Professional Documents
Culture Documents
Thank you for the opportunity to propose a public relations campaign for the Department of
Advertising, Public Relations, and Retailing. Integrated Communications Expertise (I.C.E.)
looks forward to creating a campaign that aids in achieving the goals of the Department of
Advertising, Public Relations, and Retailing.
As an introduction to our campaign, we would like to share some background information with
you regarding our firm’s members.
(more)
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
In this public relations campaign proposal we will identify important publics, conduct various
forms of research, define goals and objectives, as well as suggest detailed strategies and tactics to
be employed. We will develop a campaign designed to spread awareness of the Department of
Advertising, Public Relations, and Retailing.
We understand our budget is set at $1,000 and we are confident in our abilities to implement a
successful campaign with such funding. In addition, we intend to present our proposal to the
Department of Advertising, Public Relations, and Retailing on Tuesday, December 6, 2005.
Once again, thank you for allowing us to design a public relations campaign. We look forward
to working with you and we hope to hear from you soon!
Best Regards,
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Table of Contents
Executive Summary 6
I. Situation Analysis 8
SWOT Analysis 10
Internal, External, and Competitive Analyses 12
Problem Statement 16
II. Research 17
VII. Conclusion 35
VIII. References 36
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
IX. Appendices 37
APPENDIX A: Correspondence with School 38
APPENDIX B: Consent Form 44
APPENDIX C: Focus Group Protocol 45
APPENDIX D: Focus Group Transcript (Ryan) 50
APPENDIX E: Focus Group Notes (Josh) 59
APPENDIX F: Focus Group Notes (Megan) 62
APPENDIX G: Focus Group Notes (Tiffany) 65
APPENDIX H: Executive Summary of Research 68
APPENDIX I: Thank You Letter 73
APPENDIX J: Backgrounder (Sample) 74
APPENDIX K: Biography: Dr. Bonnie Reece, Ph.D. 75
APPENDIX L: Fact Sheet (Sample) 76
APPENDIX M: Media Advisory (Sample) 77
APPENDIX N: News Release (Sample) 78
APPENDIX O: New Logo (Sample) 79
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Executive Summary
Problem Statement
• There is a lack of public awareness and recognition of the Department of Advertising,
Public Relations, and Retailing amongst all stakeholders
• This problem needs to be addressed now
• All target publics are affected, but major areas of focus include prospective students,
current students of the department, alumni, faculty, and staff of the department
Research Method
• Focus group given to 28 students at Grand Blanc High School in Michigan
Research Results
• Many students wanted to go to college to make more money and be more successful
• Only a small percentage of the class (being mostly juniors and seniors) had even began
the college application process
• The most influential factors in choosing a college were academics, reputation, programs
offered, social activities and parents
• Informational sources used by high school students were the Internet, counselors, school
resources, word-of-mouth and college fairs
• Students impressions of Michigan State University were that of a party school, a school
popular for basketball, a good veterinary school and business school
• 2 students were familiar with the College of Communications Arts and Sciences
• 0 students were familiar with the Department of APPR
• Goal
o To generate publicity for the Department of Advertising, Public Relations, and
Retailing as being a premier and progressive academic program
• Objectives
o To increase the current number of articles in the popular press about the
department of APRR
o To increase the number of press inquiries to the Department of APRR
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
• Tactics
o Hire an unpaid intern to be compensated with course credit to handle public
relations efforts for the Department of APRR
o Hire an intern to redesign the Department of APRR Web site
o Hold a contest for students to design a new logo for the Department of APRR
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Situation Analysis
Mission Statement: It is the mission of the department to provide leadership to the respective
industries through world-class programs that emphasize the importance of research, outreach
and teaching excellence.
The advertising program as a major at Michigan State dates back to 1958. Throughout
the history of the program, Michigan State has been regarded by top critics as a premier program
in the nation. In the interview, Dr. Reece stated that the advertising program is valued more
internally as part of the communications program than if advertising was a part of the business
school. The size and depth of the advertising program results in the admiration and recognition
of the program nationwide.
In the 1970's the first masters program for public relations was offered at Michigan State.
In 2000, the College introduced the undergraduate specialization option for public relations.
Advertising, journalism, and communications form the foundation of the public relations
specialization. Almost 40% of the public relations specialization students are communication
majors. These students maintain a necessary amount of funding for the College of
Communication Arts and Sciences. According to Dr. Reece, in the short term there are no plans
to make public relations an option for an undergraduate major at Michigan State.
In 2003 President Simon declared that the liberal arts program needed to be reinvigorated
and integrated with other parts of the University. The College of Communication Arts and
Sciences almost disappeared. The strongest advertising, public relations, and journalism
programs became a part of the Communications Arts and Science programs, as opposed to the
liberal arts college. The result was a much more consolidated department than would be the case
in the liberal arts program.
The newly formed department wanted to change the name of merchandising management
to retailing and also wanted to recognize public relations in the title of the department. After
numerous committee meetings, January 1, 2005 marked the introduction of the new Department
of Adverting, Public Relations, and Retailing.
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
According to Dr. Reece, one current area of focus for the department is cross training for
students in multiple areas of study. However, many of the programs offered in the Department
of Advertising, Public Relations, and Retailing are highly independent. In addition Dr. Reece
stated the department's Web site is also disliked by all stakeholders and the logo is also a work in
progress.
A diverse faculty instructs the students of the Department. According to Dr. Reece, the
faculty devotes approximately 40% of their time teaching, 40% of their time conducting
research, and 20% of their time participating in out-reach programs. There is a substantial
amount of professional experience among the faculty with strong ties to their respective
communities.
The Department of Adverting, Public Relations, and Retailing hopes to emphasize the
“cool and sexy” aspects of business. The programs that in the past that have been highly
recognized throughout the nation are still strong, available, and expanding. In addition to the
current perceptions of stakeholders, there is a lack of attention on the ground breaking research
being conducted and the work that is being conducted with local clients.
Dr. Reece also stated that the Department has a strong interest in attracting new students
from outside of Michigan to the department. The Department is not focused on increasing
enrollment, but allocating funds from out-of-state tuition dollars. There is a consensus that after
individuals graduate from the Department of Adverting, Public Relations, and Retailing, there is
a hope that a strong link will exist between the alumni and the department.
