CAMPAIGN BOOK

AJCommunication
Dusti Gasparovic, Stefanie Tapke,
Bryce Wallar, Claire White

5
AJ Communications
Gaylord College of The University of Oklahoma
395 W. Lindsey St.
Norman, OK 73019
May 5, 2015
To the directors of graduate programs at Gaylord College of Journalism and Mass Communication:
AJ Communications is elated to have had the opportunity to create and propose a public relations
campaign for the graduate programs at the University of Oklahoma’s Gaylord College of Journalism
and Mass Communication.
At AJ, we believe great things are born of great opportunity, and exactly that, a great opportunity,
is what we have built our campaign around. This opportunity derives itself from a discovery made
during what we at AJ call “data-driven creativity.” Data-driven creative spark allows our agency to
base all of our creative ideas directly off of hard data. Our ideas are innovative and exciting, yet they
are backed up by and emerge from real and useful data.
The program’s biggest challenge revealed by our SWOT analysis was the landsliding level of
relevance of a traditional graduate degree. Our research revealed immense growth opportunity for
the college within the emerging university trend of graduate certificates. The graduate certificate
program we are proposing is a mix of online curricula and in-person training seminars. The
programs are a more cost and time efficient alternative to the traditional graduate degree that we
found is becoming less appealing to those seeking career development and not specifically interested
in pursuing a career in academia.
Over the course of the next year, our proposal will assist in the development, implementation and
promotion of five graduate certificate courses at Gaylord. We believe the future of post-secondary
education lies in these certificate programs. Our campaign will put Gaylord on the cutting edge of
this new trend.
Thank you again for allowing us the opportunity to work with you. We hope to take this data-driven,
creative leap of faith with you.
The AJ Communications Team,
Dusti Gasparovic, Stefanie Tapke, Bryce Wallar, and Claire White
LetterofTransmittal

7
Table
of
Contents
LETTEROFTRANSMITTAL 5
RESEARCH
EXECUTIVESUMMARY 9
BACKGROUND 19
PRIMARY/SECONDARYRESEARCH 21
SITUATIONANALYSIS 33
COMPETITORANALYSIS 37
SWOTANALYSIS 43
ACTION PLANNING
COREPROBLEM 47
KEYPUBLICS/MESSAGES 49
GOALS AND OBJECTIVES 51
STRATEGIES AND TACTICS 53
CAMPAIGN CALENDAR 55
CAMPAIGN BUDGET 57
COMMUNICATION
COMMUNICATION CONFIRMATION 61
EVALUATION
EVALUATION MATRIX 71
FUTURE RECOMMENDATIONS 73
CAMPAIGN EVALUATION 75

9
Gaylord College has been ranked within the top 50 journalism colleges in the nation as of 2012, and
the RTDNA survey ranks Gaylord College as number five in the nation in the 2014 survey poll. This
gives great credentials to the program and the value of a Gaylord College degree.
Gaylord College’s website is easy to navigate and does a great job of answering the general graduate
admission and degree questions; however, there is a lack of guidance as to the benefit and audience
of a graduate degree.
The website is tailored to people who already know they want an MA and are learning what is
required of them, not so much encouraging prospective students to pursue a master’s degree. This is
evident through the lack of information explaining the benefits of furthering a degree.
Gaylord College needs to be positioned as one of the first programs that journalists, strategic
communicators, broadcast and electronic media professionals, and professional writers think of.
There is untapped potential within the program because of its rich history, central location, and
prestigious names of faculty and alumni to garner interest for incoming students.
Strengths:
-Gaylord College offers a well-rounded degree with opportunities to take classes outside of the
chosen emphasis to provide the student with a larger knowledge base and variety of skills he/she
might not receive at a specialty school.
-Professors at Gaylord College are active and renowned researchers in their specific fields. This
provides students with networks of professionals and resources in their area of study.
-Impressive facilities including an in-house agency, Lindsey + Asp, focus group rooms, and
broadcasting and electronic media rooms.
-Gaylord College of Journalism and Mass Communication is ranked nationally as one of the top 10
journalism schools in the nation, which provide value to the degree and program.
Weaknesses:
-The Gaylord College graduate office lacks awareness and research of their target audience.
This makes the message to the public vague and not in line with their specific pain points, needs,
attitudes, and values.
-The target audience of those who are working in a JMC related career or have completed their
undergraduate degree in a JMC major demonstrate little-to-no desire to pursue a graduate degree.
-Young professionals want to get experience in the field before continuing their education. Gaylord
College Graduate Program’s course curriculum is tailored towards academia and those pursuing
knowledge in their current professions. This is a narrow and specific area of focus and not applicable
to those who want to obtain a few new skills or knowledge in an area of study, yet have no desire to
further their education or work as an educator.
ExecutiveSummary

11
Threats:
-Other top Journalism and Mass Communication schools
-Little perceived value in a JMC graduate degree
-ROI of in-field experience is higher than post-graduate education when interviewing for higher
positions
-JMC undergraduates are more interested in other emphases for a graduate degree, such as an
MBA, to further their marketability in a corporate atmosphere
Target Publics:
Gaylord College Graduate Programs has three primary target publics and one secondary target
public. The primary publics include the CEO in the position to hire, the young working professional
that desires a career shift, and the Gaylord College Alumni. The secondary target public is the
graduating senior in OU’s Price College of Business. Each of these publics has different pain points,
behavioral patterns, and motivators that make them a researched based target public for Gaylord
College Graduate Programs
Motivating self-interests of prospective Gaylord College graduate degree seekers:
- To get a job immediately after completion of undergraduate degree
- To have a degree that sets them apart from other competitor job seekers
- To have a knowledge and skill set up-to-date on latest trends and methods in their field of practice
- Have enough time and money to spare for a graduate degree
- Directly benefit them in their career in terms of promotion or high pay
Trends:
Most people within the interviews talked about how location of a school with a graduate program in
the field they were interested in was important. When asked about skills, most people wanted to gain
something in only one field, but most respondents said that if an employer wanted more then they
would want to get a full graduate degree. Most people were fine with the skill set that a certificate
fulfilled, so they would rather opt out for that. Money was a big factor when it came to getting
certificates versus a graduate degree. Most respondents said that money would ultimately drive them
to get a graduate degree and to move up a step in their career.
People who have graduate degrees value them, because they have gained a larger salary and more
experience in the field to take to their next place of employment. But it is noted that people who
have graduate degree experience believe that the experience is better than a certificate when it
comes to creating their craft and refining it. The knowledge learned is of more value than weekend
classes. Some believed that the graduate degree gives them all of the necessary skills they could
need, and therefore certificates do not hold as much value. Most of the respondents, however, said
that certificates would allow for just as much experience, but at a lower price and a more to the point
learning style.
Executive Summary, COntinued...

13
Employers showed that graduate degrees are not of value when applying for an entry level job,
which is important to know, because many people consider going to graduate school right out of
college. But, employers also stated that even if someone has certificates, they will still be going into
entry level positions.
“…I do not feel like having a second degree in the same subject would be of benefit. I’ve already
learned what I need to know about journalism/communications. Now I need a strong business
foundation.” -Director of Marketing
“Will the degree help you earn more? In most settings, no. When I hire, experience is much more
important that advanced degrees...”
-Director of Marketing
“…If I just had my undergrad, I’d be more open to a skills-based certification. If you don’t have your
master’s degree, it would be a nice way to build some skills.” -Health Communications Manager
Conclusion from Quantitative Data:
-Experience in the field is the most beneficial tool to have for career advancement, according to the
research presented.
-Those who did get their graduate degree diversified from the topic of their undergraduate degree.
-The majority of the earned graduate degrees were from the alma mater of their undergraduate
degree, or the professional was not required to relocate.
This presents a larger issue than information distribution for Gaylord College, but it opens a window
to a great untapped insight and opportunity for this problem, believed by the researchers to be a
nation-wide conception of working professionals in regards to a JMC graduate degree. ROI of a
graduate degree does not add up.
86% of the surveyed population has not received their master’s degree, and 93% of those who have
not received their graduate degree said they were unlikely or very unlikely to consider getting a
master’s in the JMC field.
Of those in the position to hire, there was a neutral response to whether they saw relevance in a
potential employer having a graduate degree.
For the 6% of the survey respondents that did receive their graduate degree, 98% of them got the
graduate degree from the same institution as their undergraduate.

