Bateman Case Competition 2013

7/30/2019 Bateman Case Competition 2013

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MURRAY STATE UNIVERSITY BATEMAN CASE COMPETITION 2013

NO BULLIES - JUST HEROES!

THE RESPONSIBILITY IS YOURS!Team Members:Allyson Putman

Brandon OrrGretchen GreenKatelyn HensonErin Behbehani

Faculty Advisor:Dr. Timothy Vance

Professional Advisor:Sherry Purdom


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Table of Contents

Introduction ........................................................................................................................................... 1

Situational Analysis ................................................................................................................................. 1

Secondary Research ............................................................................................................................. 1

Bullying Awareness Survey ..................................................................................................................... 4

Target Audiences ................................................................................................................................... 5

Challenges and Opportunities ................................................................................................................ 5

Key Messages ....................................................................................................................................... 6

Goals, Strategies, Objectives and Tactics ................................................................................................ 7

Conclusion ........................................................................................................................................... 10

Appendix ............................................................................................................................................. 11

Primary Research ........................................................................................................................... 11

References ..................................................................................................................................... 12

Expenditure Reports ....................................................................................................................... 13

Collateral Materials ......................................................................................................................... 14


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Introduction

Murray, Ky. The friendliest small town in

America. Still, were no exception to the worlds

problems. Bullying is an issue that hits home with

children and adolescents across the United States.

The Murray State Bateman team, charged with the

task of creating an anti-bullying campaign, sought

to understand how to keep bullying at bay starting

with our own community. After thorough research,

we worked with Murray Middle School to better

the lives of its students and empower them to take

action and become their own superheroes.

Our team believes that a superhero can be

anyone, anywhere and that is a message we

wished to convey to middle school students in ourcommunity and potentially the nation as a whole.

It is easy to feel small when you are young, but

when you know that there are people supporting

you the possibilities are endless. The Murray

State Bateman team created a campaign that

encouraged students to be a hero for themselves

and for others. A bystander in any situation

has the opportunity to be a hero and stop the

wrongdoings. That is why we are striving to ensure

that schools and communities everywhere have

No Bullies Just Heroes.

Situational Analysis

The Internet and cell phones have provided

our society with constant contact, enabling

bullies to follow us home. Despite efforts by

organizations to address this issue, children are

lost in a sea of mixed messages from parents,

teachers and friends. From our primary research

we discovered that students are confused about

myths surrounding bullying and were unsure how

to report it. Many students feared that reportingbullying would get them in trouble or lead to

retaliation from the bullies. Studies uncovered

during our secondary research proved that ignoring

bullying is not enough to put a stop to the problem

Thus, we tasked ourselves with creating a system

where students would feel comfortable both

reporting and standing up to bullying.

Upon analyzing popular culture, the Murray

State Bateman team tried to nd something

that transcends generations. With the age levelof our audience and recent media trends, the

team deemed a Justice League theme the best

option. Middle school students admire the heroes

portrayed in movies and comic books and are

inspired by their goodwill. We focused our attention

on convincing students to realize that they can

be real-life heroes and it is up to them to take

responsibility for reporting and stopping bullying

when they witness it.

Secondary Research

Our secondary research provided insight into

key issues associated with bullying as well as the

many concerns faced by parents and authority

gures by pointing out undeniable facts. These

facts include why bullying occurs, how it happens

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and its effects. This information proved vital when

developing additional research plans and the

early stages of the anti-bullying public relations

campaign.

What exactly is bullying?Stopbullying.org denes bullying as unwanted,

aggressive behavior among school-aged children

that involves a real or perceived power imbalance.

The behavior is either repeated or has the potential

to be repeated over time. Bullying includes actions

such as making threats, spreading rumors,

attacking someone physically or verbally and

purposely excluding someone from a group.

Types of Bullying:Physical Bullying hitting, kicking, tripping,

pinching, pushing or damaging property.

Verbal Bullying name-calling, insulting, teasing,

intimidating, homophobic or racist remarks or other

verbal abuse.

Cyber Bullying harassment via mobile phone,

setting up a defamatory personal website or

deliberately excluding someone from social

networking spaces.

Covert Bullying lying and spreading rumors,negative facial or physical gestures, menacing

or contemptuous looks, playing nasty jokes to

embarrass and humiliate, mimicking unkindly,

encouraging others to socially exclude someone,

damaging someones social reputation or social

acceptance.

Bullying: Who, What, When, Where and Why

The Bully and the Bullied:

One in seven students is either a bully or victim.

Studies show one of ve kids admits to being a

bully or participating in some bullying.

Boys will most likely choose either gender as a

victim and tend to use physical tactics.

Girls primarily focus threats on other girls and

often bully by social exclusion.

When it Happens:

Bullying occurs most often between fourth and

eighth grade.

Every seven minutes a child is bullied.

Where it Happens:

54 percent of students said witnessing physical

abuse at home could lead to violence in school.

56 percent of students have personally

witnessed some type of bullying at school.

38 percent of girls and 26 percent of boys reportbeing bullied online.

The Effects:

15 percent of all school absenteeism is directly

related to fears of being bullied at school.

One in every 10 students dropping out of school

does so because of repeated bullying.

By age 24, 60 percent of bullies have been

charged with a crime.

Bullying is a leading factor in suicide among

children 11-16 years old.

Harassment and bullying have been linked to 75

percent of school-shooting incidents.

90 percent of bullying victims admitted to

suffering negative side effects, including:

- Signicant drop in grades

- Increase in anxiety

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- Loss of friends

- Loss of social life

Why this is Important:

71 percent of students report incidents of

bullying as a problem in their school.

In schools with anti-bullying programs, bullying is

reduced by 50 percent.

Recent bullying statistics admit that half of all

bullying incidents go unreported.

