The Creatives Project Final Campaign Report

Compiled By: Hadiyah Daché

Clark Atlanta University

Media Seminar

Spring 2009
 Daché Final Campaign Report 2

Table of Contents

Practitioner-Client Agreement Page 3

Organizational Background Page 5

Situation Analysis Page 5

Literature Review Page 6

Primary Research Page 11

Campaign Goal Page 21

Objectives, Strategies and Tactics Page 21

Key Publics Page 23

Key Messages Page 24

Time Line Page 25

Budget Page 25

Campaign Evaluation Page 26

Recommendations Page 28

Public Relations Lessons Learned Page 29

Works Cited Page 30

Appendix
 Daché Final Campaign Report 3

MEMORANDUM

To: Neda Abghari

From: Hadiyah Daché

Date: February 6, 2009

Re: Public Relations Campaign Agreement

This agreement outlines:

• Clark Atlanta University’s public relations capstone experience;

• Responsibilities of student practitioners; and,
• Expectations of clients/organization managers.

As part of the capstone experience in Clark Atlanta University’s public relations management
program, senior students are required to establish a relationship with a client organization, for
which the student will develop and execute a public relations campaign. Student practitioners
must be assigned to a management-level employee who agrees to serve as the student’s
primary contact and approve all campaign initiatives. The campaign should be managed solely
by the student, with the client/organization manager and professor providing basic direction and
guidance.

The capstone experience is a two-part project, which is designed to be completed in two

semesters. Students work the first semester developing the public relations campaign plan,
which includes conducting client research, defining the public relations problem or opportunity,
and creating the most effective strategies and tactics to address the problem/opportunity and
client’s needs. Students work during the second semester to implement the campaign, which
may include conducting additional research, hosting events, creating and distributing collateral
material, launching media relations initiatives and other public relations activities.

The final component of the capstone experience is the campaign defense. Each student is
required to provide a 15- to 20-minute presentation about his/her campaign. Two university
public relations professors and the client (the manager guiding the student’s work) serve as the
defense committee for each student. Each student’s committee collectively evaluates the quality
of his/her campaign plan and implementation, which accounts for 65 percent of the student’s
final grade in the course.

As a graduating senior and public relations professional, each student practitioner is required to:
• Conduct him/herself in a professional manner at all times;
 Daché Final Campaign Report 4

• Schedule and engage in regular communication (via phone, email or face-to-face) with
his/her client;
• Provide public relations consultation and services at no cost to the client;
• Provide regular updates and feedback to his/her client;
• Obtain client approval for all aspects of the campaign;
• Provide at least two-weeks’ notice for the required senior defense;
• Perform public relations tasks as agreed upon with client; and,
• Provide the client with research findings and recommendations.

As a client working with a student practitioner, the organization manager agrees to:

• Assist the student practitioner in identifying the organization’s most pertinent public
relations problem or opportunity;
• Provide the student practitioner with all necessary information, including but not limited
to scheduling limitations, organization policies and procedures, and other information
pertinent to the campaign;
• Schedule and engage in regular communication (via phone, email or face-to-face) with
the student practitioner;
• Respect the student practitioner as a young professional;
• Remain engaged and in contact with the student practitioner throughout the duration of
the two-semester capstone experience;
• Assist the student practitioner in leveraging the organization’s existing relationships (with
media contacts or select audiences), when deemed appropriate by the organization
manager;
• Notify the student practitioner (in a timely manner) of organizational changes impacting
the campaign;
• Discuss and agree upon a campaign budget within one week of signing this agreement;
and,
• Attend the student practitioner’s one-hour senior defense, as long as two-weeks’ notice
is provided. The student practitioner will NOT be allowed to present or complete the
course (e.g. graduate) if the organization manager does not participate in the defense
process.

Above all else, both parties must commit to regular, timely and open communication.

I, Neda Abghari, as a representative of The Creatives Project, have read and understand the
student practitioner-client agreement stated above. By signing, I accept all terms and
agreements set forth in this document.

Signature Date

I, Hadiyah Daché, as a student of Clark Atlanta University’s public relations management

program, have read and understand the student practitioner-client agreement stated above. By
signing, I accept all terms and agreements set forth in this document.

Signature Date
 Daché Final Campaign Report 5

ORGANIZATIONAL BACKGROUND

The Creatives Project was founded in early 2007 by native Atlantan, Neda Abghari, after

realizing a major disconnect between the creative professionals within the city. A photographer

herself, Abghari set out to connect the professionals within the city through her own established

creative outlet.