15
96% of them received their graduate degree in something other than what they got their
undergraduate degree in. The 2% difference here was represented by respondents who got their
graduates degree for the purposes of academia, or it was required for their job position.
Of the survey respondents that did receive their undergraduate degree, 75% of them said they have
not received extra benefits “such as raise in pay or job promotion” due to their graduate degree; 25%
said they have received extra benefits.
What generates their interest?
Research shows prospective graduate students gain interest in a program by 4 main factors: word-
of-mouth recommendations from trusted co-workers, employers or peers, a connection with the
professors at the university, printed materials such as B2B magazines, newspapers or company
newsletters that explain how to obtain the benefits they are looking for, and an impressive, easy to
navigate website that answers all their questions.
Once one gains interest, where do they go to receive more information?
An overwhelming consensus of research shows the perspective public will obtain more information
about the program of interest through four channels. They will ask around for word-of-mouth
recommendations or references from trusted co-workers, employers, and peers; they will Google the
program, seek testimonial information, and scour the website to answer all questions.
What are they looking for?
The target demographic for Gaylord College Graduate Programs are the working professionals in
a JMC-related career located within the Midwest region, primarily Oklahoma, Texas, or Kansas.
Over 80% of the surveyed population of working professionals listed the same top three factors that
will positively affect their decision of getting a degree. Flexibility within the curriculum schedule,
including the offering of online courses, is critical. Their time is precious, and they often cannot fit
their lifestyle into a “school schedule.” Location is crucial, as they want a program that is close to
home. These working professionals have a career; they do not want to be uprooted to go back to
school. Working professionals want a program with credentials and a good reputation. They are only
going to spend time and money on something they are confident will benefit them. Finally, the time
requirement and cost of the program must be beneficial in the advancement of their professional
career.

19
After 85 years known as the H.H. Herbert School of Journalism and Mass Communication, Gaylord
College was established in July 2000 with more than 1,300 students enrolled. Gaylord College
was and is still one of the largest colleges at the University of Oklahoma. The Gaylord College
Ph.D. program was founded in 2007. Gaylord College is a founding member of the Accrediting
Council for Education in Journalism and Mass Communication with excellence in student and
faculty achievements, distinctive programs and service to the profession according to the KRAKK
Communications research team of capstone 2012. In 2012, Gaylord College has more than 9,000
alumni with undergrad and/or graduate degrees within the college.
Gaylord offers Master’s of Art Degrees in:
Broadcasting and Electronic Media
Mass Communication Management
Journalism
Strategic Communication (Advertising and Public Relations)
Professional Writing
There are a few route options to go about receiving a master’s degree depending on what the
student’s professional end goal is.
Thesis route includes four hours of coursework plus an original compilation of research.
This route would be ideal for a student who wishes to pursue his or her doctoral program or
interested in research.
Professional Project route is through research the student will compile an organizational plan
for a client. This is a recommended route for a student who wishes to further their career path
and education on the field.
Comprehensive Exam route tests the student on his or her knowledge of mass communication
theories, specifically in their area of interest.
Admission into the Gaylord MA program requires the following:
-GPA of at least 3.2 in the last 60 undergraduate hours
-the Graduate GRE in the last five years
-minimum quantitative score of 150
-minimum verbal score 150
-minimum analytical writing score 4.5
-the TOEFL, if not from the US
Gaylord College Mission Statement:
Gaylord College’s mission is to “educate producers and consumers of existing and emerging forms
of public communication and to instill in them the value of freedom of expression, intellectual and
cultural diversity, critical thinking, creativity, ethics, professional skills and social responsibility.”
Background

21
Goal of Primary Research:
To understand what specific motivations working professionals in JMC related careers have for
attending or not attending graduate school and what skill-based areas they feel are most relevant in
furthering knowledge of their field or obtaining a promotion.
Primary research overview:
Through the primary research, the researchers collaborated with another team of researchers,
also studying working professionals in a JMC related career within the Midwest region, to gather
quantitative data in regards to trends of education level pursued. All questions aimed to provide
insight into four main categories; what is the most effective methods of receiving information, the
perceived value and benefits of the graduate degree, influencers of why or why not the respondent
obtained the level of education he or she completed and finally, what respondents perceive as a
successful program if and when considering graduate school. The researchers conducted 15 one-on-
one phone interviews with members from the target study population to gather qualitative data on the
same four trends.
Methodology:
The researchers chose to create and conduct a survey and hold one-on-one interviews with members
of the study population to gather quantitative and qualitative date that supported one another and
thoroughly answered the team’s questions in response to the secondary data.
Motivating self-interests of prospective Gaylord graduate degree seekers:
- To get a job immediately after completion of undergraduate degree
- To have a degree that sets them apart from other competitor job seekers
- To have a knowledge and skill set up-to-date on latest trends and methods in their field of practice
- Have enough time and money to spare for a graduate degree
- Directly benefit them in their career in terms of promotion or high pay
Research shows prospective graduate students research schools they are interested in and have heard
good things about in the media and from word-of-mouth. Gaylord College needs to be positioned as
one of the first programs that journalists, strategic communicators, broadcast and electronic media
professionals and professional writers consider. In 2012, Gaylord College Graduate Program’s
greatest problem was lack of awareness. The 2012 capstone research teams saw a need for more
mentions in traditional, social and controlled media outlets. They also saw untapped potential within
the program because of its rich history, centrally located, prestigious names of faculty, and alumni to
garner interest for incoming students.
PrimaryResearch

AJCommunication
I learn skills in my professional
life. If I just had my undergrad,
I’d be more open to a skills-based
certification. If you don’t have your
masters degree, it would be a nice
way to build some skills.
–Health Communications Manager
”
“

23
Study Population:
Professionals in the Midwest region, working in JMC related career fields who have completed their
undergraduate degree.
Qualitative Data Gathering:
Interviews were conducted over the phone from each member of the researching team. A total of
13 interviews were conducted with working professionals from Oklahoma, Missouri, Texas and
Colorado. The interviewees were all currently working in Public Relations, Advertising, Journalism,
Marketing, and Communication careers. Of those interviewed, all participants received their
bachelors degrees, 5 in public relations or strategic communication, 4 in journalism, 2 in marketing
or business. Only 4 of the 13 interviewees received their graduate degree, and 2 received their
graduate degree in an area of JMC.
Sampling:
The interviews were conducted using convenience sampling. Our interviewees included a variety
of working professionals in JMC related fields. We targeted professionals in different fields, with
specifically unique positions, who have taken different career paths to get to their current position,
that are currently working in a journalism and mass communications related field. Therefore, we
have interviews from marketing professionals, journalism professionals, professional writers, public
relations professionals, and advertising professionals.
Trends:
Interviewees discussed how location of a school was an important influencer in their decision to
attend. Money was a big factor when it came to getting certificates versus a graduate degree. When
asked about skills, most were fine with and would rather recieve a skill certificate when factoring in
the time and money required in obtaining a graduate degree.
People who have graduate degrees value them because they have gained a larger salary and more
experience in the field to take to their next place of employment. Interviewees who have a graduate
degree believe that experience in the field is better than a certificate when it comes to creating their
craft and refining it. The knowledge learned is of more value than weekend classes. Some believed
that the graduate degree gives them all of the necessary skills they could need, and therefore
certificates do not hold as much value. Most of the respondents, however, said that certificates would
allow for just as much experience, but at a lower price and a more to the point learning style.
Employers showed that graduate degrees are not of value when applying for an entry level job.
This insight is important for those considering attending graduate school immediately following the
completion of their undergraduate. Employers also stated that even if someone has certificates, they
will still be going into entry level positions, it does not hold the same value as a graduate degree.
Qualitative Data

AJCommunication
Experience is ultimately more
impactful than a graduate
degree, so I would consider
a graduate degree only in
conjunction with relevant
working experience, not in
replacement of that experience.
It can be a nice cherry on top, but
experience will always trump an
advanced degree, unless you’re
in an educational field.
–Public Relations Manager
“
”

25
“Will the degree help you earn more? In most settings, no. When I hire, experience is much more
important than advanced degrees. However, people with advanced degrees think that it entitles them
to more which also makes them less desirable as hires.”
“The value of getting a graduate degree depends on the job. If I wanted to get more money at a
job, I’d want a graduate degree. If an employer was looking for a specific skill, I’d be fine with a
certificate.” -Professional Writer
“I had a job offer after getting my undergraduate degree and haven’t had the desire to go back to
school, because having a graduate degree doesn’t help with pay in my area of the field.” -Digital
Media Planner (undergraduate degree in Journalism & Broadcasting)
“I chose to get my graduate degree, because I felt like I needed more after my undergraduate. I felt
like I didn’t have enough training to be the best practitioner I could be.” -Health Communications
Manager
“I learn skills in my professional life. If I just had my undergrad, I’d be more open to a skills-based
certification. If you don’t have your master’s degree, it would be a nice way to build some skills.”
-Health Communications Manager
“Experience is ultimately more impactful than a graduate degree, so I would consider a graduate
degree only in conjunction with relevant working experience, not in replacement of that experience.
It can be a nice cherry on top, but experience will always trump an advanced degree, unless you’re in
an educational field.” -Public Relations Manager
“Haven’t seen a need for it in my current career field. “ -Marketing Strategist
“If I were to continue on to graduate school, I would want to focus on business or leadership. I do
not feel like having a second degree in the same subject would be of benefit. I’ve already learned
what I need to know about journalism/communications. Now I need a strong business foundation.”
Qualitative Data,COntinued...