Signs a Child is Being Bullied:

When one suspects that a child is being bullied,

they should consider any recent changes in

behavior. Some signs that may point to a bullying

problem are: Unexplainable injuries

Lost or destroyed clothing, books, electronics or

jewelry

Frequent headaches or stomachaches, feeling

sick or faking illness

Changes in eating habits such as suddenly

skipping meals or binge eating

Difculty sleeping or frequent nightmares

Declining grades, loss of interest in schoolwork

or not wanting to go to school

Sudden loss of friends or avoidance of social

situations

Feelings of helplessness or decreased self

esteem

Self-destructive behaviors such as running away

from home, harming themselves or talking about

suicide

Signs a Child is Bullying Others:

According to our research, we found that bulliestend to exhibit similar warning signs. A child or

student may be bullying others if the following

statements describe him/her:

Getting into physical or verbal ghts

Friends with other bullies

Increasingly aggressive behavior

Sent to the principals ofce or detention frequently

Have unexplained extra money or new things

Dont accept responsibility for their actions

Are competitive and worry about their reputation

or popularity

Kentuckys Anti-Bullying Bill

This admendment to KRS 158.440 requires

the Kentucky Department of Education to provide

guidance to local school districts to assist with the

implementation of anti-bullying programs at the

local level. Additionally, the legislation requires that

model policies (anti-bullying, code of conduct,

and supervision of students) be provided to

school districts.

Informational Interviews:

Interview with Leisa Faughn

Leisa Faughn is a former middle school teacher

and the current guidance counselor at Murray

Middle School. She has been working on bullying

awareness with her faculty, staff and students for

several years.

Current Anti-Bullying Tactics and Training in Place:

Murray Middle School follows the Kentucky

Department of Education (KDE) policy requiring awritten report of each incident and contact with

both parties involved, as well as their parents. After

the issue has been made known to all parties,

parents and administrators, and the appropriate

paperwork completed, disciplinary actions are

decided upon and enforced as the principal sees

t.

Murray Middle School seventh-graders and

eighth-graders follow the KDE cyber-bullying

curriculum.

Faculty at Murray Middle School is required to

complete the Signs of Suicide (SOS) program,

a 3-hour online training seminar for suicide

prevention, at the beginning of each school year.

Bullying awareness posters are displayed

throughout the campus.

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Interview with Susan Guess

Susan Guess is marketing director for the

Paducah Bank and Trust Company in Paducah,

Ky. Susan has been an advocate for anti-bullying

since learning that her own daughter had fallen

victim to bullying in school.

Her efforts:

Guess has completed a fundraiser for bullying

awareness, featuring New York Times best selling

author, Jodee Blanco, as the keynote speaker.

Blanco is the author of Please Stop Laughing at

Me, a semi-autobiographical story about her own

struggles with bullying.

She has been lobbying in Kentucky to have the

rst statewide program against bullying for schoolsthroughout the state.

Guess created two YouTube videos of her

daughter and herself sharing their personal story

of how bullying has affected their lives. These

YouTube videos went viral and have received

over 3,000 hits.

She was named to the Not in Our School

(NIOS) National Advisory Committee in January

2013. Not in Our School has worked for over a

decade to empower students and create secure

environments that are free of bullying, harassment

and all forms of intolerance.

Bullying Awareness Survey

After conducting thorough secondary research,the team distributed a survey to Murray Middle

Schools sixth-grade, seventh-grade and eighth-

grade students regarding general knowledge of

bullying. Surveys were administered to students

prior to developing specic tactics for evaluating

students current knowledge. This allowed

us to identify key issues for the anti-bullying

campaign. We also completed a post-test which

will be instrumental in evaluating the campaigns

success. The survey consists of four sections:

right and wrong, situational, bullying myths and

demographics. For a copy of the survey, please

refer to the appendix.

Survey Breakdown:

Right and Wrong

In this section of the survey, students were

asked how they felt when certain bullying-

related actions occurred and how immoral they

considered these actions. Questions were drawn

from a broad range of topics. The results of

the pretest showed that students were already

capable of identifying bullying and had a rm grasp

on various types of bullying. By examining the

data, we ascertained that students have a strong

moral outlook on what type of behavior is right or

wrong, with 98.16 percent of students identifying

accordingly.

Situational

The situational section of the survey evaluated

how students would react if they were in a situation

that involved bullying. Students answered these

questions by selecting various answers from a

bipolar scaling methond.

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We recognized that many students lacked

condence when it came to standing up for victims

and were unsure if they should report the incidents.

The results of the pretest showed that 22.82

percent of students were unaware of how to reportbullying or were afraid of doing so. Therefore, we

decided that focusing on empowering bystanders

in our anti-bullying campaign was critical.

Bullying Myths

We assessed the students knowledge of the

myths associated with bullying with regard to

gender, condence, popularity, reactions to bullying

situations, types of bullying and interveners. In this

section, we wanted to establish students basic

knowledge and address misconceptions about

bullying through specic tactics. By examining the

pretest survey results, we concluded that students

are confused and have several misconceptions

about various myths presented in the survey.

Demographics

In the demographics section, we identied

basic information about students, including:

gender, age, race, grade level, participation in

extracurricular activities, number of hours of

television watched, number of hours of video

games played, computer and social media account

usage.

Results of the Pretest Survey:

Murray Middle School students have a thorough

understanding of how to identify bullying, types of

bullying, what they should do when bullying occurs

and a strong moral outlook when it comes to

right versus wrong with 98.16 percent of studentscorrectly identifying bullying.

Students are under-condent when faced with

the opportunity to stand up for someone being

bullied and/or knowing what to do when they

witness bullying.

62.64 percent of students demonstrated little

knowledge of the importance of reporting bullying.

Students have several misconceptions of the

types of bullies, their characteristics and how to

react when certain situations occur.

