412 FINAL PLAN_DOC

TABLE OF CONTENTS
TABLE OF CONTENTS 1
COVER LETTER 3
EXECUTIVE SUMMARY 4
SITUATION ANALYSIS
PROBLEM STATEMENT
INTERNAL ORGANIZATION
EXTERNAL FACTORS
TRENDS
5
5
5
7
9
RESEARCH GOALS AND OBJECTIVES
RESEARCH GOALS
RESEARCH OBJECTIVES
10
10
10
RESEARCH STRATEGIES 10
METHODOLOGY
ONLINE QUESTIONNAIRE
FOCUS GROUPS
IN-DEPTH INTERVIEWS
12
12
12
12
RESULTS
QUANTITATIVE
QUALITATIVE
13
13
21
IMPLICATIONS
OBJECTIVE 1: BUILD AWARENESS
OBJECTIVE 2: IMPROVE COMMUNICATION METHODS
OBJECTIVE 3: INCREASE STAFF
25
25
25
26
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COMMUNICATION PLAN
GOALS
EVALUATION
TIMELINE
BUDGET
26
26
28
30
30
CONCLUSION 31
APPENDIX 1: FOCUS GROUP PROTOCOL
MODERATOR’S GUIDE
32
32
APPENDIX 2: FOCUS GROUP TRANSCRIPTS
FOCUS GROUP 1
FOCUS GROUP 2
FOCUS GROUP 3
35
35
41
48
APPENDIX 3: ONLINE QUESTIONNAIRE
SURVEY QUESTIONS
55
55
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COVER LETTER
The Edward R. Murrow College of Communication:
Thank you for the opportunity to work with Student Services. We have enjoyed the time working
with our client and had a wonderful experience interacting with students and staff of the Murrow
College.
In the following report you will find:
• Situation Analysis
• Methods Report
• Research Results
• Implications
• Communication Plan
In addition, we also detailed our research findings, as they apply to current and prospective
Students and staff within Murrow College.
Please contact our team members if you have any questions.
Sincerely,
Yixuan Wu Spencer Graham
Hanna Grove Elizabeth Foster
Betlhem Deresse
imPRESSive PR
impressivepr@gmail.com
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EXECUTIVE SUMMARY
imPRESSive PR researched and analyzed data collected through the Edward R. Murrow College
of Communication, to develop a comprehensive plan for the Murrow College Office of Student
Services to enhance and improve communication amongst its publics.
The team used surveys, focus groups and in-depth interviews as methods of research. data from
the research were then compiled, analyzed, and applied to make appropriate recommendations.
Through this campaign, Murrow College Student Services hopes to identify the need to improve
methods of communication, build awareness, and expand staffing.
imPRESSive PR identified and addressed 3 specific objectives:
• Objective 1: BUILD AWARENESS
• Objective 2: IMPROVE COMMUNICATION METHOD
• Objective 3: INCREASE STAFF
These three areas vary in their benefits, and potential drawbacks, but the application of them all
can lead to a more effective system.
Overall, students enjoy receiving updates from Student Services, but prefer a main access point
to which they can look for all Murrow College related information.
Through investigation and analysis, imPRESSive PR has identified the following goals and
objectives for Murrow College Student Services:
• Connect with uncertified in beginning communication courses
• Create interdepartmental communication between CACD to direct potential communication
majors to Student Services
• Make the Murrow Student Services website easy to find and more accessible
• Increase website and social media presence of Student Services
It is important to note that our survey was sent out through Qualtrics systems our sample
populations. Also take into consideration that are respondents may be certified or uncertified
communication students or students pursuing other majors. Survey respondents only represent a
portion of students, within and outside the Murrow College, that have access to the internet, time
to complete the survey and chose to respond. Focus group participants were certified students in
the Murrow College, and uncertified prospective communication students. These three samples
are not representative of the entire student population. However, the correlations between these
groups support and emphasize the ideas presented. Discontinuity between groups exists but the
correlation as a whole provides reasons to reinforce our implications.
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SITUATION ANALYSIS
PROBLEM STATEMENT
Student services seeks to increase awareness of their services among students and staff by
identifying a more effective and efficient means of communication.
SUMMARY
Murrow Student Services currently serves 1,200 students with only two full time staff and one
supporting staff. Due to limited staffing, Student Services needs a more efficient method in
reaching its audiences. Student Services offers many useful services however they are virtually
invisible to anyone who is unfamiliar with the Murrow College.
INTERNAL ORGANIZATION
MISSION STATEMENT
Student Services of The Edward R. Murrow College of Communication hope to guide undecided
and current communication students in a clear direction to make the road to graduation smoother
by providing assistance in academic advising, career advice, mentoring and counseling. When
needed but not limited to Student Services, Student Services assist students in choosing class
schedules and provide them information to internship opportunities; Student Services also serves
as a hub of information for faculty to keep updated on current events in order to enhance
confidence and knowledge to better enable them to educate students and themselves.
ORGANIZATIONAL HISTORY
Student Services has always been the place for communication students to get advising,
information about internships and recruitment into the college. The main form of communication
between the office and students is via WSU email.
ORGANIZATIONAL PERFORMANCE
Student Services try their best to serve all students on time. With the increasing number of
student coming into the college, staff's ability to help each student depends on their schedule.
Currently they’re system of communication with their students is via an e-mail list serve that
goes out to all communication students as well as students dropping by the office to schedule an
appointment with their advisor.
ORGANIZATIONAL STRUCTURE
The person who is in charge of the WSU Murrow College of Communication Student Services is
Associate Director Lisa Laughter. She is relatively new and just filled the position recently, so
there is somewhat of a learning curve for her to overcome as becomes adapted to the job. Student
Services is a department that offers communication students career advice, mentoring, academic
advising and counseling as needed throughout the school year. As of right now, there are three
employees under the supervision of Lisa Laughter: Tami Vik- Program Coordinator/Advisor;
Waylon Safranski- Academic Coordinator/Advisor; and Patti Mason- Office Assistant. Student
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Services does not have a website offering additional information, but it is difficult to find it if
one does not know what they are looking for. They do not currently have any social media
dedicated to their department, so they primarily use the WSU student email service to distribute
any and all announcements related to the field of communication and their organization. Some
barriers to change that Student Services are dealing with are that they are highly understaffed;
many of their important announcements do not reach their target audience and all of the services
they provide are not well known to students and faculty on campus.
INTERNAL TARGETED AUDIENCE
The audience that is typically targeted by student services presently are WSU students who have
certified in the Murrow College of Communication. There are presently 1,200 hundred students
being served by three staff members, and the amount of students who can be certified depends on
how many seats are available in the COM 295 classes. Students certified in communication are
the intended audience because they are officially apart of the Murrow College of
Communication, which Students Services is based in. Student Services should be targeting
faculty as well as the students, because they are in need of information regarding the college just
as much as students are as a result of all the changes WSU has been implementing with ZZUSIS,
etc. Communications students who have not certified into the Murrow College of
Communication should also be a target of Student Services, because they will know ahead of
time what resources are the their disposal as soon as they get in; it’s far more beneficial for the
students to have a good idea of where they can go for information at the beginning so they don’t
miss out on any opportunities while they are learning the ropes as they go. The success of
reaching students through the use of email alone has not been effective, as many meetings put on
by Student Services have had disappointing turnouts. Either the students are not reading the
emails regularly, or they do not find any interest in or benefit of the meetings after they do read
the email. A system that reaches the target audience more effectively is needed, as well as
communicating the importance and long-term benefits of getting involved with events being
announced.
ORGANIZATIONAL COMMUNICATION WITH INTERNAL PUBLICS
So far the only form of true communication between Student Services and their internal publics
is through the use of the WSU student email service. There are also some flyers on the bulletin
boards throughout the Murrow and the CADD buildings. Communication with external publics
is almost non-existent aside from the Advising Resources tab on the side of the Murrow College
of Communication website. Student Services is basically saying that they are resources for
information on careers, advising, mentoring and counseling for teachers and students immersed
in the communications field. Through their communication efforts, Student Services is trying to
increase awareness among students and faculty that they offer the said services and encourage
them to make full use of the resources at hand. There are a variety of media outlets available that
are not being taken advantage of currently to relay information about Student Services. The first
outlet that has not been used to its full potential is actually a part of the Murrow College of
Communication; the Daily Evergreen. Greek Row alone gets the Evergreen delivered to every
house on each weekday, so frequent ads promoting Student Services and their resources placed
in the paper would have significant reach and frequency among fraternities and sororities. With
news racks all over campus, the reach and frequency of communications students seeing the ads
would greatly increase. Social media is the big one that is missing from Student Services
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communication repertoire, i.e. Facebook and Twitter. The College of Communication has its
own Facebook page so in addition to creating their own Facebook page, they could put a link to
it on the main Murrow Facebook page. With Twitter, Student Services can post constant updates
so anyone who follows them can be informed constantly. It’s difficult for three staff members to
keep 1,200+ students and faculty members up-to-date on all events going on. So in addition to
the social media outlets, Student Services should create a student/faculty forum where questions
can be posted and answered by the students and staff who happen to know the agenda and
services provided. It would be a quick and easy way to answer an inquiry and it would relieve
the burden on the understaffed department.
EXTERNAL FACTORS
REPUTATION
What people know about Murrow College Student Services is that it is the place where students
go to for advising appointments. The College of Communication’s reputation is really strong but
Student Services reputation isn’t as strong as it wants to be due to the fact that students may not
exactly know what the services are there for or what they provide. Murrow College Student
Services’ reputation was earned by not having an effective and efficient way to inform students
about the services provided to them. The reputation hurts Student Services’ a bit because there is
a lot of services offered to students in the College of Communication that many students may not
know about. Student Services can improve their reputation by getting more word out to students
about Murrow College Student Services and all that they offer through different outlets such as
social media, the Daily Evergreen and other media outlets on campus.
MEDIA
As of now no media outlets cover Murrow College Student Services specifically.
TARGETED AUDIENCE
Murrow College Student Services typically target students that are certified into the College of
Communication, as well as students that have indicated their interest in the College of
Communication, because they have already established that they want to be a part of the College
of Communication. Student Services should continue to target these audiences because they are
who the services are specifically for. Typically they reach out to their audiences through the e-
mail list serve which is sent to students that are certified into the College of Communication as
well as students that have indicated that their interest and intent on majoring into the College of
Communication.The success of reaching our audiences has been somewhat successful due to the
fact that the information does get out to all of the students. The problem is that many students do
not read their emails or just skip through the emails sent to them from the student services.
SUPPORTERS
The Student Services have many strong supporters. The staff of Student Services, upper
leadership within the University as well as other colleges within the University all support
Student Services. The Student Services has a strong support from the College of Communication
as well as the entire Washington State University. The staff and students of the College of
Communication support Student Services because it is a key part to the College. Without Student
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Services, the College of Communication would be missing a huge piece. The entire staff in the
College of Communication would be a possible supporter if the Student Services were to build a
partnership or coalition. It would not take much to gain their cooperation because they are
already partners in the College. To build a partnership with everyone in the College of
Communication Student Services would need to have a set plan that expresses the goals and
objectives they are trying to achieve; that way everyone can be aware of what needs to be done
to help in the best way.
COMPETITION
Competitors of the Student Services is any other advising sources and other social media sites
offering the same services that they offer. Center for Advising for Career Development, Multi-
Cultural Center, and other colleges within the University are all potential distractions for the
students who should be going to Student Services for information and help. In terms of the
marketplace, competitors include any sources that ask alumni of the Murrow College of
Communication for money. The Student Services needs money to continue to grow and sources
outside of Student Services asking for money can be a barrier.
OPPOSITION
Opposition is limited, in the sense that most other colleges on campus do have student service
resource centers. However, aside from other colleges there are other resources available to
students, offering the same or similar services as Murrow College Student Services. For
example, advising resources, career preparatory help, and links to faculty members who can
assist with specific cases are all viable options which serve as an overlap in services provided by
the Murrow College. These opposing resources may or may not react to an increase in support in
Student Services, as their networks are equally as complex and in many cases they are tailored to
a much broader audience than solely the Murrow College.
EXTERNAL BARRIERS
Political factors may not act as strongly as external barriers as others, though, funding can be
considered at some level, political. It is particularly those regulatory university stipulations, and
economic barriers which may be the greatest hindrances. One specific regulatory issue may arise
in examining the university’s budget in regards to Murrow College Student Services. Funding for
programs, hiring and determining salary for staff, and other major factors that influence the way
Student Services operates, are determinate upon Washington State University and the money
they designate to the Murrow College itself. Private donors may be considered in some cases as
well. However, budgeting is dependent upon multiple factors, and it seems as though economic
factors will serve as one major barrier facing the organization in this regard as well.
TRENDS
One of the most prominent trends about Murrow College Student Services is the growing
number of new students. As university enrollment soars, as does the number of applicants
certifying into the Murrow College. As previously stated, Student Services of the Murrow
College currently serves 1,200 students, with only two full time staff and one supporting staff
member. Over the past two semesters there have been around 500 new students certified within
the Murrow College. The absence of sufficient manpower amongst Student Services staff may
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have potentially negative consequences for students; As numbers increase, arguably so, should
the number resourceful personnel.
The influx of newly certified students may represent a positive trend, though, too, a problem for
Student Services staff. The proportion of those certified in their third and fourth year at
Washington State may serve as a potential outlet for staff support. Students close to graduation,
seeking experience may be opportune to internship or work opportunities through Student
Services, assisting with their office, paid or unpaid.
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RESEARCH GOALS AND OBJECTIVES
RESEARCH GOALS
• To determine the most effective communication methods for Students Services to reach
students and staff
• To increase awareness of the various services that Student Services has to offer
• To identify the needs of students and faculty
• To improve management of the influx of students
RESEARCH OBJECTIVES
• To conduct focus groups and surveys of students and faculty to identify which communication
methods they use the most by Feb. 27th
• Identify which services provided by Student Services are the most important
• Identify what services students and faculty are already aware of
• To gain a more complete understanding of any other needs that students and faculty feel have
not been met
• Help affirm or justify the need for Student Services to hire another staff member to handle
influx of students
• Create website or online resources via Twitter, Facebook, or web forums, where students and
staff can go to in order find out about events and services
• To implement the most effective communication methods to increase the number of student
responses and participation
• To conduct research via focus groups and surveys among students to identify needs and
accommodate those needs
RESEARCH STRATEGIES
STRATEGIES
• Create a survey with questions that will provide information on what communication methods
would have the greatest reach
• Make copies at Student Services to save on budget
• Ask professors from the Murrow College for permission to distribute survey to students
during class
• Talk with Lisa Laughter about which services are imperative to advertise
• Ask her what services get the most use and which ones get the least amount
• Conduct focus groups asking students which services they are aware of and/or take advantage
• Have two focus groups-one for certified students and one for uncertified students
• Contact focus group participants by having Lisa Laughter send out a sign up sheet
through the e-mail list-serve as well as going into communication classes and passing
out a sign up sheet
• Survey will be distributed to both certified and uncertified students
• Offer incentives, such as gift cards, provided by our client, to encourage
communication students to participate in our focus group
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• Two ten dollar gift cards to The Bookie
• Reserve location and determine a time to conduct focus groups
• Draft talking points and questions to discuss in the focus groups
• Designate individuals roles in the focus groups; decide who will meditate, take
notes, and record the session
• Conduct in-depth interviews with professors in the Murrow College asking professors
how Student Services can improve.
• E-mail about 20 professors asking them if they will participate in the interview
• Also contact advisors in Student Services to see if they will participate in the in-
depth interviews.
• Discuss budget with Lisa Laughter to determine any issues which could affect the
ability for Student Services to hire a new employee. Based on the results:
• Offer an internship position to students seeking to receive experience, and build
resumes and have them monitor social media sites
• Create a Twitter and Facebook page, which would be linked to the Murrow College
page
• Create a forum/blog where students and staff can answer each other’s questions
• Simplify navigation to Student Services homepage website
EXPECTED USE OF RESULTS
Research results will help to provide Student Services with a better understanding of how to
communicate through the most effective methods of communication.
Results will help us to develop an effective plan of action to efficiently manage the increasing
number of students within the College of Communication.
DETAILS ABOUT SUBJECTS
Current Edward R. Murrow College of Communication students (certified students)
Current WSU students who have plans of joining the Edward R. Murrow College of
Communication (uncertified students)
DETAILS ABOUT REACHING SUBJECTS
Reach out to current Communication 101 professors and current professors in upper-division
communication classes and ask them if we can have their students take a short survey before
lecture begins
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METHODOLOGY
ONLINE QUESTIONNAIRE
The questionnaire was conducted using Qualtrics. Questions were written to be simple yet clear
and concise. imPRESSive PR used the survey to grasp an understanding on what students
currently know about Student Services and to identify the best method of communication for
students and staff.
In the pretesting phase, imPRESSive PR turned in questions to Lisa Laughter at Student Services
for approval. imPRESSive PR then chose questions it wanted to be on the final questionnaire
after multiple revisions.
The online questionnaire received 226 responses. There were three major findings from this
process:
• Students did not read many emails sent by Student Services
• Students were unaware of many resources provided by Student Services
FOCUS GROUPS
imPRESSive PR conducted three focus groups. One composed of certified communication
students. The other two focus groups were composed of a sample of students enrolled in
Communication 101 class for Spring 2013 and currently are uncertified students. In the
pretesting phase, imPRESSive PR turned in focus group protocol to Lisa Laughter at Student
Services for approval. After suggestions for improvement, imPRESSive PR revised the material
accordingly. The questions were designed to generate answers regarding opinions, awareness,
and usage of Student Services. The focus groups had two moderators each. Each focus group
consisted of about 6-11 students. Each focus group lasted about an hour and consisted of 12-15
questions. To analyze the data, imPRESSive PR went over the transcripts from all three sessions,
edited them, and compared and contrasted feedback from the group.
The questions focused on the following topics:
• Opinions students had on Student Services
• Identifying awareness and usage of Student Services resources
• Identifying what needs the students had
• Suggestions for improving communication between students and staff
IN-DEPTH INTERVIEWS
imPRESSive PR conducted three in-depth interviews. The three in-depth interviews were
conducted with one communication professor and two staff members in the Student Services
office. The questions focused on suggestions to improve Student Services.
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RESULTS
QUANTITATIVE
A little over half of everybody who took part in the survey said that they were students pursuing
a major in Communication. This gives us an idea of what students who have not officially
changed their major to Communication know about the services offered and what the necessary
steps to switch over would be.
Approximately ¼ of the students who took the survey indicated that they had certified in the
Edward R. Murrow College of Communication. This gives student services information on what
students who might eventually certify in communication are already familiar with in regards to
the services they provide. It offers insight on how student services might be able reach them
earlier and more effectively.
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This graph indicates that the majority of the survey participants have a general idea of Student
Services overall. However, while there are small portion of students who are more than just
moderately familiar, a significant fraction of the participants answered that they have little to
know familiarity with the organization.
This graph has data that is skewed to the right. Seeing as the majority of the participants have not
yet certified in communication, it’s reasonable to expect that many of them have never used what
Student Services has to offer. Those who are taking advantage of Student Services say that they
mostly use it just a few times a semester. This shows that many of the various services that the
organization provides are not been utilized by the majority of students.
The graph from question five clearly shows that the number one service that comes to mind
when they think of Student Services is academic advising. About half of the participants seem to
be aware of mentoring, career counseling and internship opportunities. However, from the results
in question #4 it doesn’t seem as if most students are taking advantage of a lot of these services.
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Overall, with regards to every service provided, the majority of students all answered that they
were satisfied. The only service students indicated that they were very satisfied with was
academic advising. For every other service, the majority of students who were not satisfied
answered that they were just somewhat satisfied. The ratio between students who were very
satisfied or not at all satisfied was somewhat even, excluding academic advising.
This pie chart shows that nearly 3/5 of participants are receiving emails from student services.
Typically only students who are certified communication majors are the ones receiving any
emails. There is a large portion of students in communication classes who do not receive updates
because they may not be certified.
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A significant portion of the students who took the survey do not read the emails whatsoever. It is
reasonable to assume that these are the students who do not receive emails at all. However, the
majority of those who do get emails regularly are only reading them somewhat often or less.
About 1/3 of the participants said that they read the emails frequently
After asking the students what vehicle they would prefer to receive updates from, most of them
agree that emails are the best form of communication to keep in touch with the students. Social
media is not a popular communication tool to keep the students updated, but about a quarter of
them said that they would prefer to have both emails and social media to keep in contact.
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Overall, the pie chart shows that both the Murrow Facebook and Twitter pages are ineffective at
reaching the student body. For those that do follow Murrow College social media, Facebook
seems to be more popular than the Twitter page. Students must either not know about the
Murrow presence on social media, or simply do not care to follow them at all.
This line graph shows that approximately one-third of the students feel that Student Services
should post updates through Murrow College pages on social media. The rest of them feel that
Student Services should just create their own separate platform that can post updates.
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In the event that Student Services was to create its own social media platform, about 70% of
people who took the survey feel that they should do it on Facebook. Less popular options include
Twitter at 20% or a blog at close to 10% approval. Apparently the majority of students are using
Facebook as opposed to other social media platforms, and feel they would have the best chance
at seeing updates if it was on that platform.
In this question, almost everybody who took the survey feels that it would be somewhat to very
helpful if Student Services was to have a social media presence. Social media is the norm for
young people in college and they seem to spend quite a bit of time on it if they feel it would be
this helpful to have a presence on it.
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Almost everybody who took this survey were under class-men as only about 8% of the responses
gathered were from seniors or above. It looks as if the juniors were the majority of the certified
communication responses we collected. Close to 65% of the responses were from freshman and
sophomores, indicating that there is a disconnect in awareness of Student Services within the
younger students.
About 70% of the respondents to the survey were female showing a huge female presence with
the communication department.
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The majority of students who took the survey where close to 70% indicated that they were of
Caucasian ethnicity. Asians had a presence in the communication classes at about 20%. There
was only a small presence of other ethnicities such a Hispanics and African-Americans.

