Public Relations Plan Proposal 

By PRoudhouse 
“PR We’re Proud Of.” 

October 2019   

 
 TABLE OF CONTENTS 
INTRODUCTION 2 
Client Profile 3 
About PRoudhouse 4 
Problem Statement 5 
RESEARCH 6 
PEST Analysis 7 
Situation Analysis 8 
Key Publics 9 
Demographics 10 
Psychographics 11 
Self-Interests and Third-Party Influencer and Opinion Leaders 12 
Key Messages for Each Key Public 15  
PLANNING 16 
Goals & Objectives 17 
IMPLEMENTATION 19 
Strategies to Reach Each Key Public 20 
Tools and Tactics to be Used 21 
Calendar 25 
Budget 29 
EVALUATION 31 
Evaluation Tools and Measurements 32 
Anticipated Results 33 
QUALIFICATIONS 34 
Team Members 35 
APPENDIX 38 
Samples 39 
REFERENCES 42 
   

 
1 
 
 
 

 
 
INTRODUCTION 
 
BACKGROUND OF CLIENT ORGANIZATION 
 
WE ARE PROUDHOUSE 
 
PROBLEM STATEMENT 
   

 
2 
 CLIENT PROFILE 
 
AirSelfie 
 
Products and/or Services​: AirPix 
 
Organization Website​: www.airselfiecamera.com 
 
Background Information About this Business: 
“AirSelfie  is  a  technology  company  that  operates  in  the  photography  sector 
and  realizes  flying  cameras  that  allow  and  enhance  the  photography 
experiences  of  its  users.  The  company's  unique  vision  has  developed  a  tech  & 
lifestyle  brand  new  market  category  that  never  existed  before:  the  one  of  the 
pocket sized flying cameras.  
 
The  original  inspiration  came  from  the  real  need  of  smartphone  users  of  having 
the  possibility  of  taking  photos  in  brand  new  ways,  as  they  continuously  search 
for  novelties  and  the  flying  photos  are  an  evolutionary  step  in  shooting.  The 
desire  for  the  flying  objects  is  something  innate  in  the  human  soul  and  it’s 
becoming  now  an  explicit  and  real  need  once  the  consumers  could  find  the 
portable flying cameras on the market.  
 
These  pocket  sized  devices  offer  a  completely  new  experience  to  smartphone 
users  and  professional  photographers.  In  tiny  dimensions  AirSelfie  cameras 
permit  to  take  anywhere  and  anytime  photographs  from  a  completely  new 
perspective without the need of anything else than the smartphone. 
 
Its creation came from the analysis of the consumption habits of the smartphone 
users.  The  flying  camera  makes  even  more  people  engaged  in  these  social 
communications  by  let  them  share  photos  taken  in  a  brand  new  way  and  this 
was something not possible since now with the existing devices.  
 
The  expert  know-how  in  AI  and  software  development  of  AirSelfie  is  constantly 
working  on  the  evolution  of  new  pocket  devices  that  could  satisfy  all  the  user 
needs.  AirSelfie  has  signed  important  partnerships  both  in  terms  of  product 
development  and  App  improvement  to  guarantee  the  best  possible  UX  and UI. 
An  in  depth  analysis  of  cognitive  algorithms  and  their  applications  in  specific 
activities  is  already  providing  unique  and  important  results  to extend and widen 
the actual supply on the market and present brand new branch lines.” 
 
- From “About The Idea” by AirSelfie 
 
   

 
3 
 We Are PRoudhouse 
 
“PR We’re Proud Of.” 
 
Mission Statement 
PRoudhouse strives to provide our 
clients with quality public relations 
services by gathering information to 
understand our clients and their target 
audience, establishing goals, 
implementing the plan and achieving 
success. 
 
Values 
PRoudhouse values the ​pride​ we have 
in our services and endeavors. We 
prioritize our ​relationships​ within the 
team as well as our clients and their 
publics. Our team is based on ​integrity 
in order to maintain loyalty and strong 
moral principles in all aspects.  
 