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
SWOT Analysis
Strengths:
• Advertising program is internationally recognized by academia, professional community,
and critics as top program
• Only department in nation of this kind
• Advertising program is one of oldest in the nation
• Diverse programs
• Cool and sexy part of business
• Work for outside clients in the community
• Three study abroad programs
• Integrates arts and sciences
• Faculty conducting exciting research
• More consolidated than a liberal arts program
• More industry-specific than a business degree
Weaknesses:
• Lacks name recognition
• Integration of new departments has been strenuous process
• Department needs new logo
• Web site is outdated and disliked by all stakeholders
• Lack of awareness of merger by all stakeholders outside of the Department of Adverting,
Public Relations, and Retailing
• Difficulty in promoting to new publics
• Work on research and with clients in professional community isn't recognized
Opportunities:
• Perspective students are looking for new and exciting programs that offer growing
professional opportunities
• High demand for public relations professionals
• Growing opportunities for international employment
• Department has interest of Michigan State University officials
• Access to student interns to aid in spreading awareness of the Department of Adverting,
Public Relations, and Retailing
• Strong ties with professional community
Threats:
• Stakeholders may feel less loyal towards new name
• Integration of departments may have created tension between staff, faculty, and other
university members
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
• Hostility from dedicated Human Ecology and/or Retailing students, faculty and alumni
• Related programs in other departments at MSU
• Competing programs at other universities, especially those with a public relations major
• Frustration for Public Relations Specialization students who will not have Public
Relations in major
• Schools that offer more creative advertising and retailing programs will draw in
prospective students interested in these “portfolio schools”
• Lack of funding and resources in college
• Little interaction among faculty members
• Lack of ties with major media outlets
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
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East Lansing, MI 48825
● Provost Kim Wilcox reports to President of Michigan State University Lou Anna K.
Simon
● President Lou Anna K. Simon represents Michigan State University to the Board of
Trustees
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Michigan State University
East Lansing, MI 48825
Most mentions as a “Top 3” graduate program (MSU tied for third with
University of Illinois)
Second in ranking of graduate programs by practitioners (Northwestern
first, MSU third)
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Michigan State University
East Lansing, MI 48825
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Problem Statement
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Research
Before developing the public relations campaign proposal for the Department of Advertising,
Public Relations, and Retailing, our team carefully reviewed information given to us in previous
client meetings to identify the goals and objectives of the department. We also referred to the
department’s Web site to obtain additional valuable information that would help us with the
direction of the campaign.
Research Hypothesis
To research and identify a target public that would best meet the goals and objectives in
creating awareness of the Department of Advertising, Public Relations, and Retailing.
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Research Methodology
First, our team contacted Grand Blanc High School to inform them of our interest in
conducting a focus group. After corresponding with both Grand Blanc’s principal and faculty, a
date was scheduled to conduct the focus group during class time on October 24, 2005 (see
APPENDIX A for documents). We prepared by creating a focus group protocol that outlined the
general script and guidelines for the focus group (APPENDIX C).
Sampling
• 28 Grand Blanc high school students
• Junior and senior level
• Marketing class
Operationalization of Concepts
Please see the above “Methodology” section.
Strengths and Limitations (see APPENDIX H for more detail on the pros and cons of our
particular focus group).
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Research Results
From our research, we learned a great deal about the attitudes of high school (prospective
college) students concerning colleges, how they find out about college programs, and the
academic and professional fields of advertising, public relations, and retailing. Prior to
conducting this research, we had some assumptions about what the students would say, as we all
were in the same situation as these students just a few years ago. As such, little came as a
surprise to us, but we found the information to be quite valuable in figuring out what may or may
not work when communicating with this important public.
Here are some particularly interesting and noteworthy things we learned from our research:
o Students want to go to college in order to obtain a better (higher paying, more enjoyable)
job after graduation.
o Students see college as an opportunity for new experiences, and as a way to get potential
employers to take them more seriously.
o Fewer than half of the students in this class had completed the college application
process, meaning that a majority of them were still potential candidates for our program,
even as late in the application period as some felt it was.
o The students listed a wide range of influential factors contributing to their decision as to
which college to attend. These included all of the expected answers, ranging from
academics to social activities, and from location to parental influences.
o Students use the Internet to get information on colleges and college programs.
o To get this information, they visit the sites of these colleges, and use search engines and
web directories such as Google, Yahoo, and Dogpile.
o Students also speak to their counselors at school, attend college fairs, speak with their
peers, and seek information about colleges on television, usually in the form of
advertisements.
o Students see schools as having distinct reputations: academic (U of Michigan, UCLA,
Princeton, Yale, and Harvard), athletic (USC, MSU, and the U of Michigan), and party
(MSU and Ferris State).
o Students see MSU as a “party school,” with strong programs in business and veterinary, a
“rising reputation,” and strong athletic programs.
o Students use the Web sites of colleges to get a lot of their information, but feel that these
sites are often lacking in available information, not visually appealing, and difficult to
navigate. Additionally, they find it annoying when they must request and then wait for
information, rather than being able to access it instantly. Also, they like when they can
directly contact important people within the college with their questions.
o Students see advertising as the business of “promoting a good or service.” While they
feel that there is perhaps too much advertising everywhere they look, they also see it as a
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potentially “glamorous” side of business, and expect that people who pursue careers in
advertising do so for this attention and recognition.
CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
o Students see public relations as “dealing directly with the customer,” but also confuse it
with other fields and suggest that the goal of public relations is to “sell something.”
Additionally, they confused public relations with marketing, and used many of the same
statements to define all three areas (advertising, public relations, and retailing).
o Students were most familiar with public relations because of the MTV television program
“Power Girls,” but recognized that this was not an accurate portrayal of what a career in
public relations is actually like.
o Students defined retailing as “selling services or goods to the consumer.” Being a
marketing class, their definitions of retailing were more accurate than their definitions of
advertising or public relations.
o Students stressed the importance of math, “people,” and computer skills for careers in
retailing.
o Very few students were aware of the MSU College of Communication Arts and Sciences
or the Department of Advertising, Public Relations, and Retailing.
o However, students expressed a general interest in these fields, and may then be motivated
to pursue more information, specifically about the programs in these fields available at
MSU.
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
After conducting a focus group with high school students, we chose to focus our
campaign more on the media. While high school students (prospective college students) remain
an important public, we decided to reach a greater number and variety of publics by targeting the
media with our campaign. This is a media campaign designed to reach all publics by distributing
information through the media.
Currently, the Department communicates with its various publics through a variety of
channels, including through printed materials and publications and the Internet. From our
research, we learned that the Internet is the primary means by which high school (prospective
college) students obtain information about colleges. As such, we have recommended in our plan
a major overhaul and redesign of the APRR Web site. Specific components of this plan are
discussed in later sections of this document. Additional channels and vehicles of communication
include news releases, media kits, special event (logo contest exhibit), articles about the Super
Bowl party, articles about the new department chairperson, the redesigned website, and media
relations (the responsibilities of our public relations intern).
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Messages/Themes:
• The Department of Advertising, Public Relations, and Retailing represents the “cool
and sexy” side of business.
• A degree from the Department of Advertising, Public Relations, and Retailing carries
nationally recognized prestige.
• A degree from the Department of Advertising, Public Relations, and Retailing aids in
gaining access to the best job opportunities in a number of growing fields.
Evaluation Strategies:
The results of our research have no implications on the evaluation strategies that will be
used in our campaign. We will evaluate our campaign by measuring Web site impressions, Web
site feedback, attendance at Department events, and media impressions.