For years, Atlanta has been home to many inspired individuals who enrich our

experiences and everyday lives within the city. The Creatives Project is a photographic

documentation of Atlanta's creative core. The project will serve the purpose of placing faces with

the many names. All facets of Atlanta's creative underground will be explored by the project

resulting in a never-ending visual history of this great city. Abghari photographs each creative on

a unique set designed specifically for them. The result: a true network of creative professionals

such as visual artists, musical artists, creative writers and designers.

The mission of The Creatives Project is to seek, cultivate and promote the work of local

creative talents across the nation, and eventually worldwide. The organization’s mission will see

fruition through the distribution of an annual publication that will include each creative’s

photograph along with a brief biography/interview on the creative and their work. While the first

project consists of individuals within the city of Atlanta, Abghari has plans to expand The

Creatives Project on to other cities across the United States, including Miami, New York City

and San Francisco.

SITUATIONAL ANALYSIS

The Creatives Project is a relatively new organization that has been entirely ran and

funded by Ms. Abghari part-time as Ms. Abghari also has a full-time job. With that being so, Ms.

Abghari has not had the time to properly promote or update content on the organization’s blog

on a frequent basis. The organization must establish an identity, a rapport amongst its key and

potential publics within the city and content for the blog.
 Daché Final Campaign Report 6

LITERATURE REVIEW

Background

The Creatives Project was founded in early 2007 by native Atlantan, Neda Abghari, after

realizing a major disconnect between the creative professionals within the city. For years,

Atlanta has been home to many inspired individuals who enrich our experiences and everyday

lives within the city. The Creatives Project will serve the purpose of placing faces with the many

names. Abghari photographs each creative on a unique set designed specifically for them.

Abghari’s work is distributed through the organization’s weblog or blog. Currently, the

information is not updated on a consistent and frequent basis and it is uncertain if this

communication outlet is being used effectively.

This literature review will take a look at how non-profit organizations (NPOs) with a focus

on the arts can effectively use a blogging platform as a public relations tool.

Literature

This literature review is a review of five articles from scholarly journals and two theses

written at the Masters level.

Public Relations and Non-Profit Organizations

Before we can begin to examine the relationship of NPOs and effective public relations

(PR) blogging, we must first examine the role of public relations within an NPO.

Most non-profit organizations seek to gain acceptance of its mission and

goals; develop communications with publics it serves; create and maintain

favorable climate and relationship for fundraising and development; and

inform and persuade key motivated publics to dedicate themselves to the

organizations missions and objectives (Tillery 2006).

It appears for most non-profit organizations, the most immediate need or focus of the

four listed is the focus on fundraising and development—as that is where the bulk of PR efforts
 Daché Final Campaign Report 7

are often centered. In an arts focused NPO, this objective is most easily met through some sort

of exchange (i.e. art auction, art forum) or a collaborative effort with another for-profit

organization (i.e. benefit or gala). David Finn suggests that the most effective is organized

collaborative efforts, which must be made between a non-profit and corporate organization to

attract interest of potential donors (Finn 1984). In that statement, Finn alludes to the success of

non-profit PR relying upon the public’s ability to familiarize the non-profit with a popular or at

least familiar for-profit organization. At the same time the arts non-profit organization’s key

publics often scrutinize this collaborative relationship.

However, it is important to note that in order for public relations to truly be effective within

non-profit organizations, they must first acknowledge the existence of hegemony as an obstacle

in building relationships (Gale 2007). An often-limited objective of non-profit organizations but

perhaps the most imperative to meeting any of the other objectives is developing

communication with the publics it serves. Managing relationships with key publics is considered

the core of the public relations practice (Gale 2007). While it may seem easy to attain, non-profit

organizations may find keeping communication to be the most difficult. Most non-profit

organizations have some sort of newsletter available but for non-profit organizations with limited

resources, it is either poorly formatted resulting in minimal readability, not created frequently

enough to keep interest of key publics and, therefore, communication is not readily available.

Understanding these reasons, the relationship management perspective is best for public

relations in a non-profit setting (Gale 2007). Relationship management perception takes a rather

engaging approach to public relations and the types of constant dialogue found within

relationship management methods are best, especially for NPOs with limited resources.