Vision 
PRoudhouse Public Relations will be 
recognized as the most innovative, 
creative, outstanding, and unique 
integrated communications firm. We 
will deliver our clients a premium, 
quality service of public relations that 
they will be ​proud​ of. 
 
PRoudhouse Public Relations will provide clients with a level of excellence that 
exceeds expectations. We are dedicated and driven to keep all of our clients 
satisfied as much as possible putting in 100% effort in all aspects of our business. 
 
Our Business 
Our campaign plans and ideas will be fashioned with detailed planning and 
implementation prior to execution. It is important to obtain valuable knowledge 
of our clients in their respective fields and understand their products and 
services. Our team is united with a variety of like-minded individuals who have 
many levels of expertise in the industry and the field of public relations. Together, 
we are heavily involved with our projects in a timely, organized manner meeting 
with our clients consistently along with reliable communication. In an effort to 
successfully provide the best service, we anticipate all outcomes, expectations, 
and probable results in order to better prepare for what lies ahead.   
 
4 
 PROBLEM STATEMENT 
 
The  AirSelfie  company  has  produced  their  new  product,  the  AirPix,  which  is  a 
pocket-sized  drone  that  is  small,  lightweight,  and  easy  to use. Consumers will be 
able  to  take  stunning  aerial  selfie  photos  and  videos.  Through  the  Indiegogo 
crowd-funding  platform,  AirPix  has  raised  over  $1.2  million  USD  by  over  11,000 
donors.  It  is  important  for  AirSelfie  to  allow  PRoudhouse  to  create  a  unique  and 
creative  plan  to  properly  reach  various  target  demographics,  engage  with  the 
online  community,  and  utilize  our  resources  to  contact  the  media  and  key 
publics. 

 
 
 

 
5 
 

 
 
RESEARCH 
 
 
PEST ANALYSIS 
 
S.W.O.T. Analysis  
 
KEY PUBLICS 
 
   

 
6 
 PEST ANALYSIS 
 
Political 
All  drones  over  250g  must  be  registered  to  fly  the  U.S.  by  the  Federal  Aviation 
Administration  (FAA).  Drones  used  for  recreational  purposes  must  fly  within  the 
line of sight. Drones must never be flown near an aircraft or emergency response 
efforts.  You  are  subject  to  civil  and  criminal  penalties  if  you  do  not  register  a 
drone  that  is  required  to be registered. However, because the AirPix weighs 52g, 
it does require to be registered (UAV Coach, 2019). 
 
Economic 
The early signs of a possible recession have surfaced and Gen Z, a demographic 
of  people  born  mid-1990’s  and  onward,  have  proven  signs  of  frugality.  Having 
grown  up  in  The  Great  Recession  and  seeing  their  parents  walloped  by  the 
financial  crisis,  Gen  Zers  aren’t  attracted  to  unessential  spending.  Not  only  are 
they  looking  at  the  product but the companies as well. ​They’re asking, ‘Are they 
really  delivering  value  to  the  society,  are  they  transparent,  are  they  promoting 
diversity  and  inclusion?’  Soon  to  be  the  economy's  biggest  consumer  spending 
force,  brands  say  that  ‘value’  is  the  best  way  to  reach  the  Gen  Zers  (Du  & 
Milligan, 2019). 
 
Social 
Consumer  habits  have  changed  drastically  by  means  of  how  people  spend. 
Technological  innovations  have  made  it  easier  for  consumers  to  make 
purchases  without  leaving  their  homes. It can be argued that it has lead people 
to  become  impulsive  shoppers.  With  features  that  allow  you  to save credit card 
information,  find  discounts  and  even  2-day  shipping,  it  has  become  an 
expectation  for  consumers  to  want  a  fast  and  convenient  check  out 
(Johansson, 2016). 
 
