Millersville VPAC Campaign Planbook (FINAL DRAFT)

PLAN BOOK

The Office of Visual & Performing Arts at Millersville University42 N. Prince Street Lancaster, PA 17603

DECEMBER 8, 2015

THE M

EDIA

RELATIONS PRO

JECT

Connecting Outlets to Cultivate Relationships

INFORMATION CAMPAIGN

A Millersville University of Pennsylvania Student-Run Public Relations Agency

P recision Public Relations

VISION Amirah Mikell Account Executive

Millersville University, Millersville, PA 17551CONTACTS: Amirah Mikell, Account Executive (267) 407-4954 Dr. Jennifer Wood, Associate Professor (717) 871-7291

Precision Public Relations values: - an ethical practice built on honesty and integrity.- a strategic practice that is precise, measurable and relevant to each client.- creating a strong and mutually beneficial relationship.- an environment that fosters continuous growth.

Our mission is simple; to provide our clients with the most precise plan to lead them to their ideal state. Through detailed research, planning and implementation, we aim to help our clients expand their business and exceed their own expectations.

VALUES

Precision Public Relations’ vision is to help clients pinpoint a problem and/or opportunity and guide them to an ideal state using the most precise tactics and methods that work best for their organization. We pursue this vision through proper leadership, teamwork and accuracy of details. At Precision Public Relations, we believe that creating a precise, detail-oriented environment allows us to be the best student-run public relations agency in our field.



Team Page

Planning

Creative

Jordyn Newsome Copy Director, Co-Media Planner

Morgan Hartmoyer Research Director, Co-Media Planner

Derek Klann Assistant Account Executive

Julia Nikolaus Creative Director

MISSION

THE TEAM

September 22, 2015

Stacy Rutherford Assistant Director, Business Operations Millersville University of PennsylvaniaOffice of Visual and Performing Arts60 West Cottage AveMillersville, PA 17551

Dear Stacy Rutherford,

Enclosed is the information campaign planbook titled “The Media Relations Project Information Campaign.” The planbook explains in detail the research to be completed and the work that has been done by Millersville University students enrolled in the Public Relations Campaign 452.01 course during Fall 2015 for your organization. This campaign has been requested by you, the Assistant Director of the Office of Visual and Performing Arts at Millersville University.

The planbook outlines the four strategic phases of this public relations campaign that we used, upon your previous approval, to conduct a three-month information campaign for your organization. After conducting our own primary and secondary research, we further analyzed the problem in which your organization is facing and acted upon our findings to fix it.

After speaking with you, it was stated that your organization faces challenges in gaining media presence during performances and events held at both the Winter and Ware Center. This problem is due to the lack of sustainability in maintaining mutually beneficial relationships between your organization and the targeted publics. We proposed to host a media event with the intentions of bringing in local media patrons to both facilities during events and performances, as well as informing the media of your organizations’ services and abilities.

After proposing a media information campaign, we executed the four step process in relation to your needs and what would work for your organization. With the intention of gaining more local media attention, we reviewed your current media kit and tactics and will further explain our findings in this planbook.

We plan to not only demonstrate the effective process of communication in our field, but we will also be fulfilling the obligations of public relations professionals, which we are properly equipped to do.

We look forward to hearing your feedback.

Sincerely,

Amirah MikellAccount Executive, ([email protected])



EXECUTIVE SUMMARY

h Precision Public Relations g

Millersville University of Pennsylvania w Dr. Jennifer Wood w Fall 2015

THE M

EDIA

RELATIONS PRO

JECT


This is a brief overview of the project that highlights main points from the campaign, goals and objectives, and other important factors.


Millersville University of Pennsylvania w Dr. Jennifer F. Wood w COMM 452 w Fall 2015

THE M

EDIA

RELATIONS PRO

JECT


Executive Summary

Client

The Arts at Millersville University, also referred to as the Office of Visual and Performing Arts at Millersville University. Client contact: Stacy Rutherford, Assistant Director.

Fixed Time Period

This information campaign was executed from September 15, 2015 through December 15, 2015.

Introduction

The client contact, Stacy Rutherford, has expressed concern with the Arts at Millersville University’s current level of media coverage and the “hand-me-down” media list she was given.

Background

The Arts at Millersville University continues Millersville University’s long history of hosting performances and fosters innovation, creative thinking, collaboration and community and campus engagement. The Arts at Millersville University oversees two state-of-the-art facilities; the Ware Center, located in downtown Lancaster, and the Winter Center, located on Millersville University’s campus.

Situation Analysis

The current state of the client is the lack of a reliable media relations plan. Using the key message of this campaign, “Connecting Outlets to Cultivate Relationships”, the goal is to reach an ideal state for the organization, which is having a consistent media relations plan that is widely known throughout the organization and can be easily implemented.



THE M

EDIA

RELATIONS PRO

JECT


Executive Summary

Identification of Publics

The internal publics involved are Precision Public Relations, the Director and Assistant Director of the Arts at Millersville University, and the Communication Staff at the office of Visual and Performing Arts at Millersville University.

The external publics involved are the Lancaster media and the Lancaster community.

Summary of Research

Secondary research performed includes a SWOT analysis, Force Field Analysis, defining of media terms, analysis of competition, and an analysis of media outlets within the Lancaster Area.

Primary research includes a content analysis that was performed on the Office of Visual and Performing Arts at Millersville University’s media list, press release examples, and clippings of media activity regarding their facilities and performance schedules. Results determined that 18 percent of the contacts on the current media list are “dead” – meaning they are unusable for various reasons, roughly 22 percent of contacts are outside the Lancaster area, and four percent are repeated contacts.

Theoretical Framework

The theory being implemented throughout this campaign is the Situational Theory of Publics. This theory segments members of a public into active, aware, latent and non-public based on their activity and their knowledge of the organization.

Goals

1. To increase the amount of active and reliable media contacts to 100 percent.

2. To establish personal relationships between the Arts at Millersville University and 75 percent of the updated contact list.

Problem Statement

The problem that the Arts at Millersville University is facing is their need of more local media coverage and stronger media relations.



THE M

EDIA

RELATIONS PRO

JECT


Strategies

Goal 1 Strategy: Dedicating one hour a week updating and checking contacts on media list.5 percent of the budget can be negotiated if the client is interested in purchasing a product/software to help monitor media list.

Goal 2 Strategy: Planning and hosting the media mixer event on November 21 and 22, 2015.

Tactics

Goal 1 Tactics: Dedicating one hour a week checking resources/references to ensure media contact information is up to date. If changes need to be made, the list will be updated.

Recommend using Cision to monitor media list and track media activity.

Goal 2 Tactic: A media appreciation event will be held at the Ware Center and will be a drop-in event that will provide present a media kit which includes important information about the Arts at Millersville University.

A survey will be given during the event to evaluate its effectiveness.

Goal 2 Objective: To inform the local media of the Arts at Millersville University by having 50 percent of the updated media list attend a media appreciation event on November 21, 2015.

Goal 1 Objectives: To decrease the amount of dead contacts on media list to 0 percent by December 15, 2015.To increase the amount of active contacts on the current media list to 100 percent by December 15,2015.To increase the total number of new media contacts to 10 percent by December 15, 2015.

Objectives

Executive Summary



THE M

EDIA

RELATIONS PRO

JECT


If the tactics are completed and the objectives are met, then the goals were achievable. A questionnaire is being distributed at the media event being held on November 21 and November 22, 2015 as a method of feedback and to provide recommendations by media present for future events. The questionnaire will help us reach conclusions as to if the objectives were met.

Evaluation Plans

To connect outlets in the Lancaster media community, Precision Public Relations will provide the Arts at Millersville University with an updated media list, information about media terminology, the Lancaster market and media relations plans. These items will allow the client to be able to have concise communications with the media to market their events to the public. This key message will be used throughout the entirety of the campaign to represent “The Media Relations Project” campaign theme.

“Connecting Outlets to Cultivate Relationships”

To bridge our client’s real state to the targeted ideal state, the key message being used is:

Key Message

Executive Summary



Agency Page............................................................................................................................................ This page gives an overview of the public relations team that will be carrying out this campaign.

Letter of Transmittal................................................................................................................................ This is a short, succinct document that provides a quick look at the information provided in the proposal.

Executive Summary................................................................................................................................. This is a brief overview of the project that highlights main points from the campaign, goals and objectives, and other important factors.

Campaign Theme..................................................................................................................................... This section describes the theme of the information campaign.

Key Message........................................................................................................................................... This section describes the key message which is the backbone of this campaign.

Introduction............................................................................................................................................ This overview provides a snapshot of the campaign concentrating on information about the client and the current situation the client faces. This section includes the client, staff, mission, values, media goals and past public relations efforts.

ResearchThis stage includes all of the research carried out throughout the course of this campaign. This allowed our team to assess the situation, review data, and develop our plan of action that we would use to carry out our campaign.

Background............................................................................................................................................. This section concerns the organization as a whole, its publics and the corresponding relationships, general information, and various analyses of the current situation.Thissectionincludesthespecifiedpublicsandthepublicswheel.

Expert Interview..................................................................................................................................... This section consists of the notes that we made after conducting the expert interview.

Situational Analysis................................................................................................................................. This section includes analyses of the current state of the organization that the client faces, a detailed explanation of the problem, and other related information about the current situation and what the organization hopes to achieve with the use of the campaign. This section includes the secondary research,realstateanalysis,idealstateanalysis,expertinterview,SWOTanalysis,forcefieldanalysis,internalanalysis,externalanalysisandthe stakeholders analysis.

Secondary Research................................................................................................................................

Primary Research....................................................................................................................................

Problem Statement................................................................................................................................. This statement summarizes the problem the organization faces and how it will be solved.

PreliminaryIdentificationofPublics....................................................................................................... This section explains the groups that will be addressed throughout the campaign. It includes internal and external publics.

Summary of Research Report.................................................................................................................. This section includes an extensive look at the proposed primary and secondary research to be carried out in order to fully understand the client and situation to ensure success of the campaign.

Proposed Theoretical Framework............................................................................................................ This section explains the theory of communication that supports the campaign, shedding light on what the theory entails and how it will help make the campaign a success.

Table of Contents





Table of ContentsPlanningThis section includes all the steps our team took in preparation to put our campaign into action. Highlighting the goals and other important aspects of our campaign, this stage illustrates what we planned and what we wanted to achieve with this campaign.

ImplementationThis section also explains exactly what our team did in order to carry out this campaign. Here, we explain the actions taken to put the campaign in motion, illustrating the combined efforts of both Research and Planning stages.

Goals, Objectives and Tactics.................................................................................................................. This section highlights the main goals that the campaign plans to achieve. The campaign objectives are highlighted and serve as checkpoints along the way of reaching the determined goals. This section also explains the steps to be taken in order for the team to reach the goals for the campaign.

EvaluationInthisfinalstage,acompleteevaluationoftheteam’scombinedeffortsispresented.Reflectingonthepreviousthreestages,conclusionsaredrawnfrom our successes, and recommendations are presented to the client for consideration.

Evaluation Plans...................................................................................................................................... Thissectionexplainshowthedatareceivedfromthiscampaignwillbemeasuredaswellasdefininghowtheoutcomesoftheresearchwillbespecified.

Feedback and Program Adjustment........................................................................................................ This section highlights the steps that will be taken to evaluate the campaign once it has run its course. The situation after the campaign will be evaluated and suggestions will be made regarding future action.

Appendices.............................................................................................................................................. This section includes supplementary material for the campaign, including the team resume, positions of team members, agency mission and philosophy, and other important information.





CAMPAIGN THEME



THE M

EDIA

RELATIONS PRO

JECT


This section describes the theme of the information campaign.



THE M

EDIA

RELATIONS PRO

JECT


1

Campaign Theme

THE M

EDIA

RELATIONS PRO

JECT

The theme for this information campaign is “The Media Relations Project.” This theme represents the media relations component that Precision Public Relations is developing and executing for the Arts at Millersville University and the plans for it to be continued after the campaign is completed.

KEY MESSAGE



THE M

EDIA

RELATIONS PRO

JECT


This section describes the key message which is the backbone of this campaign.



THE M

EDIA

RELATIONS PRO

JECT


Key Message

“Connecting Outlets to Cultivate Relationships”

To bridge our client’s real state to the targeted ideal state, we are using the key message:

To connect outlets in the Lancaster media community, Precision Public Relations will provide the Arts at Millersville University with an updated media list, information about media terminology, the Lancaster market and media relations plans. These items will allow the client to be able to have concise communications with the media to market their events to the public. This key message will be used throughout the entirety of the campaign to represent “The Media Relations Project” theme throughout this information campaign.

INTRODUCTION



THE M

EDIA

RELATIONS PRO

JECT


This overview provides a snapshot of the campaign concentrating on information about the client and the current situation the client faces. This section includes the client, staff, mission, values, media goals and past public relations



THE M

EDIA

RELATIONS PRO

JECT


Introduction

Client

Stacy Rutherford is the Assistant Director of the Office Visual and Performing Arts at Millersville University and is also the client contact for this campaign. Her prior experiences include an internship at the Lancaster Alliance and a management position at Main Street of Mt. Joy. Her first job with the Arts at Millersville University was as the Business Director at the Ware Center. She has since been promoted to Assistant Director, where she currently works under the Department Director, Lara Kendall. Rutherford’s focus is on marketing and communication.

Once promoted to her newly acquired position, Rutherford received a media list from the former Director of the Arts at Millersville University. The lists’ content has been described as, “a hand-me-down” with no real depth, strategy or exploration plan. There are roughly 140 individuals who are working or have previously worked in the media around the Lancaster area. It is unsure if these individuals are still actively involved in their position, have been moved to different positions, or if new employees have filled the positions. It is Rutherford’s hope that the media list can be narrowed down, segmented and detailed to include things such as beats, media interests, general release schedules, etc.

Staff

The Office of Visual and Performing Arts at Millersville University has nine full time employees and several part-time and intern student workers. The staff as of September, 2015 is as follows:

Laura Kendall, DirectorStacy Rutherford, Assistant DirectorBarry Kornhauser, Assistant Director of Campus & Community EngagementNathan Cottrell, Assistant Director of Production & FacilitiesJames Smith, Ware Center Facility ManagerLaura Micciche, Event Schedule and Rental CoordinatorAlex Bender, Production CoordinatorLogan Wood, Technical CoordinatorStephanie Witman, Technical CoordinatorDeb Grove, Business Office AssistantEmily Laufer, Front Desk & Ware Center Art Gallery CoordinatorJulie Pyle Childs, Graduate Assistant, Winter Center Event CoordinatorJeff Grey, Technical SupportSheena Hanley, Assistant Event & Concert CoordinatorMichele Littrell, Front Desk Support



THE M

EDIA

RELATIONS PRO

JECT


Introduction

Mission

The Office of Visual and Performing Arts fosters creativity, learning and understanding through diverse events, experiences and collaborations.

