How Do You Measure Success?

One of the things that is constantly debated in public relations is how to measure the success of a campaign. Now, more than ever, we have to prove our worth as practitioners in order for our clients to appreciate our value to their business.

Last semester, I worked on a campaign to fight poverty in Athens-Clarke County for my capstone public relations class at UGA. There were countless times throughout the grueling semester that we wondered if we were truly making a difference to this daunting problem. We conducted student focus groups, interviewed faculty and attended community meetings to try to figure out what we could do to help. The best solution we could come up with to the problem, from a PR front anyway, was to create an umbrella organization to unite the efforts currently on campus working toward this cause. The presentation to our client (or should I say clients: we had a full classroom of attendees!) went very well, they loved our ideas and were very excited to take what we had come up with and move forward. And then the 21 students who created this initiative graduated and left Athens behind, hoping that the best would come of their plan.


So why am I bringing this up now, months after graduation and after I have moved far away from Athens? Because this article on UGA's Grady College web site popped up in my Google Alerts a few days ago.

Our presentation opened with the quote, "the greatest danger is to let this initiative die out." This article is proof that it won't die out, because there are people who care and are dedicated to carrying out our initiative. If that isn't a successful campaign, I don't know what is.

Could YOU Go One Day Without Shoes?

Throughout my Campaigns class, I've learned all kinds of terrible statistics about the poverty rate in Athens-Clarke County. Athens has the fifth highest poverty rate (28%) for counties its size in the nation. One in four children in Athens lives in poverty. The list goes on and on.

I recently learned another poverty-related statistic that shocked me - more than 40% of the world goes without shoes every day. Most of us stress out on a daily basis about finding the perfect shoes to match our outfit (admit it ladies), so not owning a single pair is unfathomable. That is why TOMS at UGA (a client of one of the other PR Campaigns classes) is joining in the national campaign, "One Day Without Shoes," to raise awareness of what it would truly be like not to own a single pair of shoes. The purpose of the event at UGA is to get as many students as possible to spend time barefoot in honor of those who must walk shoeless every day.

Tomorrow, join TOMS at UGA from 12 - 6 p.m. on Brumby Beach and "bare your sole" while listening to live music and bouncing on the moonwalk. At 5:30 p.m., a group will walk barefoot from Brumby Beach to Bolton dining hall to conclude the event. Students who already own a pair of TOMS can participate in the “Style Your Sole” activity and design their own signature pair. TOMS at UGA will also show “For Tomorrow,” a documentary detailing the company's mission and history.

For those of you who are unfamiliar with TOMS Shoes, the company donates one pair of shoes to a child in need across the world for each pair purchased. The name "TOMS" comes from the word “tomorrow,” as the company strives to provide shoes to help the futures of countries worldwide. Since 2006, TOMS has donated over 100,000 pairs of shoes.

For more information about TOMS at UGA, check out their blog, follow them on Twitter, or search "TOMS at UGA" on Facebook.

Shock Value: Is it Really Worth it?

Walking to class today, I was confronted with some disturbing images.  Despite the warning I had already gotten (via Twitter) to avoid the Tate Plaza today, I basically had to walk through there to get to my class in the SLC (I refuse to start calling it the 'MLC'... it just doesn't sound right).  For those of you who don't go to UGA, the Tate Plaza is basically an open forum on campus where various interest groups usually congregate and try to get out whatever message they are passionate about (and the SLC/'MLC' is our Student Learning Center, recently renamed the 'Miller Learning Center' after a former Georgia Governor).

So as I came down the stairs into Tate, I was bombarded with horrifying images of aborted fetuses.  Not just horrifying, but HUGE - the billboards must have been 20 feet tall (where do you even go to print something like that?).  There was a tiny sign in front of the display that said something to the effect of "Caution: Disturbing Images Ahead," but by that point there was no way you hadn't already seen the images.  There were posters with all kinds of facts about abortion, and a man preaching to passersby about why abortion is wrong.  

Abortion is a controversial issue, and I'm not going to get into my own views on it.  However, no matter what your views are, this display got your attention.  I understand what the protestors were going for - hoping to shock people into thinking abortion is wrong.  But how effective is that really?  The display definitely got people thinking and talking about the issue, but could it really change someone's mind?  When it comes down to beliefs about such personal issues, can something as simple (albeit shocking) affect their decision?

The main reason I'm so curious about this is that these exact abortion displays came up in our focus group for my Campaigns class.  We were discussing how to really get the attention of UGA students when it comes to the anti-poverty effort in Athens-Clarke County.  One student brought up graphic images like the ones in the anti-abortion displays.  Students agreed when something is so big and staring you right in the face, you can't ignore it, which I agree with.  However, it's one thing to create buzz and get people thinking about an issue, and it's another thing entirely to get them to act on these thoughts.  Would oversized posters with images of impoverished children and statistics about dropout and pregnancy rates in Athens get attention on campus?  Sure.  But the real question is, would these posters actually drive people to join the anti-poverty effort?