Some student-driven academic outreach projects deal with things rather simply, tossing out ideas or slogans as a way to solve a problem. In real life, though, it’s never that easy or simple and any real impact requires much more than a public relations campaign.
That’s especially true for some Penn State students working with Renea Nichols, a senior lecturer in the Department of Advertising/Public Relations, who have been tasked with helping to rebrand and spur economic growth in a couple of Pittsburgh neighborhoods. Their work, part of a 400-level course, began during the spring semester with one class working in the Hill District, and the effort will continue in the fall in Homewood.
The overall project started when Penn State Outreach was investigating how the University could get involved in communities in Pittsburgh. So, COMM 497E Pittsburgh Outreach: Rebranding an Urban Neighborhood was created to provide hands-on experience for students and to serve communities in need.
Student teams working in the Hill District this past spring worked to provide approaches for community members, who have endured high rates of blight and crime in recent years, to remain hopeful and positive.
For the upcoming class, challenges in Homewood are similar. Homewood was the Pittsburgh residence of industrialist Andrew Carnegie in the 1880s. Much has changed since then, though. "Homewood still has a community that is passionate about the place,” said Nichols. “The people still believe in their neighborhood and their home.”
Neighborhood residents want to attract businesses and visitors. The end goal of the project is to change the perception people have about Homewood and its residents.
Nichols knows a successful project relies on more than just a Penn State presence. “The students and I can’t just create a great slogan or a great promotional brochure and expect everything to pick up -- the people also need to work and they want to work,” said Nichols.
Homewood also is home to a Carnegie Library, the oldest library in Pittsburgh. Nichols is looking into developing walking tours, a documentary and a website for prospective investors. Students will accompany Nichols to Pittsburgh at least twice in the semester.
The documentary will serve as media coverage on the cultural and historical attractions of the neighborhood.
“We need to create reasons for people to go to Homewood by using the media toolkit,” said Nichols. “Revitalizing a community is going to be hard work. We have to take things one step at a time, but first the community must rally together.”
Nichols hopes she will be able to produce something realistic and valuable with the given, single-semester time frame. She has already made several trips to Homewood to explore the neighborhood.
“I have never seen so many passionate people. I feel so excited and eager to help them come fall,” said Nichols.
The course is open, by application only, to all students in the College of Communications. Students interested in the class may contact Nichols by email (rdn11@psu.edu) or on Twitter (@profnichols).