27
Survey was distributed via email to different professional associations in the Midwestern region
including Oklahoma, Texas, Kansas, Missouri, Arkansas and Colorado.
Study Population:
Professionals in the Midwest region working in JMC related careers that have completed their
undergraduate degree.
Sampling:
The researchers utilized a stratified sampling method. Stratified sampling allowed the researchers
to sample a relevant subset of their entire study population. The survey was distributed to various
professional associations within JMC-related career fields. Associations were located within one of
a strategically selected number of Midwestern states including: Kansas, Missouri, Texas, Oklahoma,
Arkansas, and Colorado. Association fields include: public relations (PRSA), broadcasting
(Professional Broadcasters Association), professional writing (PWA), and more. Stratifying the
sample allowed the researchers to make sure there was a sample that was relevant to the study
and, at the same time, large enough to be reasonably confident the information received via survey
responses is relatively generalizable within the target population.
Quantitative Data gathering:
The survey was created, received, and submitted online through Qualtrics. A personalized email
was sent to department chairs in JMC related companies and organizations within the Midwest
region followed by a second email which contained a ready made explanation of survey and link to
complete the survey in Qualtrics. The second email could be forwarded to members of the related
chapter and employees of the company. The first email promised the results from the analyzed
survey data upon distribution of survey to employees and chapter members.
After gathering results from the survey, the researchers categorized survey questions among the four
overarching questions answered from the survey.
1.     What are the most effective methods of receiving information among our study population?
2.     What is the perceived value and benefits of the graduate degree in a JMC area of study?
3.     What are influencers of why the respondent obtained the level of education completed?
4.     What do respondents perceive as a successful graduate school program?
Though there was not as much data collected as hoped for from this survey, the responses measured
did provide across the board triangulation with cohesive answers to the four purposed questions. If
this survey could receive more respondents, this team of researchers would predict responses would
align with the findings outlined in the report.
Quantitative Data

29
Results:
Demographic questions 1-3 told 80% of the surveyed population was between the ages of 18 and
34 and female. Questions 4-8 told that 86% of the surveyed population has not received a graduate
egree, and 93% of those who have not received their graduate degree said they were unlikely or very
unlikely to consider getting a master’s in JMC. Of those in the position to hire, there was a neutral
response to if they saw relevance in a potential employer having a graduate degree.
For the 6% of the survey respondents that did receive their graduate degree, 96% of them received
their degree in something other than what they got their undergraduate degree in. Of the respondents,
75% of them said they have not received extra benefits “such as raise in pay or job promotion” due
to their graduate degree; 25% said they have received extra benefits.
Question 8 asked the respondents to identify which factors were relevant or very relevant to their
decision to pursue a JMC graduate degree. Flexibility of courses/hours, the option to take online
courses, credentials of faculty and quality/reputation of the program were among the top three
factors scored by the survey recipients. The other three leading influential factors are the cost of
program with 78%, convenience in location with 66%, and their standing job offer with 66%. New
technologies and testimonials of alumni are among 30% of the influential factors.
Among the 86% of survey respondents that did not get their graduate degree, 54% of them explained
that the ROI for the time and monetary investment in a JMC graduate degree does not equate to the
value of that degree. The remaining 44% said they did not see the value in the degree and 2% said
they could not afford the cost of the program.
The most efficient methods of reaching the survey respondents, 64% said contact with a professor;
48% said Google, professional magazines, or a coworker/superior or the program website; 32% said
Twitter; and 20% said student blogs. When asked which of these methods they would personally use
to further research a program, 64% said contact with a professor; 60% said via the program website;
56% said through co-workers or superiors; 48% said through printed materials such as professional
magazines, articles in the newspaper or newsletters within the company; and 44% said through
Google searches.
Very few working professionals see value in a JMC graduate degree as experience in the field is
the most beneficial tool to have. Those who did get their graduate degree got it in something other
than what their undergraduate degree was in, and majority of those degrees were from the alma
mater of their undergrad, or did not require them to relocate. This highlights that the main issue for
Gaylord College Graduate Programs might be the flexibility or online offerings, leveraging the most
important factors of the program by positioning them on the most utilized platforms, but the largest
problem is that people do not see the value in this degree in comparison to the time and money for
the program. This presents a larger issue than information distribution for Gaylord College, but it
might also open a window to a great untapped insight and opportunity for this problem believed
by the researchers to be a nation-wide conception of working professionals in regards to a JMC
graduate degree.
Quantitative Data, Continued...

31
Purpose of this Research:
The purpose of our secondary research is to understand how Gaylord College Graduate Programs
compare to other top competitors such as The University of Missouri, The University of Texas
at Austin, and The University of Kansas among other top journalism schools in the nation. The
researchers have gathered this secondary research through analysis of competitor’s websites, student
demographic information, and peer-reviewed journal articles, in addition to previous knowledge
from our client representative, Director of Graduate Studies, Katerina Tsetsura.
Description of Secondary Research:
Research Questions: Do post-undergraduate working professionals know about Gaylord College’s
graduate program? What is the general attitude of prospective Gaylord College graduate students?
Who is the target demographic for Gaylord College graduate programs? What is the best way to
distribute a message to prospective Gaylord College graduate students?
Methods: The researchers used research from previous capstone classes in 2012 that have also
focused on the Gaylord College graduate program, in addition to peer-reviewed journal articles and
student demographic polls.
Data Collection & Time Frame: In order to get better insight and perception as a whole, the
researchers gathered secondary research from previous campaign books and articles that were
relevant to the research both online and accessed through The University of Oklahoma Bizzell
Library database.
Major Findings From Secondary Research:
The secondary research revealed a greater majority of those applying to graduate school are not
those just out of their undergraduate but rather they are working professionals, often with families
and other real-world obligations that inhibit them from attending certain programs due to financial,
scheduling, or curriculum issues. The researchers found that compared to the websites of other
universities, Gaylord College’s program displays itself as geared toward those looking for a more
academia and research-based path after graduation, versus those looking for a profession-based, or
skill acquiring graduate education.
Secondary Research

33
Stakeholder Analysis:
The stakeholders for the Gaylord College Graduate Programs are many different groups that make
up the entire entity of stakeholders. When it comes to the graduate programs of Gaylord College
of Journalism and Mass Communication, the largest stakeholder is the students that make up the
program. The next group is the alumni that keep the graduate programs afloat. There are many more
groups that comprise the stakeholders and these groups include, but are not limited to:
●      Gaylord College students and faculty
●      Graduates from other universities with JMC related degrees in the Midwest
●      Gaylord College Alumni
●      the University of Oklahoma
●      OU alumni
If the undergraduate was completed at OU, and the prospective student wants to stay in the area,
or is currently employed or raising a family in the area, he/she would be an excellent candidate
for Gaylord College’s master’s program. Of these stakeholders, the target public is the working
professionals in a career field of, or relating to, journalism and mass communication, such as
public relations, advertising, broadcast journalism, professional writing, and journalism. These
professionals targeted may or may not have a graduate degree.
Challenges:
The main issues presented through this secondary research are the awareness of Gaylord College
Graduate Programs among undergraduates at the university and working professionals in the
Midwest region including the states of Oklahoma, Texas, Kansas, Missouri, Arkansas, and Colorado.
Another issue that surfaced is determining the value of a graduate degree in Journalism and Mass
Communication from the perspective of working professionals. The overarching issue is determining
who, exactly, the target audience is and what channels of message distribution will reach them most
effectively.
Organization Performance in Relation to Identified Issue(s):
In response to the above issues, AJ Communications conducted a strategic survey and distributed
it to 40+ organizations throughout the states of Texas, Oklahoma, Missouri, Arkansas, Kansas, and
Colorado. They asked working professionals questions about their perspective of the graduate degree
in addition to other questions that will give the researchers results on which to base further research.
The researchers interviewed working professionals to gain further insights into the identified issues.
Once research is saturated the researchers analyzed the commonalities and created a campaign to
present to the client identifying the issues, research to support them, and a campaign to eliminate
them.
Situation Analysis