The areas of emphasis within the communication major are closely distributed. There is no one
dominate area of focus, but most of the survey respondents said they were in or intending to
pursue strategic communication at 32.84%. Almost one quarter of students said that they were
still deciding on what they wanted to major in while one-fifth will lean towards journalism &
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media production. Seeing as there is no dominate area of emphasis, Student Services needs to
provide an array of services catered to each major.
QUALITATIVE
Focus group participants expressed the necessity for a website strictly for Murrow Student
Services:
• One participant said, “If I do want to find something out, it would be good to have a Facebook
page or a forum/website just for Student Services.”
• “If they had their own website it would be great. They would need to really know SEO, when
you google it, Student Services at WSU comes up.”
• “Yeah, if anyone needs to seek information, they could have a certain page to go to and it
would be known and easily found.”
• “It would help cut down on spam emails.”
• “It would cut back on emails if this was implemented and maybe we could just get a weekly
update in an email simply giving a summary of what is all on the page this week.”
• “It’d be helpful if we could have a site that we would be able to schedule things online. That
would be really helpful. If they had their own website and then had a link to make an
appointment, etc. Super easy to use; Sign up online and send you a reminder.”
• “Just adopting a website is the best way to inform students. Might be hard to market it if they
also post it on social media then they could just post the link everywhere.”
• “I think people don’t take advantage of the opportunities because it is an overload - if there was
a website where I could take a day to just visit the website and click a link or tab of what I
wanted like “Internship Opportunities” it would be a lot more efficient and helpful.”
• “It’d be nice to have a website to go back to and if they couldn’t remember something or lost a
paper, they could just google the website and easily found it.”
• “I’ve never even come across information so if I had a website to go to where I knew had the
information on it, it’d be nice.”
• “If there was a website and it was easy to access and had all the information on it I would
definitely go on it and check it out and probably use more of the services and read about more
opportunities.”
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• “If there was a website implemented and the link was posted and we knew about it then I
would definitely search it more.”
• “I like the news feed idea. I think if it looked like Facebook but just all around student services
and anyone can look at this one page. There would be a bunch of updates and dates on what's
going on. I think that would be easiest, a main homepage with different tabs.”
Focus group responses indicated that a future website would be helpful if it was easy to find:
• “If they had their own website it would be great. They would need to really know SEO, when
you google it, Student Services at WSU comes up.”
• “Yeah, sometimes I just google things to see if I can find it out myself.”
• “Having it easily found on google would be so helpful.”
Focus group responses indicated that being present on multiple social media platforms and
having a “Student Services website” would be most beneficial:
• “Effective to have multiple platforms advertising the same way because some people prefer
one platform vs other platforms.”
• “For me email, at least combine them, post on Facebook but then have links to the information
through email.”
• “It’s always good to get information out there no matter what platform you use.”
• “Social media is always good, it will get news out there and get people more involved. I think
having a website would be best and then post links to it through social media to market”
• “Like do a post, and then say if you want more information then check out our website”
The focus group participants expressed that sometimes the emails seem “impersonal,” which
turned them away from reading them:
• “It’s never personable, they always just add “FYI,” it would be nice if they would write a little
blurb and expanded. It would make more people interested.”
• “If it is a time issue, at least add a header.”
• “I understand that Student Services get sent the job postings daily and it might be hard for
student services to have to write on every single job. But it is their job, they need to get
students excited about these opportunities.”
• “They do seem really impersonal. If they don’t care why should we? I delete them all unless it
says something like important advising.”
• “I got turned off because they just don’t seem personal.”
• One participant disagreed, saying “I would rather them respond to my emails quicker than
writing forwarded messages, the forwarded emails do not bother me that much.”
Focus group information suggested an overall negative or neutral response to Murrow Student
Services emails:
• “I always scan them to see if they are relevant to me.”
• “I don’t use it for my job search so the emails don’t apply to me.”
• “In my experience with Facebook and email, I think a lot of people get so much info they kind
of just learn to let it go in one ear and out another.”
Some results indicated by the focus groups:
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• “Tutoring”
• “They need more tutors.”
• “I see a lot of tutoring for things like math, science, history;”
• “Yeah I agree, there’s nothing like that for communication students.”
• “Uncertainty”
• Focus groups showed engaging with students earlier is important for building a better long-
term relationship with Student Services throughout their college career:
• “Students start their business or communication degree in the general advising in center
for advising and career development; so I never stepped foot there until my junior
year.”
• “Ever since I got here the curriculum was always changing. So I just go there to get my
hold off, ask them to put me in whatever classes I need to graduate.”
• “They need to be more consistent all around, it would benefit them. There are a lot of
misunderstandings.”
• One-credit communication course would be helpful:
• “It would be beneficial to have a one credit class offered in the comm department that you
had to take before graduation where all you do is search jobs and critique your resume. the
symposium was great but having a semester long help, would be great. Useful one credit
class where you are in a small setting and focused on life after graduating.”
• “The business have to take English 402 which is like resume building and cover letter and
stuff you have to actually apply to jobs and show them you done that and I know that's
open to any major but they already have something like that but its more work than a one
credit class.”
• Resume help
• “There are a lot of people graduating without internships and I think if advisors and
professors helped students write resume, CV, make business cards, job search , etc. then
they would be more prepared to get those internships before graduation”
Focus groups comments reflected that students prefer being reminded about Student Services via
posters around campus:
• “Post flyers around campus.”
Focus groups emphasized that being reminded and informed is important:
• “People need reminders.”
• “If Student Services were to create a website, make it the home page in Murrow and CADD for
a while, while its still getting adopting.”
• “They need to have something to demonstrate and show us and help us with stuff I don’t even
know about.”
Focus group participants expressed a desire for more one-on-one preparation:
• “I don’t think they prepare people for graduation.”
• “They don’t really help you find a job or even give advice, I’d like someone to actually give
some mental advice, instead of just approving us to walk and removing a hold.”
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Responses by focus groups regarding social media indicated a variety of opinions and
preferences:
• “I prefer Facebook. I’m involved in clubs so it’s easy for updates, school projects, involved in
clubs, and easiest way to stay in touch with family and friends.”
• “I go on Facebook for only photos and school stuff. If student services had a Facebook page I
would probably look at that the most compared to if they used other platforms.”
• “I think the thing with social media right now is that it’s becoming a universal thing and
everyone thinks it is going to be there answer to everything it is almost becoming spam and I
have started to ignore it just like emails that I don’t want to read. However, if I knew they were
going to respond faster on Facebook then I would probably go there.”
• “If student services had a LinkedIn page then it would be good because they could post
professional opportunities”
• “I’m not sure it would gain many people on Facebook, I think a website would be better.”
• “People get tired of constant updates, it becomes very like spam and people actually unfriend
or unfollow because it is so annoying.”
• “I’m not sure it would gain many people on Facebook, I think a website would be better.”
• “I like to escape from school when I go on social media.”
• “No disadvantages of being on Facebook, I just might not check it.”
Focus group responses indicated that their is a need for more staff to help communicate with and
handle the influx of students:
• “They are overworked, understaffed”
• “They could seek help from other departments like the CACD. the CACD is a great resource if
student services needs help”
Some notable quotes from an open-ended question asking at the end of the focus group asking
for any other suggestions:
• “I was gonna say in the business school we have the Carson center which I don’t think the Com
school has one. It's for business success and I've used it so much. They do resume tailoring,
help you with your LinkedIn profile, and I would had no idea I had to do any of that. It's good
to use.”
• “Maybe if angel was build on like there was tabs about you go to for math, counseling, REC,
clubs if there was different tabs then you can look at different links to click on to get from that.
That's just an idea I think would work its not more of social networking but doing homework
and doing it yourself rather than being told.”
• “Like Com 101 we get credit for doing this stuff, that could be like one of the surveys you have
to know, have people 'like' their page or join their club and you get the point for doing it.
Because people are not going to do it without incentives. I mean as a Freshman you don’t
realize you need that stuff until you should of already been needing that stuff.”
IMPLICATIONS
OBJECTIVE 1: BUILD AWARENESS
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Many students stated that they were not aware of student services and do not know what services
they offer. They said it would be beneficial for Student Services reached out to all the students in
beginning communication course to familiarize them with their office and provide information
about service they provide. The best way for Student Service would be to contact those students
in beginning communication and introduce them to all services they offer.
For students who are already aware of Student Services many of them indicated that they rarely
visit Student Services and/or utilize resources they provide. Majority of students stated that they
only use student services for academic advising. Many also stated it is because they are unaware
of the other services Student Services provide besides academic advising.
Although majority of the students indicated that they are using social media platform they do not
feel it would be the best way for them to receive information. Students said that if Student
Service had a website to all things related to Student Services it would be ideal. They had ideas
to promote the website such as putting posters around the campus, handing out flyers, and having
professor promote it in class.
Due to a lack of a effective communication method, it is a problem that hinders students
awareness about Student Services to know about Student Services. Once a easily accessible
website is available to all students it will increase students awareness of Student Service.
OBJECTIVE 2 IMPROVE COMMUNICATION METHODS
Survey respondents indicated that the current communication method needs improvement.
Students indicated that emails currently being sent out by Student Services are overwhelming
and not their preferred way of receiving information. This implies that decreasing the amount of
emails would be beneficial.
Responses expressed the necessity for Student Services to have a more accessible website that is
easy to find. Student Services needs to rename the current tab on the Murrow College of
Communication website so that the tab is easy to find. Once the website is easy to find, more
information should be added so it can be a central location for all information regarding Student
Services. Uncertainty seems to be the biggest theme in improving communication methods.
Responses indicated that having a website they could refer to at any time would solve many
uncertainties.
Responses suggested that once the website is revamped and more accessible, sending out
highlights or approaching deadlines via email each week would be beneficial. This would cut
back on the overload of emails while still reminding students about information as well as
redirecting them to the new website to read more.
Survey respondents indicated positive feedback to Student Services being present on multiple
social media platforms. Many focus group participants indicated that being reminded to go to the
website would be helpful. The responses varied between which social media platform was most
preferred. Therefore, Student Services needs to cater to all students needs and adapt multiple
social media platforms.
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OBJECTIVE 3: INCREASE STAFF
Focus group participants indicated that, often staff did not meet their needs when they had
questions or concerns. With three staff members trying to manage 1,200 students it is hard to
always take care of each individual’s needs and make them feel important. All of these 1,200
students are certified in the Edward R. Murrow College of Communication. One of the issues
that the research has shown is that almost all of the students enrolled in lower level
communication classes do not know anything about Student Services.
Once awareness has increased among uncertified students, the staff will have a lot more to
manage than they already do. Another staff member among the existing advisors may be
necessary in order to fulfill all of the students’ needs. The consensus among the focus groups
was that a Student Services website would help alleviate stress when they are searching for an
answer. This website could have a forum for frequently asked questions to lighten the workload
the current staff has in responding to each individual question.
An intern would be essential to manage the website. Students want the website to be a hub of
information where updates and opportunities are constantly posted to a news feed as a substitute
for the overload of emails they receive. To build awareness to the website, an intern would need
to also operate a social media presence through the existing Murrow social media pages. They
would help build awareness to the website by posting crucial updates while including a link to
the website with every post.
For the website to work it would have to be constantly updated, and not just with the news feed.
Students agreed that they would like to have an easy to navigate site with current and available
internship/career opportunities. The intern could also help with organizing appointment times
through the website which could offer available times and dates to meet with the click of a
button.
Overall, a new staff member to help manage the new website and keep a social media presence
would greatly reduce the workload of the current Student Services staff, giving them more free
time to dedicate to the students and their issues.
COMMUNICATION PLAN
GOALS
Goal 1:
To improve communication methods for Murrow Student Services by August 2014.
• Objective 1: To increase number of visits to the Student Services website by 40% by August
2014.
• Strategy 1: Make the Murrow Student Services website easy to find and more accessible.
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• Tactic 1: Rename current tab on The Edward R. Murrow College of Communication
website from Advising Resources to Student Services.
• Tactic 2: Create sub tabs dedicated to each service they offer.
• Tactic 3: Creating effective SEO through Google Ad word or similar programs.
• Strategy 2: Create a social media presence across various platforms.
• Tactic 1: Post important deadlines to Murrow College Facebook page.
• Tactic 2: Post important deadlines to Murrow College Twitter page.
• Tactic 3: Link Murrow Student Services webpage to all posts made on social media
pages.
• Objective 2: To decrease the frequency of emails sent to students by 20% by January 2014.
• Strategy 1: Use emails to transition students to the Murrow website.
• Tactic 1: Send out a weekly email every Monday to summarize news within the
Murrow College.
• Tactic 2: Limit all other emails to upcoming deadlines and events.
• Tactic 3: Include a link to Murrow Student Services web page with every email.
Goal 2:
To build awareness and usage of tools available through Student Services by August 2014.
• Objective 1: Increase awareness among students in lower level communication classes by 30%
by January 2014.
• Strategy 1: Request that professors implement Student Services into their curriculum.
• Tactic 1: Provide a link to Student Services webpage in their syllabus.
• Tactic 2: Offer incentive for students to explore resources on the website.
• Strategy 2: Make contact with potential communication students before certification.
• Tactic 1: Acquire class rosters of lower level communication classes.
• Tactic 2: Send emails to students explaining Student Services, the resources available
and a link to the website.
• Tactic 3: Create interdepartmental communication between CACD to direct potential
communication majors to Student Services.
• Objective 2: Increase utilization of Student Services resources by 15% by May 2014.
• Strategy 1: Make the Student Services a destination for all services.
• Tactic 1: Have a news feed providing all news and updates.
• Tactic 2: Allow online scheduling of appointments.
• Show available times and dates that students can select.
• Tactic 3: Provide links to internship and career opportunities in respective tabs.
• Tactic 4: Create a forum tab for frequently asked questions to reduce repetition.
• Strategy 2: Motivate students to make use of the resources.
• Tactic 1: Frequently post success stories of current students or alumni who
accomplished goals with the help of Student Services.
• Allow students to submit photograph and summary of achievement.
• Tactic 2: Include weekly tips or quotes from working professionals to guide
students.
Goal 3: To organize and distribute responsibilities efficiently among staff by September 2013.
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• Objective 1: Increase staff by 1-2 members by September 2013.
• Strategy 1: Offer an internship to certified communication students.
• Tactic 1: Develop criteria with responsibilities, qualifications, and application for
internship.
• Intern will manage and update Murrow Student Services website.
• Intern will manage social media platforms.
• Tactic 2: Email the internship opportunity to all certified communication students.
• Strategy 2: Offer a full-time or part-time staff position.
• Tactic 1: Develop criteria with responsibilities, qualifications, and application for
position.
• Position will focus on managing influx of students.
EVALUATION
After the implementation of this campaign, there are several means by which Student Services
can evaluate the results.
The campaign’s primary focus is improving communication methods with students. Student
Services can measure improvement of communication through the amount of new students
taking advantage of resources along with tracking visits to the new website. Making the website
more accessible, having social media presence and having professors in lower level
communication classes promote Student Services will increase usage and awareness.