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Reflection Perfection
• Online survey to reach Advertising, Public Relations and Retailing professionals
• Advantages: Easy, free, time efficient
• Disadvantages: SPAM blocking, low response rates
• Main findings: Students need to increase their ability to apply their skills to the real
world, need to work on presentation and interviewing skills
Inspire
• Handed out surveys to MSU students
• Advantages: Quick, easy administer, relatively cheap
• Disadvantages: Hard to get a response from some professors, students left some answers
blank
• Main findings: Most students were aware of the merger but thought that others were less
informed, advisors were the main source of information, email was the best way to send
information
Beyond PR
• Opened-ended interviews given to faculty members of the department
• Advantages: Participants where able to give detailed answers and there was an
opportunity for questions
• Disadvantages: Time-consuming and low response rate because of professors busy
schedules
• Main findings: Some professors thought that the department had an optimistic outlook
while other were hesitant to promote the new department without first dealing with
present issues
Mammoth PR
• Online surveys sent to faculty in the departments of Advertising, Public Relations and
retailing at competing universities
• Advantages: Fast and easy
• Disadvantages: Very low response rate
• Main findings: The majority of the respondents did not hear of the new department but
the ones who had were very pleased to see public relations in the department’s title
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
• Main Findings: Most students were not interested in learning more about the department
and although students said that the best way to reach them was through email, most of
them did not want to receive anymore junk email
4:1
• Email survey sent to all the faculty of the department
• Advantages: Fast, easy and distributed to everyone
• Disadvantages: Didn’t allow for in-depth answers, no opportunity to ask questions
• Main finding: Participants were very aware of the merger, they thought creating a new
image would be their biggest challenge and that the department should use student talent
to implement a campaign
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Goal
Objectives
• By May 2006, increase the current number of articles in the popular press
about the Department of Advertising, Public Relations, and Retailing, its
faculty, relevant events, students, and academic programs by 10%*.
*These percentage amounts are estimates, and are based on limited available information, but
should be good starting points for our campaign.
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Tactical Strategies
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Telecommunications, Information Studies, and Media (also part of the College of
Communication Arts and Sciences).
CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
o The redesign and expansion of the Web site should be done in a manner such that
subsequent content updates can be easily done by an existing faculty or staff
member. Before completion of the project, intern should meet with this
individual and provide them instruction on how to update the Web site content.
o The redesign and expansion of the Web site should include the following
components:
New, brighter, more exciting and vibrant colors and overall theme.
Add a section specifically targeted at high school (prospective college)
students, with easy access to information on the programs offered by the
college, careers in the fields of advertising, public relations, and retailing,
current students and student groups in the department’s programs,
internship opportunities, study abroad opportunities, and faculty and
student profiles.
It is essential that the Web site no longer be identical to that of its sister
departments within the College of Communication Arts and Sciences.
The new logo (once it has been determined by the contest).
• Hold a contest for students to design a new logo for the Department of Advertising,
Public Relations, and Retailing.
o Winner chosen by Department of Advertising, Public Relations, and Retailing
faculty committee.
o $150 prize to winner.
o Have “logo exhibit” event, with all submissions, including the winning logo, on
display in the Communication Arts and Sciences building.
Invite media.
Have refreshments ($250).
Have all submissions printed on large paper or poster ($100).
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
• The Department of Advertising, Public Relations, and Retailing represents the “cool
and sexy” side of business.
• A degree from the Department of Advertising, Public Relations, and Retailing carries
nationally recognized prestige.
• A degree from the Department of Advertising, Public Relations, and Retailing aids in
gaining access to the best job opportunities in a number of growing fields.
• The Department of Advertising, Public Relations, and Retailing can provide access to
many professional internships.
• There are notable differences and similarities between advertising, public relations,
and retailing.
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Activity Jan Feb Mar Apr May
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Designate Faculty Member to supervise intern X
Will be determined by Department of Advertising, Public Relations, and Retailing
Committee (APRR Committee)
Post opportunity for internship on CASINFO listserv and ask for X
faculty recommendations
Will be completed by the designated faculty member nominated by the APRR Committee
Conduct interviews for the internship position X
Will be completed by the designated faculty member nominated by the APRR Committee
Hire intern by January 27, 2006 X
Will be completed by the designated faculty member nominated by the APRR Committee
Start intern training on January 30, 2006 X X
Will be supervised by the designated faculty member nominated by the APRR Committee
Begin to start the research process for future news releases-ongoing process for X
duration of internship program
Internship responsibility
Begin to establish contacts with media representatives-ongoing process for
duration X
of internship program
Internship responsibility
Begin to write news releases and media kits from gathered research X
Internship responsibility
Start collection of news clips-ongoing process for duration of internship program X
Internship responsibility
Designate Faculty Member to supervise web site development intern X
Will be determined by Department of Advertising, Public Relations, and Retailing
Committee
Post opportunity for web site development internship on CASINFO listserv, X
DMAT listserv, and ask for faculty recommendations
Will be completed by the designated faculty member nominated by the APRR Committee
Conduct interviews for the web site development internship position X
Will be completed by the designated faculty member nominated by the APRR Committee
Hire intern by February 24, 2006 X
Will be completed by the designated faculty member nominated by the APRR Committee
Start web site redevelopment project on February 27, 2006 X X
Web site internship responsibility
Kick off logo contest X X
Responsibility of Department of Advertising, Public Relations, and Retailing Committee
Select new logo by April 12, 2006 X
Responsibility of Department of Advertising, Public Relations, and Retailing Committee
Implement logo into web site by April 17, 2006 X
Web site internship responsibility
Department of Advertising, Public Relations, and Retailing Logo Unveiling Exhibit X
Responsibility of Department of Advertising, Public Relations, and Retailing Committee
APRR Committee meeting to evaluate campaign and begin to design X
future campaign efforts
*Continue to rehire interns for both positions at the change of every semester
Responsibility of Department of Advertising, Public Relations, and Retailing Committee
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Budgets
• Web site / Hire Web site intern - The Web site for the Department of Advertising,
Public Relations, and Retailing is the primary source of information for perspective
students. The Web site is the face of the program. This is an aspect of development
that was addressed during our focus group with students at Grand Blanc High School.
They mentioned several times that Web sites are their primary source for gathering
information on a department and is critical to their impression of the school.
Cost: $500
• Logo - Current logo is disliked by all stakeholders. It is also a key element of the
Web site design. This is a critical element to the disposition that individuals form in
association to the Department of Advertising, Public Relations, and Retailing.
Cost: Free
• News Releases / Media Alerts / Media Kits / Hire PR intern - This will help create
awareness among students, parents, and administration. These publications can
spread information quickly and in a manner that is easily reproduced by reporters.
They will highlight a department that is located in the state that has received national
recognition.
Cost: Free
• Evaluation - This is a critical step in the campaign plan, but do to the importance of
the activities listed above, evaluation is the last scenario on our list. Evaluation is
necessary to plan for future campaign efforts and to gage the success of the campaign.
Research is the foundation of this campaign, and is also necessary to conclude the
efforts of the Department of Advertising, Public Relations, and Retailing.
Cost: TBD
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
A La Carte Budget:
1.) Advertisement in The State News—An advertisement would enhance our campaign. It
would allow for some design expertise and it would entitle us to controlled placement.
Placement in The State News would help to increase brand awareness of the Department
of Advertising, Public Relations, and Retailing amongst MSU students.
