ReFIRMation:
Restructuring for Greater Success
The University of Alabama
@CapstoneAgency
CapstoneAgency.org
Jacquie McMahon, Firm Director

Christi Rich, UA PRSSA President
Presentation Overview
•
•
•
•
•
•

History
Research
Planning: The Six Departments
Implementation and Transition
Evaluation...
Agency History
•
•
•
•
•

2008: First communication plan
2009: Approved as student organization
2011: Record-breaking memb...
National Affiliation
• Capstone Agency: Approved June 2012
• Process
• Standards remind members of
professionalism and acc...
Research
• 2012 National Conference

GolinHarris’ g4 model
Planning:
The Six Departments
The Departments
•
•
•
•
•
•

Account Services
Creative
Digital
Media Relations
Public Relations/New Business
Insights
Implementation
Transition Process
• Members reapply each semester
• Surveyed interests
Integrated Communication
• Not simply a “public relations” firm
• Content spans owned, earned and paid
channels
• Incorpor...
Member Recruitment
• Class visits by PRSSA Executive Board
and Capstone Agency Directors
• Week-long Twitter chat “#Capsto...
Awards
• At the end of last semester, each director
gave their outstanding team member(s) an
award.
• This November, we ar...
Awards
Evaluation
Involved Membership
•
•
•
•

Spring 2013: 60 active and engaged members
Fall 2013: 65 members
Titles for every member
High...
Student Benefits
• Résumé and portfolio building experiences
• See all aspects of an agency come together
for results
• Sp...
Client Benefits
• Efficient process with the point of contact in
the agency (AE/AAE)
• In-depth work tailored to clients’ ...
Member Evaluations
• Occur each semester
• Sense of accountability and engagement
• Express interest in leadership opportu...
Closing
Chapter-Firm Relations
• Support:
• Membership
• Meetings
• Projects
Moving Forward
• Wider range of clients
• Increasing the competitive nature of our firm
• Continuing to encourage student ...
The Process
1.
2.
3.
4.
5.

Research of real firms
Research member interests
Determine departments
Create written plan
Hos...
Q&A
Jacquie McMahon, @jacqmcmahon
Christi Rich, @christi_rich

More questions?
Contact CapstoneAgency.UA@gmail.com
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UA - ReFIRMation

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UA - ReFIRMation

  1. 1. ReFIRMation: Restructuring for Greater Success The University of Alabama @CapstoneAgency CapstoneAgency.org
  2. 2. Jacquie McMahon, Firm Director Christi Rich, UA PRSSA President
  3. 3. Presentation Overview • • • • • • History Research Planning: The Six Departments Implementation and Transition Evaluation Closing
  4. 4. Agency History • • • • • 2008: First communication plan 2009: Approved as student organization 2011: Record-breaking membership number 2012-2013: Restructuring process Today:
  5. 5. National Affiliation • Capstone Agency: Approved June 2012 • Process • Standards remind members of professionalism and accountability • Strengthened our national involvement with PRSSA
  6. 6. Research • 2012 National Conference GolinHarris’ g4 model
  7. 7. Planning: The Six Departments
  8. 8. The Departments • • • • • • Account Services Creative Digital Media Relations Public Relations/New Business Insights
  9. 9. Implementation
  10. 10. Transition Process • Members reapply each semester • Surveyed interests
  11. 11. Integrated Communication • Not simply a “public relations” firm • Content spans owned, earned and paid channels • Incorporate the growing number of students from advertising and other majors
  12. 12. Member Recruitment • Class visits by PRSSA Executive Board and Capstone Agency Directors • Week-long Twitter chat “#CapstoneIS” • Recruitment posters
  13. 13. Awards • At the end of last semester, each director gave their outstanding team member(s) an award. • This November, we are planning an Awards Banquet in conjunction with a PRSSA workshop.
  14. 14. Awards
  15. 15. Evaluation
  16. 16. Involved Membership • • • • Spring 2013: 60 active and engaged members Fall 2013: 65 members Titles for every member Higher retention rate
  17. 17. Student Benefits • Résumé and portfolio building experiences • See all aspects of an agency come together for results • Specialize in one area early on • Experience to draw off during interviews
  18. 18. Client Benefits • Efficient process with the point of contact in the agency (AE/AAE) • In-depth work tailored to clients’ needs due to specialization
  19. 19. Member Evaluations • Occur each semester • Sense of accountability and engagement • Express interest in leadership opportunities
  20. 20. Closing
  21. 21. Chapter-Firm Relations • Support: • Membership • Meetings • Projects
  22. 22. Moving Forward • Wider range of clients • Increasing the competitive nature of our firm • Continuing to encourage student success “If a firm isn’t growing, it’s dying.”
  23. 23. The Process 1. 2. 3. 4. 5. Research of real firms Research member interests Determine departments Create written plan Host awards ceremony Tailor to your campus!
  24. 24. Q&A Jacquie McMahon, @jacqmcmahon Christi Rich, @christi_rich More questions? Contact CapstoneAgency.UA@gmail.com

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