CHELSEA ANNE PERSON
PR MANAGEMENT
Live Healthy Columbus Coaltion: Case Analysis
January-May 2014
CHALLENGE:
The COMM 4141 Public Relations Management course, using the case study method, is designed to identify, analyze, and explain typical public relations situations and issues in industry, labor, education, government, social welfare, and trade associations. This course incorporated service-learning. Service-learning courses are “credit-bearing educational experience(s) in which students (a) participate in an organized service activity that meets identified community needs and (b) reflect on the service activity in such a way as to gain further understanding of course content, a broader appreciation of the discipline, and an enhanced sense of civic responsibility” (from Bringle & Hatcher, 1995).
Our goal was to conduct a comprehensive case analysis for Live Healthy Columbus. Live Healthy Columbus was in the midst of a leadership change. Consequently, ambiguity surrounded the coalition. It seemed the public wasn’t exactly sure who Live Healthy Columbus was and the coalition members weren’t clear on organizational goals.
STRATEGY:
Live Healthy Columbus (LHC) is a local coalition founded to help address high childhood obesity rates. Their vision is to create a stronger community through the power of healthy living. During this course two classmates and myself formed a team to support Ashley Sweeney, the director of LHC.
We began with extensive secondary research. This data helped us determine whom LHC serves, and how they can be reached. Afterwards, we conducted primary research through in-person and phone interviews with LHC coalition volunteers. We discovered how LHC members perceived the organization, what they liked, what they disliked and what they wanted to change.
RESULTS:
By applying constant critical analysis to our findings, we made strategic recommendations like establishing one clear voice, developing an internal communication structure, and setting guidelines for evaluation of future LHC initiatives.
We presented these suggestions to the Live Healthy Columbus director at the end of the semester. Our thoughts were well received and thoroughly appreciated.