FOR IMMEDIATE RELEASE

Contact

Lisa Perhamus, Director of Padnos/Sarosik Center for Civil Discourse

(616) 331-6739

perhamul@gvsu.edu

Gen Z Voices Changed the Conversation at the 11th Annual Civil Discourse Symposium 

As Gen Z navigated post-elections, the Padnos/Sarosik Center for Civil Discourse hosted a symposium facilitating productive and empowering social conversation.

Grand Rapids, Mich. — The 11th annual Civil Discourse Symposium, hosted by Grand Valley State University's Padnos/Sarosik Center for Civil Discourse, titled "Gen Z Voices: If We Were President," empowered attendees to share their perspectives on social issues and propose solutions in the wake of a polarizing election cycle. Held on November 21, 2024, at the Seidman Center on Pew Campus, (50 Front Ave SW, Grand Rapids, MI 49504), the symposium achieved intergenerational engagement in political discourse, drawing an audience of [amount] students and community members. 

The dynamic two-hour symposium allowed students to share diverse perspectives on political issues, such as economic security, civic engagement, gun violence, immigration, and more. The event both uplifted student perspectives and honored political dialogue. Attendees engaged in constructive dialogue to bridge divisions stemming from post-election polarization. 

The symposium integrated its signature components: a speaker panel and roundtable discussions. The speaker panel, led by moderator Endowed Professor of Civil Discourse, Dr. Greg Warson, featured three Gen Z students of different political affiliations, Claire Huntley, John Watson, and Ryan Wawryzniak. They offered varying beliefs, highlighting the values that shaped their reasoning while championing respectful and productive discourse. 

After the panel, attendees had time to participate in a roundtable discussion on pressing social issues of personal significance. Each roundtable consisted of 8-10 participants with two moderates, a Gen Z student and a non-Gen Z person. These discussions provided students with safe, productive conversations, allowing participants to reach across the aisle on prominent topics such as mental health, racial equity, and health care.

[Insert quote from a student hearing other perspectives from panel/roundtable] 

After an election season that proved to be more polarizing than any in recent memory, the event left a lasting impression on Gen Z students, equipping them with the skills to engage in political discourse as they ventured into their post-graduate lives. In an era where political conversations had grown increasingly divisive, the importance of learning to navigate these discussions constructively had never been clearer. The experience transformed their understanding, empowering them to approach future debates with both confidence and compassion.

This event was part of a third-annual event series through Talking Together, a dialogue initiative aimed at interrupting polarization and creating a culture of conversation on GVSU’s campus and in surrounding communities. This programming was part of a Presidential Initiative that provides several opportunities for students, staff, faculty, and community members to engage in conversations with one another. Talking Together is a partnership between the Padnos/Sarosik Center for Civil Discourse, Kaufman Interfaith Institute, The Hauenstein Center for Presidential Studies, and WGVU Public Media.

For more information on Padnos/Sarosik Center for Civil Discourse, visit https://www.gvsu.edu/civildiscourse/, Follow the Instagram @gvsudiscourse

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About Padnos/Sarosik Center for Civil Discourse

The Padnos/Sarosik Center for Civil Discourse was founded to promote engagement with the concepts and tools of civil discourse. Grand Valley hopes to strengthen the commitment to informed, peace-based, and respectful dialogue across the campus community and the neighboring areas of West Michigan.

Transforming Public Perception: Strategies for Improving the Image of Inherently Divisive Brands

Description:
Learn effective PR strategies to improve the image of divisive brands like university parking services. Discover how transparency, open dialogue, social responsibility, and humor can reshape perceptions and build positive relationships.

In today's consumer-driven market, public perception can make or break a brand. Some companies, like police departments, university parking services, and insurance companies, are inherently divisive. Regardless of their policies or values, these services are often met with public resistance. GVSU Parking Services, like many university parking authorities, faces a significant challenge in improving its image among students who view it as an adversary rather than a service. However, with the right public relations (PR) tactics, even these divisive brands can reshape their image, foster goodwill, and build positive relationships with their communities.