2.) Promotional items with department logo—T-shirts, pens, hats, water bottles, notepads,
and sweatshirts with department’s new logo can be distributed to students, faculty,
friends and visitors helped to build a reputation and increase awareness. If we had the
budget to do so, producing “swag” would set the department one step above the rest.
4.) Brochures and Flyers—Additional materials will help to inform people about the
department and its cutting-edge programs. They can be placed around Michigan State’s
campus, high school campuses, and can be included in media kits.
5.) Short Video about Department—A promotional video could be designed to show
visitors and prospective students. This video could include testimonials from current
students and faculty. It could show clips of students in and outside the classroom. It
could be used as a tool to increase interest in the department and its programs.
6.) Kick-off luncheon—If the budget was more expansive, a luncheon to jump-start the
whole campaign could be held at the beginning of January. This event could draw media
attention and get faculty and students excited to implement a new campaign and promote
themselves. Important decision makers within the department would attend and make
brief speeches. Lunch and refreshments would be provided.
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Narrative Budget:
Project Cost
Total $1,000
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Evaluation Strategies
For the purposes of the campaign designed by Integrated Communication Expertise, team
members will evaluate their success in four separate ways.
First, evaluating the updated Web site will be critical in determining success. The I.C.E.
team can measure how frequently the new Web page has been viewed with page reviews. They
can then compare that figure to previous page review figures and determine if there has been an
increase in Web site “hits.”
Second, the campaign’s success can be measured by Web page impressions; moreover,
what visitors actually do while they visit the Web site. We can determine specifically what
sections they viewed and how much time they spent at the site.
Third, we can measure media impressions. Our “media relations” intern will not only
draft and submit weekly news releases to the media, but also he will monitor all news articles
and features placed in the press and on television. He will collect and count the news clips and
feature television stories, and thus, we can conclude whether or not the department gained
exposure. Additionally, the intern will determine if articles have a positive or negative attitude
toward the department; it will help us to decide the media’s “impressions.
Last, our team will measure its success based off how many people and how many
members of the media attend our “logo contest exhibit.” We will compare our numbers with the
attendance numbers of past special events to determine if we generated publicity and raised
interest in the department’s activities.
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Conclusion
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
References
Cook, L., Corliss, K., Cottrell, J. M., & Wendland, D. (n.d.). Mammoth PR
executive summary. Retrieved November 30, 2005, from Michigan State
University Web site: https://angel.msu.edu/section/
default.asp?id=FS05%2DCAS%2D492%2D002%2D718099%2DEL%2D10%2D158
Must have Michigan State University Angel account to access documents.
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Appendices
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Dr. Newton:
Good morning. My name is Josh Lord, and I'm a graduate from the class of 2003. I am
currently a junior attending Michigan State University majoring in communications with a
specialization in public relations. I have a special request for you and the high school.
I am currently enrolled in CAS 492, which is a public relations campaign class. Our goal over
the course of the semester is to develop a campaign for a client that is selected by my instructor
Dr. Linda Hagan. This semester the client is the Department of Advertising, Public Relations,
and Retailing. Each team in the class is responsible for targeting a specific public to achieve the
goals of the new department.
My team has decided to target perspective MSU students. I consider my ties to Grand Blanc
High School to be strong, and my relationships with my former instructors to be quite solid.
Myself and Megan Conquest (class of 2002) were hoping to come to the school to do a focus
group with one class, or possibly a group of students during a short period of time after school.
The focus group should only last 15-30 minutes, and would be beneficial to our project, but
would also give the students the opportunity to ask questions and get an insight into the college
experience. The goal of this focus group is to be relaxed, informative, and a way for our team to
further enhance our project and campaign.
At the end of the semester, one team will be selected as the "winner" and the department plans on
using our proposals to further develop their campaign to increase recognition of the department
and increase enrollment.
I appreciate your time and consideration of this proposal. I hope to hear back from you at your
earliest convenience. If you have any questions, feel free to contact me at this email address, or
at the cell phone number listed below.
Sincerely,
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Dr. Newton:
Thank you for your timely response to my request on behalf of our group to conduct a focus
group for our CAS 492 campaign class. I can't tell you how much we appreciate the assistance
from yourself and the school.
Myself, along with Megan Conquest and two other members from our group are hoping to
conduct our focus group with Mr. McGinnis's marketing class. If Mr. McGinnis agrees to give
us part of his class time to conduct our research, we want to visit on one of the following days:
Friday October 21st, Monday October 24, or Friday October 28th.
Megan will be sending you a copy of our focus group protocol that contains all necessary
information about the logistics of our task. She will also be sending a consent form that we hope
Mr. McGinnis will distribute to students the day before we come to inform parents about the
focus group. We hope that our visit will be kept secret from the students in order to yield quality
results.
I will be emailing Mr. McGinnis immediately after I send this message. Contained in this email
will be a request to visit his class, a copy of our correspondence, and a brief summary of what we
hope to accomplish.
Once again, on behalf of our team, we appreciate your assistance, and look forward to returning
to GBHS very soon. Have a great weekend.
Sincerely,
Josh Lord
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Mr. McGinnis:
Good afternoon. My name is Josh Lord, I was a student in your business class during the 2003
school year. I'm currently a junior at Michigan State University majoring in communications
with a specialization in public relations.
I am enrolled in CAS 492, which is a public relations campaign class. Our goal over the course
of the semester is to develop a campaign for a client that is selected by my instructor Dr. Linda
Hagan. This semester the client is the Department of Advertising, Public Relations, and
Retailing. Each team in the class is responsible for targeting a specific public to achieve the
goals of the new department.
My team has decided to target perspective MSU students. I consider my ties to Grand Blanc
High School to be strong, and this school to be a vital source of information. Myself and Megan
Conquest (class of 2002) along with two other group members, were hoping to come to one of
your marketing or business class to conduct a focus group.
I have been in contact with Dr. Newton over the course of this week, and have been given
consent to conduct the focus group. He instructed me to contact a class that correlates with our
target audience. Included at the bottom of this message is a copy of the correspondence between
myself and Dr. Newton.
We hope that you will allow us a class hour to conduct our research and hopefully provide pizza
for the students for their participation. We would like to come Friday October 21st, or some
time shortly after to allow time for proper analysis of the information obtained from the focus
group. If you could respond at your earliest convenience, it would be greatly appreciated.
Upon your agreement, we will provide you with a copy of our focus group protocol and a
consent form to be distributed to students the day before we come.
Thank you for your time, consideration, and effort in helping not only my group, but the
Department of Advertising, Public Relations, and Retailing as well.
Sincerely,
Josh Lord
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
References: <s34f52e0.081@grandblancschools.org>
In-Reply-To: <s34f52e0.081@grandblancschools.org>
From: "Joshua Daniel Lord" <lordjosh@msu.edu>
To: "John McGinnis" <jmcginni@grandblancschools.org>
Subject: Re: Request for focus group from former students
Date: Fri, 14 Oct 2005 10:06:06 -0400
Mr. McGinnis:
Thank you for your quick response and help with our project. I will have Megan email you the
focus group protocol and consent form. If you could hold back distributing the consent form
until the day before we come, we would appreciate it. 3rd hour would work best for us, which
day would you like us to come? Friday 21st, Monday 24th, or Friday 28th? Again, we
appreciate your help, and I'll be sure to email Dr. Newton to tell him you gave us the ok. He
already has a copy of the consent form and protocol. I'll look forward to talking to you soon.
