sample public relations project (prp)
DESCRIPTION
This is a Public Relations Project that Micah Melling led during his junior year of high school. This paper can serve as a model for how to format and develop written papers for DECA competition.TRANSCRIPT
1
I. EXECUTIVE SUMMARY
Project 21: Stop Texting and Driving is a
Public Relations Project. The project was
organized and carried out by the Clinton DECA Chapter.
Missouri Representative Scott Lipke introduced a crime bill — passed and signed by Gov. Jay
Nixon on July 9, 2009 — regarding texting and driving. Texting while driving is now against
the law in Missouri. Texting specifically involves sending, reading, and writing text to others
using a cell phone. The Missouri law stops short of holding all drivers responsible. Under the
current law, tickets are only given to drivers under the age of 21.
Missouri‘s texting and driving law is a serious issue that Clinton DECA deemed worthy to
address, and the chapter determined the law ultimately needs to be changed. The chapter
believes that the law needs to be changed to make it illegal to text and drive for every Missouri
citizen, regardless of age.
The two goals of Clinton DECA‘s Project 21 are:
1. To create an interest in changing the Missouri law to hold all drivers responsible and
2. To increase awareness about the dangers of texting and driving.
In regard to changing the law, Clinton DECA created a petition to be promoted statewide
through the Association of Missouri DECA. DECA chapters throughout the state were used as a
vehicle to get signatures on the petitions. The signed petitions from all over the state were
returned to Project 21 headquarters, Clinton DECA, in the middle of January. In turn, Clinton
DECA gave them to State Representative Scott Largent. Representative Largent then gave the
petitions to other Missouri Representatives.
Regarding awareness about the dangers of texting and driving, Clinton DECA surveyed and
found many did not realize the extreme dangers created by texting while driving. Several studies
show that texting while driving is more dangerous than drinking while driving. To increase
awareness of the dangers, Clinton DECA assembled a full-scale promotional plan using a mix of
five different forms of media:
Print Media
Broadcast Media
Online Media
Billboard Media
Event Media
Through the massive public relations campaign,
Project 21: Stop Texting and Driving, Clinton
DECA has made a significant impact on creating
awareness and influencing a change in the law.
The goal of this project was to create
awareness about the dangers of texting
while driving for all ages. Clinton DECA
then set out to show the need for changing
Missouri‘s texting and driving law.
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II. CAMPAIGN THEME OR FOCUS
A. Statement and description of the issue to be addressed
Texting has become a phenomenon; nearly every teenager and young adult sends text
messages. The first text message was sent in 1989 by Edward Lantz, a NASA employee. It was
sent through a Motorola beeper. The text consisted of numbers read upside down in order to
decipher the message (1). In 1992, an SMS message (text message) was sent in a United
Kingdom commercial using a desktop computer. The message read ―Merry Christmas‖ and was
delivered to a handset device (2). Some believe this to be the first true text message ever sent.
Texting was not widely used throughout the nineties; it was mostly utilized for the deaf
(2). However, in the year 2000, AT&T became one of the first major carriers to bring text
messaging to the United States (1). Since then, texting has become a habit for many Americans.
In 2008, Americans sent 1 trillion text messages, meaning that 3.5 billion texts were sent
everyday (3). In the first half of 2009, there were 740 billion texts sent in the US (4).
Teens are the biggest user of the texting phenomenon. In the fourth quarter of 2008,
teens sent an average of 2,272 texts a month (5). Due to the habit forming text-messaging by
frequent texters, some claim that it is addictive. Some studies even show that texting can be as
addictive as smoking cigarettes (1).
Since texting is a habit and even addictive to some, people will answer a message no
matter where they are, even if they are driving. Therefore, people often text while driving.
Kevin Miller, Clinton, Missouri Chief of Police - ―Twenty-one isn‘t a magic number that says
you can text and drive. The law should actually be for people over 21. Those under 21 have
great texting skills. They may not be better drivers, but they are much better texters.‖
3
In fact, in a printed survey of 400 Clinton High School (CHS) drivers, 72% of those
surveyed have sent a text message while driving, which proves this is a critical issue that needs
to be addressed. (Survey results are found on page 16).
On August 28, 2009, Missouri‘s law against texting and driving was put into effect. The
law makes it illegal for people under the age of 21 to text while driving. The law is part of an
omnibus crime bill passed by Missouri legislators earlier in 2009. Those under 21 caught texting
while driving will receive a $200 fine for the offense. The law cites texting while driving as a
primary offense, meaning that drivers can be stopped by law enforcement officers based solely
on suspicion (6). According to William Bremer of the Missouri Highway Patrol, law enforcers
even have the right to check text message history to see if someone was texting before they were
pulled over. The major problem with this law is that it only affects people under the age of 21;
therefore, it does not completely protect Missouri drivers and passengers from the dangers of
texting and driving, which is another issue that needs to be addressed.