Values

The Arts at Millersville University strategically fulfills their mission by implementing the following core values:

Exceptional customer service and artist supportState of the art facilities available to their communityExploration and experimentation with new ideasSafe and inclusive communityMeaningful artistic and cultural learning experiencesEffective stewardship of resources

Media Goals

The expectation of this information campaign would be to raise visibility amongst media personnel for both the Ware Center and Winter Center locations and form mutually beneficial relationships between Stacy and her organization and the media. By strategically informing target publics, most importantly the media, of the clients’ events throughout the Lancaster community, it can potentially increase the amount of media attention and grow the amount audience members, which will play a large role in the continued success of the organization.

Past Public Relations Efforts

An article featuring the 2015-16 season was recently published in the Lancaster Newspaper.

Need for PR Efforts

As mentioned in the Expert Interview with the client Stacy Rutherford, media coverage of the Arts at Millersville University’s performances is the main concern at hand. After being given a what was described as a, “hand-me-down” media list, it is clear that an updated version of this list is needed. Creating and putting this list to use will help the client form mutually beneficial relationships with the local media.

BACKGROUND



THE M

EDIA

RELATIONS PRO

JECT


This section concerns the organization as a whole, its publics and the corresponding relationships, general information, andvariousanalysesofthecurrentsituation.Thissectionincludesthespecifiedpublicsandthepublicswheel.



THE M

EDIA

RELATIONS PRO

JECT


Background

Background of Client

About the Client Contact; Assistant Director, Stacy Rutherford -

The agency was introduced to Stacy Rutherford is the Assistant Director of the Office of Visual and Performing Arts at Millersville University on September 3, 2015. Rutherford is an alumna to Millersville University. Her prior experiences include jobs at the Lancaster Alliance as an intern and Mainstreet of Mt. Joy as a manager. Her first job with the the Office of Visual and Performing Arts at Millersville University was as the Business Director at the Ware Center. She was then promoted to Assistant Director, where she works under Director Lara Kendall. Rutherford’s focus is on marketing and communications. She has been the direct contact and representative of the the Office of Visual and Performing Arts at Millersville University for Precision Public Relations.

Background information regarding the client was collected and compiled to create a better understanding on the client and the proposed project. This information was collected from an expert interview, which occurred on September 5, 2015. More detailed information is located within Appendix K.

About the Client Contact, The Office of Visual and Performing Arts at Millersville University -

General:

The Arts at Millersville University has nine full time employees. The Director is Lara Kendall and the Assistant Director is Stacy Rutherford, the contact for this campaign. The vision of the Arts at Millersville University is, “a culture where everyone is engaged in the community and the world.” The department vision is, “The Office of Visual and Performing Arts fosters learning, creativity, and understanding through diverse events, experiences, and collaboration.” The department strategically fulfills its mission through its core values that include exceptional customer service, artistic support, safe and inclusive community, state of the art facilities available to the community, exploration and experimentation of new ideas, and effective stewardship of resources. The annual budget of operations, beyond affording performers, is $50,000. The colors and logos used by the Arts of Millersville University tie into Millersville University’s primary colors, which are black, yellow/gold, and white.



THE M

EDIA

RELATIONS PRO

JECT


Background

Facilities:

The Arts at Millersville University includes two building for performances; the Winter Center and the Ware Center. The Winter Center has two auditoriums, Biemasderfer and Claire that hold 290 and 650 people, respectfully. The Winter Center is very Millersville University-oriented in the fact that it hosts many classes, holds a department of the university, and holds many student oriented performances during its season. The Ware Center is described as “the arm in the community”. It has three performance centers: Steinem holds 350 people; Owen Salon, which is on the third floor of the building, can comfortably seat 100-110 people in a cabaret-style atmosphere with tables; the Atrium is an extension of Owen Salon that holds 140-150 people cabaret-style. The Ware Center also hosts more than 665 meetings and community forums a year: 366 open to public, 80A% presented by M.U. cultural affairs. The rental aspect of facilities within the Ware Center is a source of revenue for the Arts at Millersville University.

Performances and Tickets:

The performance season for the Arts at Millersville University is September – May. Each year, a program guide for both facilities is created and released to the community. The box office is run through Student Services at Millersville University. The system used is Vendini, which has many functions that include retention of purchaser’s information and communications regarding inclimate weather, cancellations, or program changes. Rutherford reported a small decline in ticket sales and sees area of improvement where discounts to loyal ticket purchasers could be used. Each year in August, a season preview is held at the Ware Center. It details and highlights upcoming performances for the public. Last year, roughly 700-800 community members attended, but very little media personnel were present.

The Campaign -

Purpose:

The ultimate goal of this campaign is to raise visibility of the Arts at Millersville University because it would be seen as positive public relations for the university, gain and retain ticket purchasers, and sell more tickets. Rutherford has some relationships with individuals who work in the media (Lancaster Newspaper, specifically) and a feature regarding the upcoming season was created within the past month.



THE M

EDIA

RELATIONS PRO

JECT


Background:

Background information regarding the client was collected and compiled to create a better understanding on the client and the proposed project. This information was collected from an expert interview, which occurred on September 5, 2015. More detailed information is located within the Expert Interivew section of the Planbook and Appendix K.

The current Director and Assistant Director at the Visual and Performing Arts Center received a media list from the former Director of the Arts at Millersville University. It is described as, “a hand-me-down list with no real depth, strategy, or exploration.” There are roughly 140 individuals who are working or have previously worked in the media around the Lancaster area. It is unsure if these people are still there, have been moved to different positions, or new people have filled the positions. It is Rutherford’s hope that he media list can be expanded, edited, and detailed to include things such as beats and media interests, their general schedules, etc. It is believed this information would help to better cater to the Lancaster media and gain more awareness for events that the Arts at Millersville University hosts.

Background

Background of Media in Lancaster Community -

In order to gain full insight and background for this campaign, not only was the organization researched. This campaign involves media outlets in the Lancaster Community which were also researched. The follow-ing is a list of main media outlets according to the PA House of Representatives (http://www.pahouse.com/MediaList/). These specific media outlets were chosen due to their proximity to the the Office of Visual and Performing Arts at Millersville University facilities as well as their popularity and draw for readers, viewers, and listeners.

Radio Stations: Radio stations were chosen within a 10 mile radius of the Ware Center.

Lancaster/Manheim – Fun 101.3 (WROZ) – A newer radio station located out of Manheim, Fun 101.3 plays a variety of current and past popular hits and advertise that they always play six hits in a row, commercial free. Their general contact information is [email protected] and 717-653-0800.

Lancaster - FM 97 (WLAN) – “Lancaster’s # 1 Hit music station”. FM 97 plays Top 40 hits and is popular with young adults in the Lancaster area. In the mornings between 6-10 AM, FM 97 hosts the syndicated radio show Elvis Duran and the Morning Show, out of Z100 New York. Their business line is 717-295-9700.

Lancaster/Manheim - 90.3 FM (WJTL )- WJTL is a radio station broadcasting a Contemporary Christian format with no commericals. It is located in Manheim and serves them as well as Lebanon, Harrisburg, and York. Their contact information is [email protected] or 717-392-3690.



THE M

EDIA

RELATIONS PRO

JECT


Background

Lancaster –91.3 FM (WLCH) – WLCH is a bi-lingual radio station that serves the Lancaster Community: its languages are Spanish and English. It is located in the heart of Lancaster City. It hosts a lot of educational programs that feature Spanish culture and music. Their general phone contact number is 717-295-7760.

WITF – A radio and part television station out of Harrisburg. It has an educational focus. Their TV Programming Coordinator is Suzanne McKinnon; Cary Burkett hosts their Arts and Culture Desk; Craig Rhodes hosts their Weekend Edition. Their contact information can be found in Appendix D.

WIXQ – A student-run radio station at Millersville University. A lot of broadcasting students host their own shows and play music and commentate in various subjects that interest them.

Newspapers: Newspapers within a 25 mile radius were included. The Lebanon Daily News was included because they have a headquarters in Mountville, Pa.

Lancaster Online/LNP – Newspaper located in Lancaster, Pa. It is an online publication but also prints the LNP. Their executive editor is Barb Hough Roda and they have three staff members who focus on the arts and entertainment. For a list of their contact information, please see the revised Lancaster area media list, located in Appendix D.

York Daily Record – The York Daily Record is the newspaper in York. The print version of its publications is the York Daily Record/Sunday News. The paper’s circulation is 37,323 daily and 61,665 on Sundays. It also works under a joint agreement with the York Dispatch. Their editor and Sunday editor are Jim McClure and Scott Blanchard, respectfully. The general news desk contact for the York Daily Record is [email protected].

Patriot News/Penn Live – The Patriot News is better known to locals as “PennLive.com”. It’s online publication covers breaking news, general news, arts and entertainment, weather, sports, etc. in Central Pa. The general contact for the Patriot is [email protected].

Lebanon Daily News - Lebanon Daily News is a local daily newspaper. The main office is located on 718 Poplar Street in Lebanon. It publishes as an afternoon paper Monday through Friday and as a morning paper on Saturday and Sunday. It also hosts its stories on their website. Their Features Editor is Michael Waterloo and their Managing Editor is Andrea Rich.

The Snapper – The Snapper is a student-run newspaper at Millersville University. This year, their Editor-In-Chief is Kelsey Bundra and their faculty advisor is Dr. Rob Spicer, a professor in the Communications and Theatre department. Their focus is on campus life as well as general local, state, and world news. Their general contact is [email protected].



THE M

EDIA

RELATIONS PRO

JECT


The College Reporter – The College Reporter is the student-run newspaper at Franklin and Marshall College. It is a weekly publication. This year, their Editor-In-Chief is Julia Cinquegrani. Their general contact is [email protected].

Magazines/Publishers: Magazines were chosen within a 10 mile radius of the Ware Center. They were also chosen based on popularity, prominence, and the things that they cover.

Fine Living Lancaster – Fine Living Lancaster is a quarterly magazine that focuses on dining, arts/music, and entertainment in the Lancaster community and surrounding areas. They are also a sponsor of the Ware Center’s performances.

Fig – Fig is a quarterly magazine that is produced by Moxie House LLC. Described on their website, figlancaster.com, Fig is “…so much more than a magazine, Fig is a hyper-local, super-social communications package that reflects the soul of a city. With compelling images and stories that give both locals and visitors a true picture of community, Fig is an unabashedly positive resource that celebrates the joys of life in each distinctive Fig location.” Deb Brandt is the Creative Director and Founder of Fig and owner of Moxie House, LLC. Her contact is [email protected] or [email protected]. The Ware Center has been featured on their events calendar and businesses list.

Fly – Fly is an online and print publication. It is printed once a month and is given out freely in bars and other public forums. According to their website, flymagazine.net, “…We get excited about the great stuff going on in this region, and we want to spread the word.” Their contact information is [email protected]. The only information they have regarding the Ware Center on their website is their location and contact information.

Central Penn Business – A journal that provides information about business in Central Pa. It is located in Harrisburg. The print publication is circulated on a weekly business to Lebanon, Cumberland, Dauphin, Lancaster, and York counties. Their general contact is [email protected].

Engle – Engle is a printing and publishing company with a Lancaster office. They print over 24 local newspapers and merchandisers in Central PA. Their general contact is [email protected]: Television stations were chosen based on proximity to the Ware Center as well as viewer numbers and popularity.

WGAL 8 – Located out of Lancaster. Their general contact is [email protected]. It hosts five hours of news coverage a day on weekdays, two on Saturdays, and three on Sundays.

Fox 43 - Located in in York. Their general news contact is [email protected]. It hosts seven hours of news coverage a day on weekdays and one hour each on Saturdays and Sundays.

Background



THE M

EDIA

RELATIONS PRO

JECT


MUTV99 – A student-run television station at Millersville Univeristy. It hosts a wide range of shows including a news show.

CBS 21 – Stationed out of Harrisburg. Their general news contact is [email protected]. It has four hours of coverage a day on weekends and one hour each on the weekends.

ABC 27 – Located in Harrisburg. Their general news contact is [email protected]. It hosts news six hours a day on weekdays and two hours each on weekends.

Background



THE M

EDIA

RELATIONS PRO

JECT


Background

Facility rentals within the Ware Center is a main source of revenue for the Arts at Millersville University.

University support, donations & sponsorships of individuals & businesses, ticket sales, grants and endowments.

Funding -

No board, but they have a Community Arts Advisory Council and the university has a Council of Trustees.

Board of Directors -

The annual budget of operations for the Arts at Millersville University is $50,000, beyond affording performers.

Annual Budget of Operations -



THE M

EDIA

RELATIONS PRO

JECT


Background

-

Stacy Rutherford

Precision Public

Relations

VPAC Employees

-

Ware Center

Winter Center

-

-

Millersville Students

News Outlets

Artists and Performers

Lancaster Citizens

Enthusiasts

VPAC

Internal Publics

External Publics

Publics Wheel



EXPERT INTERVIEWTHE

MED

IA RELATIONS PR

OJECT




THE M

EDIA

RELATIONS PRO

JECT


Expert Interview

About the Ware and Winter Centers

About the Arts at Millersville University

The Arts at Millersville University, also referred to as the Office of Visual and Performing Arts at Millersville University, continues Millersville University’s long history of hosting performances and fosters innovation, creative thinking, collaboration and community and campus engagement. The Arts at Millersville University oversees two state-of-the-art performing arts facilities; the Ware center located in the heart of Downtown Lancaster and the Winter Center, located on Millersville’s campus. Both centers provide a wide variety of events and exhibitions ranging from student and faculty works to touring internationally acclaimed ensembles. The Arts at Millersville University offers a diverse range of art genres, as well as diversity within each genre.

