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  1. 1. Millersville University Theme Campaign | pages 2-8Campaign The Millersville Exchange | pages 9-14 Internship Campaign Winner | page 15
  2. 2. RUNNING HEAD: THE EXCHANGE’S EFFECTIVENESS RESEARCH REPORT The Exchange Public Relations Research Report Lauren Wire COMM 451 Public Relations Issues & Cases Dr. Jennifer F. Wood Millersville University of Pennsylvania May 26, 2009 Summer Session 1 2009
  3. 3. Executive SummaryClient: University Communication and Marketing DepartmentDescription:In Millersville University there are a multiple departments with experienced professionals dedicated tothe advancement of the institution. Among the departments, the University Communications andMarketing is a team of experienced professionals contributing to the social and fiscal health ofMillersville. They are devoted to strengthening the University’s image of their people, programs andissues by providing communication and marketing solutions that are informative to the internal andexternal publics of Millersville. The University Communication and Marketing Department staff providescommunications and marketing services to Millersville University’s academic and administrative officesby supporting its reputation and identity. Among their many tasks is the distribution of the Exchange,Millersville’s internal newsletter.Situational Analysis:Since 1967 The Exchange has been keeping the faculty, staff and retirees updated with the activities,accomplishments and issues of Millersville University. Until now there have been no Public Relationsefforts to find out if the newsletter is effective for its readership. We now have the challenge ofdiscovering if the readers of the Exchange are satisfied with the newsletter’s content, style andaccessibility. Readers of the Exchange are to be faculty, staff and retired employees but the 613 staffand administration employees have been often neglected. When first established the Public Relationsoffice required each department to make regular contributions as well as inform the public relationsofficer if there was no news Today it is not meeting the original goals of “The Faculty Exchange” and hasresorted to having the staff of the exchange search for stories or receives the information via email.Beginning in July all of the publications of the newsletter will be available online only and will no longerbe made into hard copies. This will affect the readership for the current employees as well as theretirees. We need to make sure that all readers know that The Exchange is going to be obtainable onlythrough the internet and how to find it.The Researcher has summarized the situation facing the University Communication and MarketingDepartment with 11 key points:Summary Point 1: The Exchange is published for employees of Millersville University and is distributedevery first and third Thursday of each month.Summary Point 2: Its purpose is to help by “providing personal and family news as well as officialannouncements and new about campus events and professional accomplishmentsSummary Point 3: When first published the Exchange required each office to make regular contributionsto the newsletter and now there is no requirementSummary Point 4: The Exchange is to serve faculty, staff and administration and retired employees buthas trouble getting participation from peopleSummary Point5: The Exchange focuses more on the faculty than the other publicsSummary Point 6:The collection process for the information for the newsletter is unorganized and putstoo much depends on Janet Kasckos, the public relations director.Summary Point 7: Janet Kasckos, the public relations director, has too much to be other responsibilitiesSummary Point 8:Today the Exchange is not meeting the original goals of when it was establishedSummary Point 9: With the budget cut and the plan to “go green” the Exchange will only be availableonline starting in July 2009.Summary Point 10: UC&M needs to make the public aware that the Exchange is going green and
  4. 4. Executive Summary—2 of 3educate them on how to find the newsletter.Summary Point 11: There needs to be a distinct link and easy access to find the Exchange on theMillersville websiteProblem/Opportunity StatementThe situational analysis shows that the University Communications and Marketing Department has anopportunity to increase the effectiveness of its readership. The opportunity may be summarized as: The University Communications and Marketing Department has an opportunity to increasethe effectiveness of their readership by discovering what content is desired and the best way to receiveit. Furthermore it has the opportunity to teach their publics that do not have computers or are not savvythe easiest way to access the Exchange. Through this change they will be able to establish betterrelationships with the readers while pushing the campaign for “go green”.Literature ReviewNext, the student researcher studied secondary research sources to identify past research relevance tothe current UC&M situation. There were 12 significant relevancy points:Relevancy Point 1: For effective readership of any newsletter, internal or external, it is necessary to beknowledgeable on the target publics, content and goals of producing the publication (Zappala,2008).Relevancy Point 2:These newsletters may be an important opportunity to get immediate feedback frompublics, maintain a relationship, increase awareness of