Target Audiences

Choosing the correct public is a major partof any successful campaign message. After

considering all possible options, we chose the

following:

Primary Audience:

Murray Middle School sixth-grade, seventh-

grade and eighth-grade students

Secondary Audience:

Murray Middle School faculty and staff

Families of the sixth-grade, seventh-grade andeighth-grade students at Murray Middle School

Challenges and Opportunities

Challenge #1

We were faced with the obstacle of concerned

administrators and teachers making sure we

maintained a child-friendly campaign that met

federal and state standards. In order to gain

access to work with the children, we rst had to

present our ideas to the local board of education

then to the principal and guidance counselors

at Murray Middle School. This process required

delicate, strategic planning to ensure that we were

in accordance with all specied requirements. It

also required us to solidify our ideas early so that

we would have adequate time to gain approvals

from administrators.

Challenge #2

Generation gaps between students and

members of our team forced us to be creative

with our campaign presentation. We searched for

a theme that appealed to younger children and

we are genuinely passionate about. By reviewing

media trends, we concluded that the popularity of

superheroes was a perfectly timeless way to reach

out to students.

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Challenge #3

School administrators were concerned about

using instructional time to speak with students. We

were challenged to create alternative channels to

get our ideas across. Employing tactics including

social media, posters and a pledge booth, we were

able to avoid interfering with precious instructional

hours while still presenting effective messaging.

Due to an instructional time conict, we were not

granted access to administer the post-test in the

same manner that we administered the pretest.

This challenge may have affected our post-

campaign results.

Opportunity #1

This gave us the chance to work with studentspersonally and promote a large-scale assembly

that was the centerpiece of the program. The

pledge booth displayed our No Bullies Just

Heroes poster and campaign information as

well as an opportunity to win prizes in a rafe. The

pledge cards were signed and kept by students as

a reminder to stay bully-free.

Opportunity #2

While our primary focus was sixth-grade,seventh-grade and eighth-grade students, Murray

Middle School consists of fourth-grade and fth-

grade students as well. As they led into the

cafeteria on the day of our pledge booth, the

younger students were intrigued and excited to

nd out about our program. According to teacher

reports, younger students and those in our target

audience later conversed outside of school about

our campaign. This enabled our message to reach

younger students and get them excited about the

coming years when they will be included in the

program.

Opportunity #3

With the YouTube sensation, Harlem Shake,

going viral just before our assembly, we created

our own version of the video featuring famous

superheroes and an array of other recognizable

characters. This was a fun, exciting way to gain the

attention of students and promote the No Bullies -

Just Heroes slogan through a visual medium. We

incorporated the video into the assembly to get the

students excited about the message they had just

received.

Key Messages

The Responsibility is Yours

Students should be encouraged to tell someone

about bullying behaviors.

Bullying is an issue that should not be ignored.

Anyone can be a hero.

Knowledge is Power

Students receive more help if administrators and

parents know when bullying occurs.

A bully box can motivate students to give more

information anonymously.

Taking a bully pledge empowers students to

make the better decisions and take the

appropriate actions.

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Goals, Strategies, Objectives and Tactics

Campaign Goal:

Increase bullying awareness while providing

steps for empowering the bystander in bullying

situations at Murray Middle School.

Objective 1:

To address the miscommunication and

misinformation of bullying behaviors in middle

schools.

Strategy 1:

To engage students in social media in an

impactful way.

Rationale:

Murray Middle School survey results revealedthat students are unaware of several important

facts about bullying. The survey results also

showed that students are incredibly active on

social media, with 46.5 percent of students having

six or more accounts. We wanted to positively

transform the way they used social media

while educating them on an important topic by

enlightening them as to the myths and facts of this

troubling matter.

Tactic 1:

Our team created a Facebook page to educate

key publics about bullying topics. We provided

industry articles correcting fallacies and myths

identied in the survey process. We also addressed

myths that had proven to be especially confusing

to the students. Examples of these myths are listed

below:

Keeping bullying a secret is helpful.

Victims should ignore bullying behaviors. Telling on a bully will only make the situation

worse.

Objective 1: Success

By the end of our campaign, we had students,

teachers and friends involved with the Facebook

page. With over 100 likes, our page had a great

ow of viewers and the results of the post-test

showed that important information was retained.

Objective 2:

To create a reporting system for middle school

students.

Strategy 1:

Form an anti-bullying club for students to

become more actively involved in the campaign.

Rationale:

A hands-on approach is a great way to getstudents involved and active with the anti-bullying

program. We wanted to nd a way to motivate

students to come together on the issue and

thought how better to do this than to make the

responsibility theirs.

Tactic 1:

Murray Middle School Justice League. We

created a plan for Murray Middle School to aid

in the development of a crime-stopping club

made up of representatives from the sixth-grade,

seventh-grade and eighth-grade students that

helps promote and educate their fellow students

on ways to be bully-free. We did not have the

opportunity to put this tactic into action with the

students, as this program is ongoing and requires

more than a single month to be successful.

Strategy 2:

Create an ongoing survey box that details

specic problem areas among students concerningbullying.

Rationale:

To increase efciency in our campaign and

the schools anti-bullying efforts, we felt it was

important to continually gage students knowledge

and understanding. Creating an effective program

46.5 percent of MMS students have

more than six social media accounts.

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requires valid research to guide the information;

thus, the ongoing survey can provide valuable

information and demonstrate how to best reach

our outcome.

Tactic 1:

Surveys are not always the most fun way to

gather information, but our team is shaking things

up at Murray Middle School. To gather information

on students awareness and gauge their

knowledge, we produced a bully-free survey box.

Students are charged with the task of answering

one survey question per month about bullying.

The questions will be asked during morning

announcements. Answers are written on the

back of a slip of paper and dropped into the box.Students that participate in this exercise are then

entered into a drawing for a chance to win items

donated by the Downtown Merchant Circle, an

organization of retailers in the local community.


In order to give this tactic the proper time to

mature and reach its potential, we left a written

plan of how to run this organization in the hands of

the administrators. The team was able to secure

administrative approval and secure a faculty

advisor. The program is currently underway and is

projected to be in full swing by Fall 2013.

Objective 3:

To educate 150 sixth-grade, seventh-grade andeighth-grade students about why it is important

to report bullying to an authority gure, even as

bystanders.