• If website visits increases by 40% by August 2014, this goal has been accomplished.
• Website visits can be tracked by Google Analytics, Web-trends or KISS Metrics.
• If the frequency of emails sent out to students over the next semester decreases by 20% by
January 2014, this goal has been accomplished.
• Keep a history of emails sent out in a semester, and compare it to previous semesters.
Student Services must evaluate the awareness and usage of tools. The awareness and usage of
tools will be measured in future surveys. Survey can be conducted during spring semester 2014
to gauge future statistics.
• If we increase awareness among students in lower level communication classes by 30% by
January 2014, this goal has been accomplished.
• Survey students after strategies have been implemented and compare future results to
current percentages.
• If we increase usage of resources offered by Student Services by 15% in May 2014, this goal
has been accomplished.
• Use one of the previously mentioned tracking tools to see what tools students were using
on the website.
• Keep track of the amount of appointments scheduled.
Student Services must have additional help to manage the new responsibilities efficiently with
the implementation of social media and a website. With the inclusion of many new uncertified
students, another staff member may be needed to accommodate the students.
• If there is a increase in staff member by September 2013, this goal has been accomplished.
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TIMELINE
JULY 2013 Develop outline of responsibilities for intern and send
opportunity out via email to certified students.
Begin developing Student Services website.
AUGUST 2013 Develop outline of responsibilities for intern and send
SEPTEMBER 2013 Develop outline of responsibilities for intern and send
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OCTOBER 2013 Start posting success stories and words of wisdom on
website.
Decrease frequency of emails.
Implement tool to track usage of website.
JANUARY 2014 Compare website tracking results between fall/spring
semesters.
Follow-up survey among students to measure usage of tools.
MAY 2014 Compare website tracking results between fall/spring
semesters.
Follow-up survey among students to measure usage of tools.
BUDGET
Potential hiring of new staff member. (Free with intern)
Time to create website (About 30 hr at $15/hr = $450)
Follow-up surveys. (Depends on print- 2 reams vs. online)
Tracking services (Most are free, Google Analytics may be $300)
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CONCLUSION
In order to increase increase awareness of the resources that Student Services offers, it must
develop an effective process of communication.
Research has shown that students in lower level communication classes aren’t aware of Student
Services or the tools it offers. They need to be reached earlier so they are not first introduced to
Students Services once they become certified. Students tend to overlook the emails sent out by
Student Services due to the overwhelming amount they receive every week. Research findings
confirm that a social media presence alone will not be enough to increase awareness.
From the research that we’ve gathered, our recommendations are as follows:
• Create an easy to use website where students can utilize every resource available.
• Reach students earlier by requesting that professors and the CACD promote Student Services
and its website to students.
• Use Murrow social media pages to post important updates and provide a link to the website.
• Decrease emails to only weekly summaries and upcoming deadlines; including a link to the
Student Services website.
This plan will increase awareness of the resources that Student Services provides, and make it
easier for students to use them.
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APPENDIX 1: FOCUS GROUP PROTOCOL
MODERATOR’S GUIDE:
Study Title: Public Relations Campaign Planning
Researchers: This study is conducted by Public Relations students enrolled in COMSTRAT 412.
Porismita Borah is the faculty advisor for this project. Student researchers are Elizabeth Foster,
Spencer Graham, Betty Deresse, Hanna Grove, and Yixuan Wu.
You are being asked to take part in a research study developed by public relations students in the
Murrow College. This form explains the research study and your role as a participant, if you
decide to take part. If there is anything you do not understand, please ask one of the researchers
for assistance or clarification. You can choose not to join this study. If you do choose to
participate, and change your mind later, you may quit at any time and will not face any penalty
or loss of benefits. This study has been approved for human subject participation by the
Washington State Institutional Review Board.
What is this study about?
This research study is being conducted to identify what individuals think about Murrow College
Student Services. You have been asked to take part because you are currently a student at
Washington State University, who is either certified or anticipates being certified in
Communication. This study should last approximately one hour. You cannot take part in this
study unless you are 18 years or older.
What will I be asked to do if I take part in this study?
If you take part in this study, you will be asked to participate in a focus group in which
individuals will discuss their experience with Murrow College Student Services. The focus group
will be audio and video recorded.
Are there any benefits to me if I am in this study?
The potential benefits for you taking part in this study are participating in research and helping
Murrow College Student Services to improve its relationship with WSU students. The study will
benefit the Murrow College and
Are there any risks to me if I am in this study?
It is possible that some questions or topics may cause participants embarrassment or discomfort.
Participants may choose not to answer any question and are free to quit at any time.
Will my information be kept private?
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The identities of all participants will remain anonymous. The results may be published and
presented at professional meetings but your name will not be associated with any published
results. The data for this study will be kept for 4 years.
Are there any costs or payments for being in this study?
There will be no costs to you for taking part in this study. You will receive minor compensation,
such as refreshments, and the opportunity to win a small raffle item. If you decide to quit the
study you will still receive compensation.
Who can I talk to if I have questions?
If you have questions about the study or the information in this form, please contact Porismita
Borah at pborah@wsu.edu or (509)335-1319.If you have any questions about your role as a
research participant, or would like to report a concern or complaint about this study, please
contact the Washington State University Institutional Review Board at (509) 335-3668,or email
irb@wsu.edu, or regular mail at: Albrook 205, PO Box 643005, Pullman, WA 99163-3005.
What are my rights as a research study volunteer?
Your participation in this research study is completely voluntary. You may choose to not be a
part of this study. There will not be any penalty for not participating. You may choose not to
answer specific questions or stop participating at any time.
What does my signature on this consent form mean?
Your signature on this form means:
· You understand the information that has been presented to you in this form
· You have been able to ask the researcher(s) questions and address any concerns
· The researcher has responded to your questions and concerns
· You understand the research study and the potential benefits and risks that are involved
Printed Name of Participant
QUESTIONS
• Opening questions
• What is your name?
• What is something interesting about yourself?
• What is your emphasis within the Murrow College?
• Why did you choose Communication as your major?
• Introduction questions
• What was your first impression of the Murrow College?
• What comes to mind when you think of Student Services?
• Transition questions
• What services have you used with Murrow College?
• What do you mainly use social media for?
• Which social media website you do use most often?
• Key questions
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• Have you or do you know anyone who has taken advantage of the services and
opportunities that are sent out through email from Student Services?
• Do you think that you might benefit from connecting with student services through
social media? If so, explain in which ways.
• What do you think Student Services could offer that would be more helpful to your
education and your journey to graduation?
• Do you take advantage of opportunities offered by Student Services?
• If not, please explain why. What would motivate you to start taking advantages of
opportunities offered?
• Ending questions
• Considering what you have learned tonight, will how you access or interact with
Student Services change?
• Should social media be implemented as a main source of connecting you with Student
Services?
• Do you think your interaction with student services and your utilization of what they
have to offer will change positively if a higher social media presence is available?
• So having heard everyone’s opinions, what are your final reactions to the proposed
changes Student Services is considering making?
• Do you have any questions or further comments and concerns?
•Thank you all for participating in our research study.
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APPENDIX 2: FOCUS GROUP TRANSCRIPTS
FOCUS GROUP 1:
M: Thank you for taking time out of your schedules to help participate in our research study. We
are conducting a focus group on behalf of Student Services in the Murrow college to measure
how the office is being utilized and how they can better serve the student needs. This is informal
and will be confidential so please be honest with your answers. This process should take
approximately an hour to an hour and a half.
M: We will start it off by getting to know each other a little bit. Let’s go around and each of you
say your name, why did you choose communication, and something interesting about yourself?
M: I’ll start, my name is Spencer. Something interesting about myself is my principal told me on
my graduation that I would never amount to anything.. And I’m proving him wrong I think! I got
into Public relations because I hate math. (other moderator): My name is Liz, I got voted most
likely to be president. I chose PR because I wanted a second major to go with my French major.
P: I am Chance. I am the GM of KUGR on campus, I chose Com cause its what my father did
and I always knew I wanted to and I did radio and broadcasting in high school”
P: I’m Jasmine. I went to Michael Jackson’s funeral, I chose comm because I love PR, go cougs”
P: I’m Katie. I like to run triathlon, I chose comm because I likes to make people’s days better
and communicating with others
P: I’m Julia. I am an American and Australian citizen, chose comm because I wanted to do
broadcasting, realized I didn’t like it, I was already doing comm stuff and I liked event planning
so I switched to PR
M: Already let’s kick this thing off. When you got into the Murrow college or decided to do
communication what were your first impression of the Murrow college? Speak up, we don’t need
to go around the circle.
P: I didn’t know who Edward R. Murrow was at first.
P: I heard good things about it, I knew Kathy Gertzen went here and I grew up watching her so
when you see somebody important it makes you want to be like that person and think you can
achieve something great like her”
P: I heard it was a great place to go if you were interested in Communication
P: My mom went here and drilled it into me to major in communication”
Moderator: Great, what about Student Services specifically? What comes to mind when you
think of Student Services now?
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P: Well I work in the advising center and I know that students start their business or
communication degree in the general advising in CACD so I never stepped foot there until my
junior year.
P: I was a transfer student so I never had undergraduate advising, I just went straight to Murrow.
I first I thought they were super useless because they were putting me in the wrong classes and
weren’t giving me information I needed. Then some people were replaced and new faculty were
hired and it is so much better now.
P: The old advisers didn’t seem to care at all about anything you were doing. Lisa and Waylon
are so much more helpful. I don’t know how long the others were there for, but it just didn’t
seem like they cared that much about each student. It was just like we were all nobody special.
P: I was always in the Murrow College, ever since I got here the curriculum was always
changing. So I just went there to get my hold off, told them to put me in whatever classes I
needed to graduate. With all the changes I just am always nervous they’re going to throw me
another curve ball and mess up my graduation date. It’s a little confusing. Other than that it is
pretty routine for me.
P: One of the staff was so unhelpful. She literally put me in classes that I didn’t even need to be
in.
M: Great stuff guys. You said they are doing better now, what exactly are they doing better at
now?
P: It’s more about the students now. It’s not like we are a nobody. It seems like they care more.
They aren’t just pushing us through to graduation, we are actually people who want help. I had to
do something for my history class and Waylon didn’t have to help at all but he completely went
out of his way to help me out.
M: Do you think that since everything was changing so much they just couldn’t keep up?
P: I think that the new people they brought in, to me they just care so much more than I’ve ever
gotten from Sandy. The first day of the semester I went into Lisa’s office and I was crying
because I wasn’t in the right classes to graduate, and she did something about it, and fixed it with
no problem.
P: They actually called me earlier this semester telling me I was missing a class I needed to
graduate, they caught it. I was able to enroll before it was too late, I am very thankful for that.
M: How many of you guys would say that you have received emails from Student Services that
are helpful? We know they send out a lot of emails but is it helpful?
P: That’s how I got my job.
P: I always scan it to see if it’s relevant to me.
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P: I read them, at least check what it is about before I delete it, always scan the email,
P: It’s never personable, they always just add “FYI” it would be nice if they would write a little
blurb and expanded - it would make more people interested.
P: If it is a time issue - at least add a header.
P: I understand that Student Services get sent the job postings daily and it might be hard for
student services to have to write on every single job. But it is their job, they need to get students
excited about these opportunities.
P: They do seem really impersonal - if they don’t care why should we? I delete them all unless it
says something like important advising.
P: I don’t use it for my job search so the emails don’t apply to me.
P: I am sure they are doing a million more important things then forwarding emails, and I think if
it came down to it if they were going to not send them at all or if they were going to forward
them, i would rather them send them, the blurb isn’t entirely important.
P: I would rather them respond to my emails quicker than writing forwarded messages, the
forwarded emails do not bother me that much.
P: I got turned off because they just don’t seem personal.
M: Okay great. One of the ways we are trying to improve communication between Student
Services and communication students is through social media. Do you guys use social media? If
so what platforms? and why?
P: I use LinkedIn a lot and Twitter. Facebook has kind of turned into a high school reunion”
M: How many of you guys have a LinkedIn and Twitter?
All of participants raised their hand to having both.
P: I like Facebook.
P: I’m involved in clubs so it’s easy for updates, school projects, involved in clubs, easiest way
to stay in touch with family and friends.
P: Facebook is perfect for group projects it is the best way to communicate with team members.
P: I go on Facebook for only photos and school stuff. If student services had a Facebook page I
would probably look at that the most compared to if they used other platforms.
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P: Twitter I use mostly just read others updates. I’m a sports guy so I just read a bunch of sports
news and it’s easy to post news about KUGR stuff.
P: I think the best option for Student services is Twitter. Easy to post quick short blurbs, people
don’t want to read long posts.
P: I use LinkedIn strictly use for professional uses.
P: It bothers me when people are constantly pushing people to like their page on Facebook.
M: Sounds like you guys don’t use Facebook as much to follow news. Would Facebook help
Student Services better communicate compared to email? Or would a forum where students
could post questions and seek information be better? What is the best way?
P: I think the thing with social media right now is that it’s becoming a universal thing and
everyone thinks it is going to be there answer to everything it is almost becoming spam and I
have started to ignore it just like emails that I don’t want to read. However, if I knew they were
going to respond faster on Facebook then I would probably go there.
P: I would go to the events section on Facebook page.
P: If I do want to find something out, it would be good to have a Facebook page or a
forum/website just for Student Services. But one or two updates a day is good.
P: People get tired of constant updates, it becomes very like spam and people actually unfriend
or unfollow because it is so annoying.
P: I’m not sure it would gain many people on Facebook, I think a website would be better.
P: If student services had a LinkedIn page then it would be good because they could post
professional opportunities.
M: Okay. Anyone else?
P: Sometimes I just Google things to see if I can find it out myself.
M: That’s a good point. It would be nice if students could search on google for Student services
home page. Do you guys agree?
P: Yes. Much better.
P: If they had their own website it would be great. They would need to really know SEO, when
you Google it, Student Services at WSU comes up.
M: That’s interesting. Do you think if they implemented a site students would seek it more than
social media?
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P: Yeah, if anyone needs to seek information, they could have a certain page to go to and it
would be known and easily found.
P: It would help cut down on spam emails.
P: Cut back on emails if this was implemented and just get a weekly update in a email just
emphasizing what is all on the page this week.
M: Okay great. What else would you guys want the website to have on it?
P: Be able to schedule things online - this would be really helpful. If they had their own website
and then had a link to make an appointment, etc. Super easy to use. sign up online - sends you a
reminder.
P: Having it easily found on Google would be so helpful.
M: Great. Do you guys have any other ideas for Student Services that they can do to better
connect you guys with information?
P: Just adopting a website is the best way to inform students. Might be hard to market it if they
also post it on social media then they could just post the link everywhere.
P: Effective to have multiple platforms advertising the same way because some people prefer one
platform vs other platforms.
M: Okay so advertising the page would be good and not spam-like?
P: People need reminders.
P: Make it the home page in Murrow for a while, while its still getting adopting”
Moderator: So you guys agree that having the same advertisement for something like Student
Services page would be effective?
P: Yeah. Even getting incoming freshman and sophomores aware of it would help - word of
mouth.
P: Have professors show it to them - make it something that everyone needs to know how to use
this because it is so useful to graduating.
P: Professor recommendations is the best way I take advice.
P: It’d be nice to have a website to go back to and if they couldn’t remember something or lost a
paper, they could just Google the website and easily found it.
Page 39