The role of public relations amongst non-profit organizations is the very rudimentary

function of communication. This is where the advent of web 2.0 comes along to help non-profit

organizations. Today, written communication can be delivered more effectively through e-mail,

announcements on organization’s websites and through blogging.

 Daché Final Campaign Report 8

Public Relations and Blogging

Blogging is a very recent media, making their debut around 1996 (Xifra & Huertas 2008).

Whether personal, themed or corporate the persuasive and informative nature of blogs is

undeniable. That being said, blogs can give an organization a vast amount of relevance while

obtaining opinion leadership with a huge influence over public opinion (Xifra & Huertas 2008).

As it relates to blogging, PR has a two-fold role. One on hand blogs enable professionals to

analyze their market and ascertain opinions of their key publics while on the other blogs are a

PR technique for participating and providing organizational opinion either by making posts on

their own blog or commenting on others (Xifra & Huertas 2008).

In a study by Xifra and Huertas, it was revealed that most blogs set up for PR purposes

was updated once every five days. This information tells us that if an organization is going to

have a blog it is imperative to keep the information recent. While the study also found

impersonal organization blogs are not as widely accepted by blog readers, there is an increase

(about 50%) in communication on blogs whenever an employee writer mentions something

about his/her personal life on the blog.

NPOs and using Websites and the Blogging Platform as an effective PR Tool

Non-profit organizations can take advantage of technology by utilizing the key elements

of effective web sites. Those elements are capture, content, community, commerce and

customer orientation (Tillery 2006). The premier challenge most non-profit organizations have

with using the web as a means to get their messages out is the actual set up and maintenance

of the actual website. Website management and IT technical support high-demand jobs within a

rising industry. Because of this, Non-profit organizations are often forced to either pay a

substantial amount to hire someone or several staff to manage their Internet presence or rely

too heavily on volunteers. According to Hackler and Sexton (2007) the effective use of the

World Wide Web and the blogging platform is first assessed through their performance on six
 Daché Final Campaign Report 9

key strategic organizational competencies. These competencies are IT planning; IT budgeting,

staffing and training; Internet and web site capabilities and use; measurement of IT

effectiveness; board support and involvement in IT decision making and leaders’ understanding

of the strategic potential of information technology.

For non-profit organizations measuring effectiveness through IT capabilities is often

ignored. However, if using their website as a means of measurement was paid more attention

to, non-profit organizations can actually garner concrete results that can turn into meaningful

information for future grant applications. Reasons as to why this type of measurement is

currently ignored are lack of adequate staffing or IT may be a luxury that is not directly tied to

the organization’s mission (Hackler & Sexton 2007).

Blogging is the most promising mission-related use of IT as it can directly aid in building

relationships and communicate with clients and other external stakeholders (Hackler & Sexton

2007). The non-profit organization blog should be the platform to provide website visitors with

timely and adequate information (Kang & Norton 2004). Again, this goes along with keeping a

constant dialogue between the organization and its key publics. Furthermore, by creating and

maintaining an active website and blog, non-profit organizations can now control the implicit

boundaries where particular information is included and excluded for potentially millions of

people (Kennix 2007). Once the platform is established there are other factors that go in to

making it effective.

Design and aesthetics is key in using a blog as an effective public relations tool. Kennix

suggests that when elements are aligned, there is an invisible line that connects items and

indicates their relationship. The basic design elements of unity, balance, rhythm and contrast

heavily apply to a website and blog. And, perhaps, the most important design element is that of

the website and blogs type (Kennix 2007). Kang & Norton found that most organizations used a

simplified design resulting in a streamlined web experience and positive visitor impressions. In

the study conducted by Kennix, it was found that ‘normalized’ non-profit organizations presented
 Daché Final Campaign Report 10

themselves more professionally on the internet using little to no symbolism or confrontational

visuals. As it relates to the tone of non-profit organization blogs, 72.9% of non-profit

organizations use active voice in their writing, 100% used color(s) that represented the

organizations and 95.8% replaced clichés with objective language (Kang & Norton 2004).

Conclusion

Reviewing all the information provided, I have learned that non-profit organizations can

use websites and blogs to effectively communicate and establish and maintain relationships

with its key publics. This information aides in my research with The Creatives Project as my

objectives primarily focus on establishing the online presence of the organization.

