Public Relations Tactics

From Skeptics to Champions: How to get PR students interested in college-oriented service-learning projects

Publication Date: 10/2009

Source: SO01 Public Relations Tactics
Product Code: 6C-100927
Organization/Author/Firm: Anne Marie Mitchell
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It was a typical cold winter day in Chicago, and the Columbia College students who were gathered in the 14th floor classroom for the first day of a new academic service-learning (ASL) class were skeptical.

Their challenge was to use PR tactics to increase attendance at Manifest, the school’s end-of-the-year urban arts festival celebration of student achievements.

To address the many challenges of this project and convert 21 Manifest skeptics to Manifest champions, I followed these five steps:

1) Bring in an evangelist
2) Promote a “this is not just an exercise” mentality
3) Give immediate, continual feedback
4) Ensure full transparency
5) Leverage texting

Both quantitative and qualitative results support the outcomes of this service-learning experience.