The Ware Center is conveniently located in the heart of downtown Lancaster, Pennsylvania. It is a community asset that fosters civic engagement, encourages collaboration and promotes innovation for the enrichment of the Lancaster region. The Ware Center is described as, “the arm in the community” and has three performance centers and multiple other spaces available for use by the public. The facility also hosts more than 665 meetings and community forums a year, 366 of which are open to the public and 80% are presented by Millersville University Cultural Affairs.Steinman Hall: State-of-the-art concert and performance space. Capacity: 350.Lyet Lobby: 3,000 square feet of lobby space, including a covered patio and appealing downtown views. Capacity: 300.The Atrium: Open floor plan of 3,575 square feet, perfect for large events. Capacity: 300.The Owen Salon: Cabaret style. Capacity: 90-115.Binns Room: Versatile room that is suitable for multiple occasions. Capacity: 100.von Hess Library: perfect for board meetings and small presentations. Capacity: 32.Regitz Art Gallery: Features artwork of artists that do not have gallery spaces in Lancaster. Capacity: ?

“A center of Graduate Studies and a handful of undergraduate programs for MU students”“A Community Center for local nonprofit organizations and businesses to hold meetings, receptions, galas and fundraisers”The events held here cover the gamut of arts, including art exhibits, dance, film, jazz & broadway cabarets, lectures, classical & popular music, comedy, family arts series, and more.Building was purchased by the state in July 2010 for Millersville University

The Ware Center -



THE M

EDIA

RELATIONS PRO

JECT


Expert Interview

This on-campus center is a creative hub for students, faculty and the surrounding community in music, art and theater to share a vibrant place for local, regional, national and international artists to connect with students in residencies, master classes and workshops. The following facilities are located in the Winter Center:Clair Performance Hall: Traditional proscenium stage. Capacity: 650Biemesderfer Concert Hall: Completely tunable room featuring motorized banners and curtains that absorb sound. Capacity: 290.Winter Center Art Gallery: Showcases exhibitions produced in-house (including student and faculty work from the Art & Design, Music, and Theater Departments) and nationally touring exhibitions of contemporary and tradition-based art forms.

Named after Dr. Charles & Anita WinterOfficially opened October 2012“A learning lab that allows for cross disciplinary and creative thinking.”

The Winter Center -

Position in Community -

Since the Arts at Millersville University has two key locations in the community, one in downtown Lancaster and one on Millersville University’s campus, the Lancaster community plays a large role in the success of this organization. Patrons of both venues are crucial for the success and up keeping of the organization.

Organization Publics -

Internal: Director of the Arts at Millersville, Laura KendallAssistant Director of the Arts at Millersville, Stacy Rutherford (Client)Department Staff/InternsWinter Center and Ware CenterPrecision Public Relations

External: Surround Local MediaLancaster Community Arts EnthusiastsArtists and PerformersMillersville Students

(See publics wheel on page 21)

SITUATIONAL ANALYSIS



THE M

EDIA

RELATIONS PRO

JECT


This section includes analyses of the current state of the organization that the client faces, a detailed explanation of the problem, and other related information about the current situation and what the organization hopes to achieve with the use of the campaign. This section includes the secondary research, real state analysis, ideal state analysis, expert

interview,SWOTanalysis,forcefieldanalysis,internalanalysis,externalanalysisand the stakeholders analysis.



THE M

EDIA

RELATIONS PRO

JECT


Situational Analysis

The internal public is defined as the stakeholders inside an organization. The external public is the stakeholders outside of the organization.

For our campaign, the internal publics would be our clients, Stacy Rutherford and Laura Kendall, from the Office of Visual and Performing Arts at Millersville University. The external publics for our campaign would be the Lancaster County media/press (newspaper, television, radio, etc.).

The following information was found during secondary research and could help the client better their organization.

Definition of Internal Audit: (may be useful for client when conducting later evaluations)Internal auditing is an independent, objective assurance and consulting activity designed to add value and improve an organization’s operations. It helps an organization accomplish its objectives by bringing a systematic, disciplined approach to evaluate and improve the effectiveness of risk management, control, and governance processes. (The Institute of Internal Auditors).

The idea of pitching in tiers is to ensure that ideas and relationships are established for each target market. For the Arts at Millersville, their objective is to build and maintain professional relationships with the Lancaster County media/press to in turn receive media exposure for local performances held at both the Ware Center and Visual Performing Arts Center locations.

Our client would like to target/pitch to the following:

-Newspapers -Magazines -Television -Radio (if applicable)

Publics

Secondary Research



THE M

EDIA

RELATIONS PRO

JECT



Weaknesses -

There is a lack of a media kit that is used and distributed to the media. The use of a kit would show the media that they are prepared when they attend their events. The media list the Arts at Millersville University’s marketing team currently has is not updated or in-depth enough for them to properly contact the media and gear certain events towards them. Lastly, the marketing team released press releases constantly. This oversaturation of information can cause the media to be confused and not attend.

Opportunities -

The Arts at Millersville University has a lot of opportunities to get the media to attend their events and for them to become more involved. They have many various genres of performances and venues that will show the media and the community that they are a cultural epicenter in Lancaster County.

Threats -

The Lancaster area is full of a lot of cultural exhibits and events. Next door to the Ware Center, the Fulton Theatre has a cycle of musicals and plays that draw crowds on a nightly basis. Other performance centers in the Lancaster County area include Sight and Sound Theater and the Dutch Apple Dinner Theater, which also bring popular shows and big crowds to their facilities. The City of Lancaster hosts an event called First Friday every month that showcases the local food, art, and social scene Lancaster has to offer. All of these facilities and events can intrigue patrons and gain more coverage by the media.



THE M

EDIA

RELATIONS PRO

JECT



SWOT Analysis

S.W.O.T. ANALYSIS

Strengths Weaknesses

Opportunities

Threats

Brand/Theme cohesiveness Number of cultural events Ware Center is seen as communal

beacon

No current media kit Unfulfilled list of media contacts Oversaturation of event coverage

Bring media to events Media kit for each event Give performers more recognition The appeal of coming back to other

shows Selling more tickets

Continued oversaturation of event

coverage Location of Fulton Theatre (next

door) Other weekly local cultural events First Friday



THE M

EDIA

RELATIONS PRO

JECT



Force Field Analysis

A Force Field Analysis is a decision-making tool that analyzes forces, or elements, that have a positive or negative impact on a decision and helps reason and communicate decisions based on those elements. Posi-tive and negative factors, or driving and restraining forces, respectfully, are ranked on an integer scale range from -5 to 5 with zero as the neutral area. Forces are ranked on their impact.

For this scenario, the media mixer event held on November 21 and 22, the forces were determined and ranked based on the ability to drive or keep away the media from the event. The driving forces for this event are ranked from most powerful to least: Unique/Cultural Performances, 5; Unique Angle, 4; Potential Friendship, 3; Convenience and Interest in Arts, 2. The restraining forces are ranked as follows: No Interest and Breaking News, -5; Prior Engagement - Work and Prior Engagement – Leisure, -4; Parking/Travel Costs, -2.

The biggest driving factors are the unique cultural performance and the unique angle of the event. On No-vember 21, a one woman show entitled Mary Todd Lincoln was performed at the Ware Center in Downtown Lancaster. On November 22, Axis Dance Company, a dance organization with a mix of non-handicapped and handicapped members, performed at the Winter Center on Millersville University’s campus. These events both contained interesting subjects and elements that could potentially draw the media to this type of event. Potential friendships, convenience in regards to location and personal schedules, and interest in the arts are also driving forces that could get media members to the event or events similar to this.

The most important restraining factors are breaking news and no interest. If a breaking news event occurs during the time of a scheduled event, the breaking news will take precedent over the media mixer event. If the media member has no interest in covering the arts and entertainment, they will most likely not attend. Prior work and leisure events come up constantly within busy schedules and considering it is a weekend and a media member may have off, they may not want to attend something work related. Parking and travel costs are also a minor point of contention.

(Please see force field analysis graphic on the next page)



THE M

EDIA

RELATIONS PRO

JECT


-5 -4 -3 -2 -1 0 1 2 3 4 5

Restraining Forces

Breaking News

Prior Engagement – Work

Prior Engagement – Leisure

No Interest

Parking/Travel Costs

Driving

Forces

Interest in Arts

Convenience

Potential Friendship

Unique Angle

Unique/Cultural

Performances

Media Mixer Event


Force Field Analysis



THE M

EDIA

RELATIONS PRO

JECT



Due to the hand-me-down media relations plan, media list, and inherited lack of knowledge of the Lancaster media, the Arts at Millersville University team has limited knowledge of media terminology, the market, and media relations plans in order to have concise communications with the media to market their events to the public.

Real State Analysis

Ideal State AnalysisThe Arts at Millersville University team has acquired knowledge of media terminology, knows the difference between owned and earned media, understands the market and competition they acquired due to their geographical location, and is able to create and maintain a media relations plan that is concise, fluid, and carries over into their upcoming seasons. Their communications and relationships with the media have become mutually beneficial in that the Arts at Millersville University provides the media with better information and leads, which then the media uses their information to create stories and in turn educate the public to become patrons of the Arts at Millersville University.

Using The Media Relations Project theme and the key message of “Cultivating Relationships to Connect Outlets” the goal is to move the client from the current real state to the ideal state.

Both the Lancaster community and Millersville University students are impacted by the relationships formed by the Arts at Millersville and the media. Ticket sales reflect the production of shows and events as well as the affordability for students and the community thus bridging the gap of building and maintaining mutual beneficial relationships amongst all parties involved. By forming such relationships, the Arts at Millersville can gain a better sense of publics needs and how to cater to each sector. Without this understanding, the Arts at Millersville can potentially fall short in upholding the core values and missions in which they display within each facility.

Stakeholders Analysis



THE M

EDIA

RELATIONS PRO

JECT



Internal Analysis

The Office of Visual and Performing Arts at Millersville University continues Millersville University’s long history of hosting performances and promotes innovation, creative thinking, collaboration, and community and campus engagement. However, Stacy Rutherford, Assistant Director of Business Operations, and Laura Kendall, Director of the Office of Visual and Performing Arts at Millersville University, have recently faced some problems in regards to community engagement, primarily targeting media outlets throughout Lancaster County. Internally, the absence of mutually beneficial relationship building tactics, internal time constraints and a “hand-me-down” inherited media contact list has resulted in the lack of media exposure for the Arts at Millersville University and its highlighted performances.

External Analysis

For the Arts at Millersville University, media exposure is a core component of success for the organization. Externally, the Lancaster community varies in the different types of media outlets that are provided, as well as the types of stories and events in which each media outlet covers. Press, radio and television divisions are all on a fixed time period of publications based on assignments given to each staff member. The problem between the media and the Arts at Millersville University is that there is no mutually beneficial relationship established amongst both parties to meet the needs of the media and the Arts at Millersville University. This is due to the lack of communication, time constraints and deadlines for those involved.



THE M

EDIA

RELATIONS PRO

JECT



Expert Interview

Precision Public Relations met with our client, Stacy Rutherford, on September 12, 2015. Rutherford explained how she received a media list from the former Director of the Arts at Millersville University and described it as a “hand-me-down” with no real depth, strategy or exploration. There are roughly 140 individuals on the list who are working or have worked in the media around the Lancaster area. It is unsure if these people are still there and active, have been moved to different positions, or if new people have filled the positions.

It is Rutherford’s hope that the media list can be expanded, edited, segmented and detailed to include things such as beats and media interests, their general schedules, etc. It is believed this information would help to better cater to the Lancaster media and gain more awareness for events that the Office of Visual and Performing Arts at Millersville University host.

Rutherford also wants to host a “media tour”, which she described as “when the media attend an event we host for them.” The team further explained that this is actually termed a media mixer and planned to assist in hosting one of these before November 12, 2015, the deadline for this campaign.

A SWOT analysis was performed on the Arts at Millersville University. The analysis brought about several strengths, weaknesses, opportunities, and threats:

SWOT Analysis

Strengths -

The Arts as Millersville University have brand recognition and cohesiveness with Millersville University of Pennsylvania. Their use of the same colors, font, and partial name make the media recognize the Arts at Millersville University as a tie to the university itself. The Arts at Millersville University is viewed as a cultural beacon within the Lancaster community. The Ware Center, which is located in the downtown Lancaster, has a centralized location that allows the community to attend open meetings, the performances hosted there, and to hold their own meetings at the facility through their rental process.



SECONDARY RESEARCH



THE M

EDIA

RELATIONS PRO

JECT


This section outlines all necessary research that needed to be conducted in order to effectively conduct this campaign.



THE M

EDIA

RELATIONS PRO

JECT


When pitching to the media/press our client should keep in mind these key elements when making the connection (recommendations):

1. Keep it short & simple: Avoid sending long emails about your organization instead tell a story of why it is important to the writer’s readership within the first sentence.

2. Get right to business: Have the pitch ready to go as if the reporter will want to run it immediately. The less groundwork a reporter has to do for your story/event the more likely they are to use it and or attend.

3. Stay relevant: Think beyond just what you want to say about your organization, and think about how it fits into a larger trend.

4. Add value: The more you can help the media/press, the more they can see you as a partner and valuable resources.

5. Build a Social Media Rapport: Connecting with them on social media and interacting with their posts on a regular basis will get your name into their heads, so that when your pitches land in their inbox, they recognize your name.

Secondary Research

Competition and General Media Knowledge

Fulton Opera House – The Fulton Opera House, also known as the Fulton Theater, is located right next door to the Ware Center in Downtown Lancaster. The Fulton brings in a lot of popular shows, including ones that were recently on Broadway, that entertain the whole family. According to their website, http://www.thefulton.org/, tickets can be purchased online or at their box office Monday-Friday each week.

Sight and Sound Theatre – The Sight and Sound theater is located on Route 30 in Lancaster, Pa. It is one of two Sight and Sound theaters with its twin theater located in Branson, MO. Christian theatre that according to their website, www.sight-sound.com, produces “uplifting and inspirational stories from Joseph to Noah”. It can seat up to 2,000 people, is wheelchair accessible, and tickets can be purchased online separately, with discount packages, and at the door if available.

Competition (By Proximity to Ware Center) -



THE M

EDIA

RELATIONS PRO

JECT


Secondary Research

Media Tour:

Media tours include interviews, visits to businesses and media outlets, and satellite media tours (SMTs). Your organization makes the initiative to go out into your market and promote a special-event, product, or service instead of inviting the media to your organization for a media mixer. The overall goal of a media tour is to gain coverage and to provide journalists and the public with an angle regarding your event, product, or service.

