Each year, the AEJMC Public Relations Division showcases our members’ service-learning and community-engaged learning pedagogical experiences. In 2023, we are highlighting the work of five members who are bringing real-world communications challenges into the classroom to enrich student learning and impact their communities. Here’s one of our featured stories, and mark your calendars for a virtual brown bag session with our featured members on April 20 at 1 p.m. ET.
Building Community and Fostering Change: Reflections on a Communication Campaign Collaboration with People Friendly Stamford
Cen April Yue | COMM 4510 Communication Campaign & Applied Research
This semester, my Communication Campaign class at the University of Connecticut is working with a community advocacy group called "People Friendly Stamford" (PFS) whose mission is to create walkable and bikeable neighborhoods, improve transit, reduce car-dependency, and support housing abundance in the city of Stamford. The class has identified two imminent issues faced by PFS, and they are currently working towards achieving two initial goals: 1) to re-engage and activate existing members of the organization, and 2) to recruit new members to join the organization especially from a historically underrepresented group.
After one month of collaboration, the class has successfully helped PFS enhance its brand platform by refining its vision, mission, and core values. Additionally, we have developed a research proposal to identify the challenges faced by PFS and to gain insights from its target publics. Our next step is to conduct a focus group and survey to understand the target publics better, after which we will use our findings to develop strategies and tactics to achieve our campaign goals.
Working with a real-world client like PFS provides a unique opportunity for students to learn and apply their knowledge and skills. The class has the chance to work with a client who is passionate about their cause, which makes the experience even more meaningful. It also exposes students to the challenges that organizations face in the real world and helps them develop skills such as problem-solving, collaboration, and communication.
Furthermore, the project is a great way for students to get involved with the community and make a positive impact. This work not only benefits the community but also provides students with a sense of fulfillment and purpose.
As we progress with this project, we look forward to the results of the focus group and survey and how they will inform our future strategies and tactics. It is exciting to think about the positive impact that our campaign may have on PFS and the community.
The brand platform and the research proposal can be found below.
Brand Platform for People Friendly Stamford
https://www.peoplestamford.org/
Vision Statement
People Friendly Stamford envisions a safer, more sustainable, and inclusive Stamford with accessible and affordable housing options and safer roads for all.
Core Values
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Environmental Sustainability - We are committed to promoting environmental sustainability by designing and implementing street infrastructure that prioritizes the safety of pedestrians and cyclists.
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Improvement - We are dedicated to continuously improving the city of Stamford by advocating for affordable housing and creating an economically viable community.
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Advocacy - We believe that advocacy is essential for driving positive change in Stamford.
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Safety - We prioritize safety in all our endeavors and aim to reduce conflict between drivers and pedestrians in Stamford.
Mission Statement
Our mission is to build a sustainable, livable, and accessible Stamford through safer street infrastructure for pedestrians and bikers, developing walkable mixed-use neighborhoods, improving public transit, and reducing society’s reliance on personal vehicles. As an advocacy group, we campaign for housing affordability and a safer environment overall in the city of Stamford.
Research Plan
Research Objectives
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To gain an understanding of how current and lapsed members of People Friendly Stamford feel about the organization and its future (i.e., stability).
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To gain insight on how to enhance awareness and the number of minority members at People Friendly Stamford.
Methods
Surveys
This survey will be conducted in March by UConn Stamford’s Applied Campaigns in Communication Research Team. This survey will be completed by pedestrians, bicyclists, scooterists, skaters, other commuters and residents of Stamford, Connecticut. After the team completes the survey, the group will analyze the statistical data to detect relationships and patterns contributing to a successful public relations campaign.
Focus Group
The focus group will be conducted on March 6, 2023 at 11:00 AM at the University of Connecticut, Stamford. The participants for our focus group will consist of current and lapsed members of the People Friendly Stamford Organization, and our targeted sample size is 6-8 members. The respondents will be chosen using convenient sampling method based on those available. The focus group aims to gauge how members of People Friendly Stamford feel about the organization, its stability, and where they envision its future. The focus group will be about one hour long, focusing on open-ended questions and will be recorded through physical and verbal note-takers who will be in the room during the process. The data gathered during this focus group will be interpreted to find patterns and trends in the responses and common themes. Each participant will sign a proper consent form prior to conducting the focus group.
Timeline
February 28, 2023: The team begins conducting research.
The week of March 7, 2023: Focus Group and qualitative analysis
The week of March 7 and March 21, 2023: survey data collection
The week of March 28, 2023: Quantitative data collection done.
The week of April 4, 2023: Research analysis is completed. Report done.
April 6, 2023: Research report and campaign objectives due.
Potential survey questions & focus group questions can be found here to complete the assignment.