Sincerely,
Josh Lord
Josh, It is ok with me as long as Dr. Newton gives you his ok. Email
back and let me know your planned schedule. Probably 2nd hour would be
the best group. Or, 3rd hour might also be a possibility. Say hi to
Megan. John
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Dr. Newton:
Good morning. I just wanted to send you know that Mr. McGinnis has agreed to let us come to
his third hour class sometime between October 21-28. I will keep you updated with the latest
information. Thank you for your continued support, and we look forward to seeing you soon.
Sincerely,
Josh Lord
Mr. McGinnis:
Thank you for the update. Either hour will work, we were hoping to treat the kids to some type
of food for their participation...maybe we will bring doughnuts. Let me know if which hour
works, and what day. I'll talk to you soon.
Sincerely,
Josh Lord
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
References: <s34fa592.088@grandblancschools.org>
In-Reply-To: <s34fa592.088@grandblancschools.org>
From: "Joshua Daniel Lord" <lordjosh@msu.edu>
To: "John McGinnis" <jmcginni@grandblancschools.org>
Subject: Re: Thanks for the update
Date: Wed, 19 Oct 2005 08:09:45 -0400
Mr. McGinnis:
We plan on coming Monday the 24th for your second hour period. Does second hour still last
from 8:30-9:30? Please distribute only the consent form Friday when the students are leaving
class. Thank you again for all of your help.
Sincerely,
Josh Lord
Josh, Make it the 24th 2nd hour. Probably best not to bring food.
Thanks, John
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Dear Parent/Guardian:
The purpose of this letter is to inform you that your son/daughter will have the opportunity to
participate in a research study during his/her third period class with Mr. McGinnis.
A group of students from Michigan State University are conducting research for a public
relations campaign class, under the instruction of Dr. Linda Hagan. The research team will be
simulating a focus group. They will also provide pizza and refreshments, as the study will take
place during regular lunch hours.
Their research is intended for educational purposes only. No students will be endangered during
this time and all information obtained from the focus group will be kept confidential. In order to
better transcribe the responses, the session may be video and/or tape recorded.
If your son/daughter chooses not to partake in the study, there will be an alternative option and
he/she will not be penalized.
Thank you!
Sincerely,
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Logistics:
Who: We are five students at Michigan State University, enrolled in CAS 492 Public
Relations Campaigns, working under the supervision of Dr. Linda Hagan.
What: A focus group to learn more about high school students’ views and opinions
on advertising, public relations, retailing, and colleges.
Where: Grand Blanc High School in Grand Blanc, Michigan.
When: Monday, October 24, 2005.
Qualifiers:
Current Michigan high school students in their junior (11th grade) or senior (12th
grade) years.
High school students who intend on attending college after high school graduation.
Introduction (Greeting):
Led by the focus group moderator, Ryan Dinkgrave:
Hi! Welcome to today’s class, which as your teacher has told you will be different
today because you will be participating in a focus group.
My name is Ryan Dinkgrave. I’m a student at Michigan State University and in just a
minute I’ll tell you more about myself, but first I want to tell you a bit about what we
will be doing today.
For those who don’t know what a focus group is, let me briefly tell you. A focus
group is a research technique that is used a lot today in a number of fields. Rather
than relying on questionnaires with a list of answers to choose from for research, a
focus group is conducted in a group setting such as this where the participants get to
answer open-ended questions in a conversational setting. You are asked to respond to
questions in your own words and to be as open and honest as possible. We want to
hear what high school students think so we want to encourage you to tell us freely.
Participants tend to enjoy focus groups, and we hope you’ll help us out today, perhaps
learn a little about focus group research, and have some fun with us at the same time.
So please get comfortable and participate.
There are just a few “ground rules.” We want to try to hear from everyone of you –
although we won’t go in any set order. You get to interject your ideas when you have
them. Please, though, be courteous to your fellow participants. Everyone’s viewpoints
are important to us – even when those ideas may be different from others.
Why are we doing this? We’re students, too, and as part of a class project we are
learning about research techniques and then trying to take what we learn from that
research to develop communication campaigns. This study is for educational
purposes. Your names will not be used in our study and your answers will not be
identified to you in anyway. So, again, please help us out by being as open and honest
as possible.
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CAS 492 PR Campaigns Fall 2005
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East Lansing, MI 48825
There’s an ethical piece we have to take care of. Your teacher may have already
taught you this, but it’s actually illegal to tape record or video record anyone without
there expressed approval. Our professor is strict about this so we just need you to
know that we are tape recording this to help us go back and refer to what you said.
Again, your name will never be linked to your comments. However, if anyone is
uncomfortable with us taping, please let me know now. Otherwise, we’ll consider you
informed and you’re OK with this.
The purpose of this focus group is to learn more about your opinions. We want to
learn about student’s opinions about colleges and impressions about different fields of
study, especially the fields of advertising, public relations, and retailing. As
marketing students, you are an ideal group to talk to because of your knowledge of
marketing and related jobs. We want to learn more about how you and friends are
choosing colleges to attend and the kinds of majors you are already are thinking
about.
After we’re all done, we’re going to compare our research with other teams from our
class and then develop a communication campaign.
With all that said, let’s get started with the focus group. We want us all to be comfort
able with each other and although you know your classmates, we’d like to introduce
ourselves and have you introduce yourselves to us. Let’s go around and tell us your
first name and a little bit about yourself. Also, for an icebreaker, let’s all answer the
question: “What is your favorite television theme song?” Bonus points if you sing a
line or two!
I’ll go first:
Introductions:
Ryan Dinkgrave: Again, my name is Ryan and I’m going to be the moderator of this
focus group – leading the discussion. I am a senior at MSU majoring in both
Telecommunications and Communication and specializing in Public Relations. I
have worked with the Juvenile Diabetes Foundation, the Ralph Nader 2004
Presidential Campaign and the Refugee Development Center. I grew up in Livonia,
which is just outside of Detroit, and I graduated in 2001 from Livonia Stevenson
High School. My favorite television theme song is the theme song from “Diff’rent
Strokes,” as I used to watch that everyday before going to school when I was in high
school. Now, let’s hear from some of my classmates from MSU who are here today
to help out.
Megan Conquest: Hi! My name is Megan and I am a communication/public rela
tions senior at MSU. I serve as the Vice President of PRSSA at Michigan State, and I
interned for one year with Solomon Friedman Entertainment in Bloomfield Hills.
Also, I graduated from this school in….. My favorite theme song is…
Josh Lord: Hi! My name is Josh and I also am a communication/public relations ju
nior. I currently hold an internship with State Representative Joel Sheltrown. I’m
also a graduate of this school. My favorite theme song is ….