B. Rationale for selecting the issue
The rationale for Clinton DECA selecting the issue of texting and driving is based on two
main reasons.
Reason 1: Texting and driving is dangerous. Studies show that texting while driving
causes a 400% increase in time spent with one‘s eyes off the road (7). This particular statistic
tells just how dangerous texting and driving is – if someone is not watching the road, safety is at
a minimum. Here are more facts about the dangers of texting and driving:
Teenagers say that texting is their number one distraction while driving (7).
Of all cell phone related tasks, which include talking, dialing, or even just reaching for
the phone, texting while driving is the most dangerous (7).
4
Texting and driving takes away a driver‘s focus for an average of 4.6 seconds. If
traveling 55 mph, that is enough time to cover the distance of a football field (8).
A study by Clemson University showed that texting and using iPods while driving caused
drivers to drift out of their lanes 10% more often (8).
Texting while driving is more dangerous than driving under the influence of alcohol (9).
The reaction time of a person while texting and driving deteriorates by approximately
35%. That is much worse than a person at the legal drinking limit, whose reaction slows
by 12%. It was also worse than someone who had smoked cannabis, whose reactions are
21% slower (9).
Drivers who text have 90% less control of their steering wheel (10).
Clinton DECA believes there is a need to make people aware of these dangers because,
although it is currently illegal for people under 21 to text and drive, this law is difficult to
enforce.
Representative Largent agreed, ―It‘s a very hard law to enforce. It‘s more about making
a point. I find it hard to believe that police officers sit on the side of the road and try to catch
people who appear to be under 21 texting and driving.‖
In fact, according to Clinton Chief of Police Kevin Miller, Clinton police have not issued
any citations for texting and driving.
Enforcement is difficult. The law may not be enough to keep people from texting while
driving. Therefore, people need to be educated in order to understand how dangerous texting
and driving really is and make a decision not to text while driving.
Reason 2: Missouri’s texting and driving law needs to be changed. Missouri‘s law
against texting and driving currently only makes it illegal for those under the age of 21 to text
and drive. Texting is also prevalent among people over 21, and many will answer a text no
matter what the circumstances. For example, many adults constantly text or send emails that are
work related. People under 21 are not the only ones who text and drive.
5
Concerning this topic, Sergeant William Bremer of the Missouri Highway Patrol said,
―People over 21 are just as likely to be involved in an accident while texting and driving. It‘s
distracted driving no matter which way you look at it. If someone under 21 is affected by it,
everyone should be affected by it.‖
Amending the law to make texting while driving illegal for every Missouri citizen would
certainly be a major step to ensuring more safety on Missouri‘s roads and would put Missouri in
a more responsible position for guarding against deaths caused by texting while driving.
Representative Largent further said, ―I certainly think that changing the law to include
everyone would go a long way to make roads safer, and that was the original intent – to make
roads safer. When the original bill came out, it got a lot of push back because it applied to a lot
of legislators. Therefore, it didn‘t get a lot of support. No one wants to pass a law that impedes
what you do. They found an age where they had enough support to get a law passed which still
retained most of the original law.‖
This statement by Representative Largent is what is most disturbing about the law as it
is – legislators know that texting while driving is dangerous for all ages, but they chose to pass
the law for only a specific group of people.
Representative Largent continued, ―A lot of times on new legislations you have to take it
a step at a time and stagger it out. But in this case, I wish they would have made it illegal for
everyone right off the bat. I can‘t see a good reason why it‘s legal for those who aren‘t as good
at texting. They may be better drivers but not better ‗texters.‘‖
To truly make an impact, this Missouri law needs to include everyone and not just a
specific group of citizens. Representative Ron Wells may have summed it up best. ―That‘s like
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saying, ‗You can kill yourself if you‘re over 21.‘ Texting and driving is one of the most
dangerous things you can do on the road.‖ (11)
C. Description of the target population (such as community, school, etc)
Project 21: Stop Texting and Driving targets people in the community of Clinton,
Missouri, the State of Missouri, and many DECA members across the US. Therefore, the focus
of this project is to reach as many people as possible because the chapter believes that texting
while driving is dangerous for everyone everywhere.
Clinton DECA even gained some national exposure by getting an article published in the
DECA Dimensions.
The primary, secondary, and tertiary targets are described in this chart.
Target
Population
Reach People Reached
Primary (Clinton
Residents and
Missouri Law
Makers)
The most awareness about the dangers
of texting while driving was raised in
the community of Clinton.
The petitions were specifically aimed
at getting Missouri law makers‘
attention.
There is the potential to reach an audience
of 10,000 people in Clinton and inform
them about the message of Project 21.
When introduced to Missouri lawmakers,
the petitions could possibly influence a
change in the law.
Secondary
(Missouri DECA
Members and
Citizens)
Getting the texting while driving law
changed was a statewide endeavor.
