Public Relations activities report: April 2011

GENERAL ACTIVITIES REPORT

April 2011
Co-chairs: Lorraine Croft-Farnell, Byron Henry Jr

Members: Ingrid Thomas-Clark, Karen Gray, Jennifer Harding, Sandra Haynes-Thomas, Naline Persaud-Thompson, Gail Taitt-Francisco (EB liaison)

The function of public relations is the key to survival for the non-for-profit.  It is essential for the effective fundraising, attracting members, energizing supporters and fulfilling the organization’s charter.

Thanks to vision and support, last April, the President tasked the communications and public relations committee with the goal of developing direct relationships with our constituents, through marketing and publishing.  This effort is expressed by sharing ‘who we are’ and ‘what we do’ as an organization.  It is marketed by the dynamic process of telling the organization’s story, conveying the message, establishing the identity and maintaining the image in the minds and hearts of the public.

Although one of the standing committees, as defined in the organization’s Bylaws, this committee has been inactive for several years.  The business activity of strategic planning, in the context of role of this committee, is an endearing privilege, which yet requires engaging survival skills. The very nature of the timing, scope and perspectives required, against the familiar existence and operation, is the very challenge to be overcome in every task. Throughout this year we have worked to knit a fabric of services critical for the operation and growth of the organization. In chronological order, here are the deliverables;
 
1. SRAA brochures

The Membership and Public Relations collaborated on creating a St. Rose’s Alumni Association brochure. This was so to fulfill the pending need for members to have something tangible to share with others about the mission of, and member contribution to the organization.  The brochure details our mission, history of the association and school, serviam song, picture and names of our 2011 fiscal year Executive Board, contact information and projects both completed and ongoing.  This is a work in progress with expected annual updates.  The brochure has received overwhelming reviews of praise from the Toronto chapter and they promised to duplicate the idea.

2. Telephone # for SRAA

1-917-72ROSES (1-917-727-6737) has been established as the new telephone number for the Association.    Constituents may leave a voicemail message; an email notification (transcript of the message and audio clip) is then forwarded to the PR committee members and the Secretary.  Once reviewed, that voicemail message is routed within the organization for appropriate attention.

Google is the service provider of this virtual solution. The free, service does also allow for one to return calls from the number.  Google voice service has not yet matured as a conference solution.
   
3. Facebook account

Created in the fall of 2010, our Facebook initiative is targeted to capitalize on the wellspring personal relationships that reside within this 500 million user network. More interestingly, there has been identified, at least five groups related to our alma mater, with one such group with as many as 900 members. Though most of the interaction seems to be nostalgic in nature, it vibrates a buzz of colorful promise.

Though we have yet to publicly advertise the presence of the St. Rose’s Alumni Association USA Inc. organization’s page, it now has 112 ‘likes.’ Value added features continue to be introduced for ‘organization/business’ type pages. Notably is Page Insights feature, which provides statistical data graphically displayed of, page overview, users and interactions. From the reporting feature Insights, for example, it is recorded that there were 490 impressions for the post reminding of the Valentine Brunch event. Least that could be interpreted of such is that it displayed hints of curiosity.

4. Twitter account

This service uses 140 characters to broadcast short messages throughout its network. Messages often can contain abbreviated links to content, including video and audio, which reside on World Wide Web. It has a simple format; it churns with activity, mostly current updates, recorded as millions of tweets (messages) daily. Our association is now following twenty four members, mostly selected as not-for-profit foundations and philanthropic organizations and a few famously wealthy people. Our account is feed a constant dose of tweets that point to sources and expose us to strategies, well beyond our own research effort.  Currently, most of our own tweets are automated as a repeat from the content posted on our Facebook page. The service will also be imbedded on our new website to be used as a dynamic pointer to publish content.
 
5. LinkedIn account

An account was created on the LinkedIn website.  This service affords the organization to seize opportunity for most business to business exchange. With over 100 million members, the LinkedIn network is changing the ways of business in meaningful and sustainable ways. There is now a targeted group of supporters as donors, benefactors that can now be engaged to with this public visibility. This effort will present us before a world or other not-for-profit organizations that continue to capitalize on such spheres for influence, exposure, connection and funding support.
 
6. Branding (New Name)

This committee has adopted the change of the organization name. As a brand we will utilize several symbols, such as, SRAAUSA, StRosesAlumUSA, and St. Rose’s Alumni Association USA, and St. Rose’s Alumni Association USA Inc.  These symbols expressed in various forms, will be the markings on the product and publishing material we become associated with.