Understanding the Divisiveness

Certain brands and services will always struggle with public sentiment. University parking departments across the country struggle with public sentiments among college students. , University parking services are often seen as profit-driven entities that impose fines and restrict parking availability, making them unpopular among students. Many students view parking enforcement as a hassle, leading to feelings of frustration and anger.

The key challenge for these brands is that they often face a public that perceives them negatively, regardless of the intentions behind their actions. However, with effective PR strategies, it is possible to shift this perception and foster more positive relationships.

Acknowledging Mistakes and Embracing Transparency

The first step in transforming a brand's image is acknowledging past mistakes and embracing transparency. If a company makes a misstep, it is crucial to address it head-on with sincerity. For instance, university parking services could publicly address any issues students have faced, such as confusing policies or unfair fines. A genuine apology, coupled with a commitment to address the issues, can go a long way in rebuilding trust.

Transparency is key. Brands must share information about their operations, decision-making processes, and any challenges they face. This openness helps create an environment of trust and ensures that consumers understand the reasons behind certain policies or actions. For GVSU Parking Services, this could involve providing clear communication about why certain parking regulations exist and how the fees are allocated to maintain campus infrastructure.

Engaging in Open Dialogue

Engaging in open dialogue with the public is another critical strategy for improving the image of divisive brands. In an age where social media reigns supreme, creating channels for feedback and communication allows consumers to voice their concerns. This not only helps brands address issues in real time but also demonstrates a willingness to listen and make improvements.

For GVSU Parking Services, a dedicated online platform or social media presence can allow students to share their experiences, ask questions, and express concerns. Parking services could then respond directly, whether through social media posts or in-person meetings, showing that they value student feedback. By fostering an open dialogue, parking services can shift from being seen as an authority figure to a community ally, helping students feel heard and valued.

Demonstrating Social Responsibility

Another way to improve public perception is through social responsibility. Consumers, especially younger generations, are drawn to brands that support causes they care about. By investing in community initiatives, brands can demonstrate their commitment to making a positive impact.

GVSU Parking Services can enhance its image by partnering with student organizations or local charities to support initiatives such as sustainability projects, food drives, or mental health awareness campaigns. This shows that the service cares about more than just enforcing rules – it is actively contributing to the betterment of the campus community. Social responsibility can create emotional connections with students, making them more likely to view parking services positively.

Using Humor and Relatability

Humor can be a powerful tool for transforming a brand’s image. By using humor or irreverence, companies can break down barriers and make themselves more relatable to their audience. This is especially effective for younger audiences, who appreciate a lighthearted approach to serious topics.

University parking services can leverage humor to connect with students. For example, a social media campaign featuring humorous skits about common parking frustrations can both entertain and educate students. Relatable memes or funny posts about parking struggles can humanize the service and make it feel less like a faceless bureaucracy. Humor can also serve as a way to diffuse tension and shift the conversation away from animosity toward understanding.

Final Thoughts

In a world where public sentiment is a powerful force, divisive brands like university parking services must be proactive in improving their image. By acknowledging mistakes, engaging in open dialogue, demonstrating social responsibility, and using humor, these organizations can reshape perceptions and foster stronger connections with their communities.

For GVSU Parking Services, creating a sense of community where students see parking enforcement as a helpful part of campus life – rather than an adversary – is key. Parking services can transform negative sentiments into positive relationships by humanizing the service, being transparent, and engaging with students in meaningful ways. With the right PR tactics, even the most divisive brands can turn the tide and build a brighter, more connected future.

Integrated communications takes the fun of advertising and the business of marketing, and brings them together to deliver a consistent message across all platforms. According to Beehive Strategic Communications, integrated communications is meant to support business objectives and create brand loyalty and trust. It is the art of creating an advertising campaign that generates interest in a brand, encourages customers to discuss the brand online and with people they interact with, and brings in new customers to drive more sales. To be truly integrated the campaigns should cover many bases, including television, youtube advertisements, and social media. The aim of integrated communications is to ensure consumers see the same message no matter how they interact with the company's brand. 

Coca-Cola practically perfected this with their ‘Share a Coke’ campaign. The ‘Share a Coke’ was a monumental campaign launched in 2011 that was crafted to encourage consumers to reconnect with the brand. The promotion was based around Coca-Cola releasing new bottles, however their logo was replaced by something more enticing for consumers. 