35
P.E.S.T Analysis:
Political
-Stay at the university of undergrad degree
-Location of university in the conservative ‘Bible belt’
Economical
-Price of schooling
-Price of advertising
-Hiring top industry professionals
Societal
-Lifestyle trends of potential applicants
-Mass Communications master’s degree is not as highly regarded as other graduate degrees, e.g. an
MBA in conjunction with a JMC undergraduate degree
Technological
-Technology upkeep
-Educating students and faculty on the use of latest technology
-Consistent software updates
Benchmark/ Best Practices Analysis:
The agency chose nine competitors to create benchmarks for the Gaylord College of Journalism
and Mass Communication’s Graduate Programs. These competing colleges were researched by
the agency to compare differences and similarities based on the websites searched, programs and
opportunities offered. These benchmarks showed the agency that the Gaylord College of Journalism
and Mass Communication is a valuable program that stands in the top 10 journalism and mass
communication program alongside the University of Arizona.
After researching these schools, there are some best practices that Gaylord College should consider
and they read as the following:
-Showcasing that the college is a top 10 program
-Reaching out to target publics (working professionals) about the benefits of a graduate degree
-Featuring faculty
-Explaining diversity and flexibility of degrees offered
By doing these four things, the researchers believe that the client will better their program and
interest prospective candidates for the school. These recommendations are showcased in most of the
competitor’s websites and deliverables and Gaylord College is lacking in this department. Making
these few changes will revamp the program to continue to be one of the leading journalism and mass
communications schools in the countries. The goal is to increase the awareness of the university and
its programs.
Situation Analysis, Continued...

37
1. Cronkite Professional School of Journalism in Arizona is tied with OU in fifth place for top
journalism school in the nation. The asset of this school is its many awards and narrow focus on
journalism careers, though there are a few strategic communication classes built into the graduate
curriculum. On the home page, a list of all the schools awards are listed with a brief definition giving
credentials and value to the degree. Admission to this school is the same requirements for OU,
except the GPA requirement is a 3.0 on a 4.0 scale. In addition to the GRE, applicants must submit
their resume and personal statement, three letters of recommendation and a current transcript. The
website is easy to navigate but without journalism experience or a business background, would
anyone be able to make it into and excel in this program?
2. University of Texas at Austin school of journalism has a confusing website. There are many
updates and articles on the school, but the search for information of the graduate program is limited
to a small tab. Admission into this school is completion of the GRE, writing samples, resume,
portfolio, and statement of purpose. In addition, there is an online application with a $65 application
fee. There is no minimum GRE score, however, the competition for admission is everyone else
applying as only a selected percent of applicants are chosen. This ambiguity eliminates some talent
and ambitious students. The UT school of journalism is a separate admission process and course
route than UT communication master’s which offers an emphasis in Organizational Communication
and Technology, Interpersonal Communication, and Rhetoric and Language. Student portfolios and
achievements are available to view, which is a great resource for examples of what to expect within
the program, however, it is difficult to find the classes offered within the program. For the 2015
admission cycle there were 91 applicants plus internal transfer applicants and in the spring there
were 77 enrolled students. Fewer than 10% of UT graduate students received their undergraduate
from the university. Between 60 and 70 percent of graduates are out of state students (2015).
3. Webster University has graduate programs in Advertising and Marketing Communications,
Communication Management, Media Communication, Media Literacy, and Public Relations. A
Master’s of Advertising and Marketing requires a consultation with an advisor before enrollment or
application. This a good system to have in place because it allows for all students’ questions to be
answered on an individual basis. There is a minimum of three years of experience or education in
the designated field of study for admission; a resume may be requested. There is a list of prerequisite
courses outlined on the website in addition to the program curriculum. Webster University has an
easy to navigate website with multiple graduate programs, each with specified prerequisite courses,
an outline of the courses within each program, and information on how to apply.
4. The University of Kansas has a Master’s of Journalism - Integrated Marketing Communications
(MSJ - IMC) program. This program has 46 graduate students currently enrolled. Only five of those
received their undergraduate degrees from KU. And of those five, only three graduated in the JMC
undergraduate program. There are also seven MSJ students from out-of-state, two of which are
international.
Competitor Analysis

39
5. Kansas State University’s graduate programs have a similar admission process as OU, with
letters of recommendation and transcript included. A graduate degree through this university can
be earned online. Students who apply for a master’s in the Journalism and Mass Communications
school must have graduated from a four-year university and have course knowledge and credit
within the department of study. In the event the student has not completed undergraduate courses
in the specified field of study, he or she must enroll in undergraduate courses in addition to the
graduate level courses. A GPA of a minimum 3.0 is required for admission. This website is neutral
in navigation level, it is difficult to find the graduate programs, and the information presented is
limited. When looking to apply here, there would be many questions as to what courses specifically
were required and what the outline of program would be.
6. Missouri State University offers a Master’s Degree in Marketing within the Business College,
a professional writing degree or communication degree within the Arts and Letters College, and a
Global studies degree in the Humanities and Publics College. At this university, admission is based
on the GRE score of 140 or above and a GPA of a minimum 3.0 with at least 15 hours of related
undergraduate courses completed. This website is confusing to navigate. Finding the communication
area is not easy, and finding the specific degree is even more difficult. Marketing incorporates
advertising in the curriculum but it does not appear to be tailored for that career. Likewise, public
relations is spread thin throughout many degree plans, but a degree in public relations itself is not
available.
7. Texas Christian University has a very easy to navigate website. The options are clear and well
defined. The Master’s of Science has graduate programs for Communication Studies, Journalism,
and Strategic Communication. For admission into the college, one must have a bachelor’s degree
from an institution TCU deems as standard. The student must have an average “B” letter grade in at
least 60 hours of undergraduate courses in their specified area of study. TCU has a list of prerequisite
courses and an application contract easy to find and view on their website. These course programs
look similar in structure to OU yet there are no faculty credentials available to view, which makes
the program seem less personal. In a field such as strategic communications, much of the success
in the career comes from knowing someone who can connect to someone else, because of this, it is
extremely important to see the faces and careers of the faculty.
8. The University of Arkansas has Master’s Degrees offered in Communication, Professional
Writing, Journalism, and Public Administration. Within the school of Journalism is public relations,
advertising, broadcast radio, and TV and editorial news. Students may choose to pursue a traditional
research theses, create their own documentary film, or create a special project approved by
administration. There is a minimum of 12 hours of undergraduate work required and 12 hours of
undergraduate courses outside of the journalism college. OU is similar to Arkansas in this idea of a
well-rounded student who has studied more than one track education. Arkansas does a great job of
answering common questions from students such as a course outline, prerequisite classes, credentials
of the faculty, possible jobs and internships, and an easy to understand application process. The
downfall of this website is the difficulty of finding it, however, once found it is easy to navigate.
Competitor Analysis, Continued...

41
9. Texas A&M University offers a master’s degree in Communication, however the program
specific requirements, course outline, and faculty are no where to be found. The application process
is an application online, three letters of recommendation, official transcript, and GRE test scores,
in addition to a personal statement and writing sample. There is an address, name, and email
for questions, and there are many questions submitted, because the website is hard to find and
uninformative.
Conclusion from competitor analysis:
After sifting through other universities’ master’s degree programs and websites, the researchers
have found Gaylord College’s website is easy to find, navigate, and understand in comparison to
top competitors. The application and qualifications are clear and the courses are well described;
however, there could have a list of exact class listings for the student to see an outlined schedule.
The faculty page on Gaylord College’s website could be showcased even more, and past graduate
success stories would give more credentials to the program and college.
Competitor Analysis, Continued...

