Public Relations Campaign to Rebuild & Restore the Image of Pennsylvania State University Presented by: & PBRL44

1. Public Relations Campaign to Rebuild & Restore the Image of Pennsylvania State University Presented by: & PBRL445 PR Campaign Assignment 1-3-5 Cindy Pfennig John Turnbull

2. Penn State University PR Case Study • Presentation Overview • Organizational Audit • Communication Audit • Campaign Goal • Campaign Objectives • Messages and Themes • Strategies and Tactics • Timeline of Events • Budget • Evaluation Plan PBRL445 Assignment 1-3-5

3. Penn State University PR Case Study • Organizational Audit • Mission and Purpose: • Educational Institution, part of Big 10 • Collaboration with outside industry • History and Perception: • Founded in 1855. Satellite Campuses in 1930’s • 96,000 students in 50 states and 131 countries • Perception tarnished by football sex scandal • Industry Involvement: • Science and Engineering Dept. partners with 25 different companies • College of Business advisory board reps from 32 industries • Financials: • Largest single contributor to Pennsylvania’s economy • Generated $646M in tax revenue in 2008 • $17B economic impact to state of PA in 2008 PBRL445 Assignment 1-3-5

4. Penn State University PR Case Study • Communication Audit • The Audiences • Students • Faculty • Alumni • Community • Business Organizations • The Messages • Open, honest, transparent • Up-to-date, accurate information • Outlets to express opinions, thoughts, feelings • The Media • Penn State University website • Social Media • Television • Radio • Newspaper (local and campus) • Press Releases • iPhone Apps / Text messaging PBRL445 Assignment 1-3-5

5. Penn State University sex scandal PR Case Study • Campaign Goal • Restore the image of the university PBRL445 Assignment 1-3-5

6. Penn State University sex scandal PR Case Study • Measurable Objectives • Maintain / Increase enrollment in the university • Maintain / Increase donor donations • From both alumni and corporations • Maintain / Increase number of professional alliances • Maintain / Increase attendance/awareness at sporting events • Severing ties with “Second Mile” program PBRL445 Assignment 1-3-5

7. Penn State University PR Case Study Messages and Themes • Zero tolerance for future discretions • Everyone is a representative of the university • Must take proactive role and ownership • Take focus off football team and place it on university as a whole • Long term process. Marathon…..not a sprint • 4-phase rebranding campaign PBRL445 Assignment 1-3-5

8. Penn State University PR Case Study • Strategies and Tactics • Program I – Student Program: • SAVE Penn State (Students Against Violence Enforced) • Students have a voice in how the university protects its students • Students have responsibility in restoring the image of the university • Program II – Faculty Program: • FOCUS on Penn State (Faculty Observations Cause Understanding of Situations) • Faculty and student dialogue for ideas and solutions • Close communication with university President • Tuition-free, for-credit classes on ethics, sensitivity and public relations imaging PBRL445 Assignment 1-3-5

9. Penn State University PR Case Study • Strategies and Tactics • Program III – Alumni Program: • AWARE of Penn State (Alumni Will Actively Restore Effectiveness of Penn State) • Spread external messages through collaborative and cohesive forces • Program IV – Community & Organization Outreach Program: • COOPERATE with Penn State (Community Organizations Outreach Program Efforts Readily Aimed to Executive • Support of the local community and organizations • Enlist support of high profile representatives such Governor and/or Mayor PBRL445 Assignment 1-3-5

10. Penn State University PR Case Study • Timeline of Events • First Quarter (begin in December 2011 through March 2012: • Press conference by university President • Issues a public apology and announces a ‘Zero Tolerance Policy’ • Public Service Announcement by Governor and/or Mayor • Full page newspaper ads • Campaign to donate profits from athletic ticket sales and bowl game to a newly created foundation for victims and their families • Direct mail campaign • Rollout four new awareness programs • Conduct a donation fund drive • Second Quarter (begin in April 2012 through June 2012): • Conduct surveys of students, faculty, alumni, community organizations and the general public PBRL445 Assignment 1-3-5

11. Penn State University PR Case Study • Timeline of Events cont’d • Third Quarter (begin in July 2012 through September 2012): • Institute mandatory, tuition-free, for-credit ethics and sensitivity classes beginning with the new school year • Compile stats on enrollment, sporting event attendance and donations • Compile results of surveys conducted over the summer • Follow up on direct mail campaign • Fourth Quarter (begin in October 2012 through December 2012): • Create and evaluate social media campaigns • Continue analysis of surveys and social media outlets PBRL445 Assignment 1-3-5

