A group of students in our Public Relations – Corporate Communications program had the opportunity to work with the Ontario non-profit, National Service Dogs (NSD), to assist with increasing their following and engagement on Instagram while also helping to boost public understanding about service dogs (i.e., training and costs involved), to drive people to the NSD website and consider volunteering or donating.
As part of their requirement for Storyworks, a course that fosters experiential learning and enables students to work on real projects with real clients, the group of five determined a scope with the client and carried out deliverables that led to the students personalizing a pitch for CP24 Breakfast, which eventually aired on TV.
Rajvi Shukla, one of the students in the group, shares, “I was the client liaison and media relations executive. I coordinated all communication between the team and the client. Along with Tassja, we coordinated our media efforts like creating a media list, pitching and more. We created a critical path where we listed each activity, divided the work and assigned each person a role along with deadlines. The critical path helped us to stay on track and be efficient.”
In terms of the work completed, she shares that the client had certain goals and objectives she wanted the group to target. “We carefully curated a pitch and had it approved by our instructor. For CP24, we personalized the pitch for their outlet and sure enough, they liked our proposal. After the confirmation, I coordinated between the client and the journalist. Media training was given to the client, and she was equipped with all the information needed like the theme of the interview, the host's profile, parking instructions etc.,” she explains.
Their pitch eventually aired on CP24 Breakfast, and Rajvi says it was a project highlight, in addition to the way the team celebrated. “To put it mildly, there were tears and screams. I am so grateful for all the opportunities and experiences that this project gave me,”
In terms of how this project helped prepare Rajvi for her future career in PR, she shares, “It has definitely helped me feel more confident about my work and moving forward, the skills I learned from these courses have perfected my foundation of knowledge about public relations.” She adds, “Thank you to my Storyworks instructors, Donna Lindell and Laurie Hall, for their guidance and help. Their knowledge from their long and established careers cannot be matched. I have learned a lot from them ,and I grew a lot from this program.”
Cristiano De Matos, also a member of the group, shares similar sentiments to Rajvi. He says, “A big part of our campaign was media outreach, and it was fantastic to get that reply email from the CP24 Breakfast producer, as we all felt our pitch efforts validated. You get a sense that all the assignments and other courses that taught us how to create media lists, write effective pitches etc., all came together for that moment.”
He adds, “The great thing about Storyworks is that all of this was a real project with real impact, but at the same time, we had 100% support from the supportive faculty that was always available to guide us with their experienced advice. It felt like having the training wheels taken off, while still having a safety net in case we needed it.” Based on the objectives identified by the client, which, in part, was to increase awareness about the importance of service dogs for those with PTSD, the group developed a communications strategy, and Cristiano says they were in regular contact with the client.
Cristiano was responsible for the development of strategies and tactics, copy editing campaign materials, blog post creation for NSD’s website, and the development of media training materials for NSD, while also helping with the copy for media pitches, presentation reports development, and overall coordination/management of the project. “I think this was a great ‘transition’ moment from students to future professionals and helped us feel more confident that what we studied and learned is based on how things work in the ‘real world.’ The best of all is that we helped a very worthy cause,” Cristiano shares.
He adds, “All of this wouldn't have been possible without the great faculty of our Public Relations program. Our teachers were always available to clarify any questions, provide assurance and nudge us in the right direction. It's a great benefit of having faculty with vast professional experience in the field, and certainly was key to the success of this campaign.”
Danjay Minott, an additional group member, was the content writer, copyeditor and proof-reader for this project. He shares, "The entire process and execution was very real; I believe the Storyworks course at Centennial beats any internship. You get the real taste of working with a client handling crisis, content development, media relations, etc. It is very hands-on and fulfilling."
He says that the goal of raising awareness and attracting more volunteers for NSD was met, and adds that it was a successful group effort. "We were a real team! A team of CCPR students taking on a non-profit client for our Storyworks course that understood each others’ strengths and weaknesses and how we complement each other. A culturally and ethnically diverse team who worked cohesively to achieve a common goal. A team that worked with a meticulously efficient client and produced professional quality content."
Students did a great job executing this project for their client. Their hard work and attention to detail are extremely apparent in their deliverables, and preparing their client for the CP24 Breakfast interview is an incredible accomplishment! To find out more about NSD, check out their website and Instagram.
Article by: Alexandra Few
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