Discussing key elements of the campaign, Orchard explained, “Coca-Cola used personalized packaging where they replaced the iconic logo with a wide range of popular names, nicknames, and terms, effectively personalizing the product.” Through the "Share a Coke" campaign, the brand's emotional appeal was effectively reinforced, strengthening the bond between consumers and the brand. As a result, Coca-cola experienced increased sales and brand loyalty, thus solidifying their reputation among long term and new consumers.  

The campaign was accompanied by commercials on TV, YouTube and social media ensuring it would reach as many people, across as many platforms, as possible. In addition, during events they hosted and at select in store locations, Coca-Cola gave consumers the option to make custom bottles on the spot. The choice to make a bottle with your loved ones name made this campaign personal to each consumer, and the perfect example of an integrated campaign.

​​Beehive. (2024, January 31). Why Integrated Communication is the future of business. https://beehivepr.biz/integrated communication/#:~:text=Integrated%20communication%20enables%20organizations%20to,build%20brand%20trust%20and%20loyalty. 

Our top 3 examples of Integrated Marketing Communications. Orchard. (2023, November 6). https://thinkorchard.com/news/examples-of-integrated-marketing communications/#:~:text=Coca%2DCola%27s%20%27Share%20a%20Coke%27%20Campaign%20was%20a%20highly,80%20countries%20worldwide%20in%202011. 

FOR IMMEDIATE RELEASE

Contact: Sophie Eizen
Director of Public Relations
Wolverine World Wide
Phone: (616) 555-1234
Email: Sophieeizen@wolverineworldwide.com

WOLVERINE WORLD WIDE EXPANDS INTO PET MARKET WITH NEW DOG BOOTIE LINE
New "PawTek" Booties Offer Protection and Comfort for Dogs Everywhere

Rockford, MI — September 26, 2024 — Wolverine World Wide, a global leader in footwear innovation, is proud to announce the launch of its newest product line, PawTek Booties for Dogs. This marks the company’s first venture into the pet market, applying decades of expertise in performance footwear to create durable, comfortable, and protective booties for man’s best friend.

Developed with the same high standards used in Wolverine’s human footwear lines, the PawTek booties are designed to protect dogs’ paws from extreme heat, rough terrain, and cold surfaces, while ensuring a snug, non-slip fit. These booties are made from a specially engineered fabric that remains securely in place, giving pet owners peace of mind and their dogs freedom to roam comfortably in any environment.

"Wolverine has always been at the forefront of innovation in performance footwear, and we saw a significant opportunity in the pet market for a product that provides the same level of quality and durability for dogs," said Mark Ellis, Chief Marketing Officer at Wolverine World Wide. "Pet owners want the best for their furry friends, and our new PawTek line offers a solution that keeps dogs safe and comfortable in any condition, whether it’s a hot summer sidewalk or a rugged hiking trail."

The PawTek booties are available in four sizes to accommodate all dog breeds, with pricing starting at $29.99 for a set of four. They will be sold online at Wolverine’s official website and select retailers nationwide beginning October 15, 2024.

About Wolverine World Wide

Founded in 1883 and headquartered in Rockford, Michigan, Wolverine World Wide is a global leader in the design, manufacture, and marketing of branded footwear, apparel, and accessories. With a portfolio that includes top brands such as Merrell, Saucony, and Hush Puppies, Wolverine is committed to delivering innovative, durable, and comfortable products. Now, with the launch of its PawTek line, Wolverine is bringing its rich history of quality and performance to the pet care industry. For more information, visit www.wolverineworldwide.com.

Spring means the sun is shining once again after months of early sunsets, snowy weather, and negative temperatures. For college students, this time of year represents spring break, and for those living in cold states like Michigan, it means a chance to escape to warm and sunny paradises like Cancun, Miami Beach, and Key West. 

