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2016 PRism Winner Feature: Soteria Brown on Submitting an Electronic Communications PRism Entry

 

In the fall of 2015, The Dayton Foundation (TDF) conducted its second #SpreadtheGood social media campaign. It was developed as a strategy to increase general awareness of TDF, establish its online network as a source of good things happening in the community by highlighting the efforts and stories of local nonprofits and their volunteers, and support TDF’s efforts to serve nonprofits by helping them increase exposure online. Soteria Brown, Public Relations Officer for The Dayton Foundation submitted an entry for the campaign into the Electronic Media and Social Media category for a non-profit, and won the PRism in 2016. Read as Soteria shares a few learning’s from her PRism experience. 

  1.  How did you prepare for these submissions?

Like many others, last year was my first time dealing with a PRism rubic. Traditionally, my colleagues and I were used to submitting a two to three page description/narrative of our campaigns and projects - including lots of detail about the process and verbal quotes to show the judges our good feedback and results of the campaign or project, along with some stats. The rubric was the exact opposite of what we were used to submitting. It required us to show our learning’s and results in a quick, concise manner (i.e. just data, no fluff!). Honestly, the new rubric method initially threw us for a loop. As a small PR department, we weren’t sure how we could compete with larger organizations that had specific staff and/or tools to help them analyze and measure their results for each project. But we didn’t give up! With my submission being in the social media/website category, I had plenty of data to show the ROI since social media provides great tools to analyze and track the results of a campaign. Since #SpreadtheGood was primarily ran and social, but also directed followers back to the website, I was able share our before and after engagement results, follower growth as well as an increase in website traffic. Additionally, we conducted a post survey with the nonprofit participants after the 2015 campaign. All of this data was used to show our learning’s and campaign results on our objectives and goals.

  1. What are some takeaways that you gained from this submission?

    The rubric really is a great tool to not only use during PRism submission time, but that it could be used to help us strategically think about and asses all of our campaigns and projects as they are being implemented. This would not only help us during PRism time, but this would help us more effectively track our objectives and goals during our campaigns.
  2. What did winning this award mean for you and your organization?

    The #SpreadtheGood campaign was developed to highlight the good that volunteers and nonprofits perform on a daily basis, and to support the Foundation’s efforts to serve nonprofits by helping them increase their online exposure. Winning this award was another confirmation that this campaign is accomplishing its purpose, and that, for me, is the ultimate goal and a great feeling.
  3. What advice would you give to PR Pros who are thinking about submitting an entry into the Electronic Media and Social Media category this coming year?

 

  1.  Use all of the free analytics and tools that Facebook, Twitter, Instagram or Google Analytics to track and show your results.
  2. Whether you have 10 people in your PR department or one. Do your best to track and show the results of your campaigns, and submit! Even if you don’t win, the feedback that you receive on your entry is invaluable and can help you with future campaigns or projects.
  3. The work that you are doing is great, and the time that you spend on it is worth the effort of submitting for a PRism.

    Good luck! 

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