This article examines the effectiveness of early youth engagement in public relations through a case study of the Grassroots PR Club initiative. The study explores how introducing public relations concepts and practices to young individuals can foster long-term interest in the field, develop essential skills, and create a pipeline of future PR professionals. My findings suggest that early exposure to PR can significantly impact career choices and professional development.
In recent years, there has been a growing recognition of the importance of engaging youth in various professional fields at an early age. The public relations industry, in particular, has seen a surge in initiatives aimed at introducing young individuals to the principles and practices of PR. In this article, I am focusing on one such initiative, the Grassroots PR Club, and its impact on youth engagement and professional development in the field of public relations.
The Grassroots PR Club was established in 2019 as a collaborative effort between local PR professionals and high schools in the metropolitan area of Chicago, Illinois. The club’s primary objective was to introduce students aged 14-18 to the fundamentals of public relations and provide them with hands-on experience in the field.
The Grassroots PR Club operated as an after-school programme, meeting twice a week for two hours each session. The curriculum was designed to cover various aspects of PR, including:
1. Introduction to PR principles and ethics
2. Writing for PR (press releases, social media content, etc.)
3. Media relations and pitching
4. Event planning and management
5. Crisis communication
6. Digital PR and social media strategies
In addition to classroom-style learning, students were tasked with developing and implementing PR campaigns for local non-profit organizations, providing them with real-world experience.
To assess the impact of the Grassroots PR Club, researchers conducted a longitudinal study over five years, following the progress of 100 students who participated in the programme. The study employed a mixed-methods approach, including:
1. Surveys administered at the beginning and end of each academic year
2. In-depth interviews with participants, teachers, and mentors
3. Analysis of participants’ academic performance and extracurricular activities
4. Tracking of participants’ career choices and professional development post-high school
Results:
The study yielded several significant findings:
Increased Interest in PR:
78% of participants reported a heightened interest in pursuing a career in public relations or a related field after completing the program.
Skill Development:
Participants demonstrated significant improvement in key PR skills, including writing, public speaking, and strategic thinking. On average, students showed a 40% increase in these skills compared to their non-participating peers.
Academic Performance:
82% of participants maintained or improved their overall academic performance, with many citing increased motivation and improved time management skills as contributing factors.
College Admissions:
68% of participants who applied to college programs related to PR, communications, or marketing were accepted, compared to the national average of 42% for similar programs.
Early Career Advantages:
Of the participants who entered the workforce immediately after high school, 45% secured internships or entry-level positions in PR-related fields within the first year.
Long-term Impact:
Five years after the programme’s inception, 62% of the original participants were either studying PR-related subjects in college or working in the PR industry.
The results of this case study suggest that early engagement in public relations through initiatives like the Grassroots PR Club can have a significant positive impact on youth.
The programme not only fostered interest in PR as a potential career path but also equipped participants with valuable skills that transcended the field of public relations.
The hands-on experience gained through working with local non-profits provided students with a unique perspective on the practical applications of PR, enhancing their understanding of the field’s importance in real-world contexts.
This experiential learning approach appears to have been particularly effective in cementing participants’ interest in PR and developing their professional skills.
The study also highlights the potential for such programmes to create a more diverse and well-prepared pipeline of future PR professionals.
By engaging students from various backgrounds at an early age, the Grassroots PR Club helped to broaden the demographic representation within the field.
The Grassroots PR Club case study demonstrates the significant impact that early youth engagement can have on fostering interest and developing skills in the field of public relations.
The success of this initiative suggests that similar programmes could be beneficial in other locations and potentially in other professional fields as well.
Dr. Afolabi Olajuwon is a Fellow of the Nigerian Institute of Public Relations, Fellow of the Institute of Management Consultants, a Researcher and resource person at the International Institute of Journalism, Abuja.