SMTs are a new type of media tour that is more convenient for the organization and media outlets. By using a satellite transmission medium, like Skype, a spokesperson can be seen by many individuals regardless of geographic location. Journalists can find them more convenient as it is more of a drop-in method and requires no travel.

Media tours do have negatives, though. There can be time constraints and travel time and expenses can add up. This is why SMTs are becoming more and more popular in all business industries and markets.

Media List:

A media list is considered proprietary information for an organization. It is considered good practice to keep a media list within your organization as it could be a beneficial tool to competitors in your market if they acquire it. A good media list is customized and researched so that each reporter or magazine covers the type of product or service that you offer. In turn, your product or service is appropriate to the readers of that publication.

The name of the journalist/editor/producer, their beat or topic of interest, their email address, fax and telephone numbers are included in the entry for a member on a media list. Extra information including schedules and addresses can also be included. The layout is up to the organization: individuals can be categorized alphabetically, by organization or publication, by beat or topic of interest, etc. It is crucial to keep all information updated and accurate to ensure the information you are sending to the media is received correct and in a timely manner.

Hard copy and/or digital copies of media lists are used. Your organization can determine what medium is preferred and beneficial. There are also programs that have monthly fees that can store your media list online and help track your organization’s material in the news.

Please see media terms factsheet in Appendix I



THE M

EDIA

RELATIONS PRO

JECT


Secondary Research

American Music Theater – Located on the Lincoln Highway near the Sight and Sound Theatre, this 1,600 seat theatre hosts a conglomerate of performances every season from rock performers, comedians, to Broadway-level shows. Their mission statement is, “To create an extraordinary, immersive, live entertainment experience by promoting an aggressive and diverse schedule of top national touring artists and compelling musical productions.” Their website, www.amtshows.com, lists their schedule, has links for online ticket purchasing, and information regarding wheelchair accessibility and other disability accommodations.

Dutch Apple Dinner Theater – Dutch Apple Dinner Theater is located on Centerville Road, near Millersville University’s campus. It hosts matinee meals and shows geared towards children, dinner shows, and also concerts. Their website, www.dutchapple.com, has a list of their current productions and upcoming productions. The facility seats 376 people at dinner tables and is wheelchair accessible and accommodates other disabilities as well. It is also wheelchair accessible, accommodating to all disabilities, and has a full snack bar and bar that is opened before, during, and after performances.

The Industry -

Media Mixer:

A media mixer is an event your organization hosts and uses to invite members of the media to attend to promote a special-event, product, or service. When planning a media mixer, it is important to take into account the media’s schedules and production deadlines: this information can be learned by sending out an email blast or calling certain members to gauge when and what time to host and event. Invitations to the media mixer can be sent through the mail or via email and should be sent two weeks prior.

Mixers can range from formal to informal depending on the message you wish to send to the media. Events like cocktail hour, short press conferences, question and answer panels, and a meet and greet with staff can be included. Your organization’s staff and/or board of directors can meet and mingle with the media in order to form relationships and mutual understanding and respect.

Informational pieces like a media kit can be provided at the mixer. If any media member cannot attend your mixer, sending them a media kit after the fact or offering the media kit in digital form online can be beneficial and still build relationships and receive publicity for your organization. More information regarding a media kit can be found within this section of material.



THE M

EDIA

RELATIONS PRO

JECT


Secondary Research

Research regarding media overview and media outlets

In order to have a better understanding of the situation and the proposed campaign overview, secondary research was performed. Media terminology, detailed information regarding media and media relations tools, competition, and a background on the local media outlets was researched.

First, a background of media terminology was performed:

There is also a fact sheet, found in Appendix F, that was created for these terms to use internally for the Visual and Performing Arts Center at Millersville University. These definitions, provided from blastmedia.com, offer some overview on terminology used when talking to or about the press:

Angle – A specific topic that is chosen for a story that is presented to the media.

Earned Media – Third-party endorsement for your organization/company.

Lead Time – The amount of time that is needed by media personnel to gather information and to create their story.

Owned Media – Unlike earned media, this is content that was created by you or your staff. An example would be a company website or press release.

Press Kit – Within a press kit, these documents are usually found: press release(s), fact sheets, videos, photos, backgrounders, or any other relevant, needed material for that event.

Press Mixer – An event where media can drop-in to receive information and mingle with your organization.

Press Tour – A two or three-day long event where select media are invited to visit and meet with your organization face-to-face.

Traction – When the media become interested in your organization.



THE M

EDIA

RELATIONS PRO

JECT


Secondary Research

Then, topics were further explored in detail:

In-Depth -- Earned vs. Owned Media:

Earned Media is essentially online word of mouth, usually seen in the form of ‘viral’ tendencies - mentions, shares, reposts, reviews, or recommendations. One of the most effective driving forces of earned media is a combined result of strong organic rankings on the Search Engines, and content distributed by the brand. This can be helped by Search Engine Optimization (SEO), which certain companies now specialize in doing for organizations and businesses.

Owned Media is any web property that you can control and is unique to your brand. One of the most common examples is a website, although blog sites and social media channels are other examples of owned media properties, too. These are extensions to your website and overall brand that can better extend your presence into the public.

Tracking Tactics

Tracking tactics are used to see how much activity and noise was created regarding an event you hosted, a press release you gave to the media, or an announcement that was made by your organization. These are recommendations and suggestions to track your organization in the media.

1 - Press Clippings - Track the amount of press clippings that mention your company, its products or services. Those articles and mentions should appear in publications viewed by your prospects.

2. Media Impressions - Calculate the number of your media impressions for a given period. Multiply the number of press clippings by the number of total circulation for the publication in which it appeared.

3. Content Analysis - Monitor the content of the articles that get published. Remember that quality matters. Questions such as, “did the reporter include key brand messages?” “Is your company being portrayed in a positive light?” can help assess whether or not your press coverage is valuable.

4. Website Traffic - Measure the amount of traffic your website receives before and after launching your campaign. Analyze spikes in website traffic can help answer whether your public relations efforts are working.

5. Lead Sourcing - Ask new patrons how they heard about your organization.



THE M

EDIA

RELATIONS PRO

JECT


Secondary Research

Media Mixer:

A media mixer is an event your organization hosts and uses to invite members of the media to attend to pro-mote a special-event, product, or service. When planning a media mixer, it is important to take into account the media’s schedules and production deadlines. This information can be learned by sending out an email blast or calling certain members to gauge when and what time to host and event. Invitations to the media mixer can be sent through the mail or via email and should be sent two weeks in advance. Mixers can range from formal to informal depending on the message you wish to send to the media. Events like cocktail hour, short press conferences, question and answer panels, and a meet and greet with staff can be included. Your organization’s staff and/or board of directors can meet and mingle with the media in order to form relationships and mutual understanding and respect. Informational pieces, such as media kits, can be provided at the mixer. If any media member cannot attend your mixer, sending them a media kit after the fact or offering the media kit in digital form online can be beneficial and still build relationships and receive publicity for your organization. More information regarding a media kit can be found within this section of material.

Media Tour:

Media tours include interviews, visits to businesses and media outlets, and satellite media tours (SMTs). Your organization makes the initiative to go out into your local market and promote a special-event, product, or service instead of inviting the media to your organization for a media mixer. The overall goal of a media tour is to gain coverage and to provide the public and journalists with an angle regarding your event, product, or service. SMTs are a new type of media tour that is more convenient for the organization and media outlets. By using a satellite transmission medium, like Skype, a spokesperson can be seen by many individuals regardless of geographic location. Journalists can find them more convenient as it is more of a drop-in method and re-quires no travel. Media tours do have negatives, though. There can be time constraints and travel time and expenses can add up. This is why SMTs are becoming more and more popular in all business industries and markets.



THE M

EDIA

RELATIONS PRO

JECT


Media List:

A media list is considered proprietary information for an organization. It is considered good practice to keep a media list within your organization, as it could be a beneficial tool to competitors in your market if they acquire it. A good media list is customized and researched so that each reporter or magazine covers the type of product or service that you offer. In turn, your product or service is appropriate to the readers of that publication.The name of the journalist/editor/producer, their beat or topic of interest, their email address, fax and tele-phone numbers are included in the entry for a member on a media list. Extra information including sched-ules and addresses can also be included. The layout is up to the organization. Individuals can be categorized alphabetically, by organization or publication, by beat or topic of interest, etc. It is crucial to keep all informa-tion updated and accurate to ensure the information you are sending to the media is correct and received in a timely manner.Hard copy and/or digital copies of media lists are used. Your organization can determine what medium is preferred and beneficial. There are also programs that have monthly fees that can store your media list online and help track your organization’s material in the news.

Media Kits:

A media kit is a tool used to generate news stories about an organization’s newsworthy campaign, special event, news conference, or product launch. It provides media with information they need in order to better understand your organization and the item you are presenting to them. It is a reference guide for potential story ideas. Media kits help journalists find an angle for a story and in return, help your organization release the message you intended.A media kit in hard copy usually consists of these items:- A two pocket folder- Press releases- Media advisories/media alerts- Photographs- Feature stories- Backgrounders/fact sheets

A media kit that is digital and available to journalists online consists of the same items in digital form, ex-cluding the two pocket folder, and also can include these items:- Audio and video materials- Interactive materials- Charts- Logos- Slide shows of photographs

Secondary Research



THE M

EDIA

RELATIONS PRO

JECT


Secondary Research

However, materials used in a media kit will vary depending on the event/product/service you are introducing. There are three different types of media kits. Promotional media kits include brochures, advertisements, and reviews on a new product or service. A special-event media kit involves very detailed background research and informational materials about the event itself and don’t focus much attention on the organization as a whole. A crisis media kit is used within a crisis situation and provides journalists with the most up-to-date information and current news regarding your organization’s ongoing situation.

Styling for media kits is an important factor. For a hard copy, information like news releases and fact sheets go into the right pocket of the two pocket folder. Visuals, backgrounders, feature stories, publications, news briefs, and biographical information regarding the organization, staff, and board of directors (if applicable) goes into the left pocket.

Media kits can be distributed several ways. They can be distributed to the journalists prior to the event/promotional release date, at the event itself, or given afterwards to a journalist who could not attend on the scheduled date. Online media kits can be made available prior, during, and after the event for a media member to reflect upon as they return to work and write their story.

Media in the Lancaster, Pa area:

These are a list of main media outlets according to the PA House of Representatives (http://www.pahouse.com/MediaList/). These specific media outlets were chosen due to their proximity to the Visual and Performing Arts Center facilities as well as their popularity and draw for readers, viewers, and listeners.

(The main media outlets can be found in the background)

Competition-Based Research

After information was researched and compiled regarding media, a simple search regarding the Ware and Winter Centers’ competition was performed. Similarly to the media backgrounding, a 10-15 mile radius was chosen.

(The competition-based research can also be found int he background section of the campaign plan-book)



PRIMARY RESEARCHTHE

MED

IA RELATIONS PR

OJECT


This section includes the primary research results from the instruments.



THE M

EDIA

RELATIONS PRO

JECT


Primary Research

After analyzing the current situation of the Arts at Millersville University, a research report was created. A literature review provided insight into media relations and public relations efforts and the media (Appendix A). Then, research instruments were designed to gain further insight on this situation as well as provide feedback regarding the event the organization hosted on November 21 and 22, 2015.

The first instrument that was used was a content analysis. This is a quantitative research method that generated data regarding materials the Arts Millersville University gave to the agency to use. The second instrument was a survey instrument in the form of a questionnaire. This is also a quantitative research method that when used, can provide feedback from the population you are sampling. The questionnaire that was designed was created for the event hosted on November 21 and 22 and is located in Appendix D along with an Informed Consent Form which is located in Appendix E.

Instrument One:

The first instrument that was created for primary research was a content analysis. This was performed in September 2015. This was performed by examining the list and performing a simple search of media contacts using the internet. Discovering the identity of the person on the media list, their position, and location of work can determine if they are a necessary or unnecessary member to the media list. A book of media clippings and activity was also used to see how often the Arts at Millersville University is present in the media and how they are represented within the media. This showed how frequently the Arts at Millersville University is in the news, who is publishing the content, and what messages are being delivered to the public in regards to the events that the Arts at Millersville University hosts. Details and discussion regarding instrument one can be found in Appendix A – Primary Research Report.

The research questions addressed by this instrument were:

RQ1: How successful is the Arts at Millersville University’s media list in identifying and organizing media personnel within the Lancaster area?

The answer to this research question was determined by the amount of dead contacts, contacts outside of the Lancaster Community, contacts that are not necessarily media members, and repeated contacts that were found on the list. Although success is a hard element to gauge, these elements will help to create a better picture on just how useful the current media list is. This research question investigated the media list currently used by the Arts at Millersville University. Is the mixture of contacts an accurate representation of individuals in the media within the community? Or are some contacts unnecessary for certain press releases entirely? The variables necessary for this question are the media list and the success rate. In communication research, an extraneous variable is described as a variable that affects the dependent variable but is not controlled adequately by the researcher. In this research question, the media list is the extraneous independent variable.

Primary Research Results



THE M

EDIA

RELATIONS PRO

JECT


Primary Research

The dependent variable of this research question is the success rate of the media list being questioned. The list itself is acting upon the success rate, making it a dependent variable. A dependent variable is changed and affected by an independent variable.

RQ2: Can media members in the Lancaster area interested in the arts and entertainment be identified and contacted?

The answer to this research question occurred when the new, proposed media list was created. After adding new individuals and updating information on the ones already provided, creating a list with no dead, repeated, or non-local contacts, and creating a better targeted media list, the list was used to invite media members to the media mixer event that was hosted by the the Office of Visual and Performing Arts at Millersville University on November 21 and 22.

The answer to this research question will further help the the Office of Visual and Performing Arts at Millersville University by gearing their press releases to these individuals or institutions. For example, by discovering a newspaper writer’s beat is children’s events, the Arts at Millersville University will be able to send them relevant information for future events that focus on children’s music and art. The variables of this research question are the media members and their interest in the arts.

The independent variable is the media and the dependent variable is their interest in the arts. This is concluded because the dependent variable is acted upon by the independent. The media choose their own interests in different topics, including the arts and entertainment. The identification and contact with these media members is a third variable within this research question. The first step to answering it would be to identify the media with this desired interest.



