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

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