M: Okay. You guys all know about the opportunities and services now. Do you guys think there
are their things that could have helped you more, services that are missing?
P: I don’t think they prepare people for graduation.
P: They don’t really help you find a job or even give advice, I’d like someone to actually give
some mental advice, instead of just approving us to walk and removing a hold.
P: They are overworked, understaffed.
P: They could seek help from other departments like the CACD. the CACD is a great resource if
student services needs help.
P: They need to be more consistent all around - it would benefit them. There are a lot of
misunderstandings.
P: It would be beneficial to have a one credit class offered in the comm department that you had
to take before graduation where all you do is search jobs and critique your resume. the
symposium was great but having a semester long help, would be great. Useful one credit class
where you are in a small setting and focused on life after graduating.
P: There are a lot of people graduating without internships and I think if advisers and professors
helped students write resume, CV, make business cards, job search , etc. then they would be more
prepared to get those internships before graduation”
M: Those are great ideas guys.
P: Lisa Laughter is amazing and is trying to turn the whole thing around at student services.
M: Yes Lisa is very great. Do you guys have any other comments?
P: I think people don’t take advantage of the opportunities because it is an overload - if there was
a website where I could take a day to just visit the website and click a link of what I wanted like
'internship opportunities' it would be a lot more efficient and helpful.
M: A website sounds like the top hit guys. Thank you all for your help. This has been very
helpful. Anything else we didn’t cover, speak up now if so.
P: I think we covered it all.
M: Okay great guys, thanks again for participating and feel free to grab more food. We will email
the winner of the gift card once we draw from a hat.
FOCUS GROUP 2:
Page 40