THE M

EDIA

RELATIONS PRO

JECT


Primary Research

Results from Instrument One:

Results regarding the media list are:

Results Regarding Press Release and Media Clippings:

- On the attached press releases that the Arts at Millersville University distributes, the press contact and sent contact are two different people. Director Laura Kendall is the press contact but the contact who sent the press release is Assistant Director, Stacy Rutherford. This can cause confusion on who to truly contact regarding an event.

- The media have stated that images attached to press releases are hard to open and use for their stories. A streamlined solution to this problem could allow the press to use photos the Arts at Millersville University provides.

- From the information provided by the Arts at Millersville University, the only recent media activity has come from Lancaster Online. Three stories have been written, two by the same individual, Jane Holahan the Entertainment Reporter.



THE M

EDIA

RELATIONS PRO

JECT


Primary Research

- Several assumed media personnel gave their personal emails that cannot be tracked back to where they work or have previously worked within the media, which caused a problem in creating the revised media list.

Limitations and Future Research Areas to Instrument One:

There are three limitations regarding this instrument. First, the number of provided sources to analyze was minimal. If a larger number of press releases and media clippings were provided, results could have varied on what individuals covered stories, content of press releases, and further recommendations regarding the two. In the future, reinvestigating using a different variety of press releases and media clippings would be beneficial.

The second limitation is the timeliness of the provided sources. Sources provided were all written in 2015 and within the last six months. This provided a skewed overview and look into the organization’s situation. If sources from a variety of previous years and months were provided, the sample would have delivered a better representation of the overall population of sources that have been generated by the Arts at Millersville University and sources that were produced about the organization. In the future, reinvestigating using a variety of sources from multiple years and months would be beneficial.

Time was also a limitation of this content analysis. If more time was provided, requesting more sample press releases and media clippings would have occurred. Due to the time constraint put on the agency and deadlines for other aspects of the campaign, this request did not occur. In the future, more time should be dedicated to investigating the media clippings and press releases further. That way, an in-depth look into communication between the organization and the community’s media can occur.

Discussion/Suggestions Regarding Instrument One:

After performing this content analysis, RQ1 and RQ2 can be answered. The media list that the Arts at Millersville University used prior to this campaign was not detailed, complete, nor did it provide locations that were accurate enough to yield a quality relationship with the media. For example, television stations and radio stations in the Hershey/Harrisburg were located in their list. That area is saturated with entertainment and arts form the Hershey and downtown Harrisburg facilities. Due to the distance and those threats, pitching to those media outlets constantly can be extra work and more difficult to get noticed. For these reasons, an updated and revised media list was created for the Arts at Millersville University, located in Appendix H.



THE M

EDIA

RELATIONS PRO

JECT


Primary Research

From the information provided by Stacy Rutherford regarding media activity, the only traffic they appear to receive is from the Lancaster Online Newspaper’s entertainment reporters. After a simple search on the internet, Broadway World, a publication who focuses on the arts and music nationwide, uses a lot of the Arts at Millersville’s press releases for news stories regarding their upcoming events. They recently wrote about them on September 25, 2015. This is respectable in the fact that that relationships are strong and well-received, but those appear to be the only media outlets that publish information the Arts and Millersville University provides to them. Other media outlets on their list seem to know little to nothing about the Ware Center at all, as it shows from their company websites.

A new and revised media list was created. This media list features major news outlets in print, radio, and television in and around the Lancaster Area. This list can be added upon by the Director and Assistant Director of the Visual and Performing Arts Center at Millersville as they see fit. These current media outlets were chosen due to their locations, popularity, circulation numbers, and ability to cover news to large areas. The media within this list were segmented. A few of the segmented sections include media outlets within Lancaster County, outlets outside the county, various outlets (print, radio, and television), previously contacted individuals and newly added members.

The newly created and proposed media list was used to invite individuals to the event hosted by the Arts at Millersville University on November 21 and 22. Out of the 40 individuals on the list, 7, or 17.5%, RSVP’d to either date and zero were present at the events.

Instrument Two:

The second instrument that was created to be used to answer the third and fourth developed research question was planned to be distributed at the media mixer on November 21 and 22. The population for this questionnaire was the media in the Lancaster community. The sample frame for this questionnaire was all the media who attended the media mixer. The form of sampling used for this survey is systematic/convenience sampling. It is systematic in the sense that the individuals were chosen and invited to this event, it is convenient in the fact that they would be at the event and able to take the survey at that time.

The questionnaire includes 10 questions (Appendix D). Nine of the questions are either yes or no and will be coded by a one or zero, respectfully, when evaluation of the questionnaires occurs. There are three funnel questions, which only require an answer if the individual answers “yes” to the question prior to the funnel question. They are also “yes/no” response questions and coded like the other questions. The final question is an area where the individual can voice comments or recommendations and cannot be coded like the “yes/no” questions. These answers will be recorded and logged separately from the other coded questions.



THE M

EDIA

RELATIONS PRO

JECT


Primary Research

To ensure the instrument, a 10-question questionnaire, yields valuable information, several factors will be considered. Pretesting was completed by the research and copy directors prior to the completion of this campaign. A second pretest would ideally be performed with the Assistant Director of the Arts at Millersville University, Stacy Rutherford, allowing the process of criterion validity. An item total correlation test will be used on a draft of the questionnaire and Cronbach’s alpha will allow reliability.

Instrument Two:

The second instrument created was a questionnaire. It was created to gain feedback and recommendations regarding the event that was hosted on November 21 and 22. The questionnaire featured 10 questions; nine nominal questions (yes or no) and one open ended question. Three of the nominal questions were funnel questions, meaning if a person answered a certain way to the question, they would be prompted to the next question.


RQ 3: Was the media mixer effective in providing the Lancaster community media with information about the Arts at Millersville University?

This research question will gauge whether or not the event itself and the materials provided for the media on November 21 and 22 were viewed as valuable, favorable, and educational. This research question will be answered by questions 1, 2, 3, 4, 7, 8, & 9. They are all nominal questions that gauge the effectiveness of the provided media kit, media contact sheet (Appendix F), and also inform the Arts at Millersville University if they have attended prior events.

RQ 4: What recommendations can be made from the media mixer event?This research question will provide feedback to the Arts at Millersville University regarding the effectiveness of the event. This research question will be answered by questions 5, 6, & 10. Questions 5 & 6 are nominal questions that ask if the event was informative and enjoyable and if they would attend something similar in the future. Question 10 is the final question and it is open-ended. Data recorded from this question will be provided to the the Office of Visual and Performing Arts at Millersville University in the form of a Word document so they can view the comments received as feedback and plan accordingly for future events.

Results from Instrument Two:

40 people were invited to the event hosted on November 21 and 22. The media list that was created from the data from the content analysis and was used to test its effectiveness in bringing people to the event. Seven individuals RSVP’d to either the Saturday or Sunday slot but, unfortunately, due to scheduling conflicts, last minute cancellations, and a busy weekend, nobody attended the event on either November 21 or 22. There-fore, there is no survey data to record and present at this time.



THE M

EDIA

RELATIONS PRO

JECT


Primary Research

Limitations and Future Research Areas to Instrument Two:

An obvious limitation to this survey method was the lack of participants. No media personnel invited to the event attended and, therefore, no results were yielded. An area of future research could be to use this questionnaire again at an upcoming event to see if it gains the desired results and feedback.

A second limitation was the design of the questionnaire. This questionnaire was event-specific and cannot be sent to individuals via email or be given to them over the phone due to the content. If it was not event-specific, invited individuals whom did not attend still could have been contacted to provide results, but people cannot critique or make recommendations based off of an event they did not attend. In the future, creating a questionnaire that is not as event-specific could be used to contact invited individuals and be filled out regardless of attendance.

Discussion of Instrument Two:

This questionnaire will be used as part of a recommendation section that will be presented to the client on December 8, 2015. The agency will be recommending the Arts at Millersville University hosts a Media Appreciation event in which they honor the media and thank them for their contributions to the community. The agency believes this event will be able to form more mutually beneficial relationships between the the Office of Visual and Performing Arts at Millersville University and nearby media.

The agency is making recommendations on the budget (Appendix L), timeline (Appendix U), invite list (Appendix H), the invitation (Appendix O & P), proposed seating chart (Appendix S), agenda (Appendix M), talking points (Appendix N), certificate of appreciation (Appendix Q), event menu (Appendix R), and materials to hand out at the event, including this questionnaire (Appendix D). This instrument can be carried over to the recommended event and if need be, the client can tweak questions to fit their current needs and ask more specific questions about the event’s purpose of thanking the media.

PROBLEM STATEMENT



THE M

EDIA

RELATIONS PRO

JECT


This statement summarizes the problem the organization faces and how it will be solved.



THE M

EDIA

RELATIONS PRO

JECT


Problem Statement

After meeting and compiling information from the expert interviews and performing a SWOT and Force Field analysis, the problem that the Arts at Millersville University is facing is their lack of a strategic media relations plan. This problem occurred with the retiring of the former Director when an unclear media list was passed down. The media list provides little to no clarity those mentioned on the list. The media list that the marketing department has is not updated or clear enough for the marketing department to be able to accurately identify members of the media and send related press releases and media alerts. Not being able to identify a member of the media’s beat or interest leads to sending unnecessary information to certain media personnel, later resulting in an overload of information.

PRELIMINARY IDENTIFICATION OF PUBLICS



THE M

EDIA

RELATIONS PRO

JECT


This section explains the groups that will be addressed throughout the campaign. It includes internal and external publics.



THE M

EDIA

RELATIONS PRO

JECT


Preliminary Identification of Publics

To move from the real state to ideal state, the communications office, the Assistant Director, and the Director of the Office of Visual and Performing Arts at Millersville University need to be involved in the process of developing a media relations’ plan. By educating all staff on media terminology, creating a media handbook, and the proper development of a media list, the problem they had originally had of being handed down a media list with no real explanation of a media relations plan cannot happen again in the future. It is a preventative step.

Internal -

External -

The situation analysis proved that there is a primary and secondary public that will be addressed. The primary public will be the media. All communication materials and the event will be created to cater to them and their profession. The secondary public that this campaign will target is the Lancaster community. They will be affected by the media and what they write about the Arts at Millersville University after the messaging and media event planned are completed. They will be affected in a reactionary sense.

SUMMARY OF RESEARCH REPORT



THE M

EDIA

RELATIONS PRO

JECT


This section includes an extensive look at the proposed primary and secondary research to be carried out in order to fully understand the client and situation to ensure success of the campaign.



THE M

EDIA

RELATIONS PRO

JECT


-A brief content analysis was performed on the materials provided by Assistant Director Stacy Rutherford. These materials were analyzed for their accuracy and effectiveness, based on the problem statement developed by the campaign team. The results are as follows:

-29 out of 156, or 18%, of contacts on the media list can be labeled as “dead contacts.” This means that they have retired from their listed position, no longer work for that media company or are deceased.

-Four out of the 156 contacts were repeats. This appears to have occurred due to the switching of positions or companies or the marriage of some of the media personnel.

-At least three of the 156 contacts cannot be labeled as media. They either work in or for the city of Lancaster. They are a great contact to have when it comes to mixing and sharing non-proprietary information, but they are not media.

-Three contacts are student run media organizations. One of them is at Franklin and Marshall College and the other two are located at Millersville University. This is crucial to know because each year seniors at both schools graduate and new people come into positions on the student-run newspaper and television broadcast. Every year there is a new editor-in-chief to contact. -One contact is a member of staff for the Arts at Millersville University. Why they are on this media contact list is a question that must be answered in further detail.

-Between 35-40, or between 22-25%, of contacts are outside of the Lancaster area. This range is given due to repeat contacts and “editor” specific contact variations.

-On the attached press releases the Arts at Millersville University distributes, the press contact and sent contact are two different people: Director Laura Kendall is the press contact, but the contact who sent the press release is Assistant Director Stacy Rutherford. This can cause confusion on who to truly contact regarding an event.

-The media have stated that images attached to press releases are too large to open and use for their stories. A streamlined solution to this problem could allow the press to use photos the Arts at Millersville University provides.

Results -

Results from Instrument One. For a graphic presentation of these results, please see Appendix G.

Summary ofResearch Report



THE M

EDIA

RELATIONS PRO

JECT


-From the information provided by the Arts at Millersville, the only recent media activity has come from the Lancaster Online. Three stories have been written; two by the same individual, Jane Holah an, Entertainment Reporter.

-Several assumed media personnel gave their personal emails that cannot be tracked back to where they work or used to work within the media, which caused a problem in creating the new, revised media list.

After performing this content analysis, RQ1 and RQ2 can be answered. The current media list that the Arts at Millersville University uses is not detailed, complete, and geographically accurate enough to yield a quality relationship with the media. For example, television stations and radio stations in the Hershey/Harrisburg area are located on their list. That area is saturated with entertainment and arts form the Hershey and downtown Harrisburg facilities.

Due to the distance and those threats, pitching to those media outlets constantly can be extra work and could make it more difficult to get noticed. For these reasons, an updated and revised media list will be created for the Arts at Millersville University, located in Appendix H.

Summary ofResearch Report

From the information provided from Stacy Rutherford regarding media activity, the only traffic they appear to receive is from the Lancaster Online Newspaper’s Entertainment reporters. After a simple search on the Internet, Broadway World, a publication who focuses on the arts and music nationwide, uses a lot of the Arts at Millersville University’s press releases for news stories regarding their upcoming events. They recently wrote about them on September 25, 2015. This is good in the fact that that relationships are strong and well received, but those appear to be the only media outlets that publish information the Arts at Millersville University provides them. Other media outlets on their list seem to know little to nothing about the Ware Center at all, as it shows from their company websites.

PROPOSED THEORETICAL FRAMEWORK



THE M

EDIA

RELATIONS PRO

JECT


This section explains the theory of communication that supports the campaign, shedding light on what the theory entails and how it will help make the campaign a success.



THE M

EDIA

RELATIONS PRO

JECT


Proposed Theoretical Framework

Overview:

The theory being proposed for use during this campaign is the Situational Theory of Publics. This theory, which was developed by James E. Grunig, proposes that separating and segmenting publics into categories based on how active or passive they are regarding an issue, crisis, problem, etc. (Kim & Ni., 2013, p. 4). More detailed information can be found within the literature review (APPENDIX A).

How It Will Work:

This theory can be used throughout the campaign and when analyzing the current situation and the pieces provided. Examining the media list, press releases, media clippings, and being able to recognize and categorize which members of the media are active, aware, passive, and a nonpublic is key when sending out materials and inviting individuals to events.

