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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. Penn State University PR Case Study. Presentation Overview Organizational Audit Communication Audit

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slide1

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

slide2

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

slide3

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

slide4

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

slide5

Penn State University sex scandal PR Case Study

  • Campaign Goal
  • Restore the image of the university

PBRL445 Assignment 1-3-5

slide6

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

slide7

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

slide8

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

slide9

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

slide10

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

slide11

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

slide12

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

slide13

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

slide14

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

slide15

Penn State University sex scandal PR Case Study

  • Thank You!

PBRL445 Assignment 1-3-5

slide16

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