This semester I had the privilege of taking an introductory public relations class. We studied different areas related to PR such as crisis communications, event planning, research, etc. The students were then put together in teams to become a PR team where they would take on a PR campaign for a client. This semester we had the opportunity to work with a company called NetAngel, a porn filter based in the cloud. In this campaign we were given four weeks to complete our campaign and work towards a solution for our client. In addition to completing a PR campaign for NetAngel, we were asked to design and compile a book of our research, PR strategy, tactics and additional resources for Brian McKellar, CEO of NetAngel, to use in his future endeavors of his company. The following is our final book project.

In this book, we wanted to create a theme of connection. In our first meetings with Brian, the phrase he used “connection is the opposite of addiction”, was something that stood out to the entire team. Our theme for our PR campaign and for our book was “Creating Connections”. In the design we hoped to achieve this theme throughout our book the photographs and layout design of the book. In connection to his already existing company, we also wanted to continue his monochromatic color scheme that is also found throughout his website


Below you can view the master book that is our finished project:




If ya can’t beat ’em, join ’em

Over this weekend, the hit broadway musical, The Book of Mormon, debuted in Australia. What has become a familiar callback, The Church of Jesus Christ of Latter-day Saints released a set of videos that illustrates the power The Book of Mormon has had in the lives of the people of Australia. As a fan of the PR and marketing efforts done by the Church, it’s exciting to see the possible outcomes this media campaign will bring.

In order to better understand and appreciate this PR move done by the Church, a little more context is required. Back in 2011, the creators of South Park, Trey Parker and Robert Stone, created this satire story on the experience of Mormon missionaries in Uganda. It debuted in March of that year and immediately rose to new heights. During its first year, the production was consistently among the top five best-selling shows on Broadway. During its initial run, the Church released a statement regarding The Book of Mormon:

“The production may attempt to entertain audiences for an evening, but the Book of Mormon as a volume of scripture will change people’s lives forever by bringing them closer to Christ.”

The next year, the production toured the United States making stops in California, where further genius PR prowess manifested itself. The LDS Church bought ad space in the musical’s playbill, where it would gain exposure toward reading the book. In their ads, the church said things such as, “You’ve seen the play, now read the book” and “The book is always better.”


Several testimonials from the Church’s efforts led to a lot of people to investigating the book and the teachings of The Church of Jesus Christ of Latter-day Saints. But among PR professionals and others, this move impressed  them. The ability the PR department had to embrace the publicity that was inadvertently cast upon the Church was spectacular. They embraced the mocking nature of the play and directed it as something that could be attractive and delightful.

In the case of The Book of Mormon Musical moving to Australia, I’m not surprised at all of the efforts made by the LDS Church to go into a similar vein. It’s also interesting to notice that The Church didn’t use the same method to draw attention to the reading of The Book of Mormon. Rather than buying ad space, they created the online media campaign, featuring real life people and their personal experiences of reading The Book of Mormon. Also, in my opinion, I think it’s a smart move, not only to avoid redundancy, but to cater to audiences that are probably more interested in watching 1-2 minute video testimonies.

Overall, I love what has been done by the Church. Out of a possible controversial and bad situation they turned it into a promoting period and one where good publicity and positive feelings toward the Church can brew.