Technological 
With  the  recent  uprising  of  different  drone  start-up  companies,  it  was  said  to 
believe  that  drones  would  become  an essential part of everyday life just like the 
computer  and  the  cellphone.  However,  the  fall  of  the  top  drone  company  in 
the  industry  brought  down  all  the startups along with it. 3D Robotics failed at the 
industry  because  of  their  poor  management,  ill-advised  projections,  and  failed 
strategies  that  relied  on  a  drone that wasn’t fully developed. 3D Robotics’s most 
promising  drone,  Solo,  had  GPS  failure  that  would  cause  the  drone  to  fly  away 
or  crash.  Early  Solo  didn't  have  a  camera  stabilizer ​due  to  a  production  delay 
causing photo and video unsuitable for consumers (Mac, 2016)​.
 
 
 
 

 
7 
 
 
 
 

 
 
 
 
 
 
 
 
 
 
   
 
8 
 KEY PUBLICS 
 
 
Our Primary Key Public Consists of: 
● College students — 18-24 
● High School Students — 14-18 
● Millennials — 23-35 
● Generation Z — 15-20 
 
Our Secondary Key Public Consists of: 
● Influencers (families, college students, high school students) 
● Athletes (high school/college students)  
● Bloggers (travel and tech) 
● Parents or Guardians  
 
 

 
 
 
Key Messages for these Publics​: 
Air  Pix  is  an  easy-to-use  product  to  develop  an  innovative  way  of 
photography and video in a simple three-step process.  
 
 

 
9 
 DEMOGRAPHICS 
 
Our  target  audience  consists  of  men  and  women  athletes,  bloggers,  students, 
and  travelers  between  the  ages  of  14  to  35  years  old  and  represents  all 
ethnicities.  We  are  reaching  for  the  middle-class  demographic  that  earns 
between  $52,000  to  $155,000  based  on  an  annual  income  and  the  current 
generation that is involved with the newest technology.  
 
 
- 98% of Millenials (aged 18-24) own smartphones  
- 97% of Millenials (aged 25-34) own smartphones 
 

 
   

 
10 
 PSYCHOGRAPHICS 
 
To get AirPix known to our target audience, 
we will contact people who have a similar 
demographic to ours. We will reach our 
audience through Parents/Guardians, 
Bloggers, Public Influencers and athletes. By 
using these public figures/role models, we 
can reach our demographics through their 
posts and appearances in local and global 
settings.  
 
● 96% of U.S. adults ages 18-29 own a 
smartphone  
● 92% of U.S. adults ages 30-40 own a 
smartphone  
 
● 35% of U.S. adults use Instagram, a 7% 
increase from 2016. 
● 88% of 18-29-year-olds use any form 
of social media  
● 75% of 30-49-year-olds use any form 
of social media 
● 81% of Instagram users ages 18-24 
visit the platform daily, with 55% say they do so multiple times a day 
 
 
 
 
Photo from Pew Research Center (2018) 
 
   

 
11 
 Self-Interests and Third-Party Influencer and Opinion Leaders 
 
AirPix  will  be  promoted  through  the  influencer  and  public  figure  approach. 
These  individuals  hold  prominent  standings  on  various  platforms  such  as 
Instagram  and  Twitter.  It  is  important  for  these  opinion  leaders  to  mention  the 
product  in  order  to  raise  awareness  and  garner  more  attention  to  desire  the 
product due to the attraction made by these influencers.  
 
The  product  we  know  will  be  predominantly  used by travelers, families, creators, 
and  athletes  as  well  as  Gen  Z  and  Millenials.  Our  ideal  approach would include 
public  figures  with a fanbase of certain interests and demographics to use, hold, 
or  take  a  picture  or  video  with  the  AirPix  while  posted  and  published  on  social 
media  permanently  or  for  a lengthy period of time — depending on sponsorship 
or partnership deal or contract. 
 
