Student agency partners with Alabama libraries to promote literacy

by Autumn Winsett

Some University of Alabama public relations students began this semester hitting the books, but not textbooks. The Adventures of Tom Sawyer by Mark Twain is their book of choice because they are supporting reading for pleasure and the public libraries of Alabama through the National Endowment for the Arts’ Big Read program.

Alabama Reads is a statewide program increasing literacy in Alabama and encouraging the use of public libraries in local communities. This year, Alabama Reads is partnering with the National Endowment for the Arts and The Big Read, reading Mark Twain’s The Adventures of Tom Sawyer.

The Big Read is an initiative of the National Endowment for the Arts in partnership with the Institute of Museum and Library Services designed to revitalize the role of literature in American culture and bring the transformative power of literature into the lives of its citizens. The Big Read brings together partners across the country to encourage citizens to read for pleasure and enjoyment.

Members of Capstone Agency, UA’s student-run public relations firm, are implementing Alabama’s first statewide reading initiative in partnership with the NEA. The Adventures of Tom Sawyer by Mark Twain was the book selected because of its popularity and small-town feel. This year also marks the 175th birthday of author Mark Twain.

Alabama Reads is the student agency’s largest client to date. The future PR professionals are gaining real-life experience with this significant reading awareness campaign. The students are responsible for the production and distribution of all materials for The Big Read: Alabama Reads project, including posters, book marks, T-shirts, “green” grocery bags, yard signs, buttons, window cling stickers, editorial media, a Web site and social media materials.

“The great thing about Alabama Reads is that whether we are affiliated with the NEA on a project or not, we can do a number of different initiatives focusing on reading in the state of Alabama so it’s got a lot of flexibility,” said Teri Henley, the campaign’s faculty advisor.

While Capstone Agency began working on the research and planning stages of this campaign last spring, the nuts-and-bolts development and implementation of the campaign didn’t begin until this semester. Caitlin Norton, senior and co-account executive of the campaign, tells how this process came together.

“I am predominately overseeing external communication, which includes planning a kick-off and wrap-up event in February and April, as well as government and university outreach,” Norton said. "The other account executive, Aly Alameddin, and I volunteered to work on this campaign last April. We spent the majority of our summer conducting research and planning what needed to be done in preparation for the upcoming fall semester. In August, we were able to obtain a team of about 15 students who have helped us come up with and put together a communication plan. Throughout the semester, Aly and I traveled to various locations across the state to present the communication plan to the Alabama Public Library System’s Public Relations Committee and the nine regional directors.”

Successful implementation of this campaign means a great deal to the students who are devoting countless hours to help Alabama’s public libraries. Learning that the purpose of NEA’s Big Read program is to develop and to promote reading and literacy impassioned the students, fueling their desire to help increase awareness of public libraries and change low literacy statistics.

As Norton explained, one of the students’ goals is to present the public with new knowledge about public libraries. “The reason I love getting to work on this campaign is because it is all about promoting public libraries and literacy in the state of Alabama,” Norton said. “Reading is a passion of mine, and any spare minute I have I love to use it reading a good book. I want to share that passion with the residents of Alabama by showing them that reading is fun, but also that their public libraries have so many incredible services to offer. Not very many people are aware of all the different services that are offered in their local library. Libraries have so much more to offer besides checking out books.”

The campaign launched with a kick-off event in Montgomery on the State House steps Tuesday, Feb. 2. Approximately 185 people showed up to support the campaign. Lt. Governor Jeff Folsom read the prologue of The Adventures of Tom Sawyer by Mark Twain. State Representative Greg Canfield read an official proclamation declaring the months of February, March and April as Alabama Reads months in the state of Alabama in conjunction with The Big Read: Alabama Reads initiative.

The success of the kick-off event gives hope to Capstone Agency that the rest of the campaign will be equally successful. There will be many more events across the state in each of the nine Alabama Reads regions. Pat Ryan, Jefferson County Library Cooperative director, said, “Everybody statewide is so excited. Students, libraries and communities can’t wait for their local kick-off events if they haven’t had one already.”