As it relates, PR is tasked with expressing a voice of inclusion of all fellow alumni living throughout these United States as members of the organization.
 
7. Flickr

Just when you thought we were done with adapting new social media tools, we have introduced yet another. Flickr is one of the most popular photo sharing and photo management applications available on the World Wide Web. The service is applicable to addressing our need store and publish several thousand photographs accumulated over the last 6 years.  These photos capture St. Rose’s students and faculty staff during the class day, the school campus grounds and facilities, Alumni fund raising events and other images related to the life of St. Rose’s Alums, throughout the world.

So then if we agree that pictures can be worth a thousand words, then here is where the organization now has another listening post erected to forge the goal of staying in touch and interacting with users as measured feedback.  Such dynamic dialog will provide information critical to way we visualize and interpret activities relative the intersecting interests of our alum and the mission of this organization. Our goal is seek donations to upgrade from the free, to a pro account, which will afford unlimited storage and other enhanced features.
   
8. Skype

With this first implementation of Skype, it will be configured for Skype-to-Skype voice communication only as enhanced features such as video is now yet mature as conference solutions.  The S2S voice conference will handle a maximum of 25 people.

This service will facilitate contact for those overseas but may be an option to avoid toll phone charges.  Initially, the service will be used at General and Executive Board meetings.  StRosesAlumUSA is our Skype name to add to your contacts list. As a courtesy and for security precautions, we ask that, in advance, users forward and separate email stating name, email address and Skype name so that they may accurately identified for access.
   
9. Conference Bridge

In pace with our new national membership branding involvement, we have established a private conference bridge for handling voice communications. The service, provided by CityNet allows for phone calls from anywhere, using any phone, from any service provider.  This is an affordable solution as there is no fee associated with basic package selected for the organization.

Over the past year we have used this service on a trial basis for some committee and executive board meetings. Such a convenience seemed necessary, particularly in facilitating impromptu sessions. Committees may schedule use of the bridge. Participants will then be provided with the call number and a conference number to input so that they can join the conference.

It should be noted that the service uses a 304 area code, which suggests that long distant charges may apply. Users as advised to be familiar with their service provider calling plan and rates.
 
10. Documentation

Three main documents were created;
2011 World Wide Web Initiative – an 18 page document titled, strategic redesign and implementation Project Proposal Brief
 
Product and Service support manual - Document with screen captures detailing the recorded setup and administrative areas, and procedures necessary for maintaining each of the products/services services outlined in the document. This manual remains a work in progress.
 
Security Access Brief – details the accounts, usernames, pass codes and other sensitive information necessary to access and support the products and services under the administration of the Communications and Public Relations committee.

Newsletter campaign (www Project)

As of today, April 2nd, SRAA Spring newsletter campaign has begun.  The theme of this publication is ‘taking initiative.’ The newsletter will be divided into 3 sections including, vision from the St. Rose’s Alumni Association USA and the Toronto Chapter, the St. Rose’s High School, and activities of fellow alumni. As a cost saving measure, this newsletter will primarily be in electronic format. The newsletter campaign is intended to run in tandem with the new website development. It will be the highlight content imbedded with our new website and world-wide-web campaign launch.
 
This campaign will also be used as an opportunity for training those involved as to their roles and responsibilities in supporting our more deliberate global presence.  Externally, the goal of this campaign is to cast new light, as an open door of transparency, inclusion and collaboration with our constituents. Important is our ability to utilize the statistical reports, as a worthy measure of those activities of interest to our alumni.

What we have described are various elements, as touch points, to serve as necessary parts for the core website domain (www.strosesalumni.org). This is our response of the knowledge, skill, elasticity and flexibility these times demand to compete for relevance in the global marketplace. This year there is proof that the Communications and Public Relations committee embraced feedback with posture and activity as beckoned by our constituents, for dynamic social change.

We, as co-chairs, value everyone’s input, recommendations and suggestions so please let us have your feedback on these or any other venture.  The success of this committee is a direct reflection of all you members, your ability and continued corporation, to forge successes for a new era.  To members of the PR team, we thank you, and ask that you remain encouraged. Thanks especially, to the leadership and support of the Executive Board. Yours is the opportunity to help this alumni association bud in new light.


Lorraine Croft-Farnell
Byron Henry Jr
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