Final Client Report SPLC
- 1. Syracuse University SPLC: The New Voices Campaign Fall 2015
- 2. Meet the Team Donald W. Pollitt II Account Supervisor Sam Trombley Account Executive Isabel Rudzinski Account Associate Tanya David Account Associate Fiona Galliani Account Associate Shonnan Usman Account Associ- Phoebe Sudargo Account Associate Darby Malkin Account Associate Haley Frank Intern
- 3. Executive Summary Hill Communications partnered with the Student Press Law Center (SPLC) in the fall of 2015 to promote a campaign based on The New Voices Act, which promotes policies that protect student journalists’ ability to safely gather information and share ideas. The goal of the campaign is to reach students nationwide and provide them with resources to educate themselves about their First Amendment rights and to ultimately pass this bill in their own states, which would protect student speech in high schools, colleges and universities. Throughout the semester, Hill Communications focused on the publicity campaign for SPLC and New Voices. We established are goals for the semester to be 1) to solidify the New Voices campaign brand so that it will be recognizable and appealing to a national audience and 2) to create consistent content that SPLC can distribute to future clients for their own use involving the New Voices campaign. This primarily involved designing a new logo for the New Voices campaign, writing content for a PSA, developing a media list and pitch letter, creating social media manuals for Facebook and Twitter, and designing example brochures.
- 4. Goals and Objectives Goal #1: Solidify the New Voices campaign brand so that it will be recognizable and appealing to a national audience Objective #1: Create a New Voices logo that can be used by any organization that joins the New Voices campaign Strategy #1: Research New Voices Michigan page and logo Objective #2: Create a PSA that will capture the attention of viewers and convey the message of New Voices Strategy #1: Research successful PSAs and write a brief description of a potential New Voices PSA Objective #3: Create a pitch letter and compile a media list that SPLC can use to contact media personnel in order to promote the New Voices campaign Strategy #1: Use newsworthy information, examples, and facts from SPLC and other websites pertaining to free press law to create a generic pitch letter that can be used as a template Goal #2: Create consistent content that SPLC can distribute to future clients for their own use involving the New Voices campaign Objective #1: Create a social media manual for SPLC to distribute to clients/ states who join the New Voices campaign or who generally seek advice on running a successful social media account involving student press law Strategy #1: Research and provide general tips and guidelines for managing Facebook pages and Twitter accounts Tactic #1: Find relevant information and articles pertaining to social media etiquette Strategy #2: Provide example Tweets and Facebook posts from the SPLC and New Voices Michigan social media pages Objective #2: Create brochures that SPLC can give to New Voices campaign clients to distribute in their local high schools and universities Strategy #1: Compile basic facts to use in the brochures Tactic #1: Use a Microsoft Office brochure template to create a generic example brochure
- 5. Timeline
- 6. Budget Below is an estimated invoice for the services completed by Hill Communica- tions this semester for Student Press Law Center. The following rates corre- spond to typical PR/advertising agency rates. Research - $50 per hour Writing - $75 per hour Meeting time - $75 per hour per person in meeting Brainstorming - $50 per hour per person in meeting General account maintenance - $50 per hour Consultation with professor - $200 per hour
- 7. Logos After discussing the mission of the campaign, we decided that creating a logo specifically for the New Voices campaign was be beneficial in establishing a brand identity for the campaign. The logo would also be a valuable resource for states, as each state or organization participating in the campaign will be free to use the logo and add an individual heading underneath. Logos create brand recognition and attract attention. We collaborated our graphic design specialist to create a logo that reflects the mission of New Voices. The red, white, and blue color scheme exemplifies that this is a national movement. Below are the three original designs of the logo and the New Voices of Michigan logo, which we used as inspiration for our own designs. After discussions with SPLC and careful consideration, the option B was chosen to represent the New Voices campaign. New Voices of Michigan Logo
- 9. PSA Creating a PSA was an objective under our first goal of the semester. Although we did not have the time or resources to film a PSA, our team created a rough draft for a potential New Voices PSA. We planned a PSA because it captures the attention of viewers and it is a great way to convey the message of New Voices. A PSA can have the potential of going viral. This form of communication can also appeal to younger audiences. It is very easy to share and it can be a way to connect with people. Brief videos can give information to a wide audience in a short amount of time. We felt that the tone and spirit of New Voices and its services would not be effectively communicated through comical expression; therefore we applied a more dramatic storytelling style to the PSA. We believe that this will still create meaningful discussion throughout the targeted audiences. Proposed Concept Basic Flow of Content: 1:00 – 2:00 min duration Opens to a classroom full of kids with duct tape over their mouths with HAZELWOOD written upon it. They all wear similar, plain clothing expressing no individuality. They are sullen, and walk almost lifelessly. Cuts to a hallway scene where students walk aimlessly like robots up and down the hall. Uncensored Student Enters holding fake Club Registration Form (Club titled: New Voices): And when a child who wears something colorful and bright with no duct tape opens her mouth, no one listens. When she returns to her locker, her own personal duct tape strip with the word HAZELWOOD will be waiting for her. And right before putting it on, she stops and drops it on the floor. Running away to her history teacher. She runs into the classroom filled with typical U.S. history paraphernalia (flags, the Constitution, blackboard etc). Goes to her teacher and her voice is muted, even though you see her mouth moving, explaining to the teacher of what’s going on and that she can’t just sit by and accept it. The teacher nods and walks up to a tall bookshelf and takes an old ordinary looking book titled the First Amendment and hands her the book. The student opens the book to a page that contains brief details of what HAZELWOOD stands for and how students across the nation have been suffering from its implications since. Cut and she’s sitting on a table rustling through the pages and cross researching with a computer and while discovering that certain states have protected or reversed the HAZELWOOD effect she stumbles upon the New Voices campaign page. Various cut scenes of her dragging silenced kids into the classroom and quickly they begin peeling off the duct tape from their lips and speaking out and slowly, the sound of their voices become audible. They ban together and successfully establish new clubs and school publications.
