still fulfill their objectives as an organization.

            Overall, if we were to enact our public relations plan and then calculate the results, we should redistribute the survey, and analyze the success of events and determine the reason for their success. Through this evaluation, Earthtones could create a new public relations plan to further (and perhaps more effectively) reach Earthtones’ significant publics.

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