“The Capstone Agency has done a superb job, and we couldn’t have had this statewide campaign without them,” said Ryan.

Throughout the rest of the campaign, the students will track media coverage and help the different regional coordinators with media pitches, events and social media. To learn more about the Big Read: Alabama Reads campaign visit alabamareads.org.

by Sara Sanderson

Where does public relations fit in to the political world? Public relations is extremely important for political candidates as they develop ways to communicate messages to their constituents and to the media. In addition, public relations strategies and tactics that candidates employ are extremely important to their campaigns.

As Republican and Democratic primaries in Alabama approach in summer 2010, the gubernatorial candidates have chosen to utilize different strategies and tactics as they begin building relationships with constituents.

Dr. Robert Bentley (Republican)

Dr. Robert Bentley has been in the political arena since 1998 and is currently a state representative for House District 63.

Zach Lee, press contact for the Bentley 2010 Campaign, said that right now the team working on Bentley’s campaign is only targeting Republican voters for the primary.

“We try to establish relationships through personal contact by traveling the state and speaking at groups, service clubs and forums,” said Lee. “We try to sustain our relationships through e-mail and Facebook. It’s hard to communicate with everyone we meet, but stewardship is an important part of the public relations process.”

As far as strategies go, Lee said that the Bentley campaign is trying to target the strong Republican areas of the state for the primary.

“We purchase most of our advertising for those areas and we use our direct mail and even e-mail to reach these areas and let them know when we are going to be in those areas,” said Lee. “We’re using direct mail, e-mail and paid advertisements, but we also use several social media: Facebook, Twitter, Flickr, Eventful and Digg.” Lee said that the great thing about using the Web-based advertisements and the new social networking is that it is measurable.

Bradley Byrne (Republican)

Bradley began his career in public service in 1994 but does not currently hold political office.

Campaign Manager Evelyn McCafferty said,“His message for reform conveys broadly and his supporters are equally diverse. He is asking for the support of every voter in Alabama.”

McCafferty also said that Byrne has a plan to establish and sustain relationships with his constituents. “He has met thousands of dedicated Alabamians who share his desire to continue moving the state in the right direction,” she said. “Bradley welcomes everyone to visit his Web site to learn more about the issues. In addition to learning more about Bradley and his campaign, visitors can also submit questions, stay up-to-date on events that Bradley will be attending, sign up to receive his weekly Update from the Trail e-mails and learn where to find him on Facebook and Twitter.”

McCafferty said that Byrne is using various strategies as Decision 2010 approaches. He is traveling from one end of the state to another, meeting individuals and speaking to groups to share his campaign message.

Byrne is also utilizing various tactics. “He is speaking to individuals and groups, engaging traditional news outlets (print, television and radio) and utilizing new media outlets like Facebook and Twitter,” McCafferty said.

Artur Davis (Democrat)

U.S. Rep. Artur Davis currently represents Alabama’s Seventh Congressional District, a 12-county area that spans from Birmingham and Tuscaloosa to the Black Belt.

The communications director of the Artur Davis 2010 Campaign, Alex Goepfert, said that Davis’ primary constituents are Alabama primary and general election voters.

“The Davis campaign is building relationships with voters and aggressively communicating Artur Davis’ message through traditional events, as well as volunteer outreach, social networking, e-mail, our Web site and earned and paid media,” said Goepfert.

Goepfert said, “Artur Davis is running for governor to transform Alabama’s economy and unlock the full potential of our state. He is traveling across Alabama talking to voters about his vision for creating the jobs of the 21st century, reforming our public schools and fixing our broken state government.”

Goepfert said the Davis campaign is satisfied with the strategies and tactics the team is using.

Kay Ivey (Republican)

Kay Ivey is the incumbent state treasurer, and she has been elected twice during 2002 and 2006.