M: Let’s get to know each other a little bit and start by introducing yourselves.
P: I'm Christine, I'm a Sophomore. I guess its interesting that I'm from Arizona and I'm a
business administration major. Not really sure why I'm taking this class to be honest but that's it.
M: Alright That's great thank you.
P: I'm Sam I'm a Business major and a Freshman and these are my friends.
M: Alright cool
P: My name is Tyler, and I don’t know my major and he is not my friend.
P: My name is Riley, Business major. I don't know why I'm taking this class.
P: I'm Marvin. I'm switching from Engineering to Com I think, so that’s why I'm in this class.
P: I'm Kenson and this is my first semester here and haven’t decided a major yet.
M: Where are you from?
P: Hong Kong
M: Hong Kong alright
P: I'm Allison. I'm a Junior Marketing major and I'm minoring in com, which I recently decided
and that is I'm in Com 101.
M: Okay
P: I'm Ryan. I'm from Vancouver Washington. I hurt my leg snow boarding around Christmas
break and I've had two surgeries now and I'm in Com class just to fill basic credits.
M: Alright
P: I'm Alex. I'm a Biology major. I don't know really why I'm taking Com either.
M: Ok we got a lot of confused students here, no problem. I'm sure Taflinger has been drilling in
to you guys. But the Murrow college is named after Edward R. Murrow. He's one of the most
Page 41

