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  • Top Banner http://www.psu.edu/ur/webstyleguide/marks/LionMk730x70.gifBottom left https://upload.wikimedia.org/wikipedia/en/thumb/5/5c/Pennsylvania_State_University_seal.svg/298px-Pennsylvania_State_University_seal.svg.pngBottom right http://oldstateclothing.com/mm5/graphics/00000001/228MG0290.jpg
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Pbrl445 assignment 1 3-5-turnbull pfennig Pbrl445 assignment 1 3-5-turnbull pfennig Presentation Transcript

  • Public Relations Campaignto Rebuild & Restore the Image of Pennsylvania State University Presented by: & Cindy Pfennig John Turnbull PBRL445 PR Campaign Assignment 1-3-5
  • 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
  • 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
  • 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
  • Penn State University sex scandal PR Case Study Campaign Goal Restore the image of the university PBRL445 Assignment 1-3-5
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Penn State University PR Case Study 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) PBRL445 Assignment 1-3-5
  • 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
  • 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
  • Penn State University sex scandal PR Case Study Thank You! PBRL445 Assignment 1-3-5
  • Penn State University PR Case Study ReferencesAbourezk, 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 States 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