Rick Renshaw, campaign manager for Kay Ivey for Governor, said, “Ivey’s primary constituents are the people of Alabama — young and old; male and female; black, white, brown, red and yellow; rich and poor; north, south, east, and west; whatever station or status they occupy.”

Renshsaw said that since her announcement, Ivey has been, and continues to be, out on the road meeting citizens, speaking to various political and civic groups and sharing her ideas for making Alabama more productive and prosperous. “She believes that she will be able to establish and sustain relationships with constituents by working tirelessly as she travels the four corners of Alabama and everywhere in between,” said Renshaw.

“One of her best tools for communicating directly with the people is her campaign Web site where interested citizens can read more about Kay and even ask her questions about issues that are of great importance to them,” said Renshaw. “Ivey is also very active on Facebook and Twitter.”

Tim James (Republican)

Having grown up in the home of a two-term governor of Alabama, Tim James has been around politics throughout his life. James does not currently hold political office.

Brett Hall, political director of the Tim James 2010 Campaign, said James' primary constituents are conservatives who vote in Republican primaries.

Hall said that James is working hard to establish and sustain relationships with constituents.“Strong leadership comes from taking the office of the governor to communities throughout Alabama. Accessibility to the governor builds confidence among key constituencies and the public at large. Also, open and positive relations with members of the Alabama Legislature will be important for the next governor,” said Hall.

Hall said that many strategies are being used in the James campaign as Decision 2010 approaches. “First, we have spent the past 18 months building a strong statewide grass-roots organization that will be invaluable in getting out the vote operations this spring,” said Hall. “In addition, we have built a strong finance leadership team to raise campaign funds for what will be a very expensive campaign. We have a strong communications system for conventional news media messaging along with digital communications networking to move our campaign message on a one-to-one relationship with the people of Alabama.”

Bill Johnson (Republican)

Bill Johnson said he has been in the political arena since 1993 but does not currently hold political office.

“My primary constituents as I concentrate on the gubernatorial race are each and every citizen in Alabama,” Johnson said.

“I have a strategy as I approach the race as well,” Johnson said. “I look at what the important issues are to my constituents, and I develop answers. I know most people are worried about the economy and job security. My team wants to develop solutions to these problems.”

He said he believes Facebook, Twitter, blogging and Internet advertising are the main tactics he is utilizing as the primary approaches. “I believe that all of the candidates are utilizing a lot of the same tactics,” Johnson said.

Roy Moore (Republican)

Roy Moore ran for office the first time in 1982 but does not currently hold a political office.

John Wahl, campaign communications director, said everyone in Alabama is a primary constituent as Moore concentrates on the gubernatorial race.

“I would say our strongest support comes from Christian conservatives and the business community who Roy Moore has a special interest in, and understanding of their needs for less taxes and regulations,” Wahl said.

Moore is planning to establish and sustain relationships with his constituents by listening to them. Wahl said, “Communication is one of the most important things for constituents. They need to know what we are doing, and we want to know what their thoughts are, and what they would like to see.”

When asked about strategies being used as Decision 2010 approaches, Wahl said, “Our strategy is to let the people of Alabama get to know Moore and hear his ideas.”

Moore is also using various tactics to reach constituents. He is using direct mail, advertisements, social media and also a new call center that is coming online soon. “Something that is exciting to me is the power of the Internet and our social networking sites,” Wahl said.

Ron Sparks (Democrat)

Ron Sparks has been involved in politics since 1978, and he is currently the Alabama commissioner of agriculture and industries.

Justin Saia, campaign manager for Ron Sparks for Governor, said that Sparks includes Democrats, Republicans and independents as primary constituents.

Saia said that Sparks believes he will sustain relationships with constituents by remaining consistent.

The Sparks campaign is experimenting with many strategies. “We oversee all aspects of the research, drafting and implementation of a statewide campaign plan,” said Saia. “We define roles and negotiate contracts with vendors, consultants and staff. We also have to lead the fundraising team in identifying and soliciting funds for a significant fundraising campaign. We manage and oversee the development of all paid media production, distribution and broadcast material. Lastly, we coordinate statewide committees and manage all aspects of fiduciary oversight, legal administration and adherence to campaign finance reporting requirements.”