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CAS 492 PR Campaigns Fall 2005
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East Lansing, MI 48825
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f. What do you think would be a good way for you to learn about different
programs or majors? [If they don’t have any ideas, probe: such as from Web
sites, brochures; guest speakers such as working professionals, college
professors or students in that major; your teachers, your parents, newspaper
articles, once you get to campus and think more about majoring in
something?]
II. Questions about students’ impressions of fields
a. What comes to mind when you think of “advertising?”
i. How would you define “advertising?”
b. What comes to mind when you think of “public relations?”
i. How would you define “public relations?”
c. What comes to mind when you think of “retailing?”
i. How would you define “retailing?”
III. Questions about students’ impressions of academic programs
a. What do you think students in advertising learn about?
b. What do you think students in public relations learn about?
c. What do you think students in retailing learn about?
IV. Questions about students’ awareness of the department
a. Do you know there’s a department at MSU in the College of Communication
Arts & Sciences called the Department of Advertising, Public Relations, and
Retailing?
i. Have you heard of it?
ii. If yes, what have you heard?
iii. What is your impression of the department?
iv. Do you think you or any of your friends might be interested in it?
v. Why, or Why not?
b. If you or your friends would be interested in different, special programs that
colleges and universities offer, what would be the best way for you to learn
about these? [Probe with the same type of choices above if they don’t come up
with any ideas.]
c. We’re trying to develop a public relations campaign targeting prospective
students to promote the “new” Department of Advertising, Public Relations,
and Retailing. Up until last year, the program was only known as the
Department of Advertising, but recently merged with merchandising
management and added more of an emphasis on public relations. You’re all
marketing students, do you have any specific ideas for us on how we might be
able to do that successfully? [Probe: get their ideas on different ways they get
information]
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CAS 492 PR Campaigns Fall 2005
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East Lansing, MI 48825
Conclusion/Discussion:
We are conducting this research so that we can design a more well-informed
campaign for the Department of Advertising, Public Relations, and Retailing at
Michigan State University. Your responses will help us improve the Department’s
communications with prospective students.
Now, do you have any questions to ask any of us?
Well, you have really been a tremendous help and I’m sure my classmates agree that
we learned a great deal from you today. I hope you might have learned something
new as well. We’d like to thank your teacher and principal for giving us permission to
come in today. And, especially, thank YOU once again. Bye!
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CAS 492 PR Campaigns Fall 2005
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East Lansing, MI 48825
Ryan Dinkgrave (Moderator): Well, I guess we should get to the questions now. So we are
going to start out with some basic questions about college, and so if anyone has an idea, raise
your hand and join in. Everyone in my group here will be taking notes, so don’t mind them. It
looks like we have a good group here and it sounds like almost everyone here is intending on
going to college. So let’s hear why, why does everyone here want to go to college?
• More money
• To be successful
• More job opportunities
• Employers take you more seriously
• More money, life experience, education
Ryan: Does anyone love learning? Love homework? Writing papers? Taking Tests? Well I think
we are all in agreement about the importance of getting that job. So who here has completed or
begun their application process for colleges?
Ryan: It’s at least on your mind right? At least you have been thinking about it. Perhaps your
mom has asked you “have you applied for college yet?” … Well, what kinds of factors have
influenced your decisions of the colleges that you have looked at? What kind of things do you
think about when you are looking around at college – is it how close it is? What kinds of
programs it has?
• Academic records
• Location and community
• Social activities
• Somewhere with a nice campus
Ryan: What about reputation? Is that important to you? Is it important to you that you go
somewhere where everyone knows where it is when you say the name? Or would you prefer
somewhere smaller, where you’ll get maybe classes that are the size of your high school classes?
What do you think?
Ryan: So you think you should go somewhere more specialized for what you want to study?
• Yes
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CAS 492 PR Campaigns Fall 2005
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East Lansing, MI 48825
Ryan: For those of you that have already applied to college, what made you choose the college
or colleges you applied to? Was it these factors or were there more?
• Location, Money
Josh Lord: What about parents? Or counselors? Or friends at school? Feel free to shout out an
answer, you do not need to raise your hand.
Ryan: How do you all learn about colleges? Let’s say you are interested in studying something
specific, or even something more general, say English, what resources do you use to learn more
about these schools?
• Internet, counselors
• School resources
• Send a letter to the college
Ryan: … So those are the resources you use. You use the Internet, where would you go on the
Internet to get this information?
• Fastweb
• Google
• Yahoo
• Dogpile
Ryan: So you use lots of Internet resources. … Well now we want to know more about
reputations. What colleges do you think have the best reputations?
Ryan: So how are you aware of these schools? Where do you hear about their reputations?
• TV
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
• Internet
Ryan: Where else do you see these schools? Perhaps as the writers of your textbooks?
• During sporting events on tv, they talk about the school’s academics and player’s majors
Ryan: So what do you think about MSU? What kind of reputation does MSU have?
Ryan: Is that the first thing that comes to mind, party school?
Ryan: Are there any academic programs at MSU that stick out to you?
• Telecommunications
Ryan: So that is what you associate with MSU, number one being “party school,” correct? So
let’s talk about that a little further, do you think that is a good image for the school?
Ryan: You have said you use the web a lot. Do you visit specific schools’ Web sites?
• (several yes)
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
• (mixed reviews)
• A lot of times they want you to request the information, and want information from you
Ryan: So you find it frustrating when you have to request it instead of being able to access it
instantly on the site?
• Yeah
Ryan: So you like when you can get contact information and speak to the source?
• Yes
• I don’t like it when I go to the Web site and it’s boring.
Ryan: So you want something that catches your attention? What would do that?
• It’s just too boring, just a picture of a tree in front of the school.
Ryan: So your impression of the school is being influenced by the Web site? IF the Web site
looks really basic and uninteresting…
• Yeah, they worry too much about the nice background, instead of getting all the little
stuff that people want to know about
Ryan: SO you want to be able to access a lot of information and don’t want to be forced to
request it. Any other experiences like this? What other resources have you used? You said you
have talked to people in your school and parents, what else?
• College fairs.
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CAS 492 PR Campaigns Fall 2005
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East Lansing, MI 48825
Ryan: What about what you see in the media. Is that a big influence, do you think, on what you
think of the schools? I guess I should ask, do you recall seeing any stories about academics and
these schools, or is it mainly about athletics?
• Athletics.
Ryan: When do you hear about things that are not athletics?
Ryan: So when it’s negative you hear about the school, but do you ever hear about its
academics? Perhaps the research going on there?
Ryan: What we are specifically interested in is advertising, public relations, and retailing. So on
the most basic level, what do you think about when you think of advertising, as a field, as an area
of study, as a job? What do you think someone in advertising does?
• Works on advertisements
• Business
• You must be a people person
• Please the people
Josh: Do you think advertising yields a lot of opportunity for advancement and money?
• I don’t know if it does for the advertisers, but I know that companies that have good
advertising do well
Ryan: So there is a lot of value to the company to do advertising well. So certainly it is in the
company’s best interest to have a good firm or internal advertising department. So do you see
yourselves doing something like advertising? Is that something that would interest you?