Missouri DECA Chapters were informed
about the petitions via email. Willing
chapters helped get petition signatures
from Missouri citizens around the state.
By reaching out to all Missouri DECA
Chapters, there is the potential to reach nearly
10,000 students. The 1,250 Missouri citizens
who signed the petitions were also reached by
the message of Project 21. However, all
citizens will be affected if these petitions
contribute to getting the law changed.
Tertiary (National
DECA Members)
An article about the project was
published in the January edition of
DECA Dimensions, DECA‘s National
Magazine.
DECA National President Ryan Dyck
estimates that the Dimensions has a
readership of nearly 230,000.
7
III. LOCAL MEDIA AND OTHER PROMOTIONAL POSSIBILITIES
A. Local print and broadcast media available
Clinton DECA wanted a media mix to reach as many people as possible with the message
of Project 21 and found the above statement from Anthony Robbins, an expert communicator, to
guide their decisions for media. When a message is targeted at a large audience, the media must
be varied to appeal to as many as possible. For this reason, Clinton DECA evaluated five forms
of media and selected the best mix for communicating the message to the target markets.
Print Media Available. The Clinton Daily Democrat is a well-established newspaper in
the Clinton community and is the primary form of print media available to the Clinton
community. The Democrat has a circulation of 4,250 that reaches people in and around Clinton.
The paper accepts and scrutinizes submitted articles to be published along with having a staff of
writers. Together, this comprises the content of the paper.
The Kayo is another newspaper based out of Clinton; it has a circulation of 14,792. The
Kayo, though widely distributed, is less likely to be read by the target audience as it is primarily
used for advertisements.
The CHS Wildcard is Clinton High School‘s newspaper. It reaches over 600 students,
faculty, and parents every three weeks.
Broadcast Media Available. KDKD FM is a country radio station based out of Clinton;
KDKD also has an AM station that plays music from the 60s and 70s. Established in 1951, the
station has grown into a popular listening spot for at least 62,500 listeners each week on both the
Anthony Robbins, motivational speaker and writer – ―To effectively communicate, we must
realize that we are all different in the way we perceive the world and use this understanding as a
guide to our communication with others.‖
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AM and FM. KDKD is community oriented and, in addition to playing music, KDKD sponsors
and carries out these events:
Broadcasting all CHS football, basketball, and baseball games
A local ―Speak Out‖ Program to create public awareness about upcoming events
The Colgate Country Showdown
A Bridal Expo
A Home Show
Due to these many community oriented events, KDKD has a favorable image in the eyes
of the community and continues its excellence on a daily basis.
Putting a brief message about texting while driving on Clinton High School‘s daily
announcements is another form of broadcast media. Additionally, having the high school‘s TV
production class, Card TV, feature a story offers an additional option.
B. Other possible promotion activity(ies)
Web Media. With the internet becoming increasingly popular, online media is one of the
newest and most effective forms of media (12). Starting a project website would be an option to
take advantage of utilizing online media.
Social Networking Media. Online social networking sites are also becoming a trend.
Sites like Facebook, MySpace, and Twitter all have several million users. Promoting the intents
of the project on one of these sites may also be an effective way to advance the project‘s
message.
Billboard Media. Billboard media is one of the oldest and most effective forms of
promotion (12). Putting messages on digital billboards around town or posting fliers in
businesses is an option for promotion.
Event Media. Hosting or organizing an event is another useful way of promotion and
communication. During an event, direct communication is experienced; face-to-face
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conversation is the most effective way to engage people into a certain cause. Having a school-
wide assembly or speaking at adult organizations are possibilities to exercise this most effective
form of media promotion.
Presentations. Making a presentation at the state capitol in Jefferson City is a possibility
to directly contact those who can help Clinton DECA meet their goal of contributing to change
Missouri‘s texting and driving law.
Petitions. Although petitions may be focused on getting the law changed, everyone who
signs a petition and everyone that sees a petition would be more informed about the message of
the project.
Surveys. Even though surveys are meant to collect data and to measure results, anyone
who sees or fills out a survey is further informed about the project.
Specialty Media. Specialty media consists of tangible goods printed with an imprinted
message. Examples include key chains, bracelets, paper pads, and T-shirts (12). Utilizing
specialty media to convey the message of Project 21 is a possibility for Clinton DECA.
Other Forms of Media. Other possible promotional activities include getting National
DECA to declare a National No Texting and Driving Week, making a DVD about the dangers of
texting and driving, and putting fliers on windshields of cars in the Clinton High School parking
lot.
C. Media mix and rationale for media and other promotional activity(ies)
Clinton DECA carefully chose the media outlets of the possibilities listed above that
would be used to most effectively communicate their message. They created a step-by-step
media mix they believed would help them reach their goals for the campaign.
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Print Media.
Selected Media/Promotion
Rationale
The Clinton Daily Democrat
Articles about the project
The Clinton Daily Democrat reaches over 4,000 people in
the Clinton community. Therefore, by publishing multiple
articles, Clinton DECA was able to effectively reach their
primary target market with a recurrent theme.
