Updated Sept.

7, 2016
Agency Project Proposal is subject to changes.
By Jannet Walsh
https://multimediatoolkit.me

Agency Project Proposal

COMM 438 and COMM 538
Fall Semester, Saint Cloud State University
Public Relations Cases and Campaigns
Final Agency project deadline, Dec. 5, 2016
Working Title
What can you do with a liberal arts degree from St. Cloud State University?
Resources
About College of Liberal Arts http://www.stcloudstate.edu/cla/default.aspx
Programs http://www.stcloudstate.edu/cla/programs/default.aspx
Note from the Dean http://www.stcloudstate.edu/cla/newsletters.aspx
The Letter http://www.stcloudstate.edu/cla/_files/documents/CLASotA_v1_i1_links.pdf
Student Resource, Opportunities http://www.stcloudstate.edu/cla/student/default.aspx
Community Engagement http://www.stcloudstate.edu/cla/community/default.aspx
Faculty http://www.stcloudstate.edu/cla/faculty/default.aspx
Careers http://www.stcloudstate.edu/cla/student/careers.aspx
Student profiles
http://outlook.stcloudstate.edu/fresh-success-film-edit-write-repeat/
http://outlook.stcloudstate.edu/from-art-student-to-art-therapist/
http://outlook.stcloudstate.edu/fresh-success-opportunity-of-a-lifetime/
http://outlook.stcloudstate.edu/make-a-difference-meeting-needs-of-women-andchildren/
Summary
The College of Liberal Arts is one of the eight colleges and schools at St. Cloud State
University, the second largest public university in Minnesota. The College offers
courses in the arts, humanities and the social sciences, is home to the School of the
Arts. As a principal provider to SCSUs Liberal Education Program, the College reaches
nearly all students pursuing an undergraduate degree. The Mass Communications
Department is located in the College. (Note: College is a second reference for The
College of Liberal Arts.)
Academic programs range from anthropology, art, womens studies, including global
studies, with a record of excellence in numerous accredited programs.
http://www.stcloudstate.edu/cla/programs/default.aspx
A major objective of the campaign will be publicity related to careers and opportunities

associated with earning a liberal arts degree from SCSU. Academic programs, handson learning (active and applied learning), global education, success stories, student
organizations and community engagement will also be included in the campaign.
Publics for this campaign could include perspective students, along with their parents
and families; current students and faculty; local and regional communities; online and
global communities, especially perspective international students. The project would be
published online, hosted at the Husky Agency, the student learning website for the
course. https://huskyagency.org/
Potential Partners
The College of Liberal Arts
Campus offices and community organizations, as needed
Strategy and Tactics

Written Public Relations Strategy Plan - A detailed written public relations

strategy will be created by the class. This will be headed by campaign managers,
with all students participating.
Detailed four step plan: ROPE: Research, objectives, programing
and evaluation.

Agency website - There will be a team or agency website for posting online at
Husky Agency. Web pages will include a home page, about, contact, news, and
more. Short student biographies with portraits (100 to 200 words only), a media
kit and other agency details will be included online as needed.
https://huskyagency.org/
Agency positions Agency jobs will include: Campaign Manager, Media
Relations, Social Media and Analyst, possibly more. Students submitted a cover
letter and resume for agency positions, and will be announced in class.
News Release, communication News releases will be posted on the news
page for pitching to media outlets. There will be at least one news release, but
potentially more as needed. Posters, advertisements, brochures, flyers, public
service announcement for radio (PSA) and related documents as needed. All
strategic and tactical examples of work will be posted online.
https://huskyagency.org/
Feature Video - A least one video will be produced by the class to educate about
the project, a major feature of the project, besides the written plan.
Additional videos Shorter videos in French, Chinese, Spanish or more as a
summary of the project could be produced, optional.
Agency video A video about Husky Agency could be created for the About
page or Home page, optional.
Online - The project will be located online.
Profiles Written profiles, can also be included in the feature video, of at least
four or more recent graduates, showing diverse backgrounds, with degrees from

the College. Profiles can also include students with internships or global learning
experience and practical experience.
Events - Students could participate in at least one campus or community event,
as simple as a booth at Atwood, promoting their project or with an event that is
already scheduled for late fall semester.
Media Relations Students will pitch their project to local, regional and beyond,
handling interviews and creating opportunities.
Social Media Students will create a social media strategy to promote project.
An email and social media account to be created.
Weekly readings The weekly readings from Public Relations Cases will help
with planning project.
Final presentation Students will present the final project Dec. 6, 2016, the
last week before finals as an agency in class. Agency members should seek out
feedback from instructor and public relations professional.
Updating This proposal will be updated as need.