Our goal to reach out to these prominent figures is to contact them personally or 
contact  their publicist or manager for booking, business, or promotional inquiries. 
We  have  resources  like  ​Cision  to  reach  our  target  audience  by  finding  the  right 
channel  and influencer for AirSelfie and the AirPix product. The platform includes 
nearly  1  billion  journalists  and  social  influencer profiles that we are able to reach 
out to and connect with. 
 
Here  are  potential  and  possible  influencers,  public  figures  and  tech  journalists 
we believe would best reach our desired target audience: 
 
 

 
Daniel Ponce de Leon    
@_ponce14 (Twitter)  Krystal Pearlman  
Athlete, Public Image  @kpearl21 (Instagram) 
AUDIENCE DEMOGRAPHICS:  Athlete, Dancer, 
14-17-year-old boys, college students   AUDIENCE DEMOGRAPHICS: 
  18-24-year-old women, college 
  students  
   
 
 
 

 
12 
  
 

 
Brittany Romo   
@romobrittany (Instagram)  Quinton Peron  
Public Influencer   @itsaquintonthing (Instagram) 
AUDIENCE DEMOGRAPHICS:  Athlete, Dancer, Public Influencer 
14-30-year-old women and men   AUDIENCE DEMOGRAPHICS: young 
  aspiring athletes ages 18-24 years 
  old, boys 18-24 years old 
 

 
ACE Family   
@catherinepiaz @austinmcbroom  Erin Griffith 
Public Influencers, Family Bloggers  New York Times Journalist 
AUDIENCE DEMOGRAPHICS: families  AUDIENCE DEMOGRAPHICS: 
  8-24-year-old men and women, 
college students 
 
 
 
 
 

 
Noelle Benepe 
@noellebenepe (Instagram) 
Fitness Model and “mommy 
blogger” 
AUDIENCE DEMOGRAPHICS: 
18-30-year-old women, bloggers  
 
 
13 
  
 
 
 
 
 
 
 
   
Drew Prindle   
Senior Features Editor at Digital   
Trends   
AUDIENCE DEMOGRAPHICS:   
18-30-year-old men and women,   
college students   
   
 
 
 
 
 
 
 
   
Lisa Eadicicco    
Senior Tech Correspondent at   
Business Insider    
AUDIENCE DEMOGRAPHICS:   
20-30-year- old men and women 
 
 
   

 
14 
 
KEY MESSAGES FOR EACH KEY PUBLIC 
 
Key Messages for Primary Publics​: 
Taking  a  selfie  can  be  dangerous.  For example, say you’re on vacation taking a 
hike  and  want  that  perfect  selfie  with  the  beautiful  background  but  the  only 
way  to  get  is  to  basically  risk  falling  off  a  cliff.  This  is  no  longer  an  issue.  AirPix  is 
designed  perfectly  for  those  inconvenient,  uncomfortable  selfie  reaches.  This 
product  is  total  hands-free  and  easy-to-use,  not  to  mention  it  can  fit  in  your 
pocket  or  backpack.  It  is  super  light,  has  a  reasonable  flight range, can transfer 
content  straight  to  social  media  and  also  comes  with  facial  recognition  and  a 
high-quality  camera.  The  best  quality  about  AirPix  is  that  it  is  completely 
affordable and the next-best-thing all of your role models are using.   
 
Goal  message  for  Primary  Audience:  AirPix  is  a fun/hands-free product that can 
be used to create the content of your own choice.  
 
 
Key Messages for Secondary Publics​: 
AirPix  is  designed  to  produce  high-quality  content  in  the  most  efficient  way.  It  is 
small  enough  to  fit  in  your  pocket  and  comes  with  many  qualities  such  as 
autonomous  flight,  face  recognition,  gesture  control,  and  instant  and  direct 
social  media  sharing.  AirPix  is  convenient  in  distributing  quality  content and also 
pleasing your fans by allowing you to upload in a reasonable time manner.  
 
Goal  message  secondary  audience:  Provide  a  simple  three-step  process  (or 
tutorial) of AirPix product and promote the product to target audiences. 
 