Strategy 1:

Create a pledge program encouraging the

direct reporting of witnessed bullying to an

authority gure such as parents, teachers and

administrators.

Rationale:According to our primary research, we found

that 69.5 percent of students believed it was best

to ignore all bullying behaviors. The purpose of

the pledge program is to encourage reporting of

bullying, even as a third-party bystander, to an

authority gure for the physical and emotional well-

being of victims.

Tactic 1:

Create pledge cards to distribute at campaign

events. Students signed cards pledging to report

bullying in all situations even as a bystander.

Tactic 2:

Create a take-home that allows individuals

to remember the pledge. The pledge is outlined

on the back of the card along with the students

signature, wherein he or she agrees to report

bullying.

Tactic 3:

Rafe prizes donated to the program from the

Downtown Merchants Association encourage

participation among students. Students are

entered into the rafe when they sign the pledge

stating that they will remain bully free.

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Tactic 4:

Lynely Sullivan, Murray State University

cheerleader and Murray Middle School cheer

coach, spoke to the students about her experience

being bullied at Murray Middle School for manyyears and how she overcame it.

Tactic 5:

Boyd Smith, local minister and former bullying

victim, told the story of his childhood and

highlighted the importance of reporting bullying

and standing up for oneself peacefully.

Tactic 6:

Students attending the No Bullies Just

Heroes program participated in a call and

response activity that asked students to repeat

the phrase just heroes whenever the emcee or

keynote speakers said no bullies.


The campaign was able to reach over 200

students throughout the month of February. With

the help of both keynote speakers at our No

Bullies Just Heroes assembly, we successfully

improved the students knowledge of which

genders bully by 5 percent. We also had 100

percent participation in the call and response, No

Bullies Just Heroes, during the assembly.

Objective 4:

Increase student awareness and availability ofinformation about bullying among Murray Middle

School students, faculty and members of the

Murray community.

Strategy 1:

Use social media to make bullying-related

information readily available to Murray Middle

School students, teachers and the Murray

community.

Rationale:

According to the pretest, nearly all Murray

Middle School students had at least one socialmedia account and 46.5 percent had more than

six. With social medias rise in popularity among

people of all ages, we found this to be an effective

way to communicate with a large and diverse

group.

Tactic 1:

To best engage the students and the

community inuencers, we created a No Bullies

- Just Heroes Facebook page. Here, we

incorporated YouTube videos, other music videos

with song lyrics as well as valuable, inspirational

information to enhance the programs and

educational efforts at Murray Middle School and

within the broader Murray community.

Strategy 2:

Inform Murray Middle School students, faculty

and staff about bullying in fun and creative ways.

Rationale:

Both adults and children enjoy being

entertained. When developing this campaign

we tried to create something that would catch

peoples attention as well as something they would

enjoy.

Tactic 1:

We designed a poster that incorporated the

Justice League theme. We hung these posters

throughout Murray Middle School to provide

information and to entertain the students and

faculty. The posters motivated both students and

faculty members to get excited about the anti-

bullying campaign.

Tactic 2:

We created a video inspired by the YouTube

sensation Harlem Shake to be shared on social

No Bullies - Just Heroes!

- Call & Response

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media platforms and kick-off the assembly. The

video featured team members in superhero

costumes and reinforced the idea of self-

condence, ultimately making students feel more

condent about reporting bullying situations.

Objective 4 Outcome Successful

We made a great impact on the community

with the use of plethora of mediums:

We reached nearly 500 people according to

Facebook Insights.

Posters and visual aids were placed throughout

the school in poplar areas, reaching all 280 sixth-

graders, seventh-graders and eighth-graders.

The online news release received nearly 125

page hits during a 48-hour period.

No Bullies Just Heroes assembly, as well as

all multimedia was host to over 200 students and

30 faculty and staff.

Conclusion

Though the Bateman case competition began

as a way to battle bullying in the Murray, Ky.,

community, it developed into much more. Over the

course of the campaign, the Murray State Bateman

team reached out to and inspired middle school

students, educators and families in the community.

With the help of social media, school involvement

and an eager audience, we impacted the lives

of nearly 300 students and their families. These

adolescents were encouraged to take control by

actively reporting bullying and understanding that

the responsibility is their own.

With the help of our campaign, Murray Middle

School now has access to a plan that can help

local children for years to come. Our tactics are

budget-friendly and can be easily replicated with

other grade levels and incoming students.

Upon the conclusion of the Bateman case

competition, our team had students pledging to

stand up against bullying and feeling responsible

for their own actions. Our local superhero

speakers, sponsors and social media presenceleft students with a feeling of empowerment. The

students chanting No Bullies Just Heroes

were a highlight of the campaign, as we were

able to visualize students being impacted by our

message.

The Murray State Bateman team invites you to

join these students and make this world a better

place lled with No Bullies Just Heroes!

MMS students prepare to participate in a live

Harlem Shake during the No Bullies - Just

Heroes assembly.

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Primary Research

Due to an instructional time conict, we were not granted access to administer the post-survey in

the same manner that we administered the pretest. This challenge may have affected our post-

campaign results.

Statistics were only included if the questions were relevant to our key messages. The data below reects

what percent of students gave the preferred answer to each question. For question wording, refer to the

survey section of this appendix.

