Diana Bobic, a junior in the College of Communication's Public
Relations and Advertising
major, gained hands-on experience
creating a public relations campaign in Assistant Professor Maria De
Special Topics in Public Relations course this year. Below, Bobic
offers insight into the campaign process and shares what she learned.
the winter quarter, DePaul competed in the Public Relations Student
Society of America (PRSSA) Bateman Case Study Competition
for the first
time. This annual competition gives college students the opportunity to
create and implement a public relations campaign.
Along with my classmates, I was tasked with
using the knowledge I have gained in my public relations classes to
execute a real campaign. This seemingly simple endeavor took my group
members and me on a chaotic but productive journey as we worked together
to achieve this goal.
This year’s competition objective was to
partner with Home Matters
, an organization that focuses on providing
affordable housing to all Americans. Participants were also able to work
with a local partner of the Home Matters organization, and our class
chose Neighborhood Housing Services of Chicago
(NHS), a nonprofit
focused on neighborhood revitalization and affordable home ownership.
group started off by conducting brainstorming sessions. The client had
given us a brief description of what they desired, so we began to
develop a plan around their goal, which was to encourage millennials to
become financially empowered.
In our research, we came across a
study from Fidelity, a multinational financial services corporation,
that offered insight into millennials and finance. The Fidelity study
found that 39% of millennials worry about finances
, and one in
four don’t trust anyone when it comes to finances. While millennials are
comfortable asking their parents for advice when it comes to managing
their money, almost half (49 percent) admit that they don’t actually get
financial advice from their parents.
We proposed various
strategies to help NHS better interact with millennials. For example,
with NHS and DePaul’s Financial Fitness Program
, we hosted an
educational workshop for more than 50 students, who learned about
resources to assist with financial planning, including online
applications and personal financial consultants. Other aspects of our
campaign included creating partnerships between NHS and local businesses
that students patronize, such as Insomnia Cookies
, and building a new
educational curriculum for NHS to use with millennials.
this process, our team handled the creative aspects, the writing, the
event logistics and planning, the promotion and everything else that is
necessary in a PR campaign. In the end, it was successful and NHS grew
its millennial public.
While certainly challenging, the class
taught me what a real PR campaign is like. It may look simple to
consumers, but I learned that there are a lot of people working hard
behind the scenes to bring a campaign to life. This was an experience
that I will surely remember well into my professional future.