Focus Group

Below is a writing sample from my coursework:

CrimeStoppers Focus Group

Sample

During my coursework at the UNC Hussman School of Media and Journalism, I took a public relations campaigns class. In the class, I worked with a local nonprofit, the Chapel Hill CrimeStoppers. Over the semester, my group and I worked with nonprofit to develop a campaign plan that would increase the brand's recognition within and beyond the UNC-Chapel Hill community.

During our primary research, we conducted a focus group to understand what target publics already knew about the anonymous tipline and how they felt about its current logo. Furthermore, the focus group, we also pretested a potential campaign idea about if knowledge of crime affects people's perceptions of safety. To read the focus group script, please click the button below.

Focus Group Script

Pride and Prejudice

"There is a stubbornness about me that never can bear to be frightened at the will of others. My courage always rises at every attempt to intimidate me."

— Jane Austen, Pride and Prejudice

Niki Lauda

"From success, you learn absolutely nothing. From failure and setbacks conclusions can be drawn. That goes for your private life as well as your career."

— Niki Lauda