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
• Attention
• A sense of power, influence
Ryan: Do you like it? Do you think advertising is a neat thing? Or do you think it’s intrusive?
Ryan: It’s exciting right, you watch TV and see new ads, they are meant to be potent and to
entertain you quickly?
• Billboards
• I don’t think so
• They used to be
• I don’t know
Ryan: Do you think there is perhaps too much advertising? Too many messages?
Ryan: Well, maybe you don’t think of it visually so much, but I think public relations is
everywhere, too. What do you think about PR? Do you know what it means, what it really is?
What do you think of the term “public relations?”
• I think PR is like the part of the company that builds a reputation with the customers and
consumer, answering questions they have and dealing with them.
Ryan: SO they serve the purpose of information and… what kinds of organizations do you think
have PR?
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
• A company
• UPS
Josh: Do you think that show accurately showed what people in PR do?
• Answering questions
• Customers
• Media
Ryan: Writing is a big part of public relations, too. Have you seen press releases? Much of what
you see in the newspaper comes from press releases written by PR professionals. … Let’s move
on to retailing. What is retailing?
• Selling things
• It’s selling goods to customers
• Services to customers
• Buying from wholesalers
• Management of resources
• Keeping customers happy
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
• Stocks
Ryan: What do you think you would learn about in college if you were studying retailing? What
would your classes be like?
• Math
• Business management
• Financial
• Accounting
• Math
• Sales
• Computer
• People skills
• Know who wants the product
Ryan: Now, specifically at MSU, we have the College of Communication Arts and Sciences.
(Talks about departments a little). So we have all heard of MSU, but who has heard of the
College of Communication Arts and Sciences
• (2 hands)
• Communications
Ryan: Have you heard of the Dept. of Advertising, Public Relations, and Retailing? What do you
think it is about?
Ryan: Do you or your friends think you would be interested in studying something in one of the
fields we have discussed. Even if you know what you are going to study, do you think any of this
would interest you?
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CAS 492 PR Campaigns Fall 2005
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East Lansing, MI 48825
Ryan: What kind of things do you associate these programs with? Would it be fun?
• It would be a challenge
• I’d do it, though, to try new things and meet different people, and get that job
Ryan: Why would someone, you or your friends, go to a school like that? For the jobs? Or do
you think people just like to study it?
Ryan: Well we are running out of time, so we’ll wrap this up and we’d like to tell you about why
we are doing this and give you an opportunity to ask us any questions you may have about this
project, out school, or college in general…
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CAS 492 PR Campaigns Fall 2005
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East Lansing, MI 48825
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CAS 492 PR Campaigns Fall 2005
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East Lansing, MI 48825
Images of MSU:
• Party school
• Reputation is on the rise
• Getting closer to University of Michigan, but not quite there
• Vet school has good reputation
• Business school has good reputation
• Tom Izzo has strong association with image of school
• The party reputation is negative
• Athletic stars come from MSU
Web sites:
• Mixed results
• Sometimes provide information, but most of the time they have to request more
information. This creates road blocks in their process.
• They like receiving the information
• Like getting responses from individuals
• Need eye catching graphics
• Need material that interests students
• Need a good background
• Impression of school comes from Web site
• Don't make it look too formal
• Want access to information
Advertising:
• Get most of information about schools during sporting events
• Don't get a lot of information from the media in general
• Negative aspects of college get most of the attention in the media
• Think advertising promotes a better service
• Do commericals
• Are people oriented
• Good advertising means the company will do well, or is already successful
• It is in the companies best interest to have a good advertising department
• Must be creative
• People go into advertising because they like attention
• Gives a sense of power
• Want to change or influence behavior
• Students like advertising on TV
• Gets in the way on the radio
• Billboards aren't effective
• There is too much advertising at times
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East Lansing, MI 48825
Public Relations:
• Deals direct with customers
• Catering to needs of customers
• Answers questions
• Associates with large corporations
• Power Girls: Throw parties, showed drama aspect, didn't show real aspects of public
relations, showed bling-bling side of public relations
• Consumer relations
• Selling a product
Retailing:
• Selling products
• Goods/services
• Buying things to sell at a higher cost
• Keeping customers happy
• How to make a profit
• Supply and demand
• Logistics
• Business
• Target audiences (first time this was mentioned)
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CAS 492 PR Campaigns Fall 2005
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East Lansing, MI 48825
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
• Party school—Ferris State University; Michigan State University (lots of laughter when
talking about this subject)
• MSU has rising reputation overall; known specifically for business school and veterinary
school
Images of MSU:
• One student’s parents are telecommunication graduates
• Think of basketball and Coach Tom Izzo
• People go there to party—not good image
Web sites:
• Use web to learn about colleges
• Can be frustrating when you have to search for information/email someone to get further
information—want all information readily available
• Don’t like boring Web sites
Advertising:
• Promotes a better service
• Have to be a people person to be an advertiser
• Have to know how to please people
• Advertisers offer lots of value to company
• Is a creative job—can offer new ideas
• Advertisers get attention
• Have a sense of power because can influence people
• Is “tight”
• Don’t like it on radio
• Don’t think billboards are affective
• Lots of advertising on benches (laughter)
Public Relations:
• Part of company where you deal with consumer/customer
• McDonald’s, UPS has lots of PR
• UPS slogan “What can brown do for you?”
• MTV show Power Girls—drama, girls throwing parties for celebrities, didn’t show
anything but “bling bling” side
• Answering questions
• Selling products
Retailing:
• Selling things
• Selling services/goods to customers
• Buying from wholesalers and selling for fraction of cost
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
MSU CAS/APRR:
• 2 students heard of MSU CAS (one brother graduated from college)
• No one heard of Department of Advertising, Public Relations, and Retailing
• Students say APRR might be interesting, fun, challenging, would enroll because would
like to try new things
• Will provide good jobs that will be around—is growing
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CAS 492 PR Campaigns Fall 2005
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East Lansing, MI 48825
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Images of MSU:
• One student’s parent are telecommunication graduates
• Think of basketball and Coach Tom Izzo
• People go there to party—not good image
Web sites:
• Use web to learn about colleges
• Visit the Web sites of particular colleges
• Can be frustrating when you have to search for information/email someone to get
further information—want all information readily available
• Like when they speak to the source/contact person
• Don’t like boring Web sites—want something to catch your attention (said most sites
just show pictures of trees and exclude the “little stuff that may be interesting”)
Advertising:
• Promotes a good or service
• Have to be a people person to be an advertiser
• Have to know how to please people
• “Commercials”
• Advertisers offer lots of value to company
• Is a creative job
• Advertisers get attention
• Have a sense of power because can influence large group of people
Public Relations:
• Deal directly with consumer/customer
• Answering questions
• Asking what the consumer is interested in
• McDonald’s, UPS has lots of PR
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Retailing:
• Selling things to customers
• “Wholesalers”, etc
• How to make a profit
• Learn about supply/demand
• Learn about stocks
Retailing Classes?