From the information provided, I have gathered that the most effective way to go about

establishing an online presence is to create the website and blog in a very simplistic yet

aesthetically pleasing design, provide content at least once every five days and encourage

readers to engage in open discourse with the organization. The website and blog must also

have information on the organization readily available and, overall, be easy to navigate
 Daché Final Campaign Report 11

PRIMARY RESEARCH

Methodology

The primary research for this campaign consists of a series of informal interviews with

Neda Abghari, the organization’s founder/director, and the direct mail electronic distribution of a

formal survey via SurveyMonkey.

Interview

In order to get a better understanding of organizational concepts and the immediate

public relations needs and goals, several informal interviews were conducted with the

Founder/Director Neda Abghari. With Ms. Abghari being the sole individual involved with the

organization, the sample size for the informal interviews consisted of one female currently

employed in a professional creative field within the local Atlanta arts community. Probability was

chosen as the selection process in order to gain as much information about the organization

and organization’s expectations. In addition, census sampling was used because there was

only one person to interview. Ms. Abghari was chosen because she is the Founder/Director of

The Creatives Project and the only individual involved in the organization at this current time.

These interviews took place over the course of the campaign process from December 2008 to

February 2009.

Survey

In order to better establish effective content and gain a better understanding of creative

individuals within the city of Atlanta, a direct mail survey was sent via e-mail to a targeted

sample size of 473. The sample size consists of a mix of men and women over the age of 18

with an expressed interest in the local Atlanta arts community.

Due to the lack of knowledge regarding the current audience, formal non-probability

research was chosen. Convenience sampling was determined to be the best method to reach

as many key publics as possible. This method of sampling was the only method available
 Daché Final Campaign Report 12

because participants were selected from an e-mail list of individuals who are interested in local

and regional arts-related news and activities. The survey was opened on February 8, 2009 and

closed on March 9, 2009.

The survey invitation was initially sent to 473 recipients. Of the initial 473 there were 97

immediate bounces. So the survey successfully reached 376 recipients. The total number of

recipients who took the survey is 70; 13 did not complete the survey. Of the 70 surveyed, there

were 35 males and 35 females.

A survey was the chosen because The Creatives Project is not an organization based on

membership, nor did the organization track its readership prior to the start of this campaign.

With no real idea of what the organization’s audience was, an audience with interest in the local

Atlanta arts community was targeted because they would be able to provide valuable insight to

the organization.
 Daché Final Campaign Report 13

Research Findings
 Survey Question Response Total Notes
Response
1) Please provide us with 70/ 100% Respondents were
some basic information. (Your Dachéallowed
Final Campaign
to fill in Report 14
information will not be sold to demographic information.
any third parties)
*These questions and answers have been abbreviated. See research report for full questions and answers.
Name 70
City/Town 70
Zip/Postal Code 70
E-mail 70
2) Are you male or female? 70/ 100%

Male 35
Female 35
3) Are you a student or 70/ 100%
professional?

Student 28
Professional 42
4) Which of the following do 57/ 81.4% Thirteen respondents
you consider to be a skipped this question.
creative field? Select all Respondents were also
that apply. allowed to select more
than one answer choice.
Visual Arts 54
Design 53
Performance 48
Visual Communication 47
Writing 49
Other 8
5) Which of the following 57/ 81.4% Thirteen respondents
creative fields are you skipped this question.
currently
employed/studying?

Visual Arts 10
Design 6
Performance 6
Visual Communication 15
Writing 2
Other 18
6) Are you a member of any 57/ 81.4% Thirteen respondents
professional/student skipped this question
organizations related to
your creative field?

Yes 26
No 31
7) If yes, why did you join? 27/ 38.5% Forty-three respondents
skipped this question.
Convenient 5 This question was not
Helpful 21 required to be answered if
Required for class/job 1 respondents selected the
answer ‘No’ to question
six.
8) Would you be interested 57/ 81.4% Thirteen respondents
in joining a local Atlanta skipped this question.
network for creative
professionals?

Yes 48
 Daché Final Campaign Report 15

**I=Important, N/A=Neither Important nor Unimportant, N.I.=Not Important

Analysis of Findings
Survey results support the want for an Atlanta-based creative network (84.2%) and

create options for Neda Abghari and The Creatives Project moving forward. The want for a

creative network enable Abghari to expand The Creatives Project into something more.

