public relations campaign to rebuild & restore the image of pennsylvania state university...

Public Relations Campaignto Rebuild & Restore the

Image ofPennsylvania State University

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PBRL445 PR Campaign Assignment 1-3-5

Cindy Pfennig John Turnbull

Penn State University PR Case Study

PBRL445 Assignment 1-3-5

Presentation Overview

Organizational Audit Communication Audit Campaign Goal Campaign Objectives Messages and Themes Strategies and Tactics Timeline of Events Budget Evaluation Plan



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



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

Penn State University sex scandal PR Case Study


Campaign Goal

Restore the image of the university



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



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



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



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



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



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



Campaign BudgetTotal 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)



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



Conclusion

Cooperation and commitment to “doing the right thing.”

Everyone is a representative of the university

Restore the roar of the Nittany Lions!



Thank You!

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.



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