- 10. Pitch Letter and Media List Pitch Letter: Creating a pitch letter and media list were objectives under our second goal for the semester. Pitch letters are used to gain attention from the media and create interest in the pitching organization’s cause or event. The purpose of this pitch letter is to gain press coverage for SPLC and promote the New Voices campaign. The pitch letter informs the journalists about the campaign, but does not provide detailed information because we want the journalists to be interested and seek out interviews for more information. Media List: Creating a media list is an important part of a PR campaign because they are the precursor to most of the public relations process. The media list will provide a referral list of journalists who already have experience with education or freedom of the press, or who have an interest in writing about it. Therefore, the reporter will be more likely to tell SPLC’s story than a reporter who has not written about those topics before. Media lists also allow the campaign to be up to date with other things happening the field. By reading up on recent articles written by journalists on the media list, SPLCS will be able to find information and possible networking
- 11. Pitch Letter Student Press Law Center 1608 Rhode Island Ave. NW, Suite 211, Washington D.C. 20036 (202) 785-5450 director@splc.org Date (Journalist Name here) Dear Mr. /Ms. Journalist: Students’ publications across the country are vulnerable to First Amendment infringement. Many of them face censorships, especially when they cover issues regarding race, gender, and equality. Since 1974, the Student Press Law Center has been standing as the nation’s legal assistance agency to educate high school and college journalists about their rights and responsibilities embodied in the First Amendment. The SPLC fights for student news media in their effort of covering important issues and makes sure their voices get heard. In addition, the SPLC operates a formal Attorney Referral Network of approximately 150 lawyers across the country and provide free legal representation to local students when necessary. To date, 2,500 student journalists, teachers and others contact the SPLC each year from all 50 states and the District of Columbia. To increase awareness for the SPLC’s presence and prevent violation of free press rights, we are reaching out to news organizations that value education and supporting the rights of our students. We are currently in the midst of planning a new national campaign to encourage students to advocate to their state legislatures for extensive student press laws. We will greatly appreciate your response and willingness to support our cause. We will follow up with you in the future for the possibility of an interview with the SPLC director about our new campaign. Sincerely, SPLC’s public relations director
- 12. Media List
- 13. Social Media Manual Creating a social media manual for the New Voices campaign was an objective under the second goal of our account team. The social media manual will provide consistent formats for worked on the section about social This manual could potentially be used by other states that are joining the New Voices movement and need guidance using social media. Successful social media use is a great way to spread the word, gain support and engage others in the New Voices movement. A campaign’s social media presence can greatly impact its success, especially when the target audience (high school and college students) is very active on social media. Our hope is that this manual will assist states in starting up or improving their current social media accounts for the New Voices campaign. We believe that one standard manual to be used by everyone will also help the campaign remain more consistent across the states. Our team used the Facebook page and Twitter account of New Voices of Michigan as a model for our manual, as they have been very successful. In our manual we included ideas for what to post or Tweet, along with examples of each, and best practices for Facebook and Twitter use. Practices included how many times one should post, how to gain more followers, and suggested people to follow. A strong social media presence will raise awareness among young people for New Voices and inspire them to get involved. Inexperienced Twitter users that reach out to SPLC for assistance will have a clear idea of how to make their accounts the most effective and raise awareness for New Voices.