Furthermore, the survey shows that individuals were more likely to receive information on the

Atlanta creative scene via blogs/websites (64.9%) which is currently The Creatives Project’s

only source of communicating information. This information suggests that The Creatives Project

can position itself as a major information hub for the Atlanta arts community. Because this

medium is visited so frequently it would be necessary to update the blog on a frequent basis

and research supports frequency of posts as important (59.6%).

Amongst other things listed as important when seeking information on the Atlanta arts

scene via the Internet were reliability (64.9%), relevance (66.7%), job opportunities (63.2%) and

tips/how-to’s (57.9%). The majority of respondents (94%) most recognized Visual Arts (painting,

illustration, photography, film, etc.) as a creative field. This information coincides with current

creative individuals featured on The Creatives Project blog.

During the interviews, Neda Abghari expressed her want for the organization to host

events in the future. Survey results show that people are interested in such events during the

evenings (5PM-8PM) and within the Little 5 Points neighborhood.

The research aided in the design direction of The Creatives Project blog as well as

content creation. Also, this research sets a solid foundation for future campaigns on behalf of

The Creatives Project.

 Daché Final Campaign Report 16

Sample Interview Schedule

Interview with Neda Abghari @ her home December 2008

1) Tell me about The Creatives Project.

2) Why are you seeking PR for The Creatives Project?

3) What previous press efforts have you made on behalf on The Creatives Project?

4) Does the organization have any press and/or informational collateral?

5) What help have you had with the organization thus far? Any volunteers? Any members?

6) Does the organization have a website?

7) Do you have a clear written mission/vision statement for the organization?

 Daché Final Campaign Report 17

8) What are the top three priorities for The Creatives Project right now?

Sample Survey
Daché Final Campaign Report 18
Daché Final Campaign Report 19
Daché Final Campaign Report 20
 Daché Final Campaign Report 21

Campaign Goal

The goal of this campaign is to increase visibility of The Creatives Project while keeping

communication between the organization and its key publics relevant and on a consistent basis.

Objectives, Strategies & Tactics

• To design The Creatives Project blog by March 1, 2009

o Strategy #1- Design blog layout

 Tactic #1- Draft up ideas in Photoshop

 Tactic #2- Find a web designer who can work with blogger/xhtml formats

 Tactic #3- Get website re-design approved by Ms. Abghari

 Tactic #4- Have web designer revamp the website

 Tactic #5- Send e-blast out to subscribers/friends/colleagues about new

website design

o Strategy #2- Publicize new blog design

 Tactic #1- Add Google Analytics to the site

 Tactic #2- Contact other local Atlanta bloggers and request link exchange

opportunities

 Tactic #3- Contact national creative bloggers and request link exchange

opportunities

 Tactic #4- Send pitch letter to bloggers/editors for potential features on

new website

 Tactic #5- Follow-up with bloggers/editors within one week of sending

information to ensure a feature write-up will appear in the publication prior

to April 31, 2009

• To develop collateral for the organization by March 30, 2009

o Strategy #1- Design uniform look of the collateral

 Daché Final Campaign Report 22

 Tactic #1- Draft three options in InDesign

 Tactic #2- Have one of the options approved by Ms. Abghari

 Tactic #3- Decide which pieces of press collateral will need to be used for

this campaign

 Tactic #4- Write content for collateral

 Tactic #5- Have collateral completed by March 30, 2009

o Strategy #2- Make collateral readily available to target audience

 Tactic #1- Have collateral be in downloadable .pdf format on the website

 Tactic #2- Have information sheets printed and posted around the city art

districts

 Tactic #3- E-mail blast information to local publications/organizations

 Tactic #4- Send organization information to college/university professors

and ask them to disseminate information amongst their student body

 Tactic #5- Follow-up with local media and college/university professors to

ensure they have received information

• To conduct three interviews on Atlanta creative individuals to be featured on the blog by

April 30, 2009

o Strategy #1-Compile a list of potential interviewees

 Tactic #1- Research creative individuals within Atlanta

 Tactic #2- Select five visual artists, designers and writers

 Tactic #3- Select five performing artists and visual communicators

 Tactic #4- Contact selected artists to confirm an interview date and time

 Tactic #5- Have three interviewees confirmed prior to April 15, 2009

o Strategy #2- Write articles on creative interviewees selected

 Daché Final Campaign Report 23

 Tactic #1- Interview creative individuals

 Tactic #2- Transcribe interviews

 Tactic #3- Compile an interview not in Q&A format

 Tactic #4- Have interviews be approved by Ms. Abghari

 Tactic #5- Post interview to blog

Key Publics

• Professionals in the visual arts, fine arts, performance art, humanities, history,

philosophy, film making, architecture, advertising, marketing, visual merchandising,

industrial design, art-centered journalism, art education and art business because The