Understanding the Role of PR in Travel & Tourism

Public relations (PR) in tourism is like the ultimate matchmaker, connecting travel brands with the right audiences. It's all about crafting stories, building buzz, and creating a positive vibe associated with destinations. PR professionals work their magic by fostering relationships with the media, local communities, and eager travelers, ensuring every story told paints the destination in the best light and gets people excited to pack their bags. Think of it as the secret sauce that turns a great place into a must-visit hotspot.

The tourism industry knows PR is its secret weapon for turning dream vacations into reality. Just like any business, it needs to get the word out, attract the right crowd, and keep people excited about their next adventure. PR helps destinations connect with potential travelers, generate buzz, and ensure people know where to go for the ultimate getaway!

PR in tourism works its magic in a few key ways: First, it shines a spotlight on all the cool, unique qualities of a destination, making sure travelers know what makes it special. It gives visitors the inside scoop on everything from local gems to must-see spots so that they are already excited before they even land! Second, PR also helps manage expectations, making sure that there are no surprise letdowns. To top it off, it ensures that the messaging stays consistent across every platform, from social media to travel sites, keeping everything on brand and on point.

Why Spring Break Matters to the Tourism Industry

Spring Break has become a rite of passage, thanks to a mix of perfect timing and a little cultural magic. With school on pause and warmer weather rolling in, it’s the perfect chance to ditch the books, soak up the sun, and hit up beach destinations. Movies, TV shows, and social media have made it the ultimate adventure, while peer pressure keeps everyone in on the fun. The tourism industry also jumps in with deals and packages, turning Spring Break into a must-do event for students looking to make memories and have a blast!

Spring break is a game-changer for the tourism industry, bringing in a massive wave of travelers, especially college students and young adults, who flock to destinations looking for sun, fun, and a much-needed break. For coastal communities, this season accounts for a large chunk of their yearly tourism revenue, making it a critical period for local businesses. From beach resorts to bars and restaurants, spring break is the time when these businesses rely on the influx of vacationers to boost their bottom line — and it’s not just about partying. It’s a key moment to grab attention and secure that seasonal profit.

The tourism industry knows how to cash in on the spring break rush with targeted marketing aimed directly at these eager crowds. Special deals, flight discounts, and exclusive packages for accommodations and activities are all part of the appeal, ensuring these destinations fill up fast. While college students make up the bulk of spring break travelers, family vacations also see a rise during this time, as younger students are on break too. Add in the perfect weather for outdoor adventures, and you’ve got a recipe for a successful spring break season that benefits both visitors and local economies alike.

Tips for PR Pros in Travel & Tourism During Spring Break

To make the most of spring break, PR professionals need to plan ahead. Crafting campaigns and messaging well in advance ensures you're ready to capture the attention of potential travelers early on. But flexibility is key; Spring break can bring on the unexpected, whether it’s a viral trend or a sudden crisis, so staying adaptable and being able to pivot quickly is crucial. Another important tip is knowing your audience. While college students may be looking for affordable, party-packed getaways, families likely seek relaxing, family-friendly experiences. By tailoring your PR strategies to these different groups, you can effectively connect with your audience and maximize the impact of your Spring Break campaigns.

Spring break is the perfect opportunity for unforgettable travel experiences — and effective public relations can make all the difference in attracting the right crowd. Focus on showcasing unique adventures, from thrilling outdoor activities and vibrant nightlife to cultural festivals and mouth-watering food events, all tailored to the adventurous spirit of spring breakers. Tap into the power of social media by engaging directly with students, partnering with influencers to amplify your message, and offering exclusive deals and packages to make the trip even more tempting. But it’s not just about fun; Ensure safety and responsibility are front and center by promoting sustainable travel practices, highlighting local community respect, and working with local authorities to create a secure environment for all. Craft captivating press releases and storytelling narratives that spotlight exciting experiences and emphasize the commitment to safe, responsible travel. Spring break can be both unforgettable and responsible with the right PR strategy!

To conclude, here are some important considerations: First, timing is key, you should start your PR campaign early to reach students planning their spring break trips. Next, be authentic, reflect the genuine spirit of your destination, and cater to the interests of the target audience. And last but not least, track results, monitor the effectiveness of your campaigns using analytics tools, and adjust strategies accordingly. 