   

 
15 
 
 
 

 
PLANNING 
 
GOALS & OBJECTIVES 
 
   

 
16 
 GOALS 
 
Our  goals  are  categorized  by  ​Business  and  ​Campaign.​   Business  goals  are 
ambitions  set  to  help  accomplish  financial  and  economic  success  among  our 
clients. Campaign goals are designed to achieve awareness and action among 
certain demographics and the client’s target audience. 
 
Business Goal​: 
To increase the number of pre-orders for the AirPix by December 31, 2019. 
 
To increase the number of crowdfunding donations on the Indiegogo website. 
 
Campaign Goal​: 
To create a unique, fun, and interesting nationwide challenge on social media 
for people of all ages to attempt during the Thanksgiving break. 
 
To reach out to various public figures and influencers to assist in promoting the 
product. 
 
 
   

 
17 
 OBJECTIVES 
 
PRoudhouse ensures that the objectives for accomplishing the set goals are 
specific, measurable, attainable, relevant, and timely. This is essential to 
implementing and executing our goals through strategies and tactics that will 
be applied. 
 
Objective 1 
Reach 5,000 site visits before Dec. 1, 2019 and obtain over 100 pre-orders. 
 
Objective 2 
Reach 20,000 readers from secondary publics for promotion before Black Friday 
on November 29 and Cyber Monday on December 2 to increase publicity and 
drive attention to our Indiegogo site. 
 
Objective 3 
Create a nationwide social media challenge starting November 25 throughout 
November 29 for online users to attempt the challenge to create awareness of 
what the AirPix can do and how hassle-free it is. 
 
Objective 4 
AirPix Indiegogo funds and donations to be increased by 30% on Dec. 27, 2019. 
 
 
 

   

 
18 
 

 
 
IMPLEMENTATION 
 
STRATEGIES TO REACH EACH KEY PUBLIC 
 
TOOLS AND TACTICS 
 
CALENDAR & BUDGET   

 
19 
 STRATEGIES FOR EACH KEY PUBLIC 
 
Strategy 1 
Provide information about AirPix to the primary key public that will drive followers 
to the Indiegogo site. 
 
Strategy 2 
Use a secondary key public to influence other key publics to participate in the 
#NoHandsSelfieChallenge on social media. 
 
Strategy 3 
Encourage participation in the Indiegogo campaign through social media 
outlets. 
 
Strategy 4 
Develop an understanding of AirPix and the Indiegogo campaign through 
pop-up booths, tabling at college campuses, and other events. 
 
Strategy 5 
Create awareness of AirPix and the Indiegogo campaign through the use of 
local media outlets that demonstrate the product and its abilities.  
   

 
20 
 TOOLS AND TACTICS TO BE USED 
 
TACTICS 
 
TRADITIONAL MEDIA 
An established form of communication that creates awareness of the brand 
(Sailer, 2019). Traditional media is the use of television, radio, and print to 
connect audiences to the product and campaign. We will drive donors for AirPix 
through the Indiegogo site by connecting with television networks that appeal 
to a national audience. ABC, NBC, and CBS are all examples of traditional 
media that have a national audience and established viewership. ​Good 
Morning America, The Today Show, ​and ​CBS This Morning a ​ re easily accessible 
platforms that will effectively connect our target demographics and key publics. 
 
PRESS RELEASES 
A cost-effective outreach tool that promotes and increases awareness of the 
brand (Sailer, 2019). Press releases are a top media relations tool that can bring 
successful media coverage. We will increase donations on the Indiegogo site 
with the use of press releases by targeting and inviting influential tech bloggers, 
journalists, and other media to utilize the site.  
 
EVENTS 
A productive method that grows your product and communicates with your 
audience (Sailer, 2019). Events can establish and expand your community, get 
your brand out there, and develop partnerships. We will plan several events with 
a clear purpose and goal of directing the audience to the Indiegogo site. 
Events will help the audience connect immediately with the AirSelfie company 
and the AirPix product. 
 
