Professionals represent non-profits, corporations, government entities, agencies and private companies The following is a proposed outline of the day''s events. These sessions are fluid and may change from time to time, but will help Girls meet the requirements to complete the Public Relations Interest Project Award: Girls are asked ahead of time ...
Professionals represent non-profits, corporations, government entities, agencies and private companies
The following is a proposed outline of the day''s events. These sessions are fluid and may change from time to time, but will help Girls meet the requirements to complete the Public Relations Interest Project Award:
Girls are asked ahead of time to bring a resume and a school photo and possibly a newspaper article to place in their press kits they will create.
9:00 – 9:15 a.m. – Set up, Welcome and Overview
Talk about what the Girls are going to learn; provide remarks on what’s happening, preview what we will cover, what will remain and that we will adapt throughout the session to meet their needs. Have Girls match PR terms and definitions on page 105.
9:15 – 9:40 a.m. – Skill Builder One – Group Activity
Technology #2 – Group Activity
Technology #3 – Group Activity
Learning the “language” of public relations professionals
Host a simple discussion about the terms and definitions on page 105, showing a sample of each of the eight items, such as samples of a press release, freebies, charts or reports on target markets, demographics, trade publication and press kit and then a short ‘show’ of a PR campaign.
TAKE A POLL!
PRSA volunteers to briefly discuss any polls we have been involved with.
PR professionals often use polls to find out how their target audience feels about a certain issue. Encourage Girls to take a poll of your friends and neighbors to gauge their opinions about a locally controversial issue. Share the results of the poll – without revealing names – in a community newsletter or paper.
What Technology do PR professionals use to do their jobs?
Brief discussion on how PR professionals track marketing trends.
9:40 – 10:15 a.m. – Skill Builder Two/Three – Break-out session
Creating a Press Kit
Show examples of good and not-so-good press kits.
To publicize themselves, Girls are asked ahead of time to bring a resume and a school photo and possibly a newspaper article to place in the press kit.
Show samples of business cards and if Girls want to make a quick, paper card, they can.
Other press kit contents include:
Fact sheets – have girls write three facts about themselves and Girl Scouting
Bios – have Girls write a paragraph on themselves
Recent press releases – share samples of press releases
Writing for the Printed Page and the Spoken Word
Public relations professionals must be adept at writing for the printed page and spoken word. Complete the following writing assignment under the guidance of a PR professional and present your pitches to the Group.
A major food manufacturer hires you as a consultant to market its new line of low-calorie snacks. Write a sales pitch for supermarket managers to use to entice shoppers to buy a box of snacks.
Have Girls prepare writing samples for given scenarios.
10:15 – 11:00 a.m. – Technology #1 – Group Activity
Technology #4 – Group Activity
Image is Everything
“Image is everything,” or so say those in the business of creating it. Host a roundtable discussion with your peers about how the media influences consumer behavior.
Select a moderator to facilitate the discussion, using the following questions as a guide:
1. To what extent does image influence your decision to buy a product or support a cause? Would your loyalty to a product or brand name be compromised if you found out something unfavorable about its manufacturer?
2. Brainstorm a list of celebrities for whom “bad” PR has been good. Do you think certain types of celebrities are more inclined to benefit from an unflattering public image? If so, which types and why?
List five adjectives GSUSA and local councils use to convey messages about Girl Scouting.
How do you think the public sees Girl Scouting?
What misconceptions do you think people have about Girl Scouts?
How would you go about describing those misconceptions if you were a Girl Scout public relations director?
Create a poster, TV show or radio ad jingle to correct that misconception.
11:00 a.m. – 12:00 p.m. – Plan a PR campaign to offset negative press discussed above. Have some girls write, some girls design posters, etc. to help them practice the skills listed in the service project section.
12:00 – 1:00 p.m. Career Exploration Lunch Panel –
Public relations professionals have many different titles. Interview a panel of public relations practitioners and learn their names, title and what the title involves.
Interview public relations professionals in three different sectors, from businesses to nonprofit organizations. Compare their approaches to publicizing their products and/or clients. (Have three professionals from each if the above speak and answer questions during lunch.)
Service projects are brainstormed as a closing activity…
1. Volunteer to help a local organization develop a PR campaign to publicize its services to the community or to youth.
2. Write an article about the recent activities and projects of your Girl Scout troop or group. Try to have the article published in your school or community newspaper.
3. Does your community plan to sponsor an event, such as a play, recital or food drive? Spread the word by designing fliers, posters or invitations. Or come up with other creative ways to publicize the event.
4. Find out from your school counselor or troop leader which organizations serve the needs of people with particular disabilities. Volunteer to work on a PR committee.