Creatives Project would serve as one of the premier networking organizations for new

developments in the local/national art scene to these professionals

• Demographic/Psychographic: Men and women between the ages of 21-40 who

are actively employed and engaged within the arts with a median income

between $40,000-$80,000

• Motivating Self-Interests: to stay informed on possible competitors, new

companies seeking freelancers, trends and issues

• Status of Current Relationship with Organization & Issue: Not familiar with

organization yet

• Third Party Influentials: Employers, Clients, other professional organizations

• Objectives this Key Public will help to Accomplish: This key public will aid in

overall objective of increasing awareness for the organization through their own

professional developments

• Local artists because they will want to be included in The Creatives Project

• Demographic/Psychographic: Men and women over the age of 18 within the

 Daché Final Campaign Report 24

middle-working class who have active careers in art; especially within the local

art scene

• Motivating Self Interests: To gain exposure through The Creatives Project blog

and, in turn, boost sales and/or fan base

• Status of Current Relationship with Organization & Issue: May/may not be aware

of organization but more than willing to be introduced

• Third Party Influentials: Art dealers, other artists, art publications

• Objectives this Key Public will help Accomplish: This key public will aid in overall

objective of increasing awareness for the organization and maintain awareness

for the organization

• Local media because they will have an interest to cover stories on The Creatives Project

to inform their readers

• Demographic/Psychographic: Men and women employed by local media outlets

to cover stories

• Motivating Self Interests: Becoming the journalist to potentially break a major

story on the local art movement

• Status of Current Relationship with Organization & Issue: New to learning about

the organization and willing to learn more

• Third Party Influentials: Readers, viewers, colleagues

• Objectives this Key Public will help Accomplish: This key public will aid in overall

awareness for the organization and the awareness event

Key Messages

• The Creatives Project is a non-profit organization based in Atlanta, GA (Primary)

• Flashing lights on the creative underground (Secondary)

 Daché Final Campaign Report 25

• A picture is worth 1,000 introductions (slogan/tag line)

Time Line

Week 1- January 19-23, 2009

• Meet with Neda Abghari, founder, to discuss her immediate wants/needs for the
organization
• Evaluate wants/needs to see what can be done
Week 2- January 26-30, 2009
• Establish research methods
• Draft up web design and blog concepts
Week 3- February 2-6, 2009
• Begin research via survey monkey
• Create Facebook invite, inviting local Atlantans to take the survey
• Create e-mail blast to over 1,000 contacts with a personal invite to take the survey
Week 4- February 9-13, 2009
• Finalize website and blog design
• Begin coding
Week 5- February 16-20, 2009
• Meet with Neda
• Go over recent website changes and get final approval
• Ask her to send an e-mail to her contact list regarding the survey
Week 6- February 23-27, 2009
• Make introductory contact with blog writers/owners
• Draft up collateral for The Creatives Project
Week 7- March 2-6, 2009
• Meet with Neda
• Prepare mid-term review
Week 8- March 9-13, 2009
• Finalize TCP collateral
• Make introductory contact with blog writers/owners
• Complete primary research
Week 9- March 16-20, 2009
• Analyze research findings
• Add Google Analytics to blog
• Begin to write content for blog
Week 10- March 23-27, 2009
• Complete 5 articles for the blog
• Contact blog writers/owners to discuss link exchanges and possible features
 Daché Final Campaign Report 26

Week 11- March 30-April 3, 2009

• Complete TCP case study
• Review findings with Neda Abghari.

Budget

This campaign requires no budget.

CAMPAIGN EVALUATION

Objective 1

Criteria: To design The Creatives Project blog by March 1, 2009

Tool(s):

• Consulted with Ms. Abghari to agree on color schemes

• Designed logo and special type using Adobe Illustrator

• Created a blog using the Blogger platform

• Added Google Analytics to the blog so that the audience can be tracked in the

future and also, to know what content garners the most attention

Results:

This objective was met through the use of design skills and knowledge of

blogging platforms, basic HTML/CSS and widgets.