- 14. Social Media Manual Facebook About section: The “About” section should summarize the New Voices campaign and your organization’s involvement in securing student press freedom in your state. Sample “About” section • New Voices is national campaign to guarantee meaningful press freedom for student journalists in high schools and colleges. The movement is inspired by the success of the John Wall New Voices Act, which was passed by the North Dakota legislature in 2015 without a dissenting vote and became law on June 1, 2015. Censorship is inconsistent with American values, with a civically engaged public, and with the information-age education that all students deserve. • Include a direct link to the campaign’s website in your “About section” What to post: • General Information – Post the link to the campaign’s website from time to time to remind the public what your campaign is all about. Frequently inform the public of how they can get involved, as well. • Success of New Voices Movement in Other States - Support other states who are a part of the New Voices campaign and remind the public that your state can make it happen, too. Example Post:
- 15. Social Media Manual Stories of Censorship - Post inspiring stories in which censorship has been challenged and people have advocated for the First Amendment rights of student journalists. Remind the public why this movement is important in your state and in others. Example Post:
- 16. Social Media Manual Thank Your Supporters - Acknowledge all those who are helping the movement in your specific state, as well as in general. Example post:
- 17. Social Media Manual Student Press Law Center’s Facebook Page - Share SPLC’s posts to your own. SPLC’s blog posts are great content for your page. Example Post: Best Practices for Facebook Use: Post 3-4 times per week -These posts can be articles or just be simple reminders for people to get involved with the campaign and help spread the word. Be careful to avoid political bias- The goal of New Voices campaign is to ensure press freedom for students in all states. However, this ideal should not be
- 18. Social Media Manual limited to a certain party or political ideology. Be sure that your posts are promoting the New Voices mission without alienating publics with different political views. Be responsive – Answer questions and comments from those who reach out to you. Thank your followers for their support. Never respond with hostility. Follow and “Like” Other Pages - Follow the Facebook pages of high schools, colleges, and universities within your state. Their support is essential and they may follow back, as well as share your posts. Twitter What to post: Links to articles about student press law Links to the New Voices campaign website and the other social media accounts, such as your state campaign’s Facebook page. Example Post:
- 19. Social Media Manual Current events or developments related to the protection of student’s speech in your state and in others. Including links to outside sources adds credibility. Example Post: Ways for students to get involved with New Voices and how this issue affects them. Ask Questions to get more followers involved and active in conversation. This is a great way to draw attention to the your campaign and get more involvement from your followers. Example Post:
- 20. Social Media Manual Retweet SPLC or other Twitter accounts that post information related to New Voices, or the protection of student’s speech in general. Example Post: Best Practices for Twitter Use: Use https://bitly.com to shorten links because you only have a limited number of characters per tweet. Follow other New Voices accounts and other accounts that relate to freedom or journalism, etc. To gain more followers, retweet other accounts and engage in conversations with students or professionals. Repost content multiple times if it previously received a lot of positive feedback. Tweets have a short lifespan and may go unseen by many of your followers, so don’t be afraid to tweet content again a few days or weeks later. Reply to and retweet other tweets. This helps build relationships and other accounts will likely reciprocate. Use hashtags as often as possible so more people see your content. Search to see if and what people are tweeting about your state’s New Voices campaign. Tweet 3-4 times a day.
- 21. Brochure Creating a generic sample brochure for the New Voices campaign was an objective under our second goal for the semester. The brochure started as a fact sheet with general information about SPLC and information that high school and college students should know about their first amendment rights. It was then adjusted to focus on the New Voices Act and New Voices campaign. The updated brochure consists of background information about the legislation as well as operational definitions for terms in the legislation. The pamphlet also explains the implications of the legislation and includes contact information for the SPLC. Our team used a Microsoft Word template to create the sample brochure. We suggest that a graphic design team uses the content we have provided to create a brochure using the New Voices logo and a more detailed design. The brochure will appeal to our audience because it is provides a concise and easy to read way to learn about the New Voices Act.
- 22. Brochure Cont...
- 23. Recommendation Based on our work this semester and discussions with the client, we recommend that SPLC continues to emphasize consistency as it plans and eventually executes an extensive New Voices campaign. Although New Voices is already on the radar in some states, a specific announcement and starting date of a campaign would be beneficial. Instead of waiting for organizations and states to reach out, SPLC can launch the campaign and encourage states to join the movement. Consistent content is key to a successful large-scale campaign. Through our research, we found that current New Voices pages (North Dakota and Michigan) have very different formats. This can be confusing to people doing their own research on the New Voices Act and the campaign. SPLC can provide states or the organizations that run the state New Voices pages with the tools to manage their social media accounts. We advise that SPLC also provides the states with templates for setting up web pages, or has a page for each state on the national New Voices campaign website. When working with future public relations teams, we suggest the SPLC describes in detail the logistics of their work in helping states create their own student free press acts. For example, it would be useful to explain who runs the state social media pages and how organizations from different states collaborate. If SLPC is satisfied with our materials, the next step is to organize a strategic plan for the New Voices campaign. This would include researching the target audience (high school and college students), setting concrete goals and objectives for the New Voices campaign (having student free press laws established in every state by a certain year) and finalizing all campaign materials (filming the PSA, creating detailed brochures, etc.). Once the campaign strategy is finalized, the New Voices campaign can be publicly announced. Our team enjoyed working with SPLC this semester. We believe the New Voices campaign has the potential to change the way Americans view student press freedoms and ensure free press rights for all students. We would welcome the opportunity to continue working with SPLC on the campaign and other future projects.