The Sparks campaign is also using tactics such as organizing and implementing a comprehensive and aggressive political grassroots field program consisting of targeted voter contact through direct mail, external media, phone banks, canvassing, volunteer outreach and social media strategies.

It will be interesting to see how different public relations strategies and tactics employed by these candidatres effect results in the primary Alabama gubernatorial election. Using public relations throughout a candidate’s campaign and building relationships with constituents are both key. The statewide voting primary will take place in June 2010, and the general election will take place in November 2010.

Graphic by Niki Gautier

by Josh Morris

There is a need for the education of our youth concerning the risks associated with creating profiles and posting personal information online. “I stress to my students all of the time the importance of trying to maintain their reputations; trying to make them understand that once something is in cyberspace, it is hard to retrieve it,” said Anita Boyd, Advanced Placement English teacher at Laurel Christian School, in Laurel, Miss. Personal brand management is a necessary term to be learned and practiced by young teens and new Internet users alike.

As parents and teachers try to keep themselves aware and their children safe, newer threats to virtual privacy and safety are inevitable. Rapid technological advancement is creating generational differences, forcing children to learn from trial and error, not from Mom and Dad. Unfortunately, this problem has only recently caught the buzz that social media initially had as it became the biggest trend of Generation Y’s young lives. High school curricula are the perfect platform for implementing a course designed to address the issue from the root of the problem, by targeting uninformed minds.

Brian Stanton, an English teacher at Morse High School in Bath, Maine, acknowledged that, “In our advisory period we are often asked to talk to kids regarding cyber bullying/stalking/sexting and so on.” Battling the friendly foe of the Internet is best left to those qualified for the job: those who have been there, done that and accepted that friend request. Stanton said, “They do not have the benefit of wisdom from a past generation.” That past generation is people like me, my classmates and other young professionals who play witness and victim to the true threats of social networking sites and online profiles.

College graduation is upon us, and as we look forward to the next chapter in our lives, we are forever forced to look back upon the decisions made in previous chapters. Our parents aren’t holding grudges and our friends have learned to forgive and forget, but the Internet isn’t always as generous.

Just as fast as young teens are discovering the benefits of social media, my generation is being made aware of the pace at which potential employers are doing the same. According to a CareerBuilder survey in a CNN.com article titled “Digital Dirt,” in 2009, 45 percent of employers used social networking sites to research candidates. But college graduation is entirely too late to be taught the risks of social media, and employment concerns are barely the surface of potential problems.

Offering high school students a course centered on personal brand management and Internet trends is rising in importance. The Internet is not completely negative and can be a great place to communicate, share and self-promote, but it must be understood to be used appropriately.

“Students do not think before they write or post photos. A course could be a way of showing them moderation, but it could also provide education for any holes in their knowledge,” said Boyd. In November, Morse High School will follow a growing trend by giving every student a laptop computer for their personal use. There is a definite need for social media and the Internet to become a foundation for everyday learning, just as much as Shakespeare and Hemingway are.

The attention must now shift and focus on a proactive approach rather than a reactive approach. Pictures are more than frozen in time when they’re frozen in cyberspace. Deactivate a Facebook account and two months later, the same e-mail address and password can retrieve the same removed photos, information and friend connections. There is no deactivating the threats of the Internet. Students at the high school level must be reached because as Stanton said, “They interact without regard to consequence.” He also stated, “Awareness is valuable when gained.”

Those of us who possess such awareness should feel a commitment to protecting the dignity of less familiar followers and the integrity of the communication tools we’ve come to use, love and at times obsess over. Parents and teachers alike should be eager to help guide and educate the younger generations using knowledge and skills acquired from our generation’s mistakes. Capitalizing on this opportunity to influence vulnerable young minds will eventually lead to the confidence to friend request a potential employer rather than live in denial of their online reputation.

by Niki Gautier

Mama always said not to judge people, but in this case, Mama is wrong!

