Kayla Thorsey

Black Lives Matter Report

Executive Summary

Our class, PRE314, created an idea for an event to support and to unify the
SUNY Plattsburgh campus on diversity-related issues. Based off of the data
presented in the Diversity Plan Draft and the Black Lives Matter campus
discussion, we concluded the most prevalent diversity-related issue on
campus is race/ethnicity. To narrow our focus of the event, we decided on a
#BlackLivesMatter photo opportunity. In order to reach faculty, staff and
students on campus, we spread word to the best of our ability within the
given timeframe. We made our message clear by including specified, yet
simple, event information. We set a goal with a specific objective, and we
used and implemented our strategies and tactics. During evaluation, we
inferred our goal was met.

Situation Analysis/SWOT Analysis

During the Fall 2015 semester at SUNY Plattsburgh, a blackface cartoon was
the front-page illustration in an October issue of Cardinal Points, the colleges
student-run newspaper. It depicted a graduated black student in a run-down
neighborhood with broken windows, burnt buildings, cars with no tires resting
on cinder blocks and broken stop signs. The cartoon offended numerous
members of the campus and surrounding communities. The cartoon sparked
controversy and made headlines in several publications in the area and
across the North East.
In 2015, only nine of 341 graduate students and 392 of 5,377 undergraduate
students identified as black or African American. This demographic is
underrepresented on our campus, and we want to create an inclusive
environment for all.
The rise of the #BlackLivesMatter movement in response to police brutality
and riot killings has recently rocketed to front-page news. The
#BlackLivesMatter movement was created to protect the lives of those
effected and in remembrance of the lives lost including Trayvon Martin,
Sandra Bland, Eric Garner and Terence Crutcher. The #BlackLivesMatter
movement aims to remind society that black lives need to matter before all
lives can matter. Brutality against black Americans has become a hot-button
issue.

Strengths:

Our class members are well-rounded and have connections where

needed
Many people support the #BlackLivesMatter movement
The campus community voiced a need for race/ethnicity education
Diversity-related clubs helped spread word about the event

Support from President Ettling and Vice President of Student Affairs

Bryan Hartmann
Societal issues show a need for events such as this
Support from UP
People feel passionate on the topic
The event was held on the same day of diversity-related educating
sessions

Weaknesses:

Many people oppose the #BlackLivesMatter movement

Potentially viewed as something we are forced to do for class
About 40 percent of students are not well informed on diversity
About 60 percent of faculty are not well informed on diversity
About 62 percent of students surveyed in the Diversity Plan Draft did
not want to learn more about diversity
The #AllLivesMatter movement support on campus
The #BlueLivesMatter movement support on campus
People feel passionate on the topic
We were given a short period of time to organize the event
Faulty communication with class members

Opportunities:
An opportunity for Cardinal Points to portray themselves and the

college in a positive light in lieu of the recent racist cartoon

An opportunity to show students, faculty and staff that the campus
cares
An opportunity for good uncontrolled media for the campus
An opportunity to create a safe space on campus
An opportunity to unify the campus
An opportunity to create awareness on campus
An opportunity to extend the Teach-In into an action
An opportunity for students to show support for one another
An opportunity to identify allies

Threats:

Outdoor events can potentially be canceled due to weather

#AllLivesMatter and #BlueLivesMatter supporters can protest the
event
Difference in opinions
There was no back-up plan for several aspects of the event including
photographer, drone, banner, etc.
Low attendance
High attendance

Target Audience

Our target audience consisted of faculty, staff, undergraduate and graduate

students who were currently involved on campus and supportive of the
movement.

Key Message

Our key message said: Join public relations students for an I Am an Ally
photo opportunity to unify the student body and to support the need for
change regarding Black Lives Matter and other diversity concerns. What: A
photo with other allied forming the letters BLM with an opportunity to indicate
support for other groups as well. Where: Hawkins Pond. When: Oct. 26,
2016.
We wanted SUNY Plattsburgh students to feel supported regarding diversityrelated societal issues. The event was intended to expose other allies to show
outlets of support on campus and create awareness of who feels
underrepresented.

Goal: To have people join us for a Black Lives Matter photo opportunity.
Objective: To have 250 people join us for a Black Lives Matter photo
opportunity by the time the photo is taken.

Strategy: We used our personal connections and opinion leaders to help us

get people there.

Tactics:

Create and invite people to a Facebook event page

Create, print and distribute fliers
Media alert and video
Cardinal Points
Reach out to campus clubs through Taeko Kelly
Tabling
Work with Karen Waterbury
Work with Bryan Hartmann
Ask Teach-In leaders to mention the photo opportunity
Write the date, time, place and purpose of the event on classroom
whiteboards
Word of mouth

Evaluation
After counting heads in the photo, we determined the attendance at the
event was 251 people, which included students, faculty and staff members.
Tactic 1 Evaluation
The Facebook event page invited 315 people to the event. There were 102
going responses and 11 maybe responses. We can infer all 102 did not
attend the event; however, I did see about 50 percent of the Facebook
respondents at the event. A major flaw of the Facebook event page was the
private setting. We werent able to share the event on our timeline due to

this, and we may have been able to reach more people by having the event
show up on timelines.
Tactic 2 Evaluation
The fliers were a good source for awareness of the event; however, we
werent able to distribute fliers until Monday afternoon, less than two days
before the event. The fliers were vulnerable to vandalism. I saw a flier with
the words #BlackLivesMatter scribbled out and replaced with
#AllLivesMatter.
Tactics 3 and 4 Evaluation
The media alerts for the Press-Republican and Cardinal Points were not
effective for bringing people to the event. There was no mentioning of the
event in either newspaper prior to the event. These tactics were good for
receiving uncontrolled media after the event happened by receiving feature
article and video coverage.
Tactic 5 Evaluation
Reaching out to various clubs proved to be successful. Numerous clubs and
organizations on campus including Alpha Phi, Alpha Epsilon Phi, Plattsburgh
Mens Rugby, Kickline and PRSSA signed the banner. Members of diversityrelated clubs showed support as well by posing in the photo.
Tactic 6 Evaluation
Tabling did not bring many to the event. There was a lack of communication
between members of our PRE314 class and Cardinal PR for the reasoning and
intent of the event.
Tactics 7 and 8 Evaluation
Working with Karen Waterbury and Bryan Hartmann not only ensured we had
support of the campus but also helped us reach all campus community
members through a specific medium. Keith Tyo included our event in the
mass email sent to the campus with information regarding the Teach-In.
Tactics 9 and 10 Evaluation
Asking Teach-In leaders was one of the most effective tactics we executed.
Attendees of the Teach-Ins were already interested in showing support and
learning more about diversity, so students were more likely to participate in
the event when the opportunity was pitched to them. The event information
was written on the whiteboards of rooms where Teach-In leaders did not
mention the event.
Tactic 11 Evaluation
Word of mouth was another effective tactic we executed. Class members
posted a photo of the flier on social media such as Instagram asking followers
to spread the word to their friends and other allies. Personally, I posted a
photo of the flier on Snapchat, and I received several chat notifications from
followers inquiring about the event.