Inserts in the program of a Clinton High
School football game
Hundreds of high school students and community members
attend Clinton High School‘s football games. Putting inserts
in the program of a game was an effective way to inform
hundreds of people in the primary market about the dangers
of texting while driving.
DECA Dimensions
Article about the project
DECA Dimensions has the potential to reach 230,000
national DECA Members and alumni, which effectively
reaches the tertiary market.
Hardcopy Petitions Petitions to get the law changed were sent to DECA chapters
throughout the state and these chapters were informed to
promote the petitions in their communities. After the
petitions were finished being signed, they were given to
State Representative Scott Largent who then gave them to
other Missouri Representatives. Furthermore, anyone who
saw or signed a petition may have been reminded about the
dangers of texting while driving. This activity helped reach
both the primary and secondary target markets.
CHS Wildcard
Editorial
Article about the project
The CHS Wildcard is Clinton High School‘s newspaper. The
Wildcard reaches over 600 students, faculty, and parents
every three weeks, which reaches the primary target market
of Project 21.
Surveys Clinton DECA conducted two surveys of Clinton High
School students to collect data and measure results. Anyone
who saw or filled out a survey was more informed about the
project and may have been reminded about the dangers of
texting while driving.
11
Broadcast Media.
Selected Media/Promotion Rationale
KDKD Radio Station
Public Service Announcement
―Speak Out‖
Air time during basketball games
KDKD Radio reaches over 60,000 people a week. Through
using KDKD, Clinton DECA reached several thousand
people in the primary market with the same message
multiple times by using the three promotional tools found on
the left side of this chart.
Online Media.
Selected Media/Promotion
Rationale
Website
To help make the public aware of upcoming project events
and details, a project website was started (http://sites.google.
com/site/stoptextinganddriving/home).
Online Petition
In order to make petition signings more accessible, an online
petition was started (http://www.petitiononline.com/txtdrive/
petition.html).
Facebook Group
To create awareness for the project website and the online
petition, a Facebook Group was started to remind its
members to check the website and sign the petition.
Billboard Media.
Selected Media/Promotion Rationale
Golden Valley Memorial Hospital Billboard Clinton‘s hospital lies on the corner of Highways 7 and 13,
two busy highways. The hospital has a digital billboard that
makes several hundred impressions a day on the primary and
even secondary target markets.
Hawthorn Bank Billboard Hawthorn Bank in Clinton has a digital billboard located on
one of the busiest streets in town. Having a promotional
message on this billboard makes impressions on many
people in the primary market.
Fliers Clinton DECA members put fliers about the project in
several businesses around Clinton. Many people in the
primary market saw these fliers in multiple places around
town, thus making a recurrent impression.
12
Event Media.
Selected Media/Promotion Rationale
School-Wide Assembly There are 600 students and faculty in Clinton High School.
By having an assembly about the dangers of texting while
driving, 600 people in the primary market directly learned
about the dangers of texting while driving.
Speaking at the Rotary Club Speaking at their January 7, 2010 meeting made some of the
most influential people in the Clinton community aware of
Clinton DECA‘s project. Therefore, it further created
awareness in the primary market.
Speaking at Sunrise Optimist Speaking at their weekly meeting on January 7, 2010 also
created further awareness in the primary market.
Presentation at the State Capitol Having Project 21 Chairperson Micah Melling visit the
Missouri State Capitol and speak about the project directly
impacted Missouri lawmakers, which is a portion of the
primary target.
Further rationale for the media mix includes a few available media options which were
considered but not selected to be a part of Project 21’s media mix for the following reasons.
Articles were put in The Democrat as opposed to The Kayo for the simple fact
that The Kayo is not as well-received and, therefore, is not as effective of an
option.
Clinton DECA chose Facebook over Myspace and Twitter. Myspace is less
popular among the primary market and Twitter is more for constant updates.
Neither MySpace nor Twitter were not deemed as effective choices.
Project Chairperson Micah Melling endeavored to get Card TV to do a story
about the project; however, due to the reasons of it being a monthly program
where only certain stories are covered, it did not occur.
13
Announcements on the school intercom are limited to only a few subjects due to
time restraints; therefore, a message on the intercom could not occur.
Specialty media was eliminated as it is an expensive way of promotion that
Clinton DECA was unable to afford while covering other essential expenses.
Project chairperson Micah Melling talked with DECA National President Ryan
Dyck about having him declare a National No Texting and Driving Week for
DECA members. Ryan researched the possibility of doing this but informed
Micah that it needed to be cleared with DECA‘s Board of Directors and would be
difficult to get something like this to occur.
The idea of making and distributing a DVD about the dangers of texting and
driving was discarded as Clinton DECA had concerns about how many people
would actually watch the DVD.