If someone is labeled as active, it could mean that they are very interested in events that are hosted by the organization and that a relationship has already been created and developed. If someone is passive, catering materials to their interest and providing them with “ground-breaking” and “unusual” stories could spark their interest to become more active in the organization’s media events. At the end of the campaign, the organization should be able to identify what members of the media are active and continue to build those firm relationships and in turn, be able to identify those who are either aware or passive and create steps to further engage those individuals.

GOALS, OBJECTIVES, STRATEGIES & TACTICS



THE M

EDIA

RELATIONS PRO

JECT


This section highlights the main goals that the campaign plans to achieve. The campaign objectives are highlighted and serve as checkpoints along the way of reaching the determined goals. This section also explains the steps to be taken in

order for the team to reach the goals for the campaign.



THE M

EDIA

RELATIONS PRO

JECT


Goals, Objectives, Strategies & Tactics

Dedicating one hour a week checking resources/references to ensure media contact information is up to date. If changes need to be made, the list will be updated.

Recommend using Cision to monitor media list and track media activity.

Tactics -

Goal 1

To increase the amount of active and reliable media contacts to 100 percent.

Objective -

To decrease the amount of dead contacts on media list to 0% by December 15, 2015.

To increase the amount of active contacts on the current media list to 100% by December 15,2015

To increase the total number of new media contacts to 10 by December 15, 2015

Strategies -

Dedicating one hour a week updating and checking contacts on media list.

Budget can be negotiated if the client is interested in purchasing a product/software to help monitor media list.

*Cision is a product that can be purchased to monitor the media list and media activity. If the client wants to move forward and purchase this software, a quote will be retrieved about the final cost of the product. http://www.cision.com/us/pricing/pr-software/.



THE M

EDIA

RELATIONS PRO

JECT


Goals, Objectives, Strategies & Tactics

Tactics -

A media mixer event will be held at the Ware Center and will be a drop-in event that will provide present media with a media kit with various important information about the Arts at Millersville University. This will take plan on November 21 and 22, 2015.

A media kit will be provided to the media attendees.

A survey will be given during the event to evaluate its effectiveness.

Goal 2

To establish personal relationships between the Arts at Millersville University and 75 percent of the updated contact list.

Objective -

To inform the local media of the Arts at Millersville University by having 50% of the updated contact list attend a media appreciation event on November 21 and 22, 2015.

Strategy -

Planning and hosting media mixer event on November 21 and 22, 2015.

EVALUATION PLANS



THE M

EDIA

RELATIONS PRO

JECT


Thissectionexplainshowthedatareceivedfromthiscampaignwillbemeasuredaswellasdefininghowtheoutcomesoftheresearchwillbespecified.



THE M

EDIA

RELATIONS PRO

JECT


Evaluation Plans

This campaign focuses on enhancing the relations between the Arts at Millersville University and the local media in the Lancaster area, as well as improving the media contact list the organization uses to contact the media. This campaign begins by assessing the opportunity to increase the strength of the relationships between the organization and the media with whom the organization communicates with frequently. After the situation is addressed, the identification of groups that play key roles in the continued successes and recognition of the organization is completed and research to compliment these findings regarding these groups takes place. Once the entire situation is assessed, the theme and key message is finalized and goals are set that, once achieved, will move the organization closer to the desired state of their business. Once all preparations are complete, the campaign begins and takes place for the designated time period in which a media mixer is held to attract various media outlets to the Ware Center with the goal to increase relationships between the Arts at Millersville University and the numerous media outlets. Once the campaign comes to an end, the information gathered and the event itself are analyzed, the findings are presented, and recommendations for future actions are shared with the organization’s management team.

Campaign Snapshot

Gant Chart

Questionnaire Evaluation Plan

Once results are collected from the questionnaire that will be distributed during the event being hosted November 21 and November 22, 2015, results will be presented to Stacy Rutherford, Assistant Director, on December 9, 2015 at the final presentatiion. Results will be presented in narrative form as well as in bar graphs to show univariate results.

FEEDBACK & PROGRAM ADJUSTMENT



THE M

EDIA

RELATIONS PRO

JECT


This section highlights the steps that will be taken to evaluate the campaign once it has run its course. The situation after the campaign will be evaluated and suggestions will be made regarding future action.



THE M

EDIA

RELATIONS PRO

JECT


Feedback and Program Adjustment

-Add a running header/organization logo at the top

-Contact information at the top: No double-spacing Use Stacy’s information instead of placing it at the end (this way she is direct contact for this)

-Single spacing between each paragraph

-Add the word “more” to bottom of pages if it is not complete

-Which paragraph is the boilerplate? Should be before the “###” ; at the end of the document Should not look any different from other paragraphs (Ex: do not center, do not italicize) Could you possibly incorporate the sponsors somewhere else? Boilerplate should be about the organization. (How long have you been around? Brief description. Etc.)

Recommendations for Press Releases and Media Pieces

APPENDICES



THE M

EDIA

RELATIONS PRO

JECT


This section includes supplementary material for the campaign, including the team resume, positions of team members, agency mission and philosophy, and other important information.



Appendix A............................................................................................................................................... Research Report

Appendix B............................................................................................................................................... References

Appendix C............................................................................................................................................... Human Subjects Review Protocol Form

Appendix D.............................................................................................................................................. Questionnaire

Appendix E............................................................................................................................................... Informed Consent Form

Appendix F............................................................................................................................................... Media Contact Sheet

Appendix G.............................................................................................................................................. Content Analysis Results

Appendix H.............................................................................................................................................. Revised Media List

Appendix I............................................................................................................................................... Media Factsheet

Appendix J............................................................................................................................................... Guidelines for Interns

Appendix K............................................................................................................................................... Expert Interview Notes

Appendix L............................................................................................................................................... Campaign Budget

Appendix M.............................................................................................................................................. Media Appreciation Event Agenda

Appendix N.............................................................................................................................................. Media Celebration Event Talking Points

Appendix O.............................................................................................................................................. Media Appreciation Event Flyer

Appendices Table of Contents





Appendix P............................................................................................................................................... Media Appreciation Event Postcard

Appendix Q.............................................................................................................................................. MediaAppreciationEventCertificateofAppreciation

Appendix R.............................................................................................................................................. Media Appreciation Event Menu

Appendix S.............................................................................................................................................. Media Appreciation Event Seating Chart

Appendix T............................................................................................................................................... News Release

Appendix U.............................................................................................................................................. Gantt Chart for Media Appreciation Event

Appendices Table of Contents





THE M

EDIA

RELATIONS PRO

JECT


Theory -

Research Report

Introduction -

The client, the Arts Center at Millersville University, is having problems regarding media relations. In order for the client to better understand how the media in the Lancaster area functions, receives its information, mixes with the community, and reports on events within the area, two forms of research are being proposed. The public relations campaign is focusing on hosting a media mixer at the Winter Center, one of the Arts at Millersville University’s facilities. The campaign is hosting this media mixer on November 21 and 22, 2015. Research prior to and after this media mixer is necessary.

Prior to the event, a content analysis was performed. This analysis evaluated the Visual and Performing Arts Center at Millersville’s current media list, press release templated, and media coverage. This information was provided by Stacy Rutherford, the Assistant Director. Results regarding this content analysis are provided below. During the media mixer, a questionnaire will be distributed to the media who attended to evaluate how effective the mixer was in providing the media with information regarding the Arts at Millersville University.

The results found and presented regarding the content analysis will be used to educate the marketing team at the Office of Visual and Performing Arts at Millersville University on the functionality of the media in their community and better prepare them for the future. As stated, the results from the evaluative questionnaire

The theory being proposed for use during this campaign is the Situational Theory of Publics. This theory, which was developed by James E. Grunig, proposes that separating and segmenting publics into categories based on how active they passive they are regarding an issue, crisis, problem, etc. (Kim & Ni., 2013, p. 4). This theory can be used throughout the campaign because this campaign will include relationship building strategies. The Assistant Director of the Arts at Millersville, Stacy Rutherford, hopes to better understand and foster relationships with members of the media within the Lancaster area. This theory will prove valuable during the process of developing better relationships between Rutherford and the media.

This campaign deals with the relationship the Lancaster community media and the Arts at Millersville University have. In the expert interview, Assistant Director Stacy Rutherford stated that she has no solid connection with the media and is only on first-name basis with one or two reporters in the area. This theory will coincide with the problem statement the campaign generated and will help to explain how the relationship between these two facets will begin to change and grow.

Appendix A



THE M

EDIA

RELATIONS PRO

JECT


Placing media personnel into categories based on how likely they are to respond and use a press release, media alert, or general story idea distributed by the Arts at Millersville will lead to better development of media relations.

Literature Review -

For this research proposal, a literature review regarding the theoretical framework proposed and the process of a media audit was performed. The first study focused on the processes of Situational Theory of Publics.

Sources state that there are several categories that publics can fall into. A nonpublic is classified as a group of individuals not affected by the organization. Latent publics are those publics not aware of the effect of the organization and active publics are those recognize the organization. The final group is labeled as activists because not only are they aware they are engaged and use information provided by the organization (Kim & Ni, 2013, pp. 4-5).

Theory creator, Grunig, recognized that when applying Situational Theory of Publics to journalists, their profession and job duties come into play vastly. Journalists can vary between latent and active based on interest, time constraint, and availability of information (Illia, Lurati, & Casalaz, 2013, p. 99). The more interested in a subject or story they become, the more likely it is they will become an activist and investigate the lead themselves; if they are not interested, they will either bypass the story completely or only rely on the sources you provide. This means that sometimes, a media outlet will use your press release verbatim in their publication (Illia, et al., 2013, p. 99). The relationship an organization develops with the media is based on their interest and the group of the public they belong to.

To further understand the interrelationship between the media and public relations, one must understand its past. Over the last 100 years, the perception of public relations by the media has drastically altered. It has been viewed, “in many accounts, PR has been framed as an inherently negative force, a cancer eating away at the heart of modern journalism” (Macnamara, J., 2014, p.2).

Public relations has been viewed as transparent and manipulative. In a survey, journalists responded that more and more journalists’ materials are being overtaken by public relations professionals “spinning” or writing their own content for their organizations and bypassing the media altogether (Mcnamara, J., 2014, p. 7). By being aware of these opinions and appreciating the profession a journalist has and respecting their writing, a better relationship can be forged between the two entities.

Research Report



THE M

EDIA

RELATIONS PRO

JECT


A book that’s focus is public relations theory includes a chapter that’s sole focus is media relations among the press and public relations personnel. The study notes that if a reporter calls you at 9 a.m. and is looking for a quote from you regarding a story that is due at 4:30 p.m., by responding even an hour before the deadline, chances are the story is already written, and your quote will simply be dropped in. If this occurs, you are denying your organization the ability to give an interesting angle or new information for that reporter to use (Botan, 2006, p. 251). Further, it hones in on three tactics that can be used to handle press relations and one of them is framing (Botan, 2006, p. 245).

Framing is the use of a central or key message or messages that are organized to help understand what your organization wants to get across to its public (Botan, 2006, p. 246). In this situation, framing to the media can be beneficial in the hopes of an angle or new perspective. Framing is seen as a way for journalists to funnel through information quickly and in an orderly fashion. Another study noted framing as well.

The news media and public relations are a symbiotic relationship: they benefit from each other in numerous ways. If you provide a frame for a currently reported upon story or suggestions for further stories, you are in turn making that reporter’s job a little easier (Cameron, Sallot, & Curtin, 1997, pp. 124-126). It’s act like this that can further build a relationship between an organization and media outlets.

In Florida, a team of public relations students at Florida International University performed a media audit on the journalists in their community. They revealed the three things journalist wish public relations professionals realized before releasing a press release. The findings stated that facts, interesting subject, and news value were the most important things (Adams, 2002, p. 40). The study interviewed the journalists who were surveyed. They all stated that public relations professionals have no clue how the media functions. One stated, “PR people don’t have any idea about what I do or what I write about. Most don’t even read my column before they call me to pitch a story” (Adams, 2002, p. 41). By learning what the local media want and expect from press releases, the Arts at Millersville University can better cater the media in the area.

Research Report



THE M

EDIA

RELATIONS PRO

JECT



The answer to this research question was determined by the amount of dead contacts, contacts outside of the Lancaster Community, contacts that are not necessarily media members, and repeated contacts that were found on the list. Although success is a hard element to gauge, these elements will help to create a better picture on just how useful the current media list is.

This research question investigated the media list currently used by the Arts at Millersville University. Is the mixture of contacts an accurate representation of individuals in the media within the community? Or are some contacts unnecessary for certain press releases entirely?

The variables necessary for this question are the media list and the success rate. In communication research, an extraneous variable is described as a variable that affects the dependent variable but is not controlled adequately by the researcher. In this research question, the media list is the extraneous independent variable. The researcher had no control over the quality and state of the media list prior to and during research.

The dependent variable of this research question is the success rate of the media list being questioned. The list itself is acting upon the success rate, making it a dependent variable. A dependent variable is changed and affected by an independent variable.




Research Report

Research Questions -



THE M

EDIA

RELATIONS PRO

JECT


Research Report

The independent variable is the media and the dependent variable is their interest in the arts. This is con-cluded because the dependent variable is acted upon by the independent. The media choose their own inter-ests in different topics, including the arts and entertainment. The identification and contact with these media members is a third variable within this research question. The first step to answering it would be to identify the media with this desired interest.



RQ 4: What recommendations can be made from the media mixer event?

This research question will provide feedback to the Arts at Millersville University regarding the effectiveness of the event. This research question will be answered by questions 5, 6, & 10. Questions 5 & 6 are nominal questions that ask if the event was informative and enjoyable and if they would attend something similar in the future. Question 10 is the final question and it is open-ended. Data recorded from this question will be provided to the the Office of Visual and Performing Arts at Millersville University in the form of a Word document so they can view the comments received as feedback and plan accordingly for future events.

Methods -

Instrument One:

The first instrument that was created for primary research was a content analysis. This was performed in September 2015. This was performed by examining the list and performing a simple search of media contacts using the internet. Discovering the identity of the person on the media list, their position, and location of work can determine if they are a necessary or unnecessary member to the media list. A book of media clippings and activity was also used to see how often the Arts at Millersville University is present in the media and how they are represented within the media. This showed how frequently the Arts at Millersville University is in the news, who is publishing the content, and what messages are being delivered to the public in regards to the events that the Arts at Millersville University hosts. Details and discussion regarding instrument one can be found in Appendix A – Primary Research Report.