POP-UP BOOTHS 
An effective way to earn media coverage and 
attract consumers to the product (Sailer, 2019). 
Pop-up booths and shops allow for the 
audience to gain first-hand knowledge on 
products, promotions, and more. We will utilize 
the tactic of pop-up booths by locating them 
in major tourist locations throughout the 
country. The booths will provide information on 
the product, the Indiegogo site, and the 
step-by-step process on how to purchase an 
AirPix or donate to the campaign. Much like the Birchbox tour in 2015 where the 
online retailer set up shops for consumers to interact with the brand and 
products, our pop-up events will provide an experience for audiences with the 
AirPix that will lead them to the Indiegogo site (Cook, 2018). 

 
21 
PARTNERSHIPS 
An innovative way to grow your audience. Partnerships allow for a mutual 
collaboration of the brands to expand to a variety of audiences (Sailer, 2019). 
We will partner with influencers, bloggers, and journalists who serve an 
assortment of different platforms. The influencers, bloggers, and journalists will 
provide information on the product and the site to their prominent following. 
Through these partnerships, we will increase traffic on the Indiegogo site for the 
AirPix product.  
 
SOCIAL MEDIA CAMPAIGNS 
An alternative form of media that spreads awareness of the brand through 
social media platforms (Sailer, 2019). Social media campaigns are a newer form 
of tactics that serve to reach a wider variety of audiences. We will use our 
#NoHandsSelfieChallenge across the three popular social media platforms: 
Facebook, Twitter, and Instagram. During this campaign, we will encourage 
social media users to post pictures and videos of them attempting to capture 
selfies without the use of their hands. This is a unique, comedic, and entertaining 
challenge for online users to attempt while also highlighting the easy, hassle-free 
product. Garnering attention to the hashtag will direct users to the Indiegogo 
site and provide information on the AirPix.  
 

   

 
22 
 TOOLS 
 
SOCIAL MEDIA 
Twitter 
Instagram 
Facebook 
#NoHandsSelfieChallenge 
 
ONLINE NEWS & TECH/DIGITAL BLOG SITES 
Mashable 
CNET 
Wired 
Digital Trends 
Business Insider 
 
COMMUNICATIONS DATABASE & MEDIA RESEARCH 
Cision 
Ebsco 
Quickbase  
 
TV NEWS 
ABC 
FOX 
NBC 
UNIVISION 
   

 
23 
 TRADE SHOW / CONVENTION CENTER EVENTS 
The following events are related to the product which will  
 
Event: ​Mobile World Congress Americas — Los Angeles Convention Center 
“MWC Los Angeles offers attendees, sponsors, and exhibitors the opportunity to reach 
the global heights within the mobile technology community and beyond.” (​MWC Los 
Angeles) 
Location​: Los Angeles, CA 
Date​: October 22-24, 2019 
 
POP-UP BOOTHS 
Pop-up booths would be instrumental in reaching a wide variety of our key publics and 
allow for hands-on experience with the step-by-step process.  
 
Santa Monica Pier — Santa Monica, CA 
Venice Beach — Venice Beach, CA 
Union Square — San Francisco, CA 
Las Vegas Strip — Las Vegas, NV 
Mall of America — Minneapolis, MN 
 
COLLEGE CAMPUS TABLING 
Having a table at a college campus would be beneficial for promoting the AirPix 
product because it appeals to one of our key demographics and allows for direct 
communication. Consumers would have a better understanding of the product and its 
features.  
 