The possibility of putting fliers on the windshields of cars was seriously
considered but was decided against in an effort to keep Project 21 as eco-friendly
as possible.
14
IV. CAMPAIGN ORGANIZATION AND IMPLEMENTATION
A. Organizational chart, member involvement and job description
The quality of a public relations project and impact of its message is only as strong as
those who organize and implement it. With solid effort, leadership, and participation from the
DECA Advisors, Project Chairperson, Clinton DECA, and Missouri DECA Members, the
project was a well orchestrated campaign.
Chapter Advisors Cindy Perry and Janell Allred oversaw and approved all activities of
Project 21: Stop Texting and Driving. They were also both instrumental in arranging many
promotional aspects, such as (1) ―Speak Out‖ and the public service announcement on KDKD,
(2) promotional messages on Hawthorn Bank‘s and GVMH Medical Plaza‘s billboards, and (3)
speaking to the Rotary Club and the Sunrise Optimist Club.
The Project Chairperson, Micah Melling, actively coordinated and helped carry out every
aspect of the campaign. His list of responsibilities included:
Phil Jackson, NBA basketball coach - ―The strength of the team is each individual
member...the strength of each member is the team.‖
Chapter Advisors:
Janell Allred
and Cindy Perry
Project Chairperson:
Micah Melling
Activities Coordinator:
Brogan McWilliams
Website Director:
Hayden Lowe Head of Research:
Malori McGhee
DECA Members
15
Choosing the media mix
Choosing promotional activities
Coordinating each activity
Recruiting other DECA members to help with the project
Working with State Representative Scott Largent to start the petitions
Promoting the petitions on a statewide level
Due to the magnitude of this project, Micah assembled a leadership team of DECA
members to help him coordinate the many phases of the project.
Brogan McWilliams helped coordinate promotional activities. His main responsibilities
included submitting articles to The Clinton Daily Democrat and organizing the distribution of
fliers.
Hayden Lowe‘s main responsibility was organizing and keeping the project website
updated. He updated the website frequently to make certain the site would be most accurate and
helpful to those who visited.
Malori McGhee researched information on the structure of a petition and how to
effectively promote a petition. She collaborated with Micah and Representative Largent to start
the petitions and gain support and signatures from people in the Clinton community.
The following are additional activities assigned to and carried out by chapter members.
Putting inserts in the programs of a Clinton High School football game
Distributing fliers to businesses around town
Encouraging residents to sign the petitions
Showing general support and enthusiasm for the project
B. Description of the campaign and documentation
The following charts describe how Clinton DECA worked towards meeting their goals
for Project 21: Stop Texting and Driving.
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Clinton DECA‘s first activity was conducting a print survey of 500 Clinton High School
students (400 of whom were drivers) that helped them obtain data and determine how to most
efficiently approach this project. Results from the survey are as follows:
72% of CHS drivers have sent a text message while driving
80% of CHS students are aware of Missouri‘s law against texting and driving
72% of CHS students are aware of the $200 fine if caught texting and driving
53% of CHS students think Missouri‘s texting and driving law is unfair
81% of CHS students think the law should apply to all Missouri citizens
21% of CHS students think the law will significantly change the number of people under 21
who text while driving
18% of CHS drivers will no longer text while driving because of the law
35% of CHS drivers will text less while driving because of the law
47% of CHS drivers say the law will in no way affect their texting while driving habits
This chart describes how Clinton DECA worked to meet the project goal of creating
awareness about the dangers of texting while driving.
Activity Name Description Documentation
Clinton Daily
Democrat Article
#1
An article about the dangers of texting
while driving and the project was
submitted and published in The Clinton
Daily Democrat on November 9, 2009.
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Inserts in a CHS
football game
program
An insert about the dangers of texting
and driving was put in each program
of the Clinton High School home
football game on October 16, 2009.
DECA
Dimensions
Article
An article about the project was
published in the January edition on the
DECA Dimensions.
CHS Wildcard
Article #1
Project Chairperson Micah Melling,
who is also on the high school‘s
newspaper staff, wrote an editorial
about texting and driving, urging
students to refrain from doing it. He
wrote this article as publicity for one of
the main goals of the project - creating
awareness about the dangers of texting
while driving.
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KDKD Public
Service
Announcement
A public service announcement about
texting and driving was recorded at
KDKD radio station in October 2009 and
will remain on the air until May 2010.
PSA Script
Stephanie: ―Hey Micah, why did it take you so long
to answer my text the other day?‖
Micah: ―I was driving.‖
Stephanie: ―Why did that stop you? It hasn‘t
before.‖
Micah: ―Don‘t you know? There‘s a new law that
makes it illegal for people under 21 to text and
drive.‖
Stephanie: ―I hadn‘t heard that. But isn‘t texting
and driving dangerous for everybody, not just
people under 21?‖
Micah: ―It sure is. So no matter what age you are,
don‘t text and drive.‖
Golden Valley
Memorial
Hospital
Billboard
The message ―Texting and Driving:
Dangerous for All‖ was run on Golden
Valley Memorial Hospital‘s digital
billboard.
