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
• Closing
Agency History
• 2008: First communication plan
• 2009: Approved as student organization
• 2011: Record-breaking membership number
• 2012-2013: Restructuring process
• Today:
National Affiliation
• Capstone Agency: Approved June 2012
• Process
• Standards remind members of
professionalism and accountability
• Strengthened our national involvement with
PRSSA
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
• Incorporate the growing number of
students from advertising and other majors
Member Recruitment
• Class visits by PRSSA Executive Board
and Capstone Agency Directors
• Week-long Twitter chat “#CapstoneIS”
• Recruitment posters
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.
Awards
Evaluation
Involved Membership
• Spring 2013: 60 active and engaged members
• Fall 2013: 65 members
• Titles for every member
• Higher retention rate
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
Client Benefits
• Efficient process with the point of contact in
the agency (AE/AAE)
• In-depth work tailored to clients’ needs due to
specialization
Member Evaluations
• Occur each semester
• Sense of accountability and engagement
• Express interest in leadership opportunities
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 success
“If a firm isn’t growing, it’s dying.”
The Process
1. Research of real firms
2. Research member interests
3. Determine departments
4. Create written plan
5. Host awards ceremony
Tailor to your campus!
Q & A
Jacquie McMahon, @jacqmcmahon
Christi Rich, @christi_rich
More questions?
Contact [email protected]
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