renown reports in his days. And I guess ill open it up what was your first impression if you had
any of the Murrow college of Edward r Murrow himself. Did you guys even know about him
before you came here?
P: I've seen the building.
M: What comes to mind when you hear the words, student Services? Do you guys know what
student services is and what they do?
P: They help students.
M: Yes, they provide services to students, very good. I take it that none of you has visited office
for student services?
P: No
P: No
P: Lighty?
M: Lighty is where a lot of people start out but if you declare your major as communication they
tend to send you over there. Ok so well thanks for that obviously there’s a sense of lapse mis-
communication on their part as far as getting become aware to it. So a lot of you guys don’t
know what you're going to do, some of you are business majors. What services have you guys
use with WSU in general? Therese advising services I'm sure you guys taken gone through
that...but is there any other service you guys used or require to use at all?
P: The REC
M: Okay well that’s not going to help you out in the real world unfortunately but that’s definitely
a service that I like to take advantage of.
P: I was gonna say in the business school we have the Carson center which I don’t think the Com
school has one. It's for business success and I've used it so much. They do resume tailoring, help
you with your LinkedIn profile, and I would had no idea I had to do any of that. It's good to use.
M: Okay alright. Has anyone else used any other services?
P: Tutoring services for math. They have certain hours we where you can go in and get tutoring.
I've gone there a couple times.
M: There is obviously a lapse with communication and that’s why we're here to figure out. What
social media platforms do you guys use and what do you think is the best way?
P: Twitter
Page 42

