Pioneer Communications
“Pioneering the next generation of public relations professionals”
Firm Handbook
Mission Statement
Vision Statement
Organizational Structure
Goals & Objectives
Policies
Code of Ethics
Mission Statement
Pioneer Communications firm members seek to enrich their professionalism and public relations knowledge
by learning from the experience of working with clients and providing them with high quality work.
Vision Statement
Pioneer Communications will have provided satisfactory work to a minimum of six clients by the end of the
2008-2009 school year and have established the necessary policies and documents required to seek
accreditation as a Nationally Affiliated PRSSA Student-Run Firm.
Organizational Structure
For the 2008-2009 school year, Pioneer Communications will be led by co-firm directors. At this point in
time, one firm director will act as the account executive for all client projects and focus specifically on
overseeing staff members. The other firm director will act as the firm’s public relations director to
promote the organization and be responsible for achieving National Affiliation by the end of the 2008-2009
school year. All other firm members will be general firm staff and members of teams established to work
on client accounts. After obtaining the necessary experience with clients and within Pioneer
Communications, the co-firm directors will offer general firm members the opportunity to serve as the
account executive on client projects in the spring 2009 semester. Once Pioneer Communications has
achieved National Affiliation, the firm will consider the possibility of functioning under the guidance of only
one firm director as an executive committee will be in place. Both the Chief Financial Officer and Public
Relations Director positions will be made available to general firm staff members in the 2008-2009 school
year, as will the position of an Administrative Assistant.
2008-2009 Organizational Structure
General
Firm Staff
Co-Firm Director
Co-Firm Director
(PR Director)
(Account Executive)
General
Firm Staff
General
Firm Staff
2009-2010 Organizational Structure
General
Firm Staff
Firm Goals & Objectives
Pioneer Communications seeks to reach and surpass these goals and objectives for the firm by the end of the
2008-2009 school year.
v To develop leadership skills among firm members during the 2008-2009 school year.
§
Specifically to have each member lead a pitch meeting, idea session, or special event for a client
during the second semester of the 2007-2008 school year.
v To provide hands-on, professional public relations experiences to all firm members during the 20082009 school year.
§
Specifically to have each member work on at least four client accounts during the 2008-2009
school year.
v To provide firm members with material for their resumes and portfolios by the end of the 2008-2009
school year.
§
Specifically to have each member be individually responsible for creating at least two different
communication devices (i.e.: News release, video news release, brochure, press advisory, etc.)
during each semester of the 2008-2009 school year.
v To establish membership in the firm by the end of the 2008-2009 school year.
§
Specifically to have a minimum of ten firm members by the end of the 2008-2009 school
year.
v To increase awareness of Pioneer Communications’ services by the end of the 2008-2009 school year.
§
Specifically to contact at least five potential clients during each semester of the 2008-2009
school year.
v To provide above average services to all of Pioneer Communications’ clients.
§
Specifically to be dedicated to all services asked of Pioneer Communications and work
diligently to ensure the accuracy, promptness and usefulness of all services.
v To ascertain National Affiliation as a PRSSA student-run public relations firm.
§
Specifically to:
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Work with a minimum of three clients during the fall semester of the 2008-2009
school year.
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Create appropriate documentation required of an affiliated firm.
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Establish contact with a PRSA Champion.
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Establish contact with the local PRSA chapter.
Firm Policies
Policies of the Pioneer Communications student-run public relations firm are subject to review at the
beginning of each school year.
Conduct
v All firm members will conduct themselves in a professional manner in order to represent Pioneer
Communications, the Raymond Simon Chapter of PRSSA and Utica College in the best possible
light to prospective members and clients. Firm members must refrain from using inappropriate,
derogatory and negative language at all times.
Dress Code
v All firm members are expected to dress in business or business casual attire when meeting with
clients and when they are representing Pioneer Communications or a client at a public event. Jeans
will not be considered business casual.
Customer Relations Policy
v Every client will be treated respectfully by firm members.
v Firm members will address clients formally, using a title and their last name (i.e.: Mrs. Smith).
v The client’s convenience is first and foremost. Firm members must be considerate when setting up
meeting times and contacting the client. Always keep in mind the time of day and the client’s
schedule.
v Firm members should never raise their voice to a client, talk back to a client or use sarcastic
responses to demonstrate frustration with a client. It is imperative that firm members exhibit
professional behavior when dealing with clients, even during challenging conversations.