Question Pretest Post-test Increase

15 87.00% 90.05% 3.04%20 60.62% 65.61% 4.99%24 72.74% 74.21% 1.47%25 56.34% 57.47% 1.13%

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References

N/A. (2013, Jan 27). Anti-bullying bill led in Kentucky house. Lex18.com. Retrieved from http://www.lex18.com/news/anti-bullying-bill-led-in-kentucky-house

N/A. (2011, June 08). Stand up 2 bullies. Retrieved from http://standup2bullyz.blogspot.

com/2011/06/bullying-facts-and-statistics.html

bullyingstats.info. (2013, March 25). Retrieved from http://bullyingfacts.info/bullying-statistics/

The Alannah and Madeline Foundation. (2010). Four kinds of bullying. Retrieved from http://www.ncab.org.au/fourkindsofbullying/

Are you being bullied?. (2009, November 30). Retrieved from http://parentsadvocatingforsafeschools.webs.com/tips.htm~

Lett, J. (2009, October 25). Make a sound for a voice unheard. Retrieved from http://www.make

beatsnotbeatdowns.org/facts_new.html

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Expenditure Reports

Expenses:

Date Location Item Price

5-Dec Ofce Depot Presentation packet $34.27

17-Dec Ofce Depot Survey supplies $6.958-Feb Ofce Depot Campaign pitch packet $8.97

19-Feb Ofce Depot Cardstock, posterboards $31.82

20-Feb Ofce Depot Posters, leave behinds $121.36

27-Feb Ofce Depot Survey supplies $6.95

26-Mar Ofce Depot Executive Summary $18.46

Total $228.78

In-Kind Donations:

Location Item(s) PriceSirloin Stockae Gift Card (x2) $40.00

Taco Bell Voucher (x34) $23.46

Snappy Tomato Gift Card (x4) $27.96

Penn Station Gift Card (x2) $19.00

Burger King Voucher (x20) $39.80

Zaxbys Voucher (x5) $17.50

Fazolis Voucher (x10) $49.90

Yogurt Your Weigh Gift Card (x2) $10.00

Matt Bs Pizza Voucher $6.84Culvers Voucher (x30) $45.00

Corvette Lanes Voucher (x4) $12.00

University Store Four drawstring bags, two t-shirts $67.94

Total $359.40

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M u r r a y S t a t e U n i v e r s i t y P R S S A B a t e m a n T e a m D e c e m b e r 4 , 2 0 1 2

By: Allyson Putman, Brandon Orr, Katelyn Henson,

Gretchen Green, Erin Behbehani

2013 Bateman Case Competition


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December 4, 2012

Mrs. Eleanor Spry

Assistant SuperintendentMurray Independent School District208 South 13

thSt

Murray, KY 42071

Dear Ms. Spry:

On behalf of the 2012-13 Public Relation Student Society of America (PRSSA) Batemanteam at Murray State University, I would like to thank you in advance for your time and

consideration.

The Bateman Case Study Competition is a national competition that allows students theopportunity to put career skills to work outside the classroom for a real client. This year,

the Bateman case asks students to generate a public relations campaign that promotesawareness about bullying. Since there has not been a national client selected, the

competition challenges students to create a campaign for implementation on a local level.

Within this campaign, it is our desire to educate the children and parents of Murray, Ky.,by taking a proactive approach to bullying awareness that can be implemented anywhere

in our community. To effectively create this plan, we wish to work with Murray MiddleSchool students by administering a survey for research purposes so that we can develop

the most suitable tactics possible. We have already drafted the survey and attached it inthis presentation.

Once again, thank you in advance for allowing the Bateman team the opportunity to

present these materials. Please feel free to contact us with any questions or concerns.

Sincerely,

Allyson PutmanBateman Team Leader

MSU PRSSA1611 Farmer Ave.

Murray, KY 42071270-635-2570


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Table of Contents

I. Contact Information SheetII. Bateman Case Competition Presentation Outline

III. Bateman Case Competition Survey SampleIV. Bateman Case Competition GuidelinesV. Additional Notes


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Bateman Team Contact Information

Allyson Putman

[email protected]

Brandon Orr

[email protected]

Katelyn Henson

[email protected]

270.703.5859

Gretchen Green

[email protected]

Erin Behbehani

[email protected]

270.519.1786

Tim Vance, Faculty Adviser

[email protected]

Sherry Purdom, Professional [email protected]

270.293.0012


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Bateman Case Competition Outline

I. Bateman Case competitiona. Murray Middle School

II. About the Competitiona. First established as the National Case Study in 1973b. The case challenges teams of students to create a public relations

campaign for an actual client, which includes:

i. researchii. planning

iii. implementationiv. evaluation

III. What the Competition Does for Studentsa. More than 75 teams enter the competition each yearb. Students achieve real-world experience, such as:

i. rsum additionsii. portfolio pieces

iii. employment opportunitiesIV. Past Bateman Sponsors

a. American Heart Associationb. Tobacco-Free Kids Campaignc. Visa U.S.A.d. Ford Motor Credit Companye. United States Census Bureau

V. Bateman Competition Judginga. After an extensive judging process, three finalists are chosen to present

their campaigns to the sponsor, who receives the rights to the ideaspresented.

b. Since there is no sponsor this year, the campaign is to be implemented ona local level only.

VI. The 2013 Casea. Goals of 2013 Bateman Case Study Competition:

i. Increase awareness of the serious short- and long-termconsequences of youth bullying

ii. Inform the target audience about the steps they can take to helpprevent and report bullying.

VII. Bateman Case Timelinea. November 5: Registrationb. February 1-28: Campaign implementationc. March 29: Campaign executive summary dued. April: Campaigns are judged


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VIII. Purposea. Revival of Bateman cases from Murray Stateb. College students impact on younger studentsc. Create an on-going awareness campaign should bullying ever become a

problem

d.

Increase and apply our knowledge and skillsIX. Why Murray Middle School?a. Geographic area and populationb. Manageable sizec. Easily accessibled. Educate the Murray Community

X. Surveya. Gateway to the rest of our projectb. Constructed from an awareness point-of-viewc. Shows no accusations or assumptionsd. Completely anonymous

XI.

Sample Survey Questionsa. How the respondents feel (right or wrong)b. What respondents do in specific situationsc. Myths about bullyingd. Demographicse. Extracurricular activities

XII. Benefits of the Programa. Educational and funb. Increases awarenessc. Assessment results can be providedd. Improves student teacher relationshipse. Positive publicity for Murray Middle Schoolf. Proactive step against future bullyingg. Survey results are confidentialh. Teacher and Administratorsi. Efficient

i. Timeii. Convenient

iii. Easily understoodiv. Survey is a necessary first stepv. Progression of bullying prevention, post-program

XIII. Questions?


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Bullying Survey Draft

Section 01. Right and Wrong

How do you feel when?1. Someone teases a weaker person in public?

