Actually I am the PR coordinator of a team doing public relations campaign for the China Pavilion on behalf of the Confucius Institute of Miami Dade College, who holds the Miami Book Fair International.
It is really a great opportunity of me being involved into this, because the Confucius Institute doesn't even have any PR staff for this big event, so I would be engaged in every detailed action of this campaign. However, it means huge challenge and difficulty because we should start from scratch - including research, plan, action, and evaluation.
During our research, we figured out our targeted audiences: Educational Institutions located in Miami area that offer Chinese language or culture courses, local Chinese communities, Educational institutions' faculty and students who are majoring in art, literature, communication, and culture, and all publics who are interested in literature, art culture and cross-cultural communication. We targeted our media as: local Chinese newspapers including Florida People's Weekly and World Journal, as well as local English media focusing art, educational literacy, and China/Asia. And we set our goal - to increase the awareness of and the number of visitors to China Pavilion, and objectives.
We plan to reach out our targeted audience and media mainly by pitching and social media. We also decide the tasks:
1. Writer English and Chinese press releases
2. Develop pitch letters for media, educational institutions, local Chinese communities, etc.
3. Develop media lists for art, educational literacy, and China/Asia
4. Recruit volunteer for China Pavilion
5. Build up social media sites for the China Pavilion
6. etc.
We are now in the period of action. I'm not doing specific pitching or social media in front but act as a leader, a coordinator, a liaison, and a information provider. I really feel that a PR campaign is a big project, and in every minute you will be distracted by many details, requests or information.
And social media is actually a time consuming sub-project to do. You need well-rounded information, and need to figure out ways to reach out, like sending out invitation, also you need to update posts every time you have a new activities or so. Well, the event if not far away from here, good luck on us!
I was honored to be part of this year's Miami International Book Fair as a member of PR team and a volunteer. Before the book fair was held, we did have a few meetings among our PR team members to discuss our PR campaign, which included press releases, media relations and social media. I think we did a pretty good job about press releases and media pitching. This event was covered in several local media including English and Chinese media. It was a good opportunity for us to go out and practice the real world PR.
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