Ohio Northern University presented "FIRMing Up: Working Your Way to Student-Run Firm Excellence" for their Chapter Development Session at the PRSSA 2012 National Conference in San Francisco. This is an online version of the presentation.

1. FIRMing Up: Working Your Way to
Student-Run Firm Excellence
The Ohio Northern University
Chapter of PRSSA

2. References
For more information on student-run firms, please
contact the PRSSA National vice president of
professional development. She is the main contact
person for student-run firm question.
The 2012-13 Vice President of Professional
Development is Danielle Stewart
 Email: ds.lynne@gmail.com
Twitter: @ds_lynne

3. Building your clientele
 Our Clientele:
 We’ve worked with:
 student organizations (like our music department and our
school’s relay for life organization)
 local non-profits (Good Samaritan Society)
 national campaigns.
 Our most recent national campaign was the
Theatrics: Mass Participation TV campaign in
which we won and we were able to earn some
money for our firm.

4. What if you can’t find clientele?
 Tap into your resources:
 Talk to:
 alumni
 professors
 local PRSA Chapter
 school groups and organizations
 Your school has a variety of groups that need your help
 There are competitions out there. A few we’ve worked on are:
 Theatrics
 Contiki
 NODAC
 Ohio State Parks

5. Clientele
 Non-profits, small businesses and government
organizations need your help because of limited
budgets.
 Don’t be afraid to start working for free-- with time
and experience you will hopefully be able to build
up to paid clients.
 Use your network extensively. Options are out
there!

6. Clientele
 The key to finding clients: don’t limit yourself to
a few skills! Have your firm become multi-
faceted. Try to recruit other majors:
 Graphic design
 Journalism
 Marketing majors
 Sports management
 Tell all of them about the benefits of joining your
firm.

7. Setting goals for obtaining
clientele
 One great strategy TrueNorth PR has this year is
setting goals for obtaining our clientele.
 At the first meeting, these goals were laid out:
1. See a growth in the number of clients asking to
work WITH us—not just us searching for
clientele.
2. land a couple paid clients.

8. Forming relationships
 Relationships are vital. They are why our
profession exists!
 Remember: PR is the: ―Creating and maintaining
mutually beneficial relationships between an
organization and its public.‖

9. In order to build relationships through
your firm:
 You have to let people know that you’re available.
 Create a position for a promotions director.
 Advertise on social media.
 Use WOM! Word of mouth is a very powerful way to
form relationships.
 Plan joint fundraisers/events with other
organizations.

10. What can you do for people?
 What services to do you offer?
 Social Media
 Webpage Design
 Promotions
 Communications Audits

11. Like we said earlier, get other majors
involved!
 Graphic Design
 They can help with InDesign and anything visual.
 Marketing
 You may work closely with these people in your career.
So network!
 They know the business side of things and can give
different ideas.
 Journalism
 They have good writing and strong proof reading skills.
 Sports Management
 You may have to work with sports management majors
as well.
 They will benefit from event planning.

12. Work well together
 Account Executives
 Lead projects
 Need to be firm with deadlines
 Be sure to assign people with projects they enjoy
with skills they are advanced at.
 Hang out with each other!
 Don’t let the only time you see each other is while
you’re working. Do socials and be college kids!

13. Reach out!
 Our firm Chapter decided to rebrand our firm
during the 2011-2012 school year. We wanted to
change our name, look and objectives. During
this processes we reached out by getting campus
involved.

14. We utilized social media during the
rebranding.
 Reach out with Twitter!
 Follow and tweet to other campus organizations
 Follow other PRSSA Chapters and Firms
 @ONUTrueNorthPR
 @ONU_PRSSA

15. We created a new and improved
website.
 Easy to use, visible links
 Services
 Case Studies
 Clients
 Awards
 Twitter and PRSSA National
 www.onutruenorthpr.weebly.com

16. We created a new position during the
rebranding.
 Promotions Director is in charge of:
 Firm newsletter
 Social media content
 Press kits

17. Tips and tricks for a successful firm:
Showcase your success!
 After you’ve put the effort into your firm, be sure
to show off your work!
 This will help:
 Your Chapter shine
 Appeal to potential clients
 Clients see the quality of work you produce

18. How to showcase your firms
accomplishments
 Create a website to showcase your
accomplishments. This lets anyone access your
work which helps to get your name out.
 After each campaign, write up a case study to:
 Give clients an idea of what you worked on
 Use to apply for awards

19. Be the expert
 Don’t be afraid to talk about your firm – and not
just in person.
 Be active on social media.
 Comment on blogs
 Talk on Twitter and Facebook.
 Become the expert of your Firm. If you appear
knowledgeable and confident, you can attract
more clients. People want to work with experts! If
you produce well for your clients, word travels
fast. Before you know it you’ll have more clients!

20. Network!
 Meet with Professionals:
 Conferences
 Online
 Luncheons
 PRSA events
 These are all great ways to connect with
professionals.
 Many area professions are eager to help PRSSA
Chapters in any way that they can. They will connect
you with someone if they can. Remember, no matter
where your Chapter is located – Ada, Ohio or San
Francisco – everyone can be a potential lead – Small
businesses, non-profits, student organizations and
more.

21. Showcase your Firm by applying for
awards
 PRSSA awards and competitions look awesome
on your resume.
 These competitions are easy to find and apply for.
 Ask your advisers and check out the PRSSA
website.
 Not only do competitions and awards look
awesome, but they can provide you with money
to buy swag or host events in the future.

22. Become Nationally Affiliated!
 Being nationally affiliated is key to your success –
especially if you’re just starting out or looking for
more clients.
 Although many businesses may not know what
being nationally affiliated entails or looking for it,
but being nationally affiliated gives you instant
credibility and status as an organization.
 You’re not just a group doing work – you’ve met a
set of requirements and abide by a certain level
of standards.
 Need help? Contact the Vice President of
Professional Development throughout the
process.

23. Qualities of a Nationally Affiliated
Firm
 PRSSA centered
 PRSA connection
 Professional and faculty support
 Accountable
 Outcome-driven
 Ethically based
 Geared toward professional practice
 Organized and structured

24. What you need to apply for National
Affiliation
 Client List. The description should include what type
of organization the client is, the services provided to
the organization and how many staff members are
working on the account.
 Case Study. At least one case study detailing a public
relations program implemented by the firm
 Adviser Letter. A letter of support from the Chapter’s
Faculty or Professional Adviser.
 History. A brief history of the firm describing when it
was founded, how it has evolved and the mission of
the firm.
 Firm Directory Letter. A letter from the firm
director

25. FIRMing Up: Working Your Way to
Student-Run Firm Excellence
The Ohio Northern University
Chapter of PRSSA