THE M

EDIA

RELATIONS PRO

JECT


Research Report

The research questions addressed by this instrument were: The first instrument that was created for primary research was a content analysis. This was performed in September 2015. This was performed by examining the list and performing a simple search of media contacts using the internet. Discovering the identity of the person on the media list, their position, and location of work can determine if they are a necessary or unnecessary member to the media list. A book of media clippings and activity was also used to see how often the Arts at Millersville University is present in the media and how they are represented within the media. This showed how frequently the Arts at Millersville University is in the news, who is publishing the content, and what messages are being delivered to the public in regards to the events that the Arts at Millersville University hosts. Details and discussion regarding instrument one can be found in Appendix A – Primary Research Report.



The answer to this research question was determined by the amount of dead contacts, contacts outside of the Lancaster Community, contacts that are not necessarily media members, and repeated contacts that were found on the list. Although success is a hard element to gauge, these elements will help to create a better picture on just how useful the current media list is.

This research question investigated the media list currently used by the Arts at Millersville University. Is the mixture of contacts an accurate representation of individuals in the media within the community? Or are some contacts unnecessary for certain press releases entirely?

The variables necessary for this question are the media list and the success rate. In communication research, an extraneous variable is described as a variable that affects the dependent variable but is not controlled adequately by the researcher. In this research question, the media list is the extraneous independent variable. The researcher had no control over the quality and state of the media list prior to and during research. The dependent variable of this research question is the success rate of the media list being questioned. The list itself is acting upon the success rate, making it a dependent variable. A dependent variable is changed and affected by an independent variable.



THE M

EDIA

RELATIONS PRO

JECT


Research Report




The independent variable is the media and the dependent variable is their interest in the arts. This is concluded because the dependent variable is acted upon by the independent. The media choose their own interests in different topics, including the arts and entertainment. The identification and contact with these media members is a third variable within this research question. The first step to answering it would be to identify the media with this desired interest.

Results from Instrument One:



THE M

EDIA

RELATIONS PRO

JECT


Research Report

In Depth Explanation:

- 29 out of 156, or 18%, of contacts on the media list can be labeled as “dead contacts”. This means that they have retired from their listed position, no longer work for that media company, or are deceased.- 4 out of the 156 contacts were repeats. This appears to have occurred due to the switching of positions or companies or the marriage of some of the media personnel.- At least 3 of the 156 contacts cannot be labeled as media. They either work in or for the city of Lancaster. They are a great contact to have when it comes to mixing and sharing non-proprietary information, but they are not media.- 3 contacts are student-run media organizations. One of them is at Franklin and Marshall College, the other 2 are located at Millersville University. This is crucial to know because each year, seniors at the college and university graduate and new people come into positions on the student-run newspaper and television broadcast. Every year there is a new editor-in-chief to contact.- 1 contact is a member of staff for the Arts at Millersville University. Why they are on this media contact list is a question that must be answered.- Between 35-40 contacts, or between 22-25%, of contacts are outside of the Lancaster area. This range is given due to repeat contacts and “editor” and specific contact variations.Results Regarding Press Release and Media Clippings:- On the attached press releases that the Arts at Millersville University distributes, the press contact and sent contact are two different people. Director Laura Kendall is the press contact but the contact who sent the press release is Assistant Director, Stacy Rutherford. This can cause confusion on who to truly contact regarding an event. - The media have stated that images attached to press releases are hard to open and use for their stories. A streamlined solution to this problem could allow the press to use photos the Arts at Millersville University provides.- From the information provided by the Arts at Millersville University, the only recent media activity has come from Lancaster Online. Three stories have been written, two by the same individual, Jane Holahan the Entertainment Reporter. - Several assumed media personnel gave their personal emails that cannot be tracked back to where they work or have previously worked within the media, which caused a problem in creating the revised media list.



THE M

EDIA

RELATIONS PRO

JECT


Research Report

Limitations and Future Research Areas to Instrument One:

There are three limitations regarding this instrument. First, the number of provided sources to analyze was minimal. If a larger number of press releases and media clippings were provided, results could have varied on what individuals covered stories, content of press releases, and further recommendations regarding the two. In the future, reinvestigating using a different variety of press releases and media clippings would be beneficial.

The second limitation is the timeliness of the provided sources. Sources provided were all written in 2015 and within the last six months. This provided a skewed overview and look into the organization’s situation. If sources from a variety of previous years and months were provided, the sample would have delivered a better representation of the overall population of sources that have been generated by the Arts at Millersville University and sources that were produced about the organization. In the future, reinvestigating using a variety of sources from multiple years and months would be beneficial.

Time was also a limitation of this content analysis. If more time was provided, requesting more sample press releases and media clippings would have occurred. Due to the time constraint put on the agency and deadlines for other aspects of the campaign, this request did not occur. In the future, more time should be dedicated to investigating the media clippings and press releases further. That way, an in-depth look into communication between the organization and the community’s media can occur.

Discussion/Suggestions Regarding Instrument One:

After performing this content analysis, RQ1 and RQ2 can be answered. The media list that the Arts at Millersville University used prior to this campaign was not detailed, complete, nor did it provide locations that were accurate enough to yield a quality relationship with the media. For example, television stations and radio stations in the Hershey/Harrisburg were located in their list. That area is saturated with entertainment and arts form the Hershey and downtown Harrisburg facilities. Due to the distance and those threats, pitching to those media outlets constantly can be extra work and more difficult to get noticed. For these reasons, an updated and revised media list was created for the Arts at Millersville University, located in Appendix H.



THE M

EDIA

RELATIONS PRO

JECT


Research Report

From the information provided by Stacy Rutherford regarding media activity, the only traffic they appear to receive is from the Lancaster Online Newspaper’s entertainment reporters. After a simple search on the internet, Broadway World, a publication who focuses on the arts and music nationwide, uses a lot of the Arts at Millersville’s press releases for news stories regarding their upcoming events. They recently wrote about them on September 25, 2015. This is respectable in the fact that that relationships are strong and well-received, but those appear to be the only media outlets that publish information the Arts and Millersville University provides to them. Other media outlets on their list seem to know little to nothing about the Ware Center at all, as it shows from their company websites.

A new and revised media list was created. This media list features major news outlets in print, radio, and television in and around the Lancaster Area. This list can be added upon by the Director and Assistant Director of the Visual and Performing Arts Center at Millersville as they see fit. These current media outlets were chosen due to their locations, popularity, circulation numbers, and ability to cover news to large areas. The media within this list were segmented. A few of the segmented sections include media outlets within Lancaster County, outlets outside the county, various outlets (print, radio, and television), previously contacted individuals and newly added members.

The newly created and proposed media list was used to invite individuals to the event hosted by the Arts at Millersville University on November 21 and 22. Out of the 40 individuals on the list, 7, or 17.5%, RSVP’d to either date and zero were present at the events. IS THIS OKAY THAT I ADDED IT? Yes it is okay that this was added.

The second instrument that was created to be used to answer the third and fourth developed research question was planned to be distributed at the media mixer on November 21 and 22. The population for this questionnaire was the media in the Lancaster community. The sample frame for this questionnaire was all the media who attended the media mixer. The form of sampling used for this survey is systematic/convenience sampling. It is systematic in the sense that the individuals were chosen and invited to this event, it is convenient in the fact that they would be at the event and able to take the survey at that time.

The questionnaire includes 10 questions (Appendix D). Nine of the questions are either yes or no and will be coded by a one or zero, respectfully, when evaluation of the questionnaires occurs. There are three funnel questions, which only require an answer if the individual answers “yes” to the question prior to the funnel question. They are also “yes/no” response questions and coded like the other questions. The final question is an area where the individual can voice comments or recommendations and cannot be coded like the “yes/no” questions. These answers will be recorded and logged separately from the other coded questions.



THE M

EDIA

RELATIONS PRO

JECT


Research Report

To ensure the instrument, a 10-question questionnaire, yields valuable information, several factors will be considered. Pretesting was completed by the research and copy directors prior to the completion of this campaign. A second pretest would ideally be performed with the Assistant Director of the Arts at Millersville University, Stacy Rutherford, allowing the process of criterion validity. An item total correlation test will be used on a draft of the questionnaire and Cronbach’s alpha will allow reliability.

Instrument Two:

The second instrument created was a questionnaire. It was created to gain feedback and recommendations regarding the event that was hosted on November 21 and 22. The questionnaire featured 10 questions; nine nominal questions (yes or no) and one open ended question. Three of the nominal questions were funnel questions, meaning if a person answered a certain way to the question, they would be prompted to the next question.




RQ 4: What recommendations can be made from the media mixer event?

This research question will provide feedback to the Arts at Millersville University regarding the effectiveness of the event. This research question will be answered by questions 5, 6, & 10. Questions 5 & 6 are nominal questions that ask if the event was informative and enjoyable and if they would attend something similar in the future. Question 10 is the final question and it is open-ended. Data recorded from this question will be provided to the the Office of Visual and Performing Arts at Millersville University in the form of a Word document so they can view the comments received as feedback and plan accordingly for future events.

Results from Instrument Two:

40 people were invited to the event hosted on November 21 and 22. The media list that was created from the data from the content analysis and was used to test its effectiveness in bringing people to the event. Seven individuals RSVP’d to either the Saturday or Sunday slot but, unfortunately, due to scheduling conflicts, last minute cancellations, and a busy weekend, nobody attended the event on either November 21 or 22. There-fore, there is no survey data to record and present at this time.



THE M

EDIA

RELATIONS PRO

JECT


Research Report

Limitations and Future Research Areas to Instrument Two:

An obvious limitation to this survey method was the lack of participants. No media personnel invited to the event attended and, therefore, no results were yielded. An area of future research could be to use this questionnaire again at an upcoming event to see if it gains the desired results and feedback.

A second limitation was the design of the questionnaire. This questionnaire was event-specific and cannot be sent to individuals via email or be given to them over the phone due to the content. If it was not event-specific, invited individuals whom did not attend still could have been contacted to provide results, but people cannot critique or make recommendations based off of an event they did not attend. In the future, creating a questionnaire that is not as event-specific could be used to contact invited individuals and be filled out regardless of attendance.

Discussion of Instrument Two:

This questionnaire will be used as part of a recommendation section that will be presented to the client on December 8, 2015. The agency will be recommending the Arts at Millersville University hosts a Media Appreciation event in which they honor the media and thank them for their contributions to the community. The agency believes this event will be able to form more mutually beneficial relationships between the the Office of Visual and Performing Arts at Millersville University and nearby media.

The agency is making recommendations on the budget, timeline, invite list, the invitation, proposed seating chart, agenda, talking points, and materials to hand out at the event, including this survey. This instrument can be carried over to the recommended event and if need be, the client can tweak questions to fit their current needs and ask more specific questions about the event’s purpose of thanking the media.



THE M

EDIA

RELATIONS PRO

JECT


Methods -

Instrument One:

The first instrument is a content analysis. This was performed as soon as this proposal and campaign proposal are approved. This analysis will use the media list that Stacy Rutherford, the Assistant Director of the Office of Visual and Performing Arts at Millersville University will be providing to the team.

This was peformed by examining the list and performing a simple search of media contacts using the internet. By discovering the identity of the person on the media list, their position, and location of work, this can determine if they are a necessary member to the media list and whether or not their information is accurate and up-to-date.

A book of media clippings and activity was also used to see how often the Arts at Millersville University is presented in the media and how they are presented within the media. This will show how frequently the Arts at Millersville University are in the news, who is publishing the content, and what messages are being delivered to the public in regards to the events that the Arts at Millersville University host.

Once the content analysis was performed, a new media list was created by the media planners. It includes segmentations of media by location, type, email address, and telephone number if applicable. This list will be an improvement from the former list because it will be clearly segmented, organized, and will not include any or uninterested contacts.

Instrument Two:

The second instrument that will be used to answer the fourth developed research question will be distributed at the media mixer, which is scheduled for November 21 and 22, 2015. The population for this questionnaire is the media in the Lancaster community. The sample frame for this questionnaire will be all the media who attend the media mixer. The form of sampling used for this survey is systematic/convenience sampling. It is systematic in the sense that the individuals were chosen and invited to this event, it is convenient in the fact that they will be at the event and able to take the survey at that time.

The questionnaire includes 10 questions. Nine of the questions are either yes or no and will be coded by a one or zero, respectfully, when evaluation of the questionnaires occurs. There are three funnel questions that will only be answered if the individual answers “yes” to the question prior to the funnel question. They will be “yes/no” response questions and coded like the other questions. The final question is an area where the individual can voice comments or recommendations and cannot be coded like the “yes/no” questions. These answers will be recorded and logged separately from the other coded questions.

Research Report



THE M

EDIA

RELATIONS PRO

JECT


To ensure the instrument, a 10 question questionnaire, yields valuable information, several factors will be considered. Pretesting was completed by the Research Director and the Copy Director prior to the completion of this proposal. A second pretest will be performed with the Assistant Director of the Office of Visual and Performing Arts at Millersville, Stacy Rutherford, allowing the process of criterion validity. An item total correlation test will be used on a draft of the questionnaire and Cronbach’s alpha will allow reliability. To see a copy of the proposed questionnaire, please see Appendix B.

-A brief content analysis was performed on the materials provided by Assistant Director Stacy Rutherford. These materials were analyzed for their accuracy and effectiveness, based on the problem statement developed by the campaign team. The results are as follows:

-29 out of 156, or 18%, of contacts on the media list can be labeled as “dead contacts.” This means that they have retired from their listed position, no longer work for that media company or are deceased.

-Four out of the 156 contacts were repeats. This appears to have occurred due to the switching of positions or companies or the marriage of some of the media personnel.

-At least three of the 156 contacts cannot be labeled as media. They either work in or for the city of Lancaster. They are a great contact to have when it comes to mixing and sharing non-proprietary information, but they are not media.

-Three contacts are student run media organizations. One of them is at Franklin and Marshall College and the other two are located at Millersville University. This is crucial to know because each year seniors at both schools graduate and new people come into positions on the student-run newspaper and television broadcast. Every year there is a new editor-in-chief to contact. -One contact is a member of staff for the Arts at Millersville University. Why they are on this media contact list is a question that must be answered in further detail.

-Between 35-40, or between 22-25%, of contacts are outside of the Lancaster area. This range is given due to repeat contacts and “editor” specific contact variations.