California State University, Fullerton (Fullerton, CA) 
University of California, Berkeley (Berkeley, CA) 
University of Florida (Gainesville, FL) 
University of Minnesota (Minneapolis, MN) 
Colorado State University (Fort Collins, CO) 
State University of New York at Albany (Albany, NY) 
 

 
 
24 
CALENDAR OF EVENTS 

   
 
25 
 

 
26 
    

 
27 
    

 
28 
BUDGET 

   

 
29 
  
   

 
30 
  
 

 
EVALUATION 
 
 
TOOLS & MEASUREMENTS 
 
ANTICIPATED RESULTS 
 
 
 
 
 
   

 
31 
 
Tools and Measurements  
 
Objective 1 
Our first objective, which is to have 5,000 and obtain over 100 pre-order visits on 
the AirPix Indiegogo site by December 1, 2019, will be measured with press 
clippings alongside media content analysis of the AirPix from the traditional 
media we would reach out to. 
 
Objective 2: 
The second objective involves reaching 20,000 readers from secondary publics 
for promotion before Black Friday on November 29 and Cyber Monday on 
December 2 to increase publicity and drive attention to our Indiegogo site to 
increase publicity and drive attention to the Indiegogo site. This will be 
measured by the quantitative evaluation of analytics and insights from the 
number of readers reached.  
 
Objective 3:  
Create a nationwide social media challenge starting November 25 throughout 
November 29 for online users to attempt the challenge to create awareness of 
what the AirPix can do and how hassle-free it is which will be measured by 
media monitoring of insights, analytics, hashtags, and keywords. 
 
Objective 4: 
We anticipate raising funds and donations on the Indiegogo site by 30% by 
December 27, 2019, which will be measured by calculating the amount of sales 
driven through the site.  
 
   

 
32 
 Anticipated Results  
 
Increase in engagement on the Indiegogo site.  
 
Increase in social media presence for the official AirSelfie account on Twitter 
and Instagram.  
 
Increase in total sales revenues by the end of the year.  
 
Media coverage with leading technology reporters.  
 
 
 
   

 
33 
  

 
 

 
 
QUALIFICATIONS 
 
TEAM MEMBERS   

 
34 
 Team Members 
 
 
Quincy Gonzales — Executive Creative Director 
Quincy has expertise in graphic design, social media 
management, film, photography, public relations writing, 
campaign, and promotions. Interned for the World of 
Dance entertainment organization and NBC TV Show as 
well as the Social Media Team for Cal State Fullerton’s 
Strategic Communications and Brand Management 
department. He has been involved with two collegiate 
campaigns for CSUF’s Associated Students, Inc. 
presidential election. He is also a leisure photographer and film director as a 
hobbyist. Throughout his time in the Sigma Pi Fraternity, he was the director of 
public relations for 3 years planning events, creating marketing materials, 
promoting organizations, and developing a reputable presence for fraternities 
at CSUF. 
 
Andreina Torres — Director of Research 
Andreina has over eight years of experience working with 
charitable organizations. She helped plan and organize 
events that have brought in donations from the 
community. She has a background in driving sales and 
building and maintaining client relationships. She also has 
experience working with children in a classroom setting. 
Andreina is a current member of PRSSA through California 
State University, Fullerton. 
 
 
Julia Poncedeleon — Public Relations Specialist 
Julia is a current member of the Public Relations Student 
Society of America (PRSSA) through California State 
University, Fullerton. She has been working as a dance 
instructor and an office manager at So Cal Dance 
Academy for five years. Julia is involved with many event 
planning and content development and has experience 
with technical development through JackRabbit​ a ​ nd 
PaySimple. She has created successful social media 
content to promote her dance studio and also has 
expertise with coordination and communication with the community. She 
conducted an event for all students at the dance studio to take a master class 
with a popular Rams Cheerleader which developed strength and confidence in 
the students while also promoting the studio to be a fun, out-reaching 
environment.  
 
 
35 
  
Camryn Morimoto — Strategic Specialist  
Camryn has experience working in customer service 
throughout her college career. She has planned and 
organized events for the West High Girls’ Basketball 
Program. These events include small, annual, team 
bonding activities and also welcome and end of season 
banquets. She has helped with the planning and set up of 
a welcome event basketball game for exchange students 
from Japan for the Yonsei Basketball Association.  
 