Objective 2

Criteria: To develop collateral for the organization by March 30, 2009

Tool(s):

• Created organization stationery using Adobe InDesign

• Created a press release on the launch of the new website that was
 Daché Final Campaign Report 27

distributed via an e-mail blast using Mad Mimi e-mail marketing software

• Created an organization fact sheet to be used in the press kit and to be

viewed on the blog using HTML/CSS and Adobe InDesign

• Created a business cards and flyers to be used as promotional items for the

organization using Adobe Photoshop

Results:

This objective was successfully met through the use of industry standard

design software and approved by Ms. Abghari.

Objective 3

Criteria: To conduct three interviews on Atlanta creative individuals to be featured on the

blog by April 30, 2009

Tool(s):

• Compile list of prospective interviewees from research

• Requests for interviews were sent via e-mail and a follow-up telephone call

was made one week later

• Interviews were conducted and approved by Ms. Abghari

Results:

This objective has been met. Two interviews have been conducted and posted.

One more interview is scheduled to post prior to April 30, 2009

 Daché Final Campaign Report 28

RECOMMENDATIONS

After working with The Creatives Project for the past three months, I recommend the

following for the future of the organization’s publicity growth:

• It is imperative that the blog be maintained and updated at least once a week. When

having a blog act as the primary/sole form of communication to your audience it is

important to communicate on a regular basis.

• Differentiate between topics. As the research shows there is a wide variety of topics that

can interest your audience. Not every update has to be a feature on an artist, there can

also be updates relevant to other events and opportunities that your audience may find

useful.

• Recruit volunteers. The Creatives Project is a great organization but requires far too

much for one person to handle. I recommend recruiting several volunteers who can

volunteer 3-4 hours per week to the organization in order to help promote the

organization and keep content up to date.

• Promote more. Much of this campaign was a re-branding effort and most of these efforts
 Daché Final Campaign Report 29

were publicized to familiar audiences. In the future, the organization should promote

and publicize to a wider audience so that more people can know about the organization

and potentially get involved.

LESSONS LEARNED

It has been a tremendous pleasure and wonderful professional growth opportunity to

work with Neda Abghari and The Creatives Project. Not only have my public relations skills

been sharpened by this experience but I have also developed a strong interest in photographic

fine arts by working with Ms. Abghari. This whole project was truly a learning experience.

Perhaps the most valuable lesson learned throughout the course of this experience is

the ability to handle and execute generally expensive portions of a public relations plan such as

logo design and web development on a low budget, or in my case, absolutely no budget. This

was my first time working with low/no budget and it was frustrating at times. However, I feel the

experience made me stronger as a professional.

In conjunction working with low/no budgets, I will also say that another lesson learned

was the importance of having multiple skills outside of public relations. I honestly don’t know

how effective this campaign if I had not had the basic skills in design, HTML/CSS and various

web design platforms that I did knowing that there was not money for any of these services to

be provided.
 Daché Final Campaign Report 30

Also, learning to network effectively was extremely valuable to me. At some points

throughout this campaign there were some tasks that were increasingly difficult for me to

accomplish. Though they did get done, I now realize that they could have done much more

quickly and more accurately had someone else done them. This is where effective networking

comes to play. In the future, I will definitely remember to barter with other freelancers to seek

getting tasks accomplished effectively.

When working with budding non-profits specifically, I will probably work to complete a full

campaign for a longer period of time (more than three months). Additionally, if given the

opportunity to do this again I would involve the press more during the beginning stages. I did

not focus much on the press during this campaign process but had I made introductions at the

start and kept in contact it would have been beneficial to the organization in the future.

WORKS CITED

Finn, David (1984). Is there a legitimate role for public relations in the arts? Annals of the

American Academy of Political and Social Science, 471, 57-66

Public relations are often considered a function of fund raising by arts institutions. This is

particularly true in the United States, where the tax laws encourage both individual and

corporate contributions to nonprofit institutions. Through a variety of techniques, public relations

have helped arts institutions gain visibility for their programs and stimulate community and

corporate interest in specific projects. In recent years there has been concern about the

introduction of hype into the art world. There is little evidence that either the practice of public

relations or the increasing financial support from corporations is creating an over promoted

environment in the arts. Public interest in blockbuster exhibitions and other special events has

developed spontaneously. There is also no evidence that arts institutions are compromising their

integrity in seeking support from business. Public relations can play the important role of helping

to find common ground on which both business and the arts can seek to achieve their

objectives.
 Daché Final Campaign Report 31

Gale, Megan Kate (2007). Public relations in nonprofit organizations: a guide to establishing

public relations programs in nonprofit settings. Unpublished master’s thesis, University of

Montana. Missoula. Retrieved February 28, 2009, from

http://etd.lib.umt.edu/theses/available/etd-06062007-224613/

Public relations have become an increasingly popular topic in the nonprofit community,

and the demand for developing public relations as a core competency has increased as well.