Conflicts of Interest
v If a firm member has a conflict of interest with an account he/she is working on, he/she is to share
this conflict of interest with his/her account executive, a firm director, the PRSSA president, or
the faculty advisor. Firm members should disclose all conflicts of interests, including prior
employment by a client, familial or friendly relations between a firm member and a client, and any
moral conflicts they may have. A meeting will take place to discuss the conflict of interest and
determine a resolution acceptable to the firm member, the client and Pioneer Communications.
Confidentiality
v Any information a firm member is privy to as a result of working for a client is confidential. Firm
members can not share information with non-firm members that they obtain while working on an
account. Breaches of firm/client confidentiality damage the reputation of Pioneer Communications
and may result in consequences for the firm member who broke the client’s confidences.
Code of Ethics
v Members of Pioneer Communications shall adhere to the Code of Professional Standards for the
Practice of Public Relations. Every firm member must sign the code of ethics before they will be
allowed to participate in activities pertaining to client accounts. This is done in order to promote
and maintain high standards of public service and ethical conduct to clients of Pioneer
Communications.
Membership
v At this point in time, Pioneer Communications’ staff is comprised of anyone willing to participate
in the activities of the firm. Membership is contingent on the completion of an application and the
signing of a code of ethics.
v Members can be removed from the Pioneer Communications’ staff if they have committed an act
that breaks their signed code of ethics, if they have breached client confidentiality or if they are
performing their duties in a way that lessens the quality of work provided by Pioneer
Communications (i.e.: plagiarizing, submitting erroneous work, etc.). Before a member is
removed, the offense will be brought to the attention of the firm directors, the PRSSA president
and the faculty advisor, who will determine the appropriate course of action for dealing with the
matter.
Community Participation
v As member of the greater Utica community, Pioneer Communications will be expected to organize
one charitable act that benefits the local community per semester.
v When staffing capacity permits, Pioneer Communications will also provide pro bono work to local
organizations in the community that require the firm’s services but are financially unable to pay the
firm.
Dispute Resolution
v If a firm member has a dispute between another firm member on an account, the matter should be
brought to the attention of the account executive.
v If there is a dispute between a subordinate (i.e.: general firm member) and a superior (i.e.: account
executive, firm director), the faculty advisor should be made aware of the matter.
v In any situation, a resolution should be amicably agreed upon.
Code of Ethics
PRSA Code of Professional Standards for the Practice of Public Relations
Members of Pioneer Communications, Utica College’s student-run public relations firm, shall adhere to the
following Code of Professional Standards for the Practice of Public Relations. Every firm member must
sign the code of ethics before they will be allowed to participate in activities pertaining to client accounts.
These articles have been adopted by the Public Relations Society of America to promote and maintain high
standards of public service and ethical conduct.
v A member shall conduct his/her professional life in accord with the public interest.
v A member shall exemplify high standards of honesty and integrity while carrying
out dual obligations to a client or employer and to the democratic process.
v A member shall deal fairly with publics, with past or present clients or employers,
and with fellow practitioners, giving due respect to the ideal of free inquiry and to
the opinions of others.
v A member shall adhere to the highest standards of accuracy and truth, avoiding
extravagant claims or unfair comparisons and giving credit for ideas and words
borrowed from others.
v A member shall not knowingly disseminate false of misleading information and shall
act promptly to correct erroneous communications for which he or she is
responsible.
v A member shall not engage in any practice that has the purpose of corrupting the
integrity of channels of communication or the process of government.
v A member shall be prepared to identify publicly the name of the client or employer
on whose behalf any public communication is made.
v A member shall not use any individual or organization professing to serve or
represent an announced cause, or professing to be independent or unbiased, but
actually serving another or undisclosed interest.
v A member shall not guarantee the achievement of specified results beyond the
member’s direct control.
v A member shall not represent conflicting or competing interests without the
expressed consent of those concerned, given after a full disclosure of the facts.
v A member shall not place himself or herself in a position where the member’s
personal interest is or may be in conflict with an obligation to an employer or client,
or others, without full disclosure of such interests to all involved.
v A member shall not accept fees, commissions, gifts, or any other considerations from
anyone except clients or employers for who services are performed without full
disclosure of such interests to all involved.
v A member shall scrupulously safeguard the confidences and privacy rights of
present, former, and prospective clients or employers.
v A member shall not intentionally damage the professional reputation or practice of
another practitioner.
v If a member has evidence that another member has been guilty of unethical, illegal,
or unfair practices, including those in violation of this Code, the member shall
present the information promptly to the proper authorities within PRSSA for
consideration and possible consequence.
v A member shall, as soon as possible, sever relations with any organization or
individual if such relationship requires conduct contrary to the articles of this Code.