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

2. Presentation Overview
Penn State University PR Case Study
Presentation Overview
Organizational Audit
Communication Audit
Campaign Goal
Campaign Objectives
Messages and Themes
Strategies and Tactics
Timeline of Events
Budget
Evaluation Plan
John
PBRL445 Assignment 1-3-5

3. Penn State University PR Case Study
Organizational Audit
Mission and Purpose:
Educational Institution, part of Big 10
Collaboration with outside industry
History and Perception:
Founded in Satellite Campuses in 1930’s
96,000 students in 50 states and 131 countries
Perception tarnished by football sex scandal
Industry Involvement:
Science and Engineering Dept. partners with 25 different companies
College of Business advisory board reps from 32 industries
Financials:
Largest single contributor to Pennsylvania’s economy
Generated $646M in tax revenue in 2008
$17B economic impact to state of PA in 2008
Cindy
PBRL445 Assignment 1-3-5

4. Penn State University PR Case Study
Communication Audit
The Audiences
Students
Faculty
Alumni
Community
Business Organizations
The Messages
Open, honest, transparent
Up-to-date, accurate information
Outlets to express opinions, thoughts, feelings
The Media
Penn State University website
Social Media
Television
Radio
Newspaper (local and campus)
Press Releases
iPhone Apps / Text messaging
Cindy
PBRL445 Assignment 1-3-5

5. Campaign Goal Penn State University sex scandal PR Case Study
Restore the image of the university
John
PBRL445 Assignment 1-3-5

6. Measurable Objectives
Penn State University sex scandal PR Case Study
Measurable Objectives
Maintain / Increase enrollment in the university
Maintain / Increase donor donations
From both alumni and corporations
Maintain / Increase number of professional alliances
Maintain / Increase attendance/awareness at sporting events
Severing ties with “Second Mile” program
John
PBRL445 Assignment 1-3-5

7. Penn State University PR Case Study
Messages and Themes
Zero tolerance for future discretions
Everyone is a representative of the university
Must take proactive role and ownership
Take focus off football team and place it on university as a whole
Long term process. Marathon…..not a sprint
4-phase rebranding campaign
John
PBRL445 Assignment 1-3-5

8. Strategies and Tactics
Penn State University PR Case Study
Strategies and Tactics
Program I – Student Program:
SAVE Penn State (Students Against Violence Enforced)
Students have a voice in how the university protects its students
Students have responsibility in restoring the image of the university
Program II – Faculty Program:
FOCUS on Penn State (Faculty Observations Cause Understanding of Situations)
Faculty and student dialogue for ideas and solutions
Close communication with university President
Tuition-free, for-credit classes on ethics, sensitivity and public relations imaging
Cindy
PBRL445 Assignment 1-3-5

9. Strategies and Tactics
Penn State University PR Case Study
Strategies and Tactics
Program III – Alumni Program:
AWARE of Penn State (Alumni Will Actively Restore Effectiveness of Penn State)
Spread external messages through collaborative and cohesive forces
Program IV – Community & Organization Outreach Program:
COOPERATE with Penn State (Community Organizations Outreach Program Efforts Readily Aimed to Executive
Support of the local community and organizations
Enlist support of high profile representatives such Governor and/or Mayor
Cindy
PBRL445 Assignment 1-3-5

10. Penn State University PR Case Study
Timeline of Events
First Quarter (begin in December 2011 through March 2012:
Press conference by university President
Issues a public apology and announces a ‘Zero Tolerance Policy’
Public Service Announcement by Governor and/or Mayor
Full page newspaper ads
Campaign to donate profits from athletic ticket sales and bowl game to a newly created foundation for victims and their families
Direct mail campaign
Rollout four new awareness programs
Conduct a donation fund drive
Second Quarter (begin in April 2012 through June 2012):
Conduct surveys of students, faculty, alumni, community organizations and the general public
John
PBRL445 Assignment 1-3-5

