PRSSA PALS Communications Plan (Mini)

SWOT Analysis Strengths: 1.

Donations are 100% tax deductible.

2.

Offers community members, professionals, and organizations with a way to get involved with PRSSA.

3.

The tier system (Star/ Premier/ Platinum) adds a concrete outline and a sense of prestige to being a PAL.

4.

Becoming a PRSSA PAL allows individuals/orgs. to have their name listed under the different support tiers on our website, as well as on the pre-show slide for PRSSA events.

5.

The tiers are easily explained and make things simple; Star - $50. Premier - $100. Platinum - $250.

6.

The tiers allow donors to be comfortable throughout the process, and give them an option that fits for their donation level.

7.

The website has an interest form that can be easily filled out, and gives us insight into potential donors.

Weaknesses: 1.

Donation process can be confusing, and slightly difficult.

2.

Understanding of the overall program is lacking.

3.

Benefits for donors are limited; however, donations are tax deductible and help benefit PRSSA.

4.

We don’t have a strong social presence when it comes to PALS.

5.

People are deterred from donating because they don’t understand where exactly the money goes.

6.

The Webpage is outdated and lacks a clear messaging strategy.

7.

The hyperlinks on the website do not go anywhere.

Opportunities: 1.

Both individuals and companies are transitioning back from a virtual-world, they are looking for easy ways to get involved once again with their community, the college and PRSSA are a part of that community.

2.

We have a great network and resource in our alumni, they are the first to get involved and want to remain a part of the Titan community.

3.

Regarding networks, we can also push the idea that it doesn’t just have to be professionals or PR-related organizations. Anyone can donate!

4.

Donors can fill in a section titled, ‘Referred By’, which allows us to match up their donation with their referral member! This in turn allows us to ‘offer them’ a free membership covered by their donors. Ex.) Members just need to get 3 Star Supporters, and we can reimburse, or ‘cover’ their membership fees.

5.

We can promote the program to every company that asks us to do anything for them- although it’s not a sponsorship program, it’s a partnership and us doing something for a company allows us to reach out to them as a possible PAL! The same can be said for any speaker who attends our events.

6.

We can utilize our Instagram TV feature in order to make a clear video of how the donation process works, with corresponding text and arrow features on a screen-recording.

Threats: 1.

As aforementioned, the actual donation process can be somewhat long and confusing, technology alone can be a major stressor for many people who are not comfortable with it- and they will be even less comfortable since it involves finances.

2.

Covid-19 has left us in a tense financial climate, where both individuals and organizations may feel hesitant to donate money to an outside organization that they feel no emotional tie to.

3.

The PALS program is relatively new, establishing the PALS programas a means of finance for PRSSA is difficult, but it gives us the opportunity to strengthen PALS.

PEST Analysis Political: ●

Donating or sponsoring student led organizations can be a sensitive topic for some.

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Anything regarding monetary facets can make individuals uncomfortable.

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The program can be seen as PRSSA simply ‘requesting money’ instead of genuine support for the education of students.

Economic: ●

Following the pandemic, many local businesses as well as individuals may be struggling financially.

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We are at a labor-shortage and financially tense time following Covid-19, layoffs, and unemployment.

Social: ●

There is a negative social stigma around asking for money, especially when it comes to educational institutions. With PRSSA’s association with CSUF, there is a social barrier deterring individuals from donating.

Technological: ●

There is a wariness surrounding cyber security, and the PALS program prompts individuals to input their credit card information. If they opt for a check instead, the process can take even longer and they may not want to donate at all.

Problem Statement: Students and professionals alike do not understand the benefits or intricacies of the PALS program. The program’s success is deterred by a lack of understanding, and a complex donation set up. PRSSA is lacking PALS due to inconsistent messaging and not reaching their target audience.

Goal Statement: Increase awareness of the PALS program, and target the specific audiences who would be interested in being a sponsor. Create clear and cohesive messaging around the program to increase visibility and encourage individuals to become a PAL.

Objectives: 1.

2.

3.

4.

5.

6.

Get at least ten donors within the school year. 5 each semester.

Make a clear and cohesive screen-recording tutorial on how to go through the donation process.

Launch a social media campaign re-explaining the program in its entirety with engaging graphics and videos.

Create a hashtag and campaign title to help with brand cohesiveness.

Make a video with recipients of the scholarship.

Make a video with Ken, Kristen, Sinan, Andrew, etc. (previous donors) explaining how they’ve seen the program grow with the help of PALS.

Key Audiences: Primary Audiences: 1.

2.

3.

4.

Alumni Speakers/Other Panelists Community Companies Local PR Organizations/Companies

Secondary Audiences: 1.

2.

3.

4.

Parents Bosses Coaches Professors?

Key Messages: ●

It’s through the PALS program that we’re able to offer these programs to our members and to provide scholarships and programs that open up PRSSA to EVERYONE. We want our organization to be accessible to anyone and everyone with a passion for Public Relations, and that’s made possible by PALS.

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PALS program allows individuals to support and enrich the education and further development of future communications and public relations professionals. Your financial investment would maximize member experience and give our students the tools, knowledge, and connections to best prepare them to enter the PR and communications profession.