issues, or even just create dialogue between theorganization and its publics (Smith, 2008).Relevancy Point 3: There are ideas and guidelines to follow when aiming to provide an effectivenewsletter.Relevancy Point 4:Being cost-effective, targetable to one’s publics, consistent and timely are only somereasons why newsletters are often the medium of choice for in internal communication such as largecompanies and higher education campuses.Relevancy Point 5:In the past newsletters have not looked at employee needs but now employees arecentral priority (Pavlick)Relevancy Point 6:A study was conducted to see who was more likely to read their newsletter based onfactors such as status and desire to read about co-workers (Pavlick,).Relevancy Point 7: Monroe Mendelsohn Research soon developed the Publication ReadershipSatisfaction Survey to help measure attributes that readers enjoyed in magazines. Surveys weredistributed with questions inquiring about frequency of reading, magazine memoriablizty and contentenjoyment (Smith, 2006).Relevancy Point 8: A researcher used interviews to explore the relationship of church involvement andreadership interest for a church publication By using this multi-methodogical procedure the researcherwas able to convey answers for many of their questions they posed (Cannon, 2007).Relevancy Point 9: Linda Blair addressed the issue of communication in higher education by looking atcommunication-across-the-campus efforts and how they can be bettered through teaching material, e-mails and response to students (Blair,).Relevancy Point 10: An internal newsletter is to communicate different parts of the organization to eachother especially if it is a growing institute. Getting the information across to the readers is the mostdifficult task at handRelevancy Point 11: The idea of an internal newsletter is to communicate different parts of t theorganization to each other especially if it is a growing institute.
  5. 5. Executive Summary—3 of 3Relevancy Point 12: The internal newsletters should focus on how the news will affect the employeesand focus on how they fit into the organization.Research Questions:Three research questions guided this study: (1) Is the Exchange effective for its readership? (2) Will theExchange being available via only the internet starting in July 2009 affect the readership of thepublication? (3) Does anything need to be changed to increase the effectiveness of the Exchange?Method:Telephone Surveys were the chosen method used to answer the questions. Specifically, 16 studentresearchers conducted a four-day telephone survey on Millersville University Campus. Surveys wereconducted individually by each student, 8 people performing their surveys each evening. A total of 400people will be surveyed and each student researcher will conduct 25 interviews.
  6. 6. Table of ContentsIntroduction:This section introduces the organization; its staff; its mission, values and immediate goals and is past publicrelations efforts. It also introduces the purpose and rationale for the project and its limitations.Background:This section provides a background of the organization including history, services and its publics. A Publics Wheel isincluded in the appendix section.Situational Analysis:This section is the situational analysis and is a report on OUR analysis of the situation. It contains a compellingargument for taking action. It discusses problems, weaknesses and mistakes without blame. It also includes aSWOT analysis which is also in the appendix section. The analysis does not include any suggestions or solutions fordealing with the situation. The section concludes with a specific problem/opportunity statement.Literature Review:This section presents previous research conducted that address similar problems/opportunites, publics, theoriesand methods. This section also introduces the research questions.Methodology:This section provides a summary of the research on the chosen methods. It provides insight into the school ofthought behind the chosen method(s) which will be used for the research project.Method(s):This section reintroduces the research questions for the study and a description of the method and proceduresused in the data collection stage. It details things such as sample, instrument design, IRB approval and detailedprocedures. Additional information such as the Instrument and IRB will be available in the appendixes,
  7. 7. From: Kim Campeau On Behalf Of From the desk of Ronn TorossianSent: Thursday, August 04, 2011 3:23 PMTo: SummerInternsCc: Kimberly Friedman; Bobbie LyonsSubject: Thank you to our Summer Interns!Thank you for all the hard work you have each done during the course of the semester.You are an eager and talented group of young professionals and we are happy to have had you on ourteam at 5W. I have received phenomenal feedback from the staff, and heard that the presentations todaywere fantastic.After much consideration and deliberation we have decided on the group with the best plan execution. rdCongratulations 3 group- Molly Kadish, Lauren Wire, Stephanie Tan, Hannah Kwagh, LaurenLivakThank you again for all your help and I wish you continued success in all your future endeavors.Ronn D. TorossianPresident & CEO5W Public Relations ( 7th Avenue - 12th FloorNew York, NY 10106Phone: 212-999-5585Email: rtorossian@5wpr.comBLOG: www.ronntorossian.com 500 Fastest Growing CompanyNEW YORK - LOS ANGELES"We work hard & judge performance by results."