1 / 16

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

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

lala
Download Presentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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

More Related