WCU PR Campaigns Class
Communication Undergrad Student
As an undergraduate communication student with a concentration in public relations, I worked with classmates to create a PR campaign for Friends of Panthertown (FOP).
I created materials to promote their 20th anniversary, including a media list, press release, and visitor guide with a promotional social media graphic and copy.
Press Release and Media List
One of my primary content pieces was to write a press release covering the anniversary and FOP’s background for distribution. This included updating their press release layout, applying AP style, and interviewing FOP employees for information.
Once the press release was approved, I researched media outlets and their journalists in and around Panthertown Valley, with an emphasis on activity-oriented or small-town sources. I combined these resources with an existing media list I reviewed to achieve the best results.
Visitor Guide
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The front page of the visitor guide centered on general Panthertown Valley information, preparation steps, and parking and horse trail.
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The back page of the visitor guide emphasizes Leave No Trace principles, camping information, and bear warnings. The QR code is connected to the expanded online visitor information.
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Final mockup of a social media graphic announcing the new visitor guide. The QR code takes visitors to the online visitor information.
Research
To inform our efforts, my group thoroughly researched FOP, including the target audience, background information, competitors, and an overall SWOT analysis. While I contributed to each component of the research, my primary objective was target audience analysis. I reviewed the Jackson County Census for local demographics, the Outdoor Industry’s participant profile for information on outdoor activity enthusiasts, and Pew Research for social media usage by age.
These key sources of information, along with a few supporting sources, informed who we were speaking with and how.