12. Penn State University PR Case Study • Campaign Budget • Total Budget = $100,000 for one year • First Quarter • $35,000 – direct mail campaign, printing, postage, ad placement • Second Quarter • $25,000 – hire a third party to design, conduct and compile the survey of students, faculty, alumni and community for a non-biased approach • Third Quarter • $25,000 – hire a third party to compile stats on enrollment, sporting event attendance, donations and summer survey so results are non-biased • $15,000 – hire an adjunct faculty member to teach the ethics and sensitivity class (if a business alliance will not do pro bono) • Fourth Quarter • No cost for a social media campaign (students monitor and compile results) PBRL445 Assignment 1-3-5

13. Penn State University sex scandal PR Case Study • Evaluation Plan • Does plan comply with PRSA code of ethics? • Review enrollment statistics • Evaluate corporate partnerships • Analyze surveys to take pulse of campus and general public • Track social media usage • Track campus TV viewership & radio audiences • Media outlets broadcasting submitted materials • Monitor calls & texts to campus police PBRL445 Assignment 1-3-5

14. Penn State University sex scandal PR Case Study • Conclusion • Cooperation and commitment to “doing the right thing.” • Everyone is a representative of the university • Restore the roar of the Nittany Lions! PBRL445 Assignment 1-3-5

15. Penn State University sex scandal PR Case Study • Thank You! PBRL445 Assignment 1-3-5

16. Penn State University PR Case Study References Abourezk, K. (2010, May 22). The Big 10 question: Academics role. Retrieved November 22, 2011, from Journalstar.com: http://journalstar.com/news/local/article_4193169c-6618- 1df-b543-001cc4c002e0.html. About PRSA. (n.d.). In Public Relations Society of America. Retrieved December 5, 2011, from http://www.prsa.org/AboutPRSA. A message from Rodney Erickson. (2011, November 10). In Penn State Live. Retrieved November 14, 2011, from http://live.psu.edu/story/56307. Center, A. H., & Jackson, P. (2003). Public Relations Practices (Sixth ed.). Upper Saddle River, NJ: Prentice Hall. Confronting Abuse. (n.d.). In Penn State WPSU. Retrieved November 16, 2011, from http://wpsu.org/confrontingabuse. Glazier, E. (2009). Big Ten Endowments report. Retrieved November 13, 2011, from Onward State: http://onwardstate.com/2010/02/23/big-ten-endowments-report. Penn State Undergraduate admissions. (2009). Student Body and Admissions Statistics. Retrieved November 13, 2011, from MyPennState: http://admissions.psu.edu/facts/studentbody. Penn State University budget office. (n.d.). Fall Headcount Enrollment. Retrieved November 13, 2011, from Penn State University budget office: http://www.budget.psu.edu/factbook/StudentDynamic/HistoricalComparisonOfEnrollment.aspx?YearCode=2011&FBPlusIndc=N. Penn State University Budget Office. (2011). The Pennsylvania State University. Retrieved November 13, 2011, from Penn State University Budget Office: http://www.budget.psu.edu/openbudget/AllFundViewNew.asp?admin=%27037%27&fy=20102011&fundtype=99&Type=B&SortCode=A. Penn State University Budget office. (2011). Total Budget and General Funds Budget. Retrieved November 13, 2011, from Penn State University Budget office: http://www.budget.psu.edu/factbook/finance2011/income1112.asp. Penn State University Department of Materials Science, and Engineering . (2011). Industrial Partners. Retrieved November 13, 2011, from Materials Science and Engineering: http://www.matse.psu.edu/research/indpart. Penn State University. (2011). Industry Partners. Retrieved November 13, 2011, from Penn State Smeal College of Business: http://www.smeal.psu.edu/qmm/industry. Principles. (n.d.). In Penn State University. Retrieved November 14, 2011, from http://www.psu.edu/ur/principles.html. Silent Witness. (n.d.). In University Police and Public Safety. Retrieved November 16, 2011, from http://www.police.psu.edu/witness. The Pennsylvania State University. (2006). A Brief Penn State History. Retrieved November 13, 2011, from About Penn State: http://www.psu.edu/ur/about/historyshort.html. The Pennsylvania State University. (2009). Economic Impact Statement. Retrieved November 13, 2011, from The Pennsylvania State University: http://econimpact.psu.edu. The Pennsylvania State University. (2006). Penn State's Mission and Public Character. Retrieved November 13, 2011, from About Penn State: http://www.psu.edu/ur/about/mission.html. TrippUmbach. (2008). The Pennsylvania State University Economic Impact Statement 2008.Retrieved November 13, 2011, from The Pennsylvania State University: http://econimpact.psu.edu/downloads/giving_back_full.pdf. PBRL445 Assignment 1-3-5