Sources

https://travel.usnews.com/rankings/best-spring-break-destinations/

https://5wpr.net/the-role-of-pr-in-the-tourism-industry/

https://www.quora.com/When-did-it-become-so-important-to-go-on-Spring-Break

In Class Pitch Letter Assignment

*Fake Scenario*

To: Melody Vander Weide, Grand Rapids Kids
From: Sophie Eizen, Grand Rapids Art Museum
Subject: Exciting Collaboration: Local Artists and Kids at GRAM

Dear Melody,

I hope this message finds you well! I’m thrilled to share an upcoming event at the Grand Rapids Art Museum (GRAM) that I believe will captivate the readers of Grand Rapids Kids.

On November 10th, 2024, GRAM will host a unique exhibit showcasing 20 art pieces created by local elementary school students in collaboration with talented local artists. This initiative not only celebrates the creativity of our youth but also emphasizes the vital role of arts education in our community. Selected children, nominated by their art teachers, will present their artwork alongside their collaborating artists and educators, providing a wonderful opportunity to highlight both artistic expression and the importance of fostering creativity in young minds.

We would love to offer you the chance to interview the young artists and their mentors before the event, giving your audience an inspiring behind-the-scenes look at this collaboration. The event is ticketed, with proceeds benefiting GRAM’s Art Outreach program and local K-12 art initiatives.

I believe this event aligns perfectly with the interests of your audience, and I would be delighted to discuss it further. I’ll follow up in a few days to see if you’re interested or have any questions.

Thank you for considering this opportunity!

Best regards,
Sophie Eizen, Grand Rapids Art Museum Communications Specialist

Grand Rapids Art Museum (616) 831-1000 sophieeizen@artmuseumgr.org

FOR IMMEDIATE RELEASE
Contact: Sarah Thompson, Public Relations Manager

(616) 555-0199, sarah.thompson@johnballzoo.org

*Insert Logo*

Exciting New Program at John Ball Zoo: Become a Zookeeper for a Day!

Grand Rapids, MI. October 24, 2024 – Have you ever dreamed of working with majestic lions, playful otters, or colorful parrots? This dream is now a reality at the John Ball Zoo, where the newly launched "Zookeeper for a Day" program invites community members to step into the shoes of a zookeeper and experience a day filled with adventure, education, and unforgettable animal encounters.

Nestled in the heart of Grand Rapids, the John Ball Zoo has long been a cherished destination for families and wildlife enthusiasts. However, in recent years, attendance has dwindled, prompting the zoo's dedicated director, Lisa Martinez, and passionate zookeeper, Jake Reynolds, to brainstorm innovative ways to reconnect the community with the wonders of wildlife. The result? A hands-on program that allows participants to immerse themselves in the daily life of a zookeeper.

“Zookeeping is not just a job; it’s a calling,” says Martinez, her eyes sparkling with enthusiasm. “We want to share that passion with our community. By offering this unique experience, we hope to inspire a new generation of animal lovers and advocates for conservation.”

Participants in the "Zookeeper for a Day" program will spend an entire day alongside experienced zookeepers, engaging in various tasks that include preparing animal diets, cleaning habitats, and even assisting with animal enrichment activities. Each session will be tailored to ensure safety while allowing participants to get up close and personal with the zoo's diverse inhabitants.

“I can’t wait to show people what it’s really like behind the scenes,” says Reynolds, who has dedicated over a decade to caring for the zoo's animals. “It’s hard work, but it’s incredibly rewarding. I want everyone to feel the joy of interacting with these amazing creatures.”

The program is designed for individuals aged 12 and up, making it a perfect opportunity for families to bond over a shared love of animals. Each participant will receive a personalized zookeeper badge and a complimentary zoo membership, allowing them to return and share their newfound knowledge and experiences with friends and family.

As the sun rises over the lush greenery of the zoo, the excitement is palpable. The "Zookeeper for a Day" program is set to launch on November 1, 2023, with limited spots available for each session. Interested participants are encouraged to apply early to secure their chance to explore the wild side of zookeeping.

To apply or learn more about the program, visit www.johnballzoo.org/zookeeper-for-a-day or contact the zoo’s education department at (616) 555-0199.