A. It is very wrong

B. It is kind of wrongC. It is kind of ok

D. It is the right thing to doE. I do not want to answer

2. Someone spreads rumors or lies behind anothers back?

A. It is very wrongB. It is kind of wrong

C. It is kind of okD. It is the right thing to doE. I do not want to answer

3. Someone spreads lies, rumors or makes fun of another person on the Internet?


C. It is kind of okD. It is the right thing to do

E. I do not want to answer

4. Someone physically picks a fight, shoves or pushes another person? A. It is very wrong



5. A group cheers or encourages a fight?


C. It is kind of ok



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6. A group ignores someone being pushed around?


C. It is kind of ok


7. A group encourages being mean to others or spreading lies about others?A. It is very wrong



8. A group defends those being pushed around?




9. Someone reports bullying to an authority figure?A. It is very wrong



10. Someone reports rumors or lies others are spreading to an authority figure?




Section 02. Situational

11. Would you help someone if they were pushed or shoved?

A. Yes, I would help.

B. I want to help, but am unsure how.C. Not sure.

D. I know how to help, but I choose not to.E. No, I dont know how to help and I choose not to.


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12. Would you help if someone received mean messages over Facebook or text

messaging?A.Yes, I would help.

B. I want to help, but am unsure how.

C. Not sure.D. I know how to help, but I choose not to.E. No, I dont know how to help and I choose not to.

13. Would you tell a teacher or authority figure if you witnessed bullying?

A. Yes, I would tell.B. I want to tell, but am afraid to.

C. Not sure.D. No, I would not to tell.

14. Would you join in if someone were making rude or mean comments about

another person?A. Yes.

B. Not sure.C. No, I would not join in.

Section 03. Bullying Myths

15. Boys bully more than girls.

A. Strongly agreeB. Agree

C. NeutralD. Disagree

E. Strongly disagree

16. Bullies are insecure and have low self-esteem.

A. Strongly agree

B. AgreeC. Neutral

D. DisagreeE. Strongly disagree

17. Bullies don't have friends.





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18. Bullies have more power than their victims.


C. Neutral


19. Bullies are more popular than their victims.A. Strongly agree

B. AgreeC. Neutral


20. Victims should ignore bullying behaviors.




21. Victims can usually stop the bullying themselves if they fight back. A. Strongly agree

B. AgreeC. Neutral


22. Other children should stay away from the bully-victim situation or they will get

bullied as well.

A. Strongly agree

B. AgreeC. Neutral


23. Victims usually bring the trouble on themselves.





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24. Keeping the bullying a secret helps the bully.A. Strongly agree

B. Agree

C. NeutralD. DisagreeE. Strongly disagree

25. Telling on a bully will only make the situation worse for the victim.




26. Bullying does not happen in circles of friends.A. Strongly agree

B. AgreeC. Neutral


27. Spreading rumors is a form of bullying.




28. Interveners (or people who help the victim) should threaten or intimidate the

bully to stop the bullying.




29. Teachers or adults intervene often to stop bullying.A. Strongly agree

B. AgreeC. Neutral



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30. Teachers and parents need help from students to know about the extent of

bullying.

A. Strongly agree

B. Agree


Section 04. Demographics

What grade are you in?A. 6th

B. 7thC. 8th

How old are you?A. 10

B. 11C. 12

D. 13E. Older than 13

What is your gender?

A. MaleB. Female

C. I dont feel comfortable answering this question.

What grades do you usually make in school?A. Mostly As and Bs

B. Mostly Bs and CsC. Mostly Cs and Ds

D. Mostly Ds and FsE. I dont feel comfortable answering this question.

Do you participate in any extracurricular activities? (Examples: Sports, Church

Groups, Academic Team, Band, Clubs, etc.)

A. I participate in 3 or more extracurricular activitiesB. I participate in 2-3 extracurricular activitiesC. I participate in at least one extracurricular activity

D. I do not participate in any extracurricular activities


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What is your ethnicity?

A. WhiteB. African American

C. Hispanic/Latino

D. OtherE. I dont feel comfortable answering this question.

How many hours do you spend watching TV every day? A. 5 or more hours per day

B. 3-4 hours per dayC. 2-3 hours per day

D. 1 hour or less per dayE. I do not watch TV.

How much time do you spend playing video games each week?

A. 6 or more hours per weekB. 4-5 hours per week

C. 2-3 hours per weekD. 1 hour per week

E. I do not play video games.

How much time do you spend on a computer outside of school each week?A. 6 or more hours per week

B. 4-5 hours per weekC. 2-3 hours per week

D. 1 hour per weekE. I do not use a computer outside of school.

How many social media accounts do you have? (Facebook, Twitter,

Instagrametc.)A. 6 or more

B. 4-5C. 2-3

D. 1E. I do not use social media.


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Additional Notes:


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Bullying Survey

Section 01. Right and Wrong

How do you feel when?

1. Someone teases a weaker person in public?

A. It is very wrong


D. It is the right thing to do


2. Someone spreads rumors or lies behind anothers back?

A. It is very wrong

B. It is kind of wrong

C. It is kind of ok



3. Someone spreads lies, rumors or makes fun of another person on the Internet?

A. It is very wrong




4. Someone physically picks a fight, shoves or pushes another person?

A. It is very wrong


C. It is kind of ok



5. A group cheers or encourages a fight?


C. It is kind of ok



6. A group ignores someone being pushed around?

A. It is very wrong


C. It is kind of ok


7. A group encourages being mean to others or spreading lies about others?A. It is very wrong


C. It is kind of ok



8. A group defends those being pushed around?

A. It is very wrong





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9. Someone reports bullying to an authority figure?