P: I think when you see things on Facebook you’re just like whatever. But Twitter you see
everything.
M: Which one do you use most often you think?
P: Twitter
P: Twitter
P: Twitter
P: I think everyone is deleting their Facebook nowadays.
M: How are you guys receiving information now?
P: Emails
P: Emails
M: And how do those work out? Are the email actually working?
P: I delete them.
P: So do I.
P: If it was like a instant text message, I would automatically see it.
M: Do you guys like all think text would work better?
P: Yeah I'm always curious when I get a text.
M: I mean that's a good idea but would you guys appreciate that or I mean would you want
constant text message of updates?
P: Not constant
M: Well I mean you guys know what they do with the emails.
P: So like three a day?
P: I thought you meant just through student services specificity
M: I'm trying to figure out what other place are doing for you because none of you know much
about student services. I mean if you were to join communications and get certified and what not
you would go through student services. But their trying to figure out to get across to you now
because obviously you guys know nothing about it, so their doing something wrong and that’s
Page 43

what we're trying to figure out. How we can how to get across to you: what student services does
and how they can help you what not. When you when through Alive did you guys know what
you were going to major in? Or you guys just went with the flow? When you went through that,
did they what ever part you chose, say your undecided or business or you don't really know, did
they actually tell you everything you need to know about the department like advising services
and other stuff they might offer? Anything. I'm trying here guys. I need a little feedback if you
have something please don't feel shy to speak up.
P: I feel like when show us a bunch of stuff at Alive, I was more interested in looking at the
campus, I mean now I know what I need to do here. I think if they would of told me about
student services a few months of being here they would have been more helpful then the summer
before college when I didn’t really care, I wasn't trying to do homework and doing stuff. It was
more like holy crap its college.
M: Do you guys think because a lot of you don't know why you guys are taking Com 101, what
if Taflinger say incorporate student service into the syllabus would that be beneficial? Would you
guys take advantage of that?
P: They should just target people in classes like that might be certifying. Through out the whole
campus by sending them emails constantly, reminding them.
P: Or making a link on angel, for example your in this class, here is whats related to it.
P: The syllabus probably wouldn’t be beneficial because people just read it one time.
P: I don't know about social media now but I think maybe if angel was build on like there was
tabs about you go to for math, counseling, REC, clubs if there was different tabs then you can
look at different links to click on to get from that. That's just an idea I think would work its not
more of social networking but doing homework and doing it yourself rather than being told.
P: Yeah, I wouldn’t follow student services on Twitter.
M: Right
P: I know they have that information on Zzusis right? Zzusis is so confusing now that its just a
waste of time now.
P: Making on Angel so if its a all one. Where you can check your grades, study guides, classes
and other things. That might be beneficial for everyone.
M: So you guys feel like a one stop hub like a website completely dedicated to student services
where you can get from Angel or search on Google that would have constant updates, advising
services internships, career opportunities that would be more beneficial than actually going
through social media?
P: It would be like your life on a website, by controlling your whole college experience on one
Page 44

site.
P: Yeah most people aren’t going on Facebook or twitter to look at school stuff.
M: You are right on. So if they would to adopt a site like that. What would be the best way to get
it across to you guys? Advertising? Class announcements?
P: Like the news feed idea. I think if it looked like Facebook but just all around student services
and anyone can look at this one page. There would be a bunch of updates and dates on what's
going on. I think that would be easiest, a main homepage with different tabs.
P: Yeah, for different sections.
M: Right, what would be the best way for you guys to know about the website?
P: It would take time like Facebook or anything other social media, obviously some advertising
here and there and people will hear word to mouth and it will get out for sure.
P: Or even like Com 101 we get credit for doing this, that could be like one of the surveys you
have to know, have people 'like' their page or join their club and you get the point for doing it.
Because people are not going to do it without incentives. I mean as a Freshman you don’t realize
you need that stuff until you should of already been needing that stuff.
M: Definitely
P: I think that’s their lost the incentive if to get on the ball when you get to college not be like
chucking around until its too late. That’s their fault if their not going to check up on a newsletter.
M: I mean I agree, I think for me personally, I didn’t really know until I gotten certified I think
its 50/50 you know the student has to take advantage but student services on their part has to
make it aware to you guys how important it is and what they actually offer. That’s what were
here, trying to help get you guys out of it. So you guys haven’t used much services, you have like
tutoring services and what not, as freshman what do are you confused about? What do you think
that student services could help you out with that you don’t know much about right now? Is
there you know counseling services or career opportunities, events that you could go to- what
can they help you guys out with that you feel they haven’t been taken advantage of?
P: I think if there were internships possibilities like over the summer, I mean I'm sure there are
things like that but I just don’t know anything like that. Like what she said- resume building and
critiquing, I feel like that would help out a lot if you want to get a summer job or something. It'd
be good stuff to know but I mean I haven’t been made aware of a lot of stuff like that.
P: Also making students aware their structure of their major before they go into in. you said you
didn’t know until you were certified I mean I'm not even in Com yet but I'm trying and I don’t
know anything about it. I don't know what to expect, or whats going to come up and structure
going to be like.
Page 45

M: Right
P: I think another thing that’s beneficial is, ok you want to be a Com major well there’s the
different sections of Com you can be it. Like letting them know, you basically know the few jobs
in PR but there’s so much more other job being a PR major then what you know of the top of
your head so like definitely having that available like what job is associated with which majors is
definitely something as a freshman that’s interesting.
M: Anyone else wants to talk for a while? You guys have any ideas? Any concerns? You guys
mentioned career opportunities and resume building and what not they do offer that during the
Murrow symposium did any of you get to check that out this year at all?
P: No
P: No
M: Were you guys aware of it?
P: Yeah I don’t even know what it is.
M: Okay
P: I been in a Com class like every semester since I been here and I never been contacted through
like the Com school like through email or anything and yeah I mean I haven’t need to go contact
them but I don’t get any information. I feel like that’s something they should know, if they want
to reach out they should realize who are in their classes you know. As a minor I don’t need to
certify right away that are no rush. so, i don’t know.
M: Yeah right. I strongly recommend you guys take advantage of the Murrow symposium
it does help out quiet a bit. But of course that’s just you know a couple days event. If they offered
a class, say like a one credit class that for just tailored to resumes, and interviewers would you
guys take advantage of a class like that?
P: Yeah
P:Yeah, something I would do. That be really helpful
P: Don't they have a class like that, that's a one credit?
P: The business have to take English 402 which is like resume building and cover letter and stuff
you have to actually apply to jobs and show them you done that and I know that's open to any
major but they already have something like that but its more work than a one credit class.
M: Right..and that’s more tailored towards business majors?
Page 46