I had the chance to sit with Sharon Nichols, a third-year law student at The University of Alabama who has become a public relations inspiration. Nichols has won a prestigious award from the American Bar Association for her blog, has created a Facebook group that now has more than 400,000 members and has published a book coming out on September 29, all before her 25th birthday.

Nichols, originally from Troy, majored in philosophy and political science at the College of Charleston in South Carolina. Last year, she won first place in the student category for the American Bar Association Journal’s “2008 ABA Journal Blawg 100.” She started her blog in college to write about political commentary. However, it turned into commentary about her law school experience once she reached The University of Alabama. The blog is named after one of her favorite southern sayings, “Thank you, ma’am.” Nichols said she started it as an outlet for her writing, and it became something with which people could relate.

“Surprisingly, it wasn’t planned that way,” said Nichols. She updates her blog around three times every day, “depending how often interesting things happen.”

Nichols is able to utilize her blog for employment opportunities as an archive to show some of her writings. However, her impressive award has also “hurt” her in law school. She said that some professors, knowing what she has accomplished, stop her in class when something funny happens and tell her she can’t write about it. However, all was said in good humor.

She suggests that all public relations students start blogging, or at least get into some kind of social media.

“If there’s one topic or area that they’re most interested in, those seem to be the blogs that do the best,” Nichols said. She also said when trying to make your blog popular, “it helps to link it every chance you get.”

Before Nichols’ success with her blog, she started a Facebook group called “I judge you when you use poor grammar.” She came up with the idea when she was passing a store sign that said “Applications Excepted.” Nichols took a picture and posted it on the Facebook group, which continues to allow others to post grammatical errors they have found in public. More than 7,000 pictures with grammatical mistakes on signs have been posted on the group page.

Nichols recently published a book called, I Judge You When You Use Poor Grammar, based on her Facebook group. She received a call from a reporter of The New York Times who wrote an article about it. After the article was published, an agent called her, and together they pitched the idea of the book to different publishers. St. Martin’s Press decided to publish the book that will soon be released. The book includes 250 pictures, and she is working on licensing the pictures for other purposes.

Nichols said using correct grammar is a very important part of public relations because “people are always making judgments in their head about you … Words are the foundation, they’re how we communicate with each other. It’s important to be precise. They’re how people perceive you.”

Although grammar is very important to Nichols, she claims that she doesn’t judge people in conversation or through text messaging.

“I give them a pass because everybody messes up sometimes,” said Nichols. “I mess up, too.”

Nichols said she learned that how you communicate is important at a young age. Her grandmother was “a real stickler” about grammar, and her father is a pastor who has to speak publicly all the time.

Nichols describes success as “when you’re happy and fulfilled with what you’re doing and can make a living off it  ... I’ve definitely been successful in life so far!”

She advises all PR students to utilize as much social media as possible.

“It may seem kind of redundant to update your Facebook status all the time and Twitter, or similar things, but each one reaches a different type of audience,” Nichols said. “You should take advantage of all the free tools that are out there.”

Nichols’ book releases on September 29, and you can pre-purchase it now on Amazon.com. Finally, I am happy to say that Nichols herself said that she never noticed any grammatical mistakes on my part through the interview. Thanks, Mama!

by Amanda Aviles

In today’s PR world, which attribute holds the most importance: experience or a managerial world view? While both traits appear to be held in an equal light, it is a growing trend to prepare students for managerial roles in the classroom, before they can even add an entry-level job to their resumes.

Why prepare these future PR professionals so prematurely? Dr. Bruce Berger, a nationally recognized PR practitioner and professor who teaches Public Relations Management at The University of Alabama, says early managerial preparation lays an important foundation for what he believes to be the three most important traits in a manager: an ethical orientation, a managerial world view and effective advocacy skills.

