As we wrap up our campaign for the East Baton Rouge Parish Library, it’s hard to believe how much Novel Media has accomplished in one semester. Everyone in the group has enhanced their knowledge of public relations campaigns and learned new skills through the campaign’s execution. Throughout the semester, we have continued to develop the Beyond the Books campaign, created by Sweet Southern Public Relations. An important aspect of the continuation of the campaign was that the new Main Library branch is now open. Instead of focusing on changing the opinions and attitudes of the audience, we focused on increasing the awareness and interest of cardholders about the library’s resources by celebrating the 75th anniversary milestone.
After months of performing research, strategic planning and event planning, Novel Media wrapped up one of the last objectives of the campaign with our event, the EBRPL Day of Sharing. The Day of Sharing incorporated our campaigns goals of enhancing relationships through stewardship and increasing awareness of the library’s resources.
Our event was a huge success, and because of the event we have a variety of tactics that can be recycled for stewardship purposes throughout the remainder of the 75th anniversary celebration. We evaluated the campaign’s success through focus groups and were impressed to see that there was an increase in awareness of resources and an interest in using these resources as well.
Looking back on the semester, there are four main tips that we picked up along the way regarding successful execution of a campaign:
1. Maintaining professionalism
As account liaison, I further realized the importance of maintaining professionalism in communicating with a client to achieve a desired goal. When working with a client, you quickly realize the importance of being unbiased, as the client will naturally be biased in favor of their organization.
2. The power of analytical thinking
Megan, Jayme and David, our research and strategy directors, were crucial parts in the developing, analyzing and figuring out ways to implement the research we performed. We were extremely surprised to see how much research has an affect on the direction of a campaign. Although we have been introduced to public relations research in other Manship classes, performing research of this caliber was both a rewarding and challenging experience.
3. Knowing how to handle constructive criticism
A big part of working together with a group of people is being able to take constructive criticism in a positive manner. Mallory, our writing director, and Caroline, our design director, received input from the entire group constantly throughout the semester. By taking constructive criticism from others with a positive perspective, they were able to receive different input on their work without taking it personally.
Organization is key throughout all parts of executing a campaign, especially when planning an event. Stormy, our event director, learned the importance of staying organized with a variety of details. In addition, we learned the importance staying organized with communication between multiple people who each play an integral role in the execution of the campaign.
As we continue to finalize our campaign presentation, this will sadly be Novel Media’s last blog post. We have enjoyed sharing our journey with you this semester, and we would like to thank you for following along. We look forward to using the knowledge we have gained through this campaign in our professions after graduation.
Novel Media account liaison