Hawthorn Bank
Billboard
Another message was displayed on the
digital billboard at Hawthorn Bank in
Clinton.
(Please note that only the first slide of
the message is being displayed). The
rest of the slides comprised the message
―Texting and driving causes crashes.
Make the decision to not text and drive,
no matter what age you may be.‖
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School-Wide
Assembly
An assembly was held for all Clinton
High School students about the
dangers of texting and driving. On
January 13, 2010, three highway
patrolmen made a presentation about the
dangers of texting while driving. The
presentation included a PowerPoint of
video clips, statistics, and group studies.
The following chart describes how Clinton DECA strove to meet the project goal of
creating an interest in changing the Missouri law against texting and driving to include every
Missouri citizen.
Activity Name Description Documentation
Online Petitions The online petitions were an
extension of the hardcopy petitions.
This made the petitions accessible
to people who couldn‘t find an
opportunity to sign a hardcopy
petition.
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Hardcopy
Petitions
Throughout discussion with State
Representative Scott Largent, Clinton
DECA concluded that the most effective
way to get legislators‘ attention was to
start a petition. Being able to show
Missouri lawmakers the signatures of
thousands of people in their state who
disagree with one of their laws makes a
profound statement. Therefore, Clinton
DECA initiated a petition to change
Missouri‘s texting and driving law and
make texting while driving illegal for
every Missouri citizen. Clinton DECA
displayed the petitions in several
locations in their town, such as a
supermarket, a bank, the high school,
and the hospital.
In order to make the largest impact, the
petitions were promoted around the
State of Missouri. Clinton DECA used
other Missouri DECA chapters as a
vehicle to get signatures. A statewide
email was sent to all Missouri DECA
chapters which explained the petitions
and requested their help in getting
signatures. (A copy of the petition was
attached to the email).
Project Chairperson Micah Melling
used his position as a DECA State
Officer to recruit the help of the other
15 Missouri DECA State Officers.
Micah sent an email to them and
requested their help. He requested that
the District Vice-Presidents heavily
promote these petitions in their district.
He also requested that the four
executive officers (President, Vice-
President, Secretary, and Reporter)
use their leadership positions to
promote the petitions around the
state. Micah, who is the District 4 Vice-
President, strongly promoted the
petitions in his district.
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This chart describes activities that were aimed at creating general awareness about the
project and the petitions.
Activity Name Description Documentation
Project Website
A project website was started to inform
people about the dangers of texting while
driving. The site also provided
information about upcoming project
events.
Please refer to the URL http://sites.google.com/site/
stoptextinganddriving/home.
Clinton Daily
Democrat Article
#2
An article about the petitions, where to
sign them, and why to sign them was
submitted and published in The Clinton
Daily Democrat on December 7, 2009.
CHS Wildcard
Article #2
An article about Project 21: Stop
Texting and Driving was written and
published in The CHS Wildcard on
November 20, 2009.
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Clinton Daily
Democrat Article
#3
A third article about texting and driving
appeared in The Democrat on
December 14, 2009. The article
included an interview with Clinton Chief
of Police Kevin Miller and discussed the
dangers of texting and driving as well as
the project.
KDKD ―Speak
Out‖ Program
KDKD has a weekly program where
community members can speak about
upcoming events. Project Chairperson
Micah Melling took advantage of this
opportunity and spoke about the
campaign on ―Speak Out‖ on November
30, 2009.
Air Time During
Basketball Games
KDKD Radio broadcasts both Clinton
High School boys‘ and girls‘ basketball
games. Micah is the sportscaster for all
the girls‘ games and some of the boys‘
games. During the halftime show of the
games, he frequently gave updates on
the project and gave information on
where citizens could sign the petitions.
23
Facebook Group A project Facebook Group was created
to increase awareness for the online
petitions and the project website.
Micah would post links and reminders
on the group‘s page where its members
were reminded to visit the project
website and sign the online petition.
Fliers Fliers were put around town in
businesses, restaurants, and
supermarkets with the dual purpose of
creating awareness about the dangers of
texting while driving and promoting the
online petitions.
24
Speaking at the
Rotary Club
On January 7, 2010, Micah spoke at
Clinton‘s Rotary Club. The main focus
of the presentation was creating
awareness about the project and getting
local citizens to sign the petition. He
also requested that local business owners
display a petition in their business
establishments.
Speaking at
Sunrise Optimist
Micah also spoke to the Sunrise Optimist C
Club on January 7, 2010 about Project
21 and the dangers of texting while
driving.