P: I don't think so. It's just English 402 so I think any major but business majors have to take it.
M: Oh is it too many student that want to take it?
P: Yeah
M: Ok well I feel you guys mostly answer what we have to ask is there anything else you guys
have to offer any questions concerns you guys want to you?
P: I'm curious a little bit about your major public relations could you give me like a field of jobs
with that major?
M: public relations is a broad field the fact that because it has like the advertising aspect of it
marketing aspect obviously there’s the public relations aspect you have to be up to date on social
media you between the public and the organization and try to balance their demands. There’s its
a great major there a lot of options to it that’s the thing with student services they can set you on
the right track. One of the reason I got into PR besides the movie is taken advantage of student
services and they lay out what I need to do and what not our main focus with public relations is
to reach you guys through them. Overall I get from you guys you guys want a one stop shop
website that has a constant feed of updates and links you guys can go to. What type of
advertising you guys look at? What sticks out from?
P: Entertainment sticks out
P: Poster on walls in classrooms
M: What about bathrooms?
P: Yeah you have to look at those.
M: Do you guys take advantage of the Daily Evergreen?
P: When ever I lived in fraternity yeah because we used to get it but now I don't so I don't know
where to get.
M: Ok well I appreciate you guys taking the time out of your day to help us to do. Hopefully
once this is all this is over you guys will become more aware of student services. You guys will
see more avenues to get into it. And take your time you guys have plenty of time don’t rush
there’s some like 80% of students who change their major. Don’t stress over stress just have fun.
FOCUS GROUP 3:
Page 47

M: Let’s get to know each other a little. What’s your guys’ names and why you’re interested in
communication?
P: I’m undecided right now, started Comm because it sounded fun
P: I’m Jack. Something interesting is I’m from Edmonds and I'm looking to major in
Communication, not really in a major right now.
M: You’re a freshman?
P: Yeah
M: Great. Well transitioning into talking about the Murrow College, I know it might be difficult
to get experience in Murrow college if you don’t have a Murrow adviser for instance, if you have
a adviser in the CACD. What were your first impressions of Murrow College? Even if you have
not taken a Communication class? First impressions if you have any?
P: I just got done taking com 138 and it was actually really fun, we had lisa laughter. I have her
as an adviser too and she is really helpful”
M: Great, Lisa is actually our client for this project!
P: Lisa helps me with everything.
P: It looks nice and the auditoriums are really big.
M: What about Student services, have any of you guys ever been to Murrow College student
services, or heard of student services, for instance an email?
How many of you have guys are familiar, show of hands?
• (A few receive emails)
• (Two are familiar with student services)
• No comments besides saying they had received a few emails and that they didn’t know much.
M: Murrow college student services is a student help office they are in the second floor and they
are responsible for things like student advising, career help, this semester they have been really
active in sending emails connecting students with internship opportunities, connecting you guys
with things like KUGR and Cable 8. Do you guys think that if you aren’t currently receiving
emails and notifications of this sort do you think it would be something that would be beneficial
to you? As you guys are pursuing your communication degree and such, how would you feel
about more involvement from them?
P: Probably less from me, just because that’s not really my stuff.
Page 48

P: Not yet.
M: So at this point are you satisfied with your advising elsewhere? Who is your main source of
information?”
P: Who is my adviser?
M: Who do you go to if you have questions about picking your questions or internship
information?
P: Adviser at the CACD.
M: If you were interested in getting career help or internship opportunity information where
would you go?
P: I don’t even know.
M: Okay. So what kinds of other things do you think would be helpful to get you guys ready to
graduate? Or help you gain work experience while you’re in college?
P: They need to have something to demonstrate and show us and help us with stuff I don’t even
know about.
P: They need more tutors.
M: So tutoring is something that you guys would agree is beneficial and something they should
try and implement more for communication students?
P: A little bit yeah. I see a lot of tutoring for things like math, science, history.
P: Yeah I agree, there’s nothing like that for communication students.
M: Okay, and if you guys were going to take advantage of something like tutoring or other
opportunities what would be the best way to motivate you guys to do so. If we had a website, for
instance, or if there were a social media site. What do you guys prefer?
P: Email actually. It’s really hard for me to find the college pages on Facebook but I check my
email like 5 times a day.
P: Post flyers around campus.
M: Okay, so social media is popular these days with students. How many of you use social
media?
• All of them raised their hands
• No comments
Page 49

M: What social media do you use the most often?
• Everyone uses it (raised hands)
• Preferred:
• Facebook - 4
• Twitter - 2
• Instagram - 1
• LinkedIn - 0
• Myspace - 0
M: Okay, can we maybe go around the room and say what you use and why you use it? For
example, I personally use Twitter a lot to follow the news, not so much a networking with friends
site, and its more professional. I also use LinkedIn a lot as it gets closer to graduation I am
looking for professional opportunities and professional networking.
P: I use Facebook mostly because i’m in a bunch of different groups and they post updates and
events on there so it’s easy to see.
M: School groups?
P: Yeah I’m involved in Cable 8 and it helps to get updates on FB.
P: Twitter is a lot less formal, posting random thoughts.
P: I use Facebook a lot because I’m in a fraternity and it’s easy to keep up with what’s going on.
P: Easy to connect with my international friends on Facebook.
P: Probably Instagram for me.
P: Probably Twitter but it’s hard to find people. Facebook like you said I do use it a lot more
since I am in college.
P: I use Twitter a lot to follow news and things I am interested in.
M: If you guys were to seek info from Student Services, do you think that it would be better to
reach you via social media platform? For instance, if Murrow Student Services had a Facebook
page or a Twitter page, do you guys think that they would be useful? And if so, for this kind of
connecting; like career help and classes and other Murrow College related information?
P: Probably not, I like to escape from school when I go on social media.
P: No disadvantages- just might not check it”
P: For me email, at least combine them, post on Facebook but then have links to the information
through email.
Page 50

M: How many of you think this should exist or would be beneficial, even if you don’t think
students would still like the idea of having it there even if students aren’t checking?
P: I’ve never even come across information so if I had a website to go to where I knew had the
information on it, it’d be nice.
P: It’s always good to get information out there no matter what platform you use, so yeah.
P: With Facebook and email a lot of people get so much info they kind of just learn to let it go in
one ear and out another.
P: They don’t have a website?
M: Well we had trouble finding it ourselves. College of Business has student advising help on
their landing page so when you go to their page you can link to their personal advising help page.
Student Services doesn’t have a solid website just for them, it’s hard to find. So part of what we
are doing is trying to find out information and understand how students use Students Services, so
are they going in for advising or career help, and because we have all these opportunities and
services that we want to get out to the students - what would be the best way to get this
information out to you guys. Since the website isn’t user friendly. Would developing a website
and being present on social media be helpful?
P: Posting around on a wall- if i was interested it would catch my eye (passing by attention)”
P: Yeah, posters and flyers for sure for younger class-men.
P: I don’t like when people hand them out to me, but when they are posted on a wall I may be
interested.
P: If there was a website and it was easy to access and had all the information on it I would
definitely go on it and check it out and probably use more of the services and read about more
opportunities.
M: Do you have any comments on ways that Murrow College could connect with you?
P: Like I said, posting it around is easiest for me.
M: For those of you that are not certified and aren’t getting those emails that Lisa Laughter and
Student Services sends out what is a good way to get information to you guys?
P: With Facebook and email it’s sometimes information overload.
P: I would like posters or website specifically for Student Services.
P: I don’t like when people hand me flyers.
Page 51

M: Okay so if they were posted on walls that would be best, or if we implemented a website?
P: Yeah, definitely would be more interested.
M: Considering some of the things we’ve talked about, and knowing about the services now,
how do you think your interactions with student services will change, if they will? Do you think
you will take advantage of these opportunities or seek out information?
P: I will definitely start to seek Student Services even more especially because I’m almost
certifying.
P: I already get the emails and I look through them at least I skim them.
P: If there was a website implemented and the link was posted and we knew about it then I
would definitely search it more.
P: Social media is best, it will get news out there and get people more involved. I think having a
website would be best and then post links to it through social media to market.
P: Like do a post, and then say if you want more information then check out our website
M: Okay great. So do you guys agree that if we have a higher social media presence we will
reach more people effectively?
P: Guaranteed
M: So overwhelming yes, social media is a definite yes?
P: If you want to get more eyes on the program social media and a website would be successful I
think.
M: Awesome. Do you guys have any other questions or concerns about Student Services?
P: No
M: Okay. Well thank you guys for participating feel free to grab more food and enjoy the rest of
your day. We will e-mail the winner of the raffle. Thanks again guys.
Page 52

APPENDIX 3: ONLINE QUESTIONNAIRE
SURVEY QUESTIONS
Page 53

412 FINAL PLAN_DOC

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