He says that after taking a class like this, “When you go to a job, you are sensitive to those factors and that helps you learn actually even better on the job.” Further, when the time comes for a student to step into a managerial position, he is more likely to bypass some of the formal training and spend valuable time focusing on the job at hand.

One of the most positive outcomes of a management-shaping class or degree program is that it teaches the students to think as a manager, not only as a technician like most people going into entry-level jobs will. Dr. Berger says that classes like these open students’ eyes to the idea of a managerial world view, something that he believes to be one of the most important qualities to a manager. He describes this managerial world view as, “how you look at the world and really how you see public relations as a practice, because I think how you see it has everything to do with how you practice. As a manager, the view is much larger, and you see public relations as a true management function that makes significant contributions to the health of an organization.”

Having managerial knowledge under your belt will also enhance the image that you will portray in future employers’ eyes. An article titled “Adding a Practical Course to the Curriculum” in the Council of Public Relations Firms’ The Firm Voice blog stated that almost half of PR firms have been making “investment hires” in lieu of the current economic situation. “Investment hires are typically talented people who don’t necessarily fill an open account position. The idea is that talent is talent, and with the right coaching, that person will eventually perform well,” states Kathy Cripps, president of the Council of Public Relations Firms, in the blog post. These days, everyone is trying to one-up each other, and managerial preparation added to the usual internship experiences and college involvement will put you in a league of your own.

According to the study "Excellence in Public Relations and Communication Management," a national survey of PRSA members, which began in 1979, found correlations that suggested a technician-to-manager chain, meaning that PR practitioners who were active as technicians in 1979 were likely to be active as PR managers by 1985. In most technicians’ careers, they will make the leap at some point from technician to manager, and having had the education and preparation with them since their days as an undergrad will help make the transition a smooth one.

Ron Culp, partner and managing director of Ketchum PR Firm, validates this idea by stating that, “While an increasing number of academic PR programs are weaving business courses into their curriculums, a real breakout opportunity exists for students who better understand the management process. Most agency employees have negligible managerial experience before they get tapped as team leaders. Individuals who have solid managerial skills will find it easier to move up the career ladder.”

Is managerial preparation more than just a plus on a resume, though? Gary McCormick, APR, director of HGTV Relationship Development, puts an even stronger emphasis on the necessity of pre-real world managerial exposure. He states that, “More than ever, the reliance of relationship building and reputation management are important, but the profit and sound business practices that are necessary to stay in business are the primary focus of the management. PR professionals should understand that as well as they understand their own training and skills. It’s too late to learn this on the job. You are expected to understand it when you arrive and start receiving a paycheck.”

Classes similar in concept to Public Relations Management at UA are taught all around the nation, including schools like The University of Florida, Purdue University and The University of Maryland, where students have the option of taking a Communication Management class as an undergrad, or getting a master's degree in PR Management. If simply taking one class can have such a positive influence on a PR newcomer’s future, imagine how far a master's in the field could catapult a budding PR practitioner.

But what Dr. Berger hopes his students take with them after the final exam is something deeper than a one-up on competition or an understanding of how to lead a group. His wish is for his students to realize how important the idea of engagement is to their futures as not only professionals and managers, but as citizens.

Dr. Berger explains how the importance of citizenship struck him during research involving the top PR professionals in the world. He says during the research phase, “one of the things that really struck me was how leaders in the field, how much they engage in the world around them. They are all engaged people, which tells me that mentally, they are very much alive. They are very much attuned to what’s happening around them.”

Above all, “Great leaders are made not born.” Gary Rosenberg, a PR consultant for the Rosenberg Group, urges students and young professionals alike to dedicate themselves to becoming great leaders in his article for The Firm Voice titled, “Tough Times Require Great Leadership.” He encourages fresh faces to work on themselves, take courses on leadership and do anything that could help prepare them for the hopefully inevitable role as a manager. The need for leaders will never change, and the public relations field will greatly benefit from programs like the ones described at The University of Alabama and The University of Maryland, which consistently send recent graduates into the workplace with the knowledge they need to succeed in both the near and distant future.