Join us in celebrating the beauty of wildlife and the important role zoos play in conservation efforts. Together, we can make a difference, one zookeeper at a time.

About John Ball Zoo:

John Ball Zoo is a non-profit organization dedicated to wildlife conservation and education. Established in 1891, the zoo is home to over 200 animals representing more than 60 species. The zoo aims to inspire visitors to appreciate and protect the natural world through engaging exhibits and educational programs. For more information, visit www.johnballzoo.org.

Follow us on social media:

Facebook: @JohnBallZoo Instagram: @JohnBallZoo Twitter: @JohnBallZoo

– end –

Thanksgiving is the time for turkey, stuffing, potatoes in all its forms, casseroles, and pumpkin pie, time spent with family, Macy’s Thanksgiving day parades, and Black Friday shopping. Compared to the commercialization of Christmas, Thanksgiving seems to be the time of year when PR and advertising take a break. Is this because companies just want some time off? Or is marketing for Thanksgiving harder to do? Consumerism doesn’t coincide with a time of year when we are supposed to be grateful for what we have.

Although going overboard with advertising is tempting, Thanksgiving is a fantastic time to engage with customers. PR Agencies and corporations' chances of success will increase if you take the time to consider what appeals to the people using your brand. During the holiday season, consumers are increasingly aware of marketing tactics and how products are being promoted. No one wants their quality time with family being hijacked by brands taking advantage of the upcoming gift-giving season. 

Corporations or PR agencies make the most of this time of year by showing appreciation to their clients, consumers, and various stakeholders. Expressing gratitude for their trust and partnership through handwritten notes, PR packages, or small appreciative events can convey the organization’s commitment to fostering positive working relationships and creating exemplary products for clients and consumers. Along with expressing gratitude, the Thanksgiving season is a great time to encourage community engagement. Supporting local charities or causes relevant to the brand,  sponsoring community events, or hosting donation drives are essential components of a strategic and well-thought-out PR approach.

Public relations is all about building relationships, and Thanksgiving is a perfect reminder of the importance of bringing people together. A Thanksgiving feast cannot come together alone, much like a successful PR strategy. Relationships built on transparency and trust are the foundation of effective communication and reputation management. PR teams must establish positive relationships with clients, the media, and the public. 

Like all successful campaigns, creating content surrounding Thanksgiving starts with thoroughly understanding your audience. Audiences can differ in their approach to the holiday. Are their families planning a big feast? College students are heading home, and bargain hunters are gearing up for Black Friday. Each group requires a tailored strategy, so it’s important to pinpoint where your audience fits. It’s also worth noting that consumer behavior shifts during this season. Many people embrace the festive spirit, seeking deals and gifts to start their holiday shopping. On the other hand, some prefer to keep Thanksgiving free of heavy shopping. Be mindful of this balance to ensure your messaging doesn’t alienate any audience segment.

Once you’ve assessed your audience’s preferences, you can start weaving Thanksgiving themes into your November marketing. Focus on gratitude, family, and giving back to foster a connection with your brand. Ensure your campaign aligns with your brand identity. Audiences can tell when a brand uses a holiday purely as a sales tactic. Instead, look for authentic connections between your brand and the season, even if that means waiting until after the holiday for promotions.

Thanksgiving presents a unique opportunity for PR and marketing professionals to connect with their audiences meaningfully. While the holiday may seem like a pause in consumerism, it is a chance to foster genuine relationships through gratitude and community engagement. By understanding the diverse motivations of your audience and crafting authentic messages that resonate with the spirit of the season, brands can create impactful campaigns beyond mere sales tactics. Embracing the values of Thanksgiving, including appreciation, connection, and trust, can lay the groundwork for lasting relationships that extend well into the holiday season and beyond. As we celebrate the holidays, let's remember that successful PR is not just about promoting products but about building a community that values meaningful interactions.

Sources

https://www.yorkpublicrelations.com/press-room/7-ways-thanksgiving-can-inspire-pr/

https://www.linkedin.com/pulse/how-public-relations-like-thanksgiving-feast-emily-sidley/

https://www.lemonlight.com/blog/how-to-use-thanksgiving-in-your-marketing-strategy/