 
 
 
Daniela Covarrubias — Marketing Executive 
Daniela has over seven years of experience working with the 
Centralia School District and their After School Education 
and Safety (ASES) grant program as an ASES Assistant for San 
Marino Elementary School. She has developed good 
working relationships with students, parents, and faculty. 
Daniela is involved with community outreach between the 
San Marino ASES program, the school, and families, and 
implemented a monthly newsletter for families and students. 
She has experience in event planning and has assisted in the 
organization of the program’s annual holiday show, Red Ribbon Week events, 
and Read Across America. Daniela has developed strong connections with the 
Buena Park Police and Fire Department and has cultivated relationships with 
local vendors like Northgate Markets and Home Depot. She is a current member 

 
of the Public Relations Student Society of America (PRSSA) at California State 
University, Fullerton.

 
 
 
 
 
 
36 
  
 
 
 
 
 
 
APPENDIX 
 
EXAMPLES AND SAMPLE ITEMS   

 
37 
TOUR POSTER SAMPLE 

 
   

 
38 
PITCH LETTER SAMPLE 
 
 

   

 
39 
NEWS RELEASE EXAMPLE 

 
 
 
 
 
 
 
40 
  
 
MEDIA ALERT SAMPLE 
 
 

   

 
41 
 References 
 
Cook, K. (2018, July 25). 15 Creative Examples of Branded Pop-Up Shops.  
Retrieved October 1, 2019, from 
https://blog.hubspot.com/marketing/creative-pop-up-events​. 
 
Demographics of Mobile Device Ownership and Adoption in the United States.  
2019, June 12). Retrieved October 1, 2019, from 
https://www.pewinternet.org/fact-sheet/mobile/​.  
 
Du, L., & Milligan, E. (2019, April 25). In Regions Hit by Recession, Gen Z Is Turning  
Out to Be Frugal. Retrieved from Bloomberg Businessweek: 
https://www.bloomberg.com/news/articles/2019-04-25/in-regions-hit-by-re
cession-gen-z-is-turning-out-to-be-frugal​. 
 
Erin Griffith. (n.d.). Retrieved from​ ​https://www.nytimes.com/by/erin-griffi​th​.  
 
“Get Involved.” ​MWC Los Angeles. R ​ etrieved from MWC Los Angeles:  
https://www.mwclosangeles.com/about/get-involved/​.  
 
Johansson, A. (2016, April 13). ​How Technology Is Reshaping American Spending  
Habits.​ Retrieved from Entrepreneur: 
https://www.entrepreneur.com/article/273860​.  
 
Lisa Eadicicco. (n.d.). Retrieved from  
https://www.businessinsider.com/author/lisa-eadicicco​.  
 
Mac, R. (2016, October 5). ​Behind The Crash Of 3D Robotics, North America's  
Most Promising Drone Company.​ Retrieved from Forbes:  
https://www.forbes.com/sites/ryanmac/2016/10/05/3d-robotics-solo-crash 
-chris-anderson/#3a7bbbbb3ff5​.  
 
Millennials Are Top Smartphone Users. (2016, November 15). Retrieved October  
1, 2019, from  
https://www.nielsen.com/us/en/insights/article/2016/millennials-are-top-s 
martphone-users/​.  
 
Sailer, B. (2019, August 26). 29 Effective Examples of Public Relations Campaigns  
and Tactics. Retrieved September 30, 2019, from  
https://coschedule.com/blog/public-relations-examples/#tactics 
 
Smith, A., & Anderson, M. (2019, April 17). Social Media Use 2018: Demographics  
and Statistics. Retrieved October 1, 2019, from  
https://www.pewinternet.org/2018/03/01/social-media-use-in-2018/​.  
 

 
42 
UAV Coach. (n.d.). ​Drone Laws in the United States of America.​ Retrieved from  
UAV Coach:  
https://uavcoach.com/drone-laws-in-united-states-of-america/ 

 
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