43
Strengths:
-Gaylord College offers a well-rounded degree with opportunities to take classes outside of the
chosen emphasis to provide the student with a larger knowledge base and variety of skills he/she
might not receive at a specialty school.
-Professors at Gaylord College are active and renowned researchers in their specific fields. This
provides students with networks of professionals and resources in their area of study.
-Impressive facilities including an in-house agency, Lindsey + Asp, focus group rooms, and
broadcasting and electronic media rooms.
-Gaylord College of Journalism and Mass Communication is ranked nationally as one of the top 10
journalism schools in the nation, which provide value to the degree and program.
Weaknesses:
-The Gaylord College graduate office lacks awareness and research of their target audience.
This makes the message to the public vague and not in line with their specific pain points, needs,
attitudes, and values.
-The target audience of those who are working in a JMC-related career or have completed their
undergraduate degree in a JMC major demonstrate little-to-no desire to pursue a graduate degree.
-Young professionals want to get experience in the field before continuing their education. Gaylord
College Graduate Program’s course curriculum is tailored towards academia and those pursuing
knowledge in their current professions. This is a narrow and specific area of focus and not applicable
to those who want to obtain a few new skills or knowledge in an area of study, yet have no desire to
further their education or work as an educator.
Opportunities:
-Graduates from Gaylord College will obtain more confidence in specified area(s) of study, acquiring
skills related to their degree, but not offered at a specialty school.
-Connecting with undergraduates about the value of getting a graduate degree.
-Create relationships between Gaylord College and other undergraduate colleges at OU, such
as Price School of Business, the College of Arts and Sciences, and students following a pre-law
undergraduate track to promote the value of receiving knowledge and skills in more than one area
of focus that will be applicable in the workplace. This will give Sooners a competitive edge on their
resume and knowledge base.
-Position influential factors of a successful program on the platforms most utilized by the target
publics.
Threats:
-Other top Journalism and Mass Communication schools
-Little perceived value in a JMC graduate degree
-ROI of in-field experience is higher than post-graduate education when interviewing for higher
positions
-JMC undergraduates more interested in other emphases for a graduate degree such as an MBA,
to further their marketability in a corporate atmosphere
S.W.O.T. Analysis

47
Core Problem
How to better position Gaylord as a successful graduate
program that provides a further advancement of knowledge
and skills for their professional career among the target public
of working professionals within the Midwest region.

49
Demo and Psychographics:
Working professionals in the Midwest region including Oklahoma, Texas, Kansas, Arkansas,
Missouri, and Colorado, who have completed an undergraduate degree, male and female, aged 20+
years, working middle class, passionate about area of study
Motivating Self-interests:
Convenience, location, financial situation/ cost of program, competition on workforce, pay raise,
more versatility with degree and knowledge base, time commitment allotted to pursuit of degree,
program reputation, and courses offered online
Status with Organization:
A Gaylord College or University of Oklahoma Alumni, working in surrounding OKC area,
employers/coworkers/friends are previous grads from Gaylord College and/or OU, past work history
with professor at Gaylord College, OU sports fan
Third Party Influencers and Opinion Leaders:
Coworker, the employer, their friends, family (spouse, kids, extended family)
Objectives each public will help accomplish:
Objective 1 will be accomplished by a compilation of information received from the target public
or working professionals within the Midwest region who have completed their undergraduate
degree. Publics working in a strategic communication position will be more inclined to accomplish
Objective 2.
Communication Channels:
Gaylord College website, Twitter, Facebook, Instagram, LinkedIn, Google, YouTube, word-of-
mouth, local newspaper (online and print), Pulse Gaylord Alumni Magazine, press release distributed
through email, and company newsletters
Message:
Receiving a graduate certificate in a specified JMC skill will benefit your career and enhance your
work experience as a professional.
For a complete profile of each public, refer to the Personas in the Appendix.
Key Publics/ Messages

51
GOAL:
To better position Gaylord College as a desirable graduate program and educational resource for
equipping working professionals with the knowledge and an unmatched skill set to advance and
achieve their career goals, in the eyes of the target public.
Objective 1 (informational):
To increase knowledge of Gaylord College Graduate Programs and the Gaylord Graduate Certificate
Program among professionals who completed an undergraduate degree and are presently working in
a JMC-related career throughout the Midwest region by 15% by May 2016.
Objective 2 (attitudinal):
To Increase interest in Gaylord College Graduate Programs and the Gaylord Graduate Certificate
Goals & Objectives

53
Strategy:
Position Gaylord College on the channels most trusted and utilized by the target public
Tactic:
Post consistently as outlined in the calendar on the most effective channels as determined from
survey and research for each public
Strategy:
Use the most effective channels as chosen by the target publics to drive potential applicants to
Gaylord College’s website.
Tactic:
Back-link all posts on Facebook and Twitter to the website. Purchase Google search words. Provide
circles and spread network on LinkedIn.
Strategy:
Appeal to the target public with the benefits of receiving their graduate certificates for various skill
sets to leverage their unique educational background and acquired skills for the advancement they
desire in their professional career.
Tactic:
Position benefits of certificate skills in Pulse Gaylord Alumni Magazine.
Tactic:
Position benefits of certificate skills learned from survey results and interviews on the Gaylord
College graduate website and social platforms
Tactic:
Publish press releases about graduate certificate program offerings to local and regional papers, CEO
emails and company newsletters.
Tactic:
Host two in-house informational meet and greet events to allow interested publics to learn more
about the certificate program offering, meet the professors and register for a program.
Tools of measurement:
Number of website visits, duration of visits, interaction on social platforms, increased social
following, attendees at meet-and-greet events and registration records
Strategies and Tactics

Key Public: Gaylord College Grad
Gaylord graduates now working in a JMC-related career
Self-Interests:
-Build career
-Have more marketable skills
-Make money
-Maintain value of their degree
-Build professional network
Primary Message:
Return to and receive a graduate certificate from your alma mater to advance your skill set and have a
competitive edge in the workplace.
Influentials:
-Previous OU professors
-Gaylord College alumni
-Current employers
-Coworkers
-Competitors in their workplace
Objectives:
Objective 2 (attitudinal): To increase interest in Gaylord College Graduate Programs and the Gaylord
Graduate Certificate Program among professionals who completed an undergraduate degree and are
presently working in a JMC-related career throughout the Midwest region by 15% by May 2016.
Strategies:
Strategy: Use the most effective channels as chosen by our target publics to drive potential applicants to
Gaylord College’s website
Strategy: Appeal to the target public the benefits of receiving their graduate certificates for various skill
sets to leverage their unique educational background and acquired skills for the advancement they desire
in their professional career.
Tactics:
-Back-link all posts on Facebook and Twitter to the website
-Purchase Google search words
-Provide circles and spread network on LinkedIn
-Position benefits of certificate skills in Pulse Gaylord Alumni Magazine
-Position benefits of certificate skills learned from survey results and interviews on the Gaylord College
graduate website and social platforms
Confirmation Chart
61

Confirmation Chart,Continued...
Key Public: Working Professional
Individuals working in a JMC related career in the Midwest region
Self-Interests:
-Career advancement
-Have more marketable skills
-Make money
-Build positive references and professional networks
Primary Message:
Gaylord College offers graduate certificates that will give you up-to-date skill sets and a competitive edge
in the workplace to qualify you for more positions and advancements in your professional career.
Influentials:
-Previous professors
-Other alumni
-Current employers
-Coworkers
-Competitors in their workplace
Objectives:
Objective 2 (attitudinal): To increase interest in Gaylord College Graduate Programs by 15% within the
target public of working professionals in the Midwest region who have completed their undergraduate
degree, by May 2015.
Strategies:
Strategy: Appeal to our target public using the qualities they have described as those of a program with a
perceived high level of success
Tactics:
-Host two in-house meet and greet events for professional networking
63

Key Public: Senior Business Student
Senior in Price College of Business at OU
Self-Interests:
-Be prepared to take a job in a field related to their major
-Might not have all skills required for job
-Make enough money to pay off student loans and live comfortably
Primary Message:
Gaylord Graduate Certificate Program offers you to extend your knowledge and skills to set your resume
apart from the rest. The graduate certificate program makes you more dynamic as a potential hire.
Influentials:
-Other seniors vying for the same job
-Potential employers
Objectives:
target public of graduating seniors in Price College of Business.
Strategies:
Strategy: Position Gaylord College on the channels most trusted and utilized by our target public
Tactics:
graduate website and social platform
-Host two in-house informational meet and greet events to allow interested publics to learn more about the
certificate program offering, meet the professors and register for a program
-Post consistently as outlined in the calendar on the most effective channels as determined from survey
and research for each public
65

Key Public: CEO
Working professionals in a JMC related career in a position to hire
Self-Interests:
-Hire the most knowledgeable employees
-Be up to date on latest trends
-Build reputation of employees within company
Primary Message:
Gaylord College offers an advantageous program for your employees that will bring new skill sets and
knowledge to your workplace.
Influentials:
-Their employers
-Their competition (other companies)
Objectives:
target public of working professionals in the Midwest region who have completed their undergraduate
degree, by May 2015.
Strategies:
Tactics:
-Publish press releases about the graduate certificate program offerings to local and regional papers, CEO
emails, and company newsletters.
- Position benefits of certificate skills learned from survey results and interviews on the Gaylord College
67