A. It is very wrong


C. It is kind of ok


10. Someone reports rumors or lies others are spreading to an authority figure?

A. It is very wrong


C. It is kind of ok



Section 02. Situational

11. Would you help someone if they were pushed or shoved?

A. Yes, I would help.

B. I want to help, but am unsure how.C. Not sure.

D. I know how to help, but I choose not to.

E. No, I dont know how to help and I choose not to.

12. Would you help if someone received mean messages over Facebook or text messaging?

A.Yes, I would help.

B. I want to help, but am unsure how.

C. Not sure.

D. I know how to help, but I choose not to.

E. No, I dont know how to help and I choose not to.

13. Would you tell a teacher or authority figure if you witnessed bullying?

A. Yes, I would tell.

B. I want to tell, but am afraid to.

C. Not sure.

D. No, I would not to tell.

14. Would you join in if someone were making rude or mean comments about another person?

A. Yes.

B. Not sure.

C. No, I would not join in.

Section 03. Bullying Myths

15. Boys bully more than girls.A. Strongly agree

B. Agree


16. Bullies are insecure and have low self-esteem. A. Strongly agree

B. Agree




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17. Bullies don't have friends.

A. Strongly agree

B. Agree



18. Bullies have more power than their victims.A. Strongly agree

B. AgreeC. NeutralD. Disagree


19. Bullies are more popular than their victims.A. Strongly agree

B. Agree



20. Victims should ignore bullying behaviors. A. Strongly agreeB. Agree



21. Victims can usually stop the bullying themselves if they fight back.A. Strongly agree

B. Agree



22. Other children should stay away from the bully-victim situation or they will get bullied as well. A. Strongly agree

B. Agree



23. Victims usually bring the trouble on themselves.A. Strongly agree

B. Agree



24. Keeping the bullying a secret helps the bully.A. Strongly agree

B. Agree




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25. Telling on a bully will only make the situation worse for the victim.A. Strongly agree

B. Agree



26. Bullying does not happen in circles of friends.A. Strongly agree

B. AgreeC. NeutralD. Disagree


27. Spreading rumors is a form of bullying.A. Strongly agree

B. Agree



28. Interveners (or people who help the victim) should threaten or intimidate the bully to stop the bullying.A. Strongly agreeB. Agree



29. Teachers or adults intervene often to stop bullying.A. Strongly agree

B. Agree



30. Teachers and parents need help from students to know about the extent of bullying. A. Strongly agree

B. Agree



Section 04. Demographics

What grade are you in?A. 6th

B. 7th

C. 8th

How old are you?

A. 10

B. 11

C. 12

D. 13

E. Older than 13

What is your gender?

A. Male

B. Female

C. I dont feel comfortable answering this question.


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What grades do you usually make in school?

A. Mostly As and Bs

B. Mostly Bs and Cs

C. Mostly Cs and Ds

D. Mostly Ds and Fs

E. I dont feel comfortable answering this question.

Do you participate in any extracurricular activities? (Examples: Sports, Church Groups, Academic Team,

Band, Clubs, etc.)

A. I participate in 3 or more extracurricular activities

B. I participate in 2-3 extracurricular activities

C. I participate in at least one extracurricular activity

D. I do not participate in any extracurricular activities

What is your ethnicity?

A. White

B. African American

C. Hispanic/LatinoD. Other

E. I dont feel comfortable answering this question

How many hours do you spend watching TV every day?

A. 5 or more hours per day

B. 3-4 hours per dayC. 2-3 hours per day

D. 1 hour or less per day

E. I do not watch TV.

How much time do you spend playing video games each week?A. 6 or more hours per week

B. 4-5 hours per week

C. 2-3 hours per week

D. 1 hour per week

E. I do not play video games.

How much time do you spend on a computer outside of school each week?

A. 6 or more hours per weekB. 4-5 hours per week

C. 2-3 hours per week

D. 1 hour per week

E. I do not use a computer outside of school.

How many social media accounts do you have? (Facebook, Twitter, Instagrametc.)

A. 6 or more

B. 4-5

C. 2-3

D. 1

E. I do not use social media.


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February 7, 2013

Dear Ms. Carter,

First and foremost, I would like to thank you for your time and the opportunity to workwith the 6

th, 7

thand 8

thgrade students at Murray Middle School. We are excited about the

events that we have planned and cannot wait to share them with you.

In the last few months, we have worked very hard to plan a public relations campaignagainst bullying. We administered surveys to the 6

th, 7

thand 8

thgrades before the students

went home for Christmas break and the information we retrieved led us to the conclusionthat students would be best served by a campaign striving to empower the bystander. As

we all know, middle school is a time of great peer pressure but we want to change that asit relates to bullying.

With this letter is a chart detailing our goals, objectives, strategies and tactics as well as a

list of sponsors willing to support this campaign. Please look this information over andfeel free to contact our faculty adviser, Tim Vance, or myself with any questions or

concerns. Thank you again for your time.

Sincerely,

Allyson PutmanBateman Team Leader


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Bateman Team Contact Information

Allyson Putman

[email protected]

Brandon Orr

[email protected]

270.227.2565

Erin Behbehani

[email protected]

270.519.1786

Gretchen [email protected]

270.719.0421

Katelyn Henson

[email protected]

270.703.5859

Tim Vance, Faculty [email protected]

270.227.9637


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GoalProvide steps for empowering

the bystander in bullying

situations

To rectify myths

concerning bullying in

middle schools

Assembly

Social Media

To create and educateupon a reporting system

for middle school

students

The New Face of Justice

Assembly

Social Media

To educate the students on the

importance of opening up about

bullying and taking action

The New face of Justice

Bully- Free Pledge

Social Media

To increase availability of

information on bullying at

school

F.O.D. Social Media

Survey/Reporting Box

Social Media

To open lines of

communication

between parents the

school system

MailersSocial Media

Objectives

Strategies


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the responsibility is yours!

