When you hear the phrase "public relations," you probably picture a drab corporate press statement or product placement in a celebrity's Instagram post. In the 21st century, the relationship between consumers and commercial interests has developed into a complex dynamic that is a prerequisite for success in nearly every industry. The world of public relations may include insincere speeches and unsubtle advertisements, but people's access to information is a powerful force - a force that a group of local college students is wielding to fight food insecurity in the Lancaster community.

In 2024, Millersville University's Public Relations Student Society of America (PRSSA) chapter launched a public relations campaign for Power Packs Project, a nonprofit organization that aims to eliminate hunger in schools throughout Lancaster, Lebanon and York counties. Power Packs Project partners with local school districts such as Hempfield, Lampeter-Strasburg, Penn Manor, Donegal, Warwick, Columbia and Lancaster to provide students with a meal kit called a Power Pack. The kit is stuffed with healthy ingredients for an easy-to-make meal, as well as fresh produce and a few snacks, and the Power Packs are distributed to food-insecure students to make sure they won't go hungry over the weekend without access to free meals in the cafeteria. During the 2023-24 school year, Power Packs Project distributed approximately 440,000 pounds of food, and the Hempfield branch alone serves hundreds of families in the Hempfield School District every week.

The primary goal of the Millersville PRSSA chapter's campaign was to generate monetary donations for the Power Packs Project ahead of the nonprofit's initiatives during the holiday season. The students' campaign involved two strategies: assemble a selection of enticing gift baskets from local businesses, and overhaul Power Packs Project's public engagement by crafting promotional content.

PRSSA members sold the gift baskets during Millersville University's Holiday Maker's Market on Dec. 7 and 8, raising more than $1,000 for Power Packs Project. "Our original goal was to raise $500," said Joshua Gearhart, president of the Millersville PRSSA chapter. "I'm happy to report that we smashed that goal." The baskets included tickets to local experiences such as a one-night stay at the Lancaster Arts Hotel and local wine tastings, as well as a game-worn Hershey Bears hockey jersey and other novelties. Gearhart added that many patrons paid generously and vocalized their support for Power Packs Project and its work in the community.

The second piece of the students' campaign involved an effort to establish a digital presence for Power Packs Project. Prior to collecting basket items, PRSSA members visited the organization's warehouse to film volunteers and get footage for promotional content such as Instagram reels and YouTube videos. "It's one thing to hear about something, but to see it is totally different," Gearhart said. "Short, bite-size content is huge right now, and we would love for people to see the way they give their time and resources to help the community."

In addition to raising awareness of Power Packs Project's efforts, the ongoing promotional media portion of the campaign will allow PRSSA students to showcase their communication and marketing expertise as they start a career in public relations. Gearhart said the content will eventually be uploaded to the Power Packs Project's social media accounts and website, http://www.powerpacksproject.org.

"The collaboration between Power Packs and the Millersville University PRSSA students has been tremendous I think for both of us," said Brad Peterson, executive director of Power Packs Project. "We've given the students some real-world experience in working in PR, raising awareness and fundraising, and on our end, we've been able to tap into the expertise of the students. They've raised awareness and they've raised some funds for Power Packs, which will really enable us to do more in the community."

Although the Millersville PRSSA has operated since the early '90s, the Power Packs Project campaign is the largest project its members have organized in six years. When Gearhart became chapter president in fall 2023, he was one of two members. After replenishing the Millersville PRSSA's numbers, the group comprised 15 students, 10 of whom actively worked on the campaign. Gearhart graduated at the end of the fall 2024 semester, but he's confident that his successors will follow the trail blazed during his final year. "The future for the club is bright; there is a really passionate group of students left to lead the charge," Gearhart said. "The Millersville PRSSA is stronger now than it's ever been." Gearhart added that the chapter will continue to work with Power Packs Project in the spring semester.