71
Objective 1 (informational):
To increase knowledge of Gaylord College Graduate Programs and the Gaylord Graduate Certificate
Criteria
Increase knowledge of Gaylord College graduate programs among working professionals in
Oklahoma, Texas, Kansas, Missouri, Arkansas, and Colorado within the next year.
Tools
Use HootSuite as a measurement tool for social platforms, such as Facebook, Twitter, Instagram,
and the Gaylord College website hits. Track the increase of hits on Gaylord College’s website. Use
Google search words to measure and track how people are getting to the Gaylord College website
and what is working best.
Objective 2 (attitudinal):
To Increase interest in Gaylord College Graduate Programs and the Gaylord Graduate Certificate
Criteria
Increase interest in Gaylord Graduate Certificate Program among working professionals in
Oklahoma, Texas, Kansas, Missouri, Arkansas, and Colorado within the next year.
Tools:
Measure the length of time spent on the website using the website’s built-in tracking system.
Measure the number of applicants for the graduate programs and how they have changed over time.
Evaluate the changes in attitudes shown in feedback in social media posts, reports, and results.
Evaluation Matrix

73
From the quantitative and qualitative research, AJ Communications has reached specific conclusions
regarding the perception, pain points, and behaviors of the four specified publics. More survey
respondents would allow the qualitative analysis to hold more reliability, however, the researchers
believe the interview responses and survey results we consistent and provided solid ground upon
which to implement the Gaylord Graduate Certificate Program campaign.
The target audience for Gaylord College Graduate Programs is working professionals within
driving distance from the University of Oklahoma campus. This is because both survey results and
interviews indicated that location and flexibility of program courses were among top influences in
respondents’ decision.
Working professionals do not see a enough ROI of a graduate degree having considered the time
or money spent. These working professionals do, however, see value in obtaining a narrower set
of skills or brushing up on an area they feel less than adequate in. Respondents stated they place
high value on staying relevant on current trends and ways of doing business they may not have had
offered when they were in school.
Working professionals who do see value in getting a graduate degree are becoming less common.
A majority of those considering a graduate degree are interested in pursuing academia-based
careers. The greatest portion of respondents who have their graduate degree have it in something
complimentary to, but not the same as, that which they received their undergraduate degree in. There
is a common thread of marketing undergrads seeking a public relations or advertising graduate
degree. Based upon this insight, the researchers have suggested partnering with Price College of
Business to encourage graduating seniors to get a skills certificate in Gaylord College-specific areas
so they have an edge on their competitors and more job opportunities post-graduation. Gaylord
College will be on the cutting edge of higher education as one of the few universities to be an
early-adopter of graduate certificate programs.
As a conclusive summary statement to the research, AJ Communications believes efforts made to
promote Gaylord College’s graduate program without the skills certificates will take more time
and money than reciprocated results. Offer a program that fits the lifestyles, needs, and wants of
the target public as a solution to the client’s problem. AJ Communications believes this to be the
soundest solution to a nationwide issue, and based on the common opinion that the value of a JMC
graduate degree is declining, more universities will quickly follow suit.
In return, Gaylord College Graduate Programs will build a higher following due to the reputation
and buzz about Gaylord Graduate Certificate Programs. We are not creating a loophole to education;
we are creating a solution to severe pain points recognized in the target public.
In the appendix, the researchers have provided examples of social posts and platforms for each
public, a complete list of Google search words and website updates, created a mock up press release
and Pulse Alumni Magazine article, included tested flyers to be posted on campus and included
updated brochures for more information on the Graduate Certificate Program.
Future Recomendations

Tools
To effectively evaluate campaign implementation for the Gaylord College Graduate Programs, AJ
Communication recommends the directors of the Gaylord College Graduate Programs implement the
use of social media measurement and Google analytics.
Social media measurement will help Gaylord College Graduate Programs analyze traffic to their
website, and more in depth, to analyze traffic and time spent in specific places of their website.
For example, the page dedicated to the Gaylord Graduate Certificate Program should have its own
analytics page. In keeping with AJ Communication’s future recommendations, the program will
purchase a set number of specific Google search keywords. To analyze the effectiveness of these
keywords, directors of Gaylord College Graduate Programs simply need to log into their Google
account and Google will provide them with completely free analytics of their purchased keywords.
Google keywords analytics include; impressions, clicks, average position and click through rate.
Impressions tell a buyer the number of times any URL from their website appeared in search results
viewed by a user. Clicks tell a buyer the number of clicks on their website URLs from a Google
search results page. Average position tells a buyer the average ranking of their website’s URL for
queries. For example, if Gaylord College’s website appeared as result number three for one search,
and result number seven for another, its average position would be 5. CTR (or click through rate)
tells the buyer the number of times their advertisement was clicked divided by the number of times
their advertisement was shown on a Google results page. All of this to say, Google provides a
thorough amount of data to provide sufficient feedback to a buyer on the usefulness of their keyword
purchase(s).
Hootsuite is another useful tool for measuring social media analytics. By simply plugging in the
information for Facebook, Twitter, Instgram, and more, a user can see the growth of specific posts and
the social platform as a whole. This is useful, because measuring social reach is a great indicator for
measuring reach of the program. The tools used to evaluate this campaign best are Google Analytics
and Hootsuite, both of which are vital to undertanding and evaluating the campaign.
Timeline
For the Gaylord Graduate Certificate Program, the main campaign will begin a couple of months
before the actual courses begin. This will give social media and deliverables a chance to get the word
out about the campaign. The campaign will carry throughout the first semester of the campaign,
pushing forward into the summer courses.
Benchmarks
In keeping with AJ Communication’s future recommendations, benchmarks have been set to give the
campaign plenty of goals. Some of the major benchmarks for the campaign are learning about the
reach and interaction within the program through the tools, Google Analytics and Hootsuite.
75
Campaign Evaluation

79
Table
of
Contents
REFERENCES 81
EMAIL 85
SURVEY 87
INTERVIEWS 97
PERSONAS 149
PRESS RELEASE 159
PULSE ALUMNI MAGAZINE 161
BROCHURE 163
FLYER 167
SOCIAL POSTS 169
GOOGLE SEARCH WORDS 181
WEBSITE UPDATES 183
PHOTOS 187

81
A. Benton, personal communication, March 31, 2015.
A. Cook, personal communication, April 3, 2015.
Bohn, K.,Bryan, R., Buchanan, K., Kaitlyn, C., Weibring, A. (2012). Gaylord College of Journalism
and Mass Communication: Experience Gaylord. KRAKK Communications, p. 7.
Christ, W. G., & Broyles, S. J. (2008). Graduate Education at AEJMG Schools: A Benchmark Study.
Journalism & Mass Communication Educator, 62(4), 376-401.
Cronkite Professional Master’s Degree in Journalism. (n.d.). Retrieved March 10, 2015, from http://
cronkite.asu.edu/masters-in-journalism
D. Anglin, personal communication, April 8, 2015.
Degree Programs. (n.d.). Retrieved March 10, 2015, from http://communication.tamu.edu/html/
grad-degree-programs.html
Duffield, L. (2011). 9. Media skills for daily life: Designing a journalism program for graduates of
all disciplines. Pacific Journalism Review, 17(1), 141-156.
E. Maxwell, personal communication, March 30, 2015.
Gaylord College of Journalism & Mass Communications. (n.d.). Retrieved March 10, 2015, from
http://www.ou.edu/gaylord
Graduate Studies. (n.d.). Retrieved March 10, 2015, from
http://schieffercollege.tcu.edu/students/graduate-studies/
Homepage | William Allen White. (n.d.). Retrieved March 10, 2015, from http://journalism.ku.edu
J. Baker, personal communication, April 4, 2015.
J. Bruno, personal communication, April 2, 2015.
J. Church, personal communication, April 8, 2015.
J. Haverfield, personal communication, April 2, 2015.
J. Johnson, personal communication, January 30, 2015.
REFERENCES

83
Jackson, H., Ladd, N., Lawczyk, S., Riley, D., Rowe, S. (2012). Gaylord College of Journalism and
Mass Communication: Experiential Learning Opportunities. p.16-28.
K. Cain, personal communication, April 15, 2015.
Kinney, K., O’Brien,K., Jones, K., Anderson, T., Diekman, J. (2012). Gaylord College Graduate
Studies Program. Revolution Public Relations, p.9, 21-22.
Lawson, T. J., Kleinholz, S. A., & Bodle, J. H. (2011). Using Facebook to Connect Alumni, Current
Students, and Faculty: A How-to Guide. Teaching Of Psychology,38(4), 265-268.
M. Easterling, personal communication, March 31, 2015.
M. Thompson, personal communication, April 2, 2015.
Master’s Degrees Offered. (n.d.). Retrieved March 10, 2015, from
http://grad.uark.edu/future/degrees/masters.php
Parnell, L. (2008). Experience vs. graduate school: What matters most. Public Relations Tactics,
15(11), 16-18.
R. Flippo, personal communication, March 29, 2015.
R. Gibson, personal communication, April 14, 2015.
S. Edwards, personal communication, March 3 2015.
Saenz, T. I. (2000). Issues in Recruitment and Retention of Graduate Students. Communication Dis-
orders Quarterly, 21(4), 246-50.
University of Texas Journalism, (n.d.). Retrieved March 10, 2015, from http://journalism.utexas.edu/
graduate/applying-graduate-journalism-program
Webster University Home | Webster University. (n.d.). Retrieved March 10, 2015, from
http://www.webster.edu/catalog/2014-2015/graduate-catalog/degrees/advertising-and-market-
ing-communications.html#admission
2014-2015 Graduate Catalog. (n.d.). Retrieved March 10, 2015, from http://catalog.k-state.edu/pre-
view_program.php?catoid=2&poid=541
http://catalog.k-state.edu/preview_program.php?catoid=2&poid=541
REFERENCES, CONTinued...