• Business management
• Financial
• Accounting
• People skills (know when consumers will want the product)
• Good salesperson
• (Students started to sigh by this point in discussion)
MSU CAS/APRR:
• 2 students heard of MSU CAS (one brother graduated from college)
• No one heard of Department of Advertising, Public Relations, and Retailing
• Seems a little interesting; probably learn some cool stuff, challenging (“But I would
try it because I like to try new things”)
• Will provide good jobs that will be around—is growing
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Setting:
• 28 students participated
• Junior and senior level marketing students
• Desks arranged in rows
• Moderator stood at podium at front of class
• Other researchers placed throughout class
Results:
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
• More successful
• More job opportunities
• Employers take you more seriously
• Experiences you gain in college
• Education
Informational Sources:
• Internet
o FastWeb
o Google
o Dogpile
o Yahoo
• Counselors
• School resources
• Send letter to college and receive information
• Word-of-mouth
• College fairs held at community colleges (2-3 students have attended before)
• While watching college athletics on television, commercials aired
o Commercials for community colleges and trade schools
University Reputations:
• Academics
o University of Michigan
o Kalamazoo College
o University of California Los Angeles
o Yale
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o Princeton
CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
o Harvard
• Athletics
o University of Michigan (football)
o Michigan State University (basketball)
o University of Southern California
• Party schools
o Michigan State University (laughter)
o Ferris State University
Use of Internet:
• To learn about colleges
o College Web sites want you to request information, provide information about
self
o Students want all information readily available
o You can email people directly (i.e. coaches)
o Web sites often too boring
“There is always a picture of a tree in front of the school.”
Should use more eye-catching graphics
o Impressions of school come from Web site
o “They worry too much about the nice background, and exclude all the little stuff
that people may be interested in.”
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Impressions of Advertising:
• Promotes a good or service
• About the job:
CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
Impressions of Retailing:
• About the job:
o Selling services or goods to customers
o Buying things at a lower cost, selling at a higher cost (how to make a profit)
o Services to customers
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o Buying from wholesalers
o Supply and demand
o Keeping customers happy
o Business management
• About the education:
CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
o Business classes
o Accounting and financial classes
o People skills
o Knowing what consumers want
o “Target audiences”
o Sales
o Stocks
o Math classes
• Skills
o Math
o People skills
o Computer skills
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Michigan State University
East Lansing, MI 48825
We would like to thank you for the opportunity to visit with your class on October 24, 2005.
The experience was one that we will not forget.
The participation on behalf of your students was highly exceptional, and the information that was
gathered from our interaction was priceless. We hope the students feel that their opinions were
highly valued and they gained something from our time together.
The opinions of the students will help to shape a public relations campaign to increase the
awareness of Michigan State University’s Department of Advertising, Public Relations, and
Retailing. The students should know that their ideas will influence the direction of our
department for years to come.
Again, we cannot express enough how grateful we are for your time, effort, and participation.
We wish all of you the best of luck in your future endeavors, and hope to see you in East Lansing
very soon.
Sincerely,
I.C.E.
Megan Conquest Josh Lord Ryan Dinkgrave Tiffany Love Liz Cyzeska
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Michigan State University
East Lansing, MI 48825
APPENDIX J: BACKGROUNDER
[TEXT]
[TEXT]
[TEXT]
[TEXT]
[TEXT]
[TEXT]
Student Organizations
[TEXT]
[TEXT]
[TEXT]
If you would like more information about the Department of Advertising, Public Relations,
and Retailing at Michigan State University, contact:
Tiffany Love
Communications Coordinator
Integrated Communication Expertise
248) 388-1024
lovetiff@msu.edu
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CAS 492 PR Campaigns Fall 2005
Michigan State University
East Lansing, MI 48825
APPENDIX K: BIO
Dr. Reece regularly presents papers at conferences of the American Academy of Advertising and
the American Marketing Association and has had her work published in a number of journals.
Her research interests include information in advertising (especially food and drug ads), children
as consumers, integrated marketing communication, and promotion in sports and the arts.
She received an Alumni Achievement Award in 2002 from Susquehanna University, where she
serves on the Advisory Council of the Sigmund Weis School of Business.
Credentials
• B.S. in Marketing,
Susquehanna University
• MBA in Marketing,
Harvard University
• Ph.D. in Business Administration,
The University of Michigan
• Lancendorfer, Karen M., and Bonnie B. Reece (2004), "'God Speaks:' A Case Study of a
Public Service Campaign," presented at the Association for Education in Journalism and
Mass Communication annual convention in Toronto.
• Lancendorfer, Karen M., and Bonnie B. Reece (2004), “The Effects of Mergers and
Acquisitions on the Advertising Agency Industry: A Replication and Extension,” in 2004
AMA Educators’ Proceedings: Enhancing Knowledge Development in Marketing, Vol.
15, Kenneth L. Bernhardt, James S. Boles, and Pam Scholder Ellen, eds., Chicago:
American Marketing Association, 340-346.
• Roznowski, JoAnn, Bonnie B. Reece and Terry Daugherty (2004), "Perceptions of IMC
Education Among Practitioners," Journal of Advertising Education, Vol. 8 (1), 48-55.
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Note: The information included in this document was obtained from Web site (www.adv.msu.edu) of the
Department of Advertising, Public Relations, and Retailing at Michigan State University.
Department Chairperson:
• [TEXT]
• [TEXT]
• [TEXT]
• [TEXT]
Outstanding Students:
• [TEXT]
• [TEXT]
• [TEXT]
• [TEXT]
• [TEXT]
Upcoming Events:
• [TEXT]
• [TEXT]
• [TEXT]
For more information about the Department of Advertising, Public Relations, and Retailing at
Michigan State University, visit www.adv.msu.edu
Note: The above is only an idea for the content that may or may not be included in a fact sheet.
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Michigan State University
East Lansing, MI 48825
APPENDIX M
MEDIA ADVISORY
Michigan State University’s Department of Advertising, Public Relations, and Retailing hosts
“New Logo Contest” Exhibit
The recent merger of the Department of Advertising, Public Relations, and Retailing meant
that it needed a new look. Students enrolled in the College of Communication Arts and
Sciences recently participated in a unique opportunity to put their creative minds to use
and design a new logo. There were nearly 50 different logos submitted, but the
department’s committee selected their favorite. The winner will be honored and all works
will be showcased.
WHO: [TEXT]
WHAT: [TEXT]
WHERE: [TEXT]
WHEN: [TEXT]
FACTS: [TEXT]
OTHER: [TEXT]
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East Lansing, MI 48825
APPENDIX N
NEWS RELEASE
Dr. John Doe will succeed retiring chairperson, Dr. Bonnie Reece. Doe has more
than 20 years experience in advertising and public relations. He is the CEO and
president of his own advertising agency, Doe Advertising, Inc., in Haslett, Mich.
Doe graduated from MSU in 1972 from the College of Communication Arts and
Sciences and he is excited to be back.
“I have big shoes to fill taking over for Dr. Reece, but I am looking forward to joining
the outstanding faculty within the department,” Doe said.
Note: The remaining text could describe Dr. Reece’s accomplishments, how the new
chairperson was chosen, and information about the department.
-# # #-
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East Lansing, MI 48825
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