Since many nonprofit organizations have limited time and resources for developing full-scale

public relations programs, many rely on information obtained during one-day workshops or

conference presentations presented by public relations professionals who have little or no

experience with the concerns of the nonprofit setting. Using a program-planning model, this

paper describes how nonprofit organizations can increase the capacity and effectiveness of

their public relations efforts by building relationships with key stakeholders.

Hackler, D., Saxton, G.D., (2007). The strategic use of information technology by non-profit

organizations: increasing capacity and untapped potential. Public Administration Review, 67,

474-487

How are nonprofits using information technology to enhance mission-related outcomes

and boost organizational performance? The authors examine a large-scale survey of nonprofits'

technology planning, acquisition, and implementation to assess the strategic use of IT in these

organizations. They evaluate nonprofits' strategic technology-use potential by examining IT-

related competencies and practices that are critical for the successful strategic employment of

technology resources. Several promising developments are found, alongside significant deficits

in the strategic utilization of IT, especially in the areas of financial sustainability, strategic

communications and relationship building, and collaborations and partnerships. To boost IT's

mission-related impact, nonprofits must enhance their organizational capacities in long-term IT

 Daché Final Campaign Report 32

planning, budgeting, staffing, and training; performance measurement; Internet and Web site

capabilities; and the vision, support, and involvement of senior management.

Kang, S., Norton, H. E., (2004). Nonprofit organizations’ use of the world wide web: are they

sufficiently fulfilling organizational goals? Public Relations Review, 30, 279-284

This study explores nonprofit organizations’ Web sites to determine the extent the

organizations utilize the Web to accomplish organizational goals. A sample of the 100 largest

NPOs in the United States was used for the study. Results found the selected NPOs were

effectively using the Web to present traditional public relations materials and connect with

publics. However, the organizations were largely unsuccessful in making interactive and

relational communications with publics.

Kenix, L. J., (2007). The homogenized imagery of non-profit organizations on the internet.

Visible Language. 41, 127-161

The Internet has been heralded as a democratizing and heterogeneous communication

tool, particularly for activist organizations. Yet, a thorough examination of visual content on the

Web that substantiates this position has not followed. This research evaluates websites from

non-deviant and deviant activist organizations to better understand the relationship between the

type of advocacy group and the visual imagery used for self-representation. Seventeen of 21

variables measured for this study found no difference between non-deviant and deviant activist

organizations' visual representations on the Internet. These findings complicate the notion of a

diverse communicative sphere and suggest a strong homogenizing effect could actually be

occurring.

Tillery, A. (2006). Using web sites to achieve organizational goals: are nonprofits doing it right?.

Unpublished master’s thesis, Louisiana State University and Agricultural and Mechanical
 Daché Final Campaign Report 33

College, Louisiana. Retrieved February 28, 2009 from http://etd.lsu.edu/docs/available/etd-

06142006-081756/unrestricted/Tillery_thesis.pdf

This study examines how and to what extent nonprofit organizations are using their Web

sites to fulfill their organizational goals and missions through volunteerism and fundraising.

Through in-depth interviews of communication/public relations managers and executive

directors at nonprofit organizations new information reveals factors that negatively affect

nonprofits organizations growth in Web site development and technology, as well as those

factors that push nonprofits to break the digital divide. Four nonprofit organizations that provide

youth services in Memphis, Tennessee were selected.

Xifra, J., Huertas, A., (2008). Blogging PR: an exploratory analysis of public relations weblogs.

Public Relations Review. 34, 269-275

Although there are ever more weblogs on the Internet, this is an area that has been little

researched in public relations, and where they have been analyzed it has been as a tool for

communication rather than a primary information source in the public relations body of

knowledge. This paper provides an exploratory study of the structure and content of 67 blogs on

public relations to determine what issues they deal with and whether they are a tool for the

theoretical development of the field. In addition to their content we have looked at the structure,

usability and interactivity of the blogs.

 Daché Final Campaign Report 34

Appendix