85
To: (over 50 personalized working professionals in different chapters of JMC-related associations
thoughout the Midwest region)
Subject: Survey Insights for Working Professionals
Hello (Insert Name),
For our senior capstone public relations research project, my team and I are conducting insightful
research on the benefit of a graduate degree. Our client, Gaylord College Graduate Programs at the
University of Oklahoma would be happy to share the insights of the survey results with you as a thank
you for your participation and distribution of this 5-10 minute survey.
If you have any questions regarding this survey or research, please don’t hesitate to contact me.
I am sending you a follow up email with a link to the survey that can be easily forwarded to the
members of your (their chapter name) chapter.
Thank you,
AJ Communication
Subject: Survey Link for Working Professionals
Good afternoon,
For our senior capstone public relations research project, my team and I are conducting insightful
research on the benefit of a graduate degree. Our client, Gaylord College Graduate Programs at the
University of Oklahoma thanks you for your participation of this 5-10 minute survey below. Please
respond within the week if at all possible (March 10th).
https://qtrial2015az1.az1.qualtrics.com/
SE/?SID=SV_1MoQAUcSUD8HALb
Thank you!
AJ Communication
EMAIL

AJCommunication
AJCommunication

87
I am a student at the University of Oklahoma studying public relations, and my capstone class is
working on a research project for the Gaylord College Graduate Programs. If you would please
take 10 minutes to complete this survey, it would be extremely helpful. Please answer all questions
according to your personal opinions and experiences. The survey is anonymous and will help
us gather information about outlooks on journalism and mass communication (JMC) graduate
degrees. For our purposes, JMC disciplines may include journalism, public relations, advertising,
strategic communication, communication management, professional writing, integrated marketing
communications, and creative media.
Which option below most closely describes your current job position?
Entry/Junior level (0-2 years)
Intermediate (1-3 years)
Senior (3-5 years)
Lead (5-8 years)
Senior Staff Specialist (more than 8 years)
What is your current occupation? ____________________________________
What is your age?
18-24 years old
25-34 years old
35-44 years old
45-54 years old
55-64 years old
65-74 years old
75 years or older
How do you identify your gender? Choose one.
Male
Female
Other
What is the highest degree or level of school you have completed? If currently enrolled, highest
degree received.
Some high school, no diploma
High School Graduate or equivalent (i.e.: GED)
Associate Degree
Bachelor’s Degree
Master’s Degree
Professional Degree
Doctorate Degree (Ph.D)
Other
SURVEY

89
In which field of study did you obtain your undergraduate degree? _________________
From which institution did you obtain your undergraduate degree? __________________
In which year did you obtain your undergraduate degree __________________
Have you received a graduate degree in a journalism or mass communication (JMC) discipline?
YES NO
If you answered YES to the previous question, please skip to question #7b.
7a. Would you ever consider getting a JMC graduate degree?
Unlikely Somewhat Unlikely Neutral Somewhat Likely Likely
7b. What was your reasoning for not attending JMC graduate school?
__________________________________________________________
7c. From which institution did you receive your highest degree?
________________________________________________________
7d. When did you complete your highest JMC graduate degree?
________________________________________________________
7e. In what field of study did you complete your highest JMC graduate degree?
________________________________________________________
7f. What was your motivation for attending JMC graduate school?
_______________________________________________________
7g. Have you ever been offered any “extra benefits,” such as a promotion or a raise in pay at your
job based on the fact that you have a JMC graduate degree?
YES NO
To what extent were/are each of the following factors relevant to your decision whether or not to
pursue a JMC graduate degree?
Necessity of relocation to complete degree
Very Irrelevant Irrelevant Indifferent Relevant Very Relevant
SURVEY, CONTinued...

91
Standing job offer, promotion, or pay raise contingent on graduate degree
Availability of flexible class hours
Availability of online courses
Cost of program
Quality of program
Reputation of program/college
Availability of new technology
Faculty experience and reputation
Testimonials from successful alumni
Variety of degree options
Curriculum flexibility
Are there any other factors that were or would be relevant in your decision whether or not to pursue
JMC graduate school?
______________________________________
To what extent are each of the following channels effective in communicating information relevant
to making a decision about whether or not to pursue a JMC graduate degree (1 being highly
ineffective, 7 being highly effective)?

93
Google 1…2…3…4…5…6…7
Facebook 1…2…3…4…5…6…7
Twitter 1…2…3…4…5…6…7
Professional Magazines 1…2…3…4…5…6…7
Newspapers 1…2…3…4…5…6…7
Program Website 1…2…3…4…5…6…7
Radio 1…2…3…4…5…6…7
Student Blogs 1…2…3…4…5…6…7
Email 1…2…3…4…5…6…7
Contact with JMC professors 1…2…3…4…5…6…7
Television 1…2…3…4…5…6…7
Printed promotional materials 1…2…3…4…5…6…7
Coworkers or superiors 1…2…3…4…5…6…7

To what extent are you likely to use each of the following channels to gather further information on a
particular JMC graduate program (1 being very unlikely, 7 being very likely)?
Google 1…2…3…4…5…6…7
Facebook 1…2…3…4…5…6…7
Twitter 1…2…3…4…5…6…7
Professional Magazines 1…2…3…4…5…6…7
Newspapers 1…2…3…4…5…6…7
Program Website 1…2…3…4…5…6…7
Radio 1…2…3…4…5…6…7
Student Blogs 1…2…3…4…5…6…7
Email 1…2…3…4…5…6…7
Contact with JMC professors 1…2…3…4…5…6…7
Television 1…2…3…4…5…6…7
Printed promotional materials 1…2…3…4…5…6…7
Coworkers or superiors 1…2…3…4…5…6…7
If you received your undergraduate degree in a non-JMC field, how likely are you to pursue a JMC
graduate degree?
Very Unlikely Unlikely Neutral Likely Very Likely
If you are in the position to hire employees, to what extent is a candidate’s JMC graduate degree (or
lack thereof) relevant to your hiring decision?

95
How much would you be willing to spend to earn a JMC graduate degree?
$0 - $21,000
$22,000 - $42,000
$43,000 - $63,000
$64,000 - $84,000
$85,000 - $100,000
$101,000 and up
Is there anything else that you would like to add that may assist upcoming professionals decide
whether or not they should pursue a graduate level degree in this field?
_____________________________________________________
Thank you for taking the time to complete this survey. Should you have any questions or concerns,
please feel free to contact AJ Communication at (405) 325-1234.