Clinton DECA conducted another print survey of 500 Clinton High School students at the
end of the campaign to help measure their results. (The 400 CHS drivers who took the first
survey were included in this survey). The results are as follows:
31% of CHS drivers who took the survey at the beginning of the year are now doing less texting
while driving
53% of all CHS drivers say the assembly will cause them to text less while driving
53% of CHS students say that their attitude towards texting while driving has been changed
75% of CHS students feel they are more aware about the dangers of texting while driving than they
were at the beginning of the school year
10% of CHS drivers who took the survey at the beginning of the year are now texting while driving
more
59% of CHS drivers who took the survey at the beginning of the year are now texting while driving
the same as before
25
In December, five Missouri legislators pre-filed to change Missouri‘s texting and driving
law and make texting while driving illegal for everyone. These bills are now in the committee
stage of becoming a law. There are three committees that will decide which, if any of these, will
be voted upon by Missouri lawmakers to be put into effect for Missouri citizens. On February
25, 2010, Project 21 Chairperson Micah Melling traveled to the State Capitol in Jefferson City to
tell Missouri lawmakers about Project 21. Micah told several Missouri lawmakers about the
project. The legislators to whom he talked included the Speaker of the House, Ron Richard, and
State Representative Ron Wells. Representative Wells is one of the representatives who has filed
to change the texting and driving law. According to Representative Largent, Representative
Wells‘ piece of legislation has a realistic chance of being passed and becoming a law.
C. Estimated impact on the target population
Estimated impact to the primary target market. Clinton DECA‘s primary target was
Clinton residents and Missouri lawmakers. Clinton DECA launched a full-scale media mix to
inform residents of Clinton about the dangers of texting while driving. By having a repeated
message delivered through different forms of media, Clinton DECA informed or reminded
people about the dangers of texting while driving. By doing this, Clinton DECA believes that
these dangers are now more in the forefront of drivers‘ minds. In fact, 75% of Clinton High
School students are now more aware about the dangers of texting and driving, and 31% are
texting less while driving than they were at the beginning of the school year. (Survey results
found on page 24).
The chapter believes they have also made an impact to Missouri‘s lawmakers‘ interest in
changing the law. According to Representative Largent, Clinton DECA‘s endeavors, along with
the actions of a few other groups throughout the state, have caught lawmakers‘ attention. By
26
collecting 1,250 signatures on their petitions, Clinton DECA‘s efforts may help factor into the
decisions of lawmakers when they decide whether or not to change the law.
Estimated impact to the secondary market. Clinton DECA secondarily targeted
Missouri DECA members and Missouri residents. Missouri DECA members were used as a tool
to obtain petition signatures. Even though they were not necessarily exposed to the message
concerning the dangers of texting and driving, signing a petition, or even seeing a petition, may
have brought those dangers more to the forefronts of their minds.
Both these groups have made an impact by working to change Missouri‘s texting and
driving law, which would make Missouri‘s roads safer than they are today.
Estimated impact to the tertiary market. National DECA members made up the
tertiary market. They were reached through an article in the DECA Dimensions. Clinton DECA
believes the DECA members who read the article in the Dimensions are more informed about the
project and possibly more conscious about the dangers of texting while driving.
V. EVALUATION AND RECOMMENDATIONS
A. Evaluation of the process
In evaluative retrospect, Clinton DECA believes they were successful in reaching the
goal to create awareness about the dangers of texting and driving. The residents of Clinton, part
of the primary market, were exposed to the project and its message numerous times. Each form
of print media reached hundreds of people every time something was published. KDKD Radio
continues to play the public service announcement, thereby furthering the message.
The evaluation process included: looking back objectively, adjusting, and moving
forward successfully. In the words of Winston Churchill, "There is no use saying ‗we are
doing our best.‘ You have got to succeed in doing what is necessary."
27
The billboard media that was used was also overtly successful. Both Hawthorn Bank and
Golden Valley Memorial Hospital displayed the messages for months. The speaking
engagements at Sunrise Optimist and Rotary were well received, and the message of Project 21
was greatly supported by those who heard it. The school-wide assembly was also well received.
In fact, 53% of CHS drivers who were at the assembly say that it will cause them to text less
when driving.
The Clinton DECA Chapter as a whole recognizes the success of both the website and
Facebook Group. The potential reach for these two media outlets is extraordinary, and Clinton
DECA is satisfied with the response to these two forms of media.
Clinton DECA also believes that they were successful in reaching their goal of creating
an interest in changing Missouri‘s texting and driving law to be inclusive for every citizen. By
doing this project and displaying support for a change in the law, an impact has been made.
Representative Largent has talked about Clinton DECA‘s efforts to other representatives, making
them aware of the support for a change in the law.
Representative Largent has been a big proponent to the new texting and driving law,
largely because Clinton DECA has spurred his action through their efforts. Collectively, through
both their endeavors, a difference has been made in getting this law changed.
Five amended versions of a new texting and driving law are currently in the committee
stage of becoming a new law. According to Representative Largent, support for a change in the
law is evident as there were multiple lawmakers who pre-filed for a change. Also, according to
Representative Largent, the possibility of getting the law changed is realistic, which would make
texting while driving illegal for every Missouri citizen.