Monday, Feb 25 Murray Middle Auditorium

no bullies, just heroes!


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Who: We are Murray State University students workingan anti-bullying campaign, The New Face of Justice.

What: Our team of five members is working to educatestudents and faculty at Murray Middle School aboutbullying on every level. We want to further MMS bullyiinitiatives and create an environment where students feempowered and understand these issues.

When: No Bullies, Just Heroes on February 25 in thMurray Middle School Auditorium.

Why: Understanding how and why bullying happens aknowing what to do about it is important to students anfaculty across the board. We want students to know tha

saving the day doesnt just happen with superheroes incomic books, but anytime someone speaks up againstcrime. This is why we want every school especially M

to be bully free so that there are no bullies, just heroe


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I PLEDGE

To always speak up when I witness bullying,even if I am not involved.

To respect my fellow students and friends. To never engage in or promote acts of bullying.Name: ____________________________________

Date: ____________________________________

The responsibility is mine!

I PLEDGE



Date: ____________________________________


I PLEDGE



Date: ____________________________________


I PLEDGE



Date: ____________________________________


I PLEDGE



Date: ____________________________________


I PLEDGE



Date: ____________________________________


I PLEDGE



Date: ____________________________________


I PLEDGE



Date: ____________________________________


I PLEDGE



Date: ____________________________________


I PLEDGE



Date: ____________________________________



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FOR IMMEDIATE RELEASE

February 21, 2013

Contact:

Allyson Putman

PRSSA Bateman Team Leader

(270) 635-2570

[email protected]

MURRAY MIDDLE SAYS NO BULLIES

Inspiring Students to be Heroes

MURRAY, Ky Murray Middle School (MMS) is saying no to bullies this Monday, Feb. 25, with

an empowering anti-bullying assembly to be held in the MMS auditorium.

The assembly is the capstone of an ongoing campaign calling MMS students to action

against bullying. Included in the program are Murray State University students, a Murray native,

interactive activities and prizes for students who have pledged to be bully-free.

Prior to the assembly, students were surveyed to test their knowledge of bullying and

given the opportunity to take a bully-free pledge during their lunch period. This resulted in

phenomenal participation, with over 200 students pledging.


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This undertaking was created and executed by the Murray State Public Relations

Student Society of America (PRSSA) Bateman team. The Bateman team is competing against

hundreds of other small groups in a nationwide case study competition. Teams were charged

with the task of creating an anti-bullying campaign to be implemented on the local level.

Being a part of this campaign has been an extremely rewarding and educational

experience, Bateman team member Brandon Orr said. Knowing that the students have been

positively influenced by something that we created is very satisfying.

To best communicate with the middle school students, the campaign theme is The New

Face of Justice, taking a superhero approach to reporting bullying. Coupled with this is the

slogan of the campaign No Bullies, Just Heroes. This was designed to empower students and

faculty alike to take a stand against bullying and understand that superheroes are not just found

in comic books, but in everyday life.

The Murray State PRSSA Bateman team and MMS have achieved success in the

campaign thus far and are much looking forward to the assembly. The program will take place

at 8:00 a.m. for 6th grade and 9:00 a.m. for 7th and 8th.

For more information, please contact Allyson Putman, PRSSA Bateman team leader or

Leisa Faughn, MMS guidance counselor.

##


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FOR IMMEDIATE RELEASE

February 21, 2013

Contact:

Allyson Putman

PRSSA Bateman Team Leader

(270) 635-2570

[email protected]

MSU STUDENTS COMPETE IN NATIONAL CASE STUDY COMPETITION

Turning Middle School Students into Heroes

MURRAY, Ky Members of the Public Relations Student Society of Americas (PRSSA)

Bateman Case Study Competition team have partnered with Murray Middle School (MMS) to

implement a student-designed anti-bullying campaign.

The Bateman Case Study Competition is PRSSAs annual public relations competition

among university chapters. It challenges students to plan, create and implement a full public

relations campaign based on a chosen topic. The competition planning stage begins officially in

November but implementation of the campaign is only allowed in February.

The completion of this project will be the first from Murray State in nearly five years.

The team members are Allyson Putman, senior from Clay, Ky, Brandon Orr, senior from

Murray, Ky, Gretchen Green, senior from Herndon, Ky, Erin Behbehani, senior from Paducah,

Ky, and Katelyn Henson, senior from Benton, Ky.


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PRSSA president and team leader Allyson Putman talks about how difficult a large scale

campaign can be.

It has been very trying at times but overall it has been very rewarding and enlightening,

Putman said.

The team is currently working on one of the larger tactics its has planned, a multi-grade

assembly.

Monday, Feb. 25, the 6th, 7th and 8th-grade students will attend an anti-bullying

assembly in the MMS auditorium at 8 and 9a.m. The program itinerary outlines student

testimonies, prizes and their own twist of the Harlem Shake YouTube sensation.

Speakers will share their own stories with the students, while empowering and educating

students on how to stand up against or report bullying.

In preparation for the assembly, the MSU students set up a bully-free pledge booth

motivating the students to think about the issue. MMS students had the chance to sign bully-free

pledges during their lunch period over the past week. More than 300 students were eager to

sign the pledge.

The assembly is the highlight the campaign created by the Bateman Case Study

Competition team. The slogan of the campaign, No Bullies, Just Heroes! was designed to

encourage students to be like the superheroes - not the villains.

I am super excited to see several months of planning finally come together in an

interactive way, team member Brandon Orr said.

The Public Relations Student Society of America is a professional organization for

university students who are interested or majoring in public relations. The organization connects

the students with professionals in the field and allows them to gain real-life experience. For

more information about the Bateman case competition or PRSSA, contact Elizabeth Thomas at

270-809-5441 or [email protected].

-###-


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Media contact:

Gretchen Green270-719-0421

[email protected]

Bateman Case Competition 2013

Documents

Transcript of Bateman Case Competition 2013