97
Interview with Robert Flippo
Introduction: Hello my name is Bryce Wallar, and this interview will benefit my campaign for the
Gaylord College Graduate Programs for my senior capstone class where we will be conducting
research on working professionals who have completed their undergraduate degree and are working
in a JMC related position.
Basics:
Where did you complete your undergraduate degree, and what was your major?
The University of Oklahoma. Professional Writing.
Do you have any additional education post undergrad? If so, what is it and from where?
No.
No graduate degree:
Have you ever considered getting a graduate degree? Why or why not?
Yes, because you can’t do anything with a PW degree. I applied, though.
What are hindering obstacles in this decision to go back to school?
Location. I would want to go into film or tv.
What would motivate you to do so?
Money isn’t a huge deal, as long as it’s worth it. Location would be necessary. I would have to feel
better off afterwards with more opportunity. I would be looking for something with professionals tie-
ins, and looking to meet people in the industry.
Yes graduate degree:
Why did you choose to get your graduate degree?
What benefits, if any, have you received because of this degree?
Do you feel you have gained any advantages in the workplace because of your graduate degree?
Skills:
Which skills or areas of study do you wish you were more proficient in? How do you cope with a
lack of proficiency in these skills?
I wish I would have done more journalism and broadcasting classes, because it would give me
more opportunities to get jobs in that field. I almost applied for tv news team jobs, but I didn’t have
anything on my resume or education experience.
Some universities are experimenting with skills-based certifications. Would you consider going
to seminars and/or weekend classes to receive a certificate of knowledge and education in a skill
specific area of study? Why or why not?
INTERVIEWS

99
I would. I would want to know that employers would be accepting, since it seems new and
unbelievable. If I only needed to go back and take a few journalism classes, that would be awesome.
Do you see value in getting a graduate degree? Would you be more likely to get a certificate? Why or
why not?
It depends on the job. If I wanted to get more money at a job, I’d want a graduate degree. If an
employer was looking for a specific skill, I’d be fine with a certificate.
More:
From which media outlet do you receive news about education opportunities and/or working skill
sets? Where are you most likely to be successfully reached (social media platforms, traditional
media, word-of-mouth, email, newsletters)?
I received some things from OU, but not recently.
Is there anything else you’d like to add about skills, graduate degrees, or post-undergraduate
education in your field?
I feel like it doesn’t matter. MFAs teach a specific kind of writing, which limits the creativity of
the people going through those programs. I would be less inclined to go through a writing graduate
degree, but I may do journalism, film, or teaching.
Employers only:
As an employer, do you see a person with a graduate degree as more of an asset to your team?
Would you be more likely to hire them? What about someone with specific skill certificates? Why?
What are the specific skills you seek in a journalism and mass communication professional?
INTERVIEWS, CONTinued...

101
Interview with Elyse Maxwell
Gaylord College Graduate program for my senior capstone class where we will be conducting
Basics:
The University of Oklahoma. Journalism - Public Relations
Masters from Georgetown University. Masters of Professional Studies in Public Relations and
Corporate Communications.
No graduate degree:
I felt like I needed more after my undergraduate. I felt like I didn’t have enough training to be the
best practitioner I could be.
I’m a better writer. I’m so much more confident in my skills. I expanded on the basics. I learned how
to use the basics in grad school. I am glad to have applied practice instead of theory.
For sure. Yes. Every job has valued my masters. I’ve made more money.
Skills:
Researching from an applied perspective. I wish I had a better understanding of how to do my job
better. I lean on others (an ad firm) with expertise.
It is familiar. I wouldn’t consider certificates, because I feel that I already have those skills. I
can learn those skills in my professional life. If I just had my undergrad, I’d be more open to
certification. If you don’t have your masters, it would be a nice way to build some skills.

103
why not?
Obviously. No.
More:
Georgetown has good social and newsletters emails with an alumni spotlight section.
I think that you don’t have to get a grad degree. It would be great if undergrad was enough. If you’re
interested, it’s a positive thing. It isn’t fair to feel like you have to do that in order to be a skilled PR
practitioner.
Employers only:
As an employer, do you see a person with a graduate degree as more of an asset to your team? Would
you be more likely to hire them? What about someone with specific skill certificates? Why?
Yes. I would rather see experience than certificates. I’d rather see that you did things on the job than
in a weekend class.
Writing. To be able to write PR docs (releases, speeches, social) confidently and quickly and
accurately without needing to be taught. Strategic planning, being able to put a plan together on
something communications related.

105
Interview with Sjonna Paulson
Basics:
University of Oklahoma, College of Journalism with an emphasis in Public Relations.
Yes, half of a master’s in communications from the University of Oklahoma emphasizing
organizational development.
No graduate degree:
What are hindering obstacles in this decision to not finish your graduate degree?
I had a baby with major health issues, and my career advanced quickly. Also, in the job market, it
didn’t matter if you had a masters or not. It was less reasonable to spend money on a master’s if I
wasn’t getting paid more than if I would have have finished my masters.
I wanted to expand on what I had learned with my emphasis in PR. I’m a hybrid between business
and PR. I wanted to be an internal communications person for a business. You need to understand
their dynamics.
As a PR person, it helped me be able to relate what I had learned and apply to business situations.
Be able to adjust my language to how businesses speak internally. Understanding structure, how they
state their goal.
Skills:
Organizational development, messaging to very targeted specific audiences, building evaluation
tools/materials for campaigns, human capital management skills. I hire consultants, I reach out to
subject matter experts, I read a lot on my own, and I have discussions with people in that field to
make sure I’m interpreting it correctly. Trying and failing, succeeding, learning lessons.

107
Yes, I love learning. Now that my kids are old enough, I would consider certificates. As long as it
was advancing me in ways of working with business and communications theory. I need the applied
knowledge. I need to know how to apply. I would want to learn from people who are professionals.
Ideally, you would have a professor who understands theory and a professional in the actual industry.
For students with less experience, you can focus more on theory so they understand.
why not?
I don’t see monetary value in it, unless you’re going on to be a PhD. There aren’t enough people
with masters regionally to knock out people with bachelor’s experience. If you have time, it’s fine,
but it costs a lot. I see the value in proficiencies like computer programs and cutting edge skills.
When I was first looking for a job, I set myself apart by learning about Mac (when it was new) and
Photoshop.
More:
I follow OU on social media. They should place ads in Sooner Sports emails. I also get information
from PRSA, but I wouldn’t want [snail] mail.
A graduate program that took into account years of work and what you’ve done and accomplished
would be important. Online learning is important. If I can do it on my own time, it’s helpful. Group
discussion boards should be international, because perspective is broad and different. It allows for
really good discussion.
Employers only:
It depends on what I’m needing at the time, and what the person is going to have to handle. If I
need to know SEO, I’m going to look for someone who knows it. It wouldn’t matter, if the critical
thinking skills were in place. It’s the biggest area that needs improvement. It would be down to
personality, work ethic, and refs.
Critical thinking, ethics, and the ability to tell a story. Nonprofit, for profit, and international for
profit. Cultural awareness is the other big thing. With those 4 things, you can basically communicate
with anyone in the world.

109
Interview with Debbie Anglin
Basics:
I studied political science at the University of Oklahoma.
No.
No graduate degree:
Yes. I started a business 16 years ago and didn’t have a financial background for the early part of the
venture. I made mistakes I wouldn’t have made. I would have gotten a business law degree.
The work itself is consuming. At some point, I was gaining experience in the field, so I didn’t need
to go back.
Skills:
Finance. Business. Accounting. I learn these skills on the job. I make mistakes. It takes longer and
costs more, but it works.
Not now, but in the first 10 years, I would.
why not?
I do. My personality would work better getting a certificate. The certificate is faster.

111
More:
We have clients in education industry. Email. Local news as well.
Employers only:
As an employer, do you see a person with a graduate degree as more of an asset to your team? Would
you be more likely to hire them? What about someone with specific skill certificates? Why?
At least in the interview process, it is an advantage. It sets them apart. Hiring them depends on the
focus. I would also look at the grad research project.
Strategy/planning. Writing. Project management.

113
Interview with Jerry Church
Basics:
I started college at Rose State College because that’s what kids from Midwest City did. After a few
years, I actually attained my Associates Degree in general education. Getting my Associates allowed
me to transfer 60 hours to OU, which is where I went, to eventually finish my bachelor’s degree.
I was a commuter student and attended part time, so it took me a couple of years. I was already
working full time and school wasn’t a priority. I majored in journalism and history.
I have a master’s degree in public administration. I decided to go back to school 10 years after my
BA because I had the time and the finances, and it was best for my career.
No graduate degree:
I chose Public Administration (MPA) because it was relevant to my work at the Association of
Central Oklahoma Governments.
The benefits I have received are mostly personal pride. I haven’t worked for other places since
attaining it, so it hasn’t impacted my professional standing, although it does look good on my
resume.
I wish I had more graphic design skills, particularly with the InDesign Suite. While I’ve been trying
to get away from PR and marketing, I still think that having better graphic design and web skills
would be helpful. I have thought about taking some CareerTech classes to further develop my skill
set.

115
Yes. I’ve been looking into the Certified Economic Developer program and the Program/Project
Manager Professional (PMP) program. I would definitely be interested in the latter. The CECD is
very expensive and time consuming, and the fail rate on the test is extremely high (70 percent).
why not?
I see value in both.
More:
I subscribe to a lot of industry newsletters and also scan the internet for news. Also, I keep my ears
out at networking and professional events. The internet is a pretty important tool.
Not really. I will say that both my undergraduate and master’s degrees were derived out of
convenience. I thought majoring in journalism was easy, and the MPA program was suited for my
work schedule and lifestyle and it was a good general degree to pursue.
Employers only:

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