28
Clinton DECA was able to amass 1,250 petition
signatures. The chapter feels that these petitions can
help show Missouri lawmakers there is support for a
change. Although Clinton DECA would have liked
to have received more signatures, they believe 1,250
can still make an impact.
Representative Largent agreed, ―I think that the
petitions have the potential to help get the law to
apply to everyone. A lot of people who are under 21
feel a little disenfranchised because they feel they don‘t have anything to offer in the terms of
legislation. This is an opportunity to see if Missouri‘s youth can overcome certain legislations; it
shows that their opinions matter and that they can make a difference.‖
B. Recommendations for future campaigns
Through working on this project, Clinton DECA has two main areas for
recommendations for future Public Relations Campaigns.
Recommendations for a Public Relations Project in General. Clinton DECA found
that by utilizing the quote by Anthony Robbins to inspire them to use several different forms of
media was a key to their success. Clinton DECA recommends that future campaigns take this
same approach. The chapter also suggests creating a project Facebook Group and website.
However, if that is done, it needs to be properly promoted. A large number of people need to be
invited to join the Facebook Group. This can be done by having several DECA members invite
all their Facebook friends to join the group. The chapter also believes the most effective way to
promote the website is by word of mouth. Clinton DECA mentioned the website in several
State Representative Scott Largent presents
Project 21 Chairperson Micah Melling with a
letter of recognition from Speaker of the
House Ron Richard for his work on revising
Missouri‘s texting and driving law.
29
promotions but never in a face-to-face encounter. Results can be found by mentioning the
website in newspaper articles or on the radio, but Clinton DECA believes direct contact would
have produced even better results.
Recommendations for trying to change a law. This was Clinton DECA‘s first
experience with trying to change a law. By looking back and reflecting on this goal, the chapter
has the following as recommendations. Clinton DECA does not recommend using an online
petition. Although it may sound effective, the chapter found it difficult to achieve results
through an online petition. The chapter believes an online petition is also difficult to promote. If
promoted on the radio or in the newspaper, many are not near a computer to sign when it is fresh
in their mind. This also ties into the recommendation to effectively use online media. If the
online petition is effectively promoted through other online medias, more people may sign
because they were reminded to do so while online.
To have a larger impact when trying to change a statewide law through a petition, it is
important to get signatures from citizens throughout the state. Clinton DECA promoted the
petitions via email to DECA chapters throughout the state. While some chapters did get petition
signatures, Clinton DECA had hoped for more of a response. Clinton DECA believes that more
direct contact, such as a phone call, should be used in place of email when attempting to
stimulate a response as large as the chapter had wanted.
Clinton DECA recommends for future students to continue to seize opportunities,
research thoroughly, and to work diligently. This year, Clinton DECA was pleased and proud of
the results of Project 21. Making a difference can be achieved.
30
VI. BIBLIOGRAPHY
(1) ―Youth Culture and New Technologies.‖ Http://wiki.media-culture.org. M/Cyclopedia.
Web. 16 Nov. 2009.
(2) ―The History of Text Messaging.‖ Http://www.articlesbase.com. Articlesbase. Web.
16 Nov. 2009.
(3) Park, William. ―Americans Sent 1 Trillion SMS Text Messages in 2008!‖
Http://www.intomobile.com. IntoMobile. Web. 16 Nov. 2009.
(4) ―How Many SMS Text Messages Sent in a Day in the US?‖
Http://techcrunchies.com. Tech Crunchies – Internet Statistics and Numbers. Web.
16 Nov. 2009.
(5) Hafner, Katie. ―Texting May Be Taking a Toll.‖ Http://www.nytimes.com. New York
Times. Web. 16 Nov. 2009.
(6) Berg, Rebecca. ―New Texting-While-Driving Law Goes into Effect.‖
Http://www.columbiamissourian.com. Missourian. Web. 18 Nov. 2009.
(7) ―Car Accident Cell Phone Statistics.‖ Http://www.edgarsnyder.com. Edgar Snyder. Web.
18 Nov. 2009.
(8) ―Shocking Statistics and Video about Texting While Driving.‖ Http://www.safeteens.com.
SafeTeens.com. Web. 19 Nov. 2009.
(9) Nugent, Helen. ―Texting While Driving is More Dangerous than Drunk-Driving.‖
Http://www.timesonline.co. TimesOnline. Web. 19 Nov. 2009.
(10) ―Time to Hit ‗Send‘ on Texting Bans.‖ Kansas City Star. 11 Dec. 2009: A25. Print.
(11) ―Missouri Proposes Banning Texting for All Drivers.‖ Http://www.kctv5.com.
KCTV5 News. Web. 15 Dec 2009.
(12) Farese, Schneider Lois. Marketing Essentials. New York: McGraw, 2006. Print.