11. Timeline of Events cont’d
Penn State University PR Case Study
Timeline of Events cont’d
Third Quarter (begin in July 2012 through September 2012):
Institute mandatory, tuition-free, for-credit ethics and sensitivity classes beginning with the new school year
Compile stats on enrollment, sporting event attendance and donations
Compile results of surveys conducted over the summer
Follow up on direct mail campaign
Fourth Quarter (begin in October 2012 through December 2012):
Create and evaluate social media campaigns
Continue analysis of surveys and social media outlets
John
PBRL445 Assignment 1-3-5

12. Penn State University PR Case Study
Campaign Budget
Total Budget = $100,000 for one year
First Quarter
$35,000 – direct mail campaign, printing, postage, ad placement
Second Quarter
$25,000 – hire a third party to design, conduct and compile the survey of students, faculty, alumni and community for a non-biased approach
Third Quarter
$25,000 – hire a third party to compile stats on enrollment, sporting event attendance, donations and summer survey so results are non-biased
$15,000 – hire an adjunct faculty member to teach the ethics and sensitivity class (if a business alliance will not do pro bono)
Fourth Quarter
No cost for a social media campaign (students monitor and compile results)
Cindy
PBRL445 Assignment 1-3-5

13. Evaluation Plan Penn State University sex scandal PR Case Study
Does plan comply with PRSA code of ethics?
Review enrollment statistics
Evaluate corporate partnerships
Analyze surveys to take pulse of campus and general public
Track social media usage
Track campus TV viewership & radio audiences
Media outlets broadcasting submitted materials
Monitor calls & texts to campus police
John
PBRL445 Assignment 1-3-5

14. Conclusion Penn State University sex scandal PR Case Study
Cooperation and commitment to “doing the right thing.”
Everyone is a representative of the university
Restore the roar of the Nittany Lions!
John
PBRL445 Assignment 1-3-5

15. Thank You! Penn State University sex scandal PR Case Study
John
PBRL445 Assignment 1-3-5

16. Penn State University PR Case Study
References
Abourezk, K. (2010, May 22). The Big 10 question: Academics role. Retrieved November 22, 2011, from Journalstar.com: 1df-b cc4c002e0.html.
About PRSA. (n.d.). In Public Relations Society of America. Retrieved December 5, 2011, from
A message from Rodney Erickson. (2011, November 10). In Penn State Live. Retrieved November 14, 2011, from
Center, A. H., & Jackson, P. (2003). Public Relations Practices (Sixth ed.). Upper Saddle River, NJ: Prentice Hall.
Confronting Abuse. (n.d.). In Penn State WPSU. Retrieved November 16, 2011, from
Glazier, E. (2009). Big Ten Endowments report. Retrieved November 13, 2011, from Onward State:
Penn State Undergraduate admissions. (2009). Student Body and Admissions Statistics. Retrieved November 13, 2011, from MyPennState:
Penn State University budget office. (n.d.). Fall Headcount Enrollment. Retrieved November 13, 2011, from Penn State University budget office:
Penn State University Budget Office. (2011). The Pennsylvania State University. Retrieved November 13, 2011, from Penn State University Budget Office:
Penn State University Budget office. (2011). Total Budget and General Funds Budget. Retrieved November 13, 2011, from Penn State University Budget office:
Penn State University Department of Materials Science, and Engineering . (2011). Industrial Partners. Retrieved November 13, 2011, from Materials Science and Engineering:
Penn State University. (2011). Industry Partners. Retrieved November 13, 2011, from Penn State Smeal College of Business:
Principles. (n.d.). In Penn State University. Retrieved November 14, 2011, from
Silent Witness. (n.d.). In University Police and Public Safety. Retrieved November 16, 2011, from
The Pennsylvania State University. (2006). A Brief Penn State History. Retrieved November 13, 2011, from About Penn State:
The Pennsylvania State University. (2009). Economic Impact Statement. Retrieved November 13, 2011, from The Pennsylvania State University:
The Pennsylvania State University. (2006). Penn State's Mission and Public Character. Retrieved November 13, 2011, from About Penn State:
TrippUmbach. (2008). The Pennsylvania State University Economic Impact Statement 2008.Retrieved November 13, 2011, from The Pennsylvania State University:
PBRL445 Assignment 1-3-5