Results -

Results from Instrument One. For a graphic presentation of these results, please see Appendix G.

Research Report



THE M

EDIA

RELATIONS PRO

JECT


-On the attached press releases the Arts at Millersville University distributes, the press contact and sent contact are two different people: Director Laura Kendall is the press contact, but the contact who sent the press release is Assistant Director Stacy Rutherford. This can cause confusion on who to truly contact regarding an event.

-The media have stated that images attached to press releases are too large to open and use for their stories. A streamlined solution to this problem could allow the press to use photos the Arts at Millers ville University provides.

-From the information provided by the Arts at Millersville, the only recent media activity has come from the Lancaster Online. Three stories have been written; two by the same individual, Jane Holah an, Entertainment Reporter.

-Several assumed media personnel gave their personal emails that cannot be tracked back to where they work or used to work within the media, which caused a problem in creating the new, revised media list.

After performing this content analysis, RQ1 and RQ2 can be answered. The current media list that the Arts at Millersville University uses is not detailed, complete, and geographically accurate enough to yield a quality relationship with the media. For example, television stations and radio stations in the Hershey/Harrisburg area are located on their list. That area is saturated with entertainment and arts form the Hershey and downtown Harrisburg facilities.

Due to the distance and those threats, pitching to those media outlets constantly can be extra work and could make it more difficult to get noticed. For these reasons, an updated and revised media list will be created for the Arts at Millersville University, located in Appendix H.

Research Report



THE M

EDIA

RELATIONS PRO

JECT


A new and revised media list was created in conjunction with the PA House of Representatives media list and the one provided by the Arts at Millersville University. Using the PA House’s media list helped to identify the major media outlets that should be taken into consideration. This media list features major news outlets in print, radio, and television in and around the Lancaster area. The Director and Assistant Director of the Office of Visual and Performing Arts at Millersville University can add this list as they see fit and make adjustments as needed. These current media outlets were chosen due to their locations, popularity, circulation numbers, and ability to cover news to large areas.

The media within this list were segmented. A few of these categories include: media outlets within Lancaster County, outlets outside the county, various outlets (print, radio, and television), previously contacted people and newly added members. These newly added members are highlighted to signify they have never been contacted by the Arts at Millersville University before this new media list was created.

Discussion/Questions -

Regarding Instrument One:

Research Report

From the information provided from Stacy Rutherford regarding media activity, the only traffic they appear to receive is from the Lancaster Online Newspaper’s Entertainment reporters. After a simple search on the Internet, Broadway World, a publication who focuses on the arts and music nationwide, uses a lot of the Arts at Millersville University’s press releases for news stories regarding their upcoming events. They recently wrote about them on September 25, 2015. This is good in the fact that that relationships are strong and well received, but those appear to be the only media outlets that publish information the Arts at Millersville University provides them. Other media outlets on their list seem to know little to nothing about the Ware Center at all, as it shows from their company websites.



THE M

EDIA

RELATIONS PRO

JECT


Appendix B

References

Adams, W. (2002). South Florida Media Audit Challenges Placement Assumptions, Reveals Journalist Complaints. Public Relations Quarterly, 47(1), 40-44.

Botan, C. (2006). Chapter 10: Building a Theoretical Model of Media Relations Using Framing, Information Subsidies, and Agenda-Building. In Public Relations Theory II. Mahwah, N.J. Lawrence Erlbaum Associates.

Cameron, G., Sallot, L., & Curtin, P. (1997). Public Relations and the Production of News. A Critical Review and Theoretical Framework. Communication Yearbook 20, 111-155.

Illia, L., Lurati, F., & Casalaz, R. (2013). Situational Theory of Publics: Exploring a Cultural Ethnocentric Bias. Journal of Public Relations Research, 25(2), 93-122.

Kim, J., & Ni, L. (2013). Two Types of Public Relations Problems and Integrating Formative and Evaluative Research: A Review of Research Programs within the Behavioral, Strategic Management Paradigm. Journal of Public Relations Research, 25(1), 1-29.

Macnamara, J. (2014). Journalism-PR relations revisited: The good news, the bad news, and insights into tomorrow’s news. Public Relations Review, 1-18.



THE M

EDIA

RELATIONS PRO

JECT


Appendix C

Human Subjects Review



THE M

EDIA

RELATIONS PRO

JECT


Appendix C



THE M

EDIA

RELATIONS PRO

JECT


Appendix D

Questionnaire (Instrument 2)

We would appreciate completion of the survey below concerning your experience at this media event hosted by the Visual and Performing Arts Center at Millersville University. By completing the survey below, you acknowledge that participation in this study is voluntary, no negative repercussions are associated with partial completion of the survey, there are no known risks associated with participation, and all information is confidential.

1. I have attended an event hosted by the Visual and Performing Arts Center at Millersville before? Y/N

2. If yes, was it in the past year? Y/N

3. I have received and used a press released from the Assistant Director of the Visual and Performing Arts Center at Millersville before? Y/N

4. If yes, was it written in the past six months? Y/N

5. I found this media mixer useful and informative regarding the entertainment and events the Assistant Director of the Visual and Performing Arts Center at Millersville host? Y/N

6. If yes, would you attend another media mixer in the future? Y/N

7. I found the media kit provided to be useful? Y/N

8. Receiving a media kit like this in the future will continue to be useful? Y/N

9. I have/I will fill out the media contact form so the Assistant Director of the Visual and Performing Arts Center at Millersville can contact me regarding media alerts, press releases, or media events in the future?

10. Please provide any further information that you find necessary to describe your experience:

Name:

Title:

Institution:



THE M

EDIA

RELATIONS PRO

JECT


Appendix E

Informed Consent Form

MEDIA MIXER QUESTIONAIRE INFORMED CONSENT FORM

Involvement: Those involved in conducting this study include: Morgan Hartmoyer, Research Director; Amirah Mikell, Account Executive; Dr. Jennifer F. Wood, Faculty Staff; Stacy Rutherford, Assistant Director of the Ware Center. The Millersville University’s Department of Communication and Theatre’s Human Subjects Review Board has approved this project. Overview: The Visual and Performing Arts Center at Millersville University wants to gain feedback from this media event. The insight received from these questionnaires will help them to better manage relationships with the media in the Lancaster community in the future. Risks and benefits: There are no known risks associated with participation of this study. Potential benefits of the study for The Visual and Performing Arts Center at Millersville University include receiving feedback on all the materials they provide and the event they hosted tonight, INSERT EVENT DATE, 2015. Compensation: There is no compensation. Confidentiality: All information is confidential. For more information: If you have any questions, the individuals you may contact are Morgan Hartmoyer at [email protected], Amirah Mikell at [email protected], or Dr. Jennifer F. Wood at [email protected]. Voluntary participation: Participation in this study is voluntary. No negative repercussions are associated with partial completion of the survey. Your response is greatly appreciated I ____________________________________________ have read and understand all of the above information. I consent to take part in the study as of _________________.

Signature

Date



THE M

EDIA

RELATIONS PRO

JECT


Appendix F

Media Contact Sheet

MEDIA CONTACT SHEET

This information will be used by the Office of Visual and Performing Arts at Millersville University in the future. This information will only be used to invite you to future media events and to inform you regarding press releases and media advisories. This is to ensure we have the most up to date and accurate information in order to contact you. Your information will be kept confidential.Name:

Company:

Position Title:

Beat/Topic of Interest:

Address at Job:

Email Address:

Telephone:

I would prefer to be contacted at (please circle choice): Phone EmailIf I cannot attend a media mixer, I would prefer to receive a media kit regarding the event (please circle choice): Hard Copy, by mail Digital Copy, by Email

Please return this form to one of the members of Precision Public Relations, a student run public relations agency at Millersville University. Thank you for your responses!



THE M

EDIA

RELATIONS PRO

JECT


Appendix G

Content Analysis Results

"Dead" Contacts29 (18%)

Repeats4 (3%)

Non-Media3 (2%)

Other4 (3%)

Outside Lancaster40 (25%)

Usable Contacts77 (49%)

Contacts (Within Lancaster)Total: 156

"Dead" Contacts Repeats Non-Media Other Outside Lancaster Usable Contacts



THE M

EDIA

RELATIONS PRO

JECT


Appendix H

Revised Media List



THE M

EDIA

RELATIONS PRO

JECT


Appendix I

Media Terms Factsheet



THE M

EDIA

RELATIONS PRO

JECT


Appendix J

Guidelines for Interns

GENERAL GUIDELINES, HANDLING, AND OVERALL USE OF MEDIA CONTACT LIST:

[The purpose of the media contact list is to ensure effective communication amongst the Arts at Millersville University and its intended target media publics.]

I, ________[name], intern, and ________[name] , internship supervisor, understand and respect the following guidelines for handling and/or making changes to the media contact list:

1. Ensure that all personal media information (name, email, phone) are up to date on a biweekly basis (if any changes occur, notify internship supervisor).

2. Ensure that all media beats, deadlines, and time restrictions are up to date on a weekly basis (if any changes occur notify internship supervisor).

3. Biweekly email blasts of upcoming performances, concerts, artist talks, etc. are to be sent to person(s) on media contact list for visibility and media coverage purposes only (email blast should include events for the upcoming week NOT previous events).

4. The media contact list is preparatory information, therefore should not be shared with outside parties not related to the Media Relations Project for the Arts at Millersville University.

5. Monthly communication should be maintained (via email or phone) amongst media contact and internship supervisor to ensure that professional business relationships are being established and maintained throughout entirety of internship duration and/or campaign fixed time period.

6. Monthly communication should be maintained (via scheduled meetings) amongst intern and internship supervisor about the professional relationships established/maintained from the use of media contact list .

7. [If required: recommendations of how to further handle the media contact list after two consecutive years of implementation will be considered].

8. [If applicable: interns will be given evaluations to further analysis the successes of media contact list usage correlating with the Media Relations Project].

[Date:_____________________] [Signature, ________________________ (intern)]

[Date:_____________________] [Signature, ________________________ (internship supervisor)]

Page 1 of 1



THE M

EDIA

RELATIONS PRO

JECT


Appendix K

Expert Interview

The initial meeting with Stacy Rutherford, Assistant Director of the Visual and Performing Arts at Millersville occurred on September 3rd, 2015. Here is a compiled report of her interview, collected from Precision Public Relations, the student-run public relations agency assigned to this client:

About the Contact:

Stacy Rutherford is the assistant Director of the Office of Visual and Performing Arts at Millersville Univer-sity. She is an alumna to Millersville University. Prior experience includes jobs at the Lancaster Alliance as an intern and Mainstreet of Mt. Joy as a manager. Her first job with the Office of Visual and Performing Arts at Millersville University was as the business director at the Ware Center. She was then promoted to assistant di-rector where she works under director Lara Kendall. Rutherford’s focus is on marketing and communications.

About the Client:

General:The Arts at Millersvile has nine full time employees. Laura Kendall is the director and Stacy Rutherford is the Assistant Director, also the contact for this compaign. The vision of the Arts at Millersville is, “a culture where everyone is engaged in the community and the world.” Their department vision is “the office of Visual and Performing Arts fosters learning, creativity, and understanding through diverse events, experiences, and collaboration.” The department strategically fulfills its mission through its core values that include: excep-tional customer service, artistic support, safe and inclusive community, state of the art facilities available to the community, exploration and experimentation of new ideas, and effective stewardship of resources. The annual budget of operations, beyond affording performers, is $50,000. The colors and logos used by the Arts at Millersville University tie into Millersville University’s primary colors of black, yellow/gold and white.

Facilities:The Arts at Millersville University includes two building for performances; the Winter Center and the Ware Center. The Winter Center has two auditoriums, Biemasderfer and Claire that hold 290 and 650 people, respectfully. The Winter Center is very Millersville University-oriented in the fact that it hosts many classes, holds a department of the university, and holds many student oriented performances during its season. The Ware Center is described as “the arm in the community”. It has three performance centers: Steinem holds 350 people; Owen Salon, which is on the third floor of the building, can comfortably seat 100-110 people in a cabaret-style atmosphere with tables; the Atrium is an extension of Owen Salon that holds 140-150 people cabaret-style. The Ware Center also hosts more than 665 meetings and community forums a year: 366 open to public, 80A% presented by M.U. cultural affairs. The rental aspect of facilities within the Ware Center is a source of revenue for the Arts at Millersville University.



THE M

EDIA

RELATIONS PRO

JECT


Appendix K

Performances and Tickets:The performance season for the Arts at Millersville is September through May. Each year, a program guide for both facilities is created and released to the community. The box office is run through Student Services at Millersville University. The system used is Vendini and it has many functions, which include retention of purchaser’s information and communications regarding inclimate weather, cancellations, or program changes. Rutherford reported a small decline in ticket sales and sees area of improvement such as discounts to loyal ticket purchasers. Each year in August, a season preview is held at the Ware Center. It details and highlights upcoming performances for the public. Last year, roughly 700-800 community members attended but very little media were present.

The Project:

Purpose:The hope of this campaign would be to raise visibility of the Arts at Millersville University because it would be seen as wonderful public relations for the university, gain and retain ticket purchasers, and sell more tickets. Rutherford has some relationships with individuals who work in the media (Lancaster Newspaper, specifically) and a feature regarding the upcoming season was created within the past few months.

Background:The current Director and Assistant Director at the Visual and Performing Arts Center received a media list from the former Director of the Arts at Millersville University. It is described as, “a hand-me-down list with no real depth, strategy, or exploration.” There are roughly 140 individuals who are working or have previous-ly worked in the media around the Lancaster area. It is unsure if these people are still there, have been moved to different positions, or new people have filled the positions. It is Rutherford’s hope that he media list can be expanded, edited, and detailed to include things such as beats and media interests, their general schedules, etc. It is believed this information would help to better cater to the Lancaster media and gain more awareness for events that the Arts at Millersville University hosts.



THE M

EDIA

RELATIONS PRO

JECT


Appendix L

Campaign Budget



THE M

EDIA

RELATIONS PRO

JECT


Media Appreciation Event Agenda

Appendix M



THE M

EDIA

RELATIONS PRO

JECT


Media Appreciation Event Talking Points

Appendix N



THE M

EDIA

RELATIONS PRO

JECT


Appendix O

Media Appreciation Event Flyer

THE MEDIA APPRECIATION

EVENTAn event to recognize the work of local media

representatives



THE M

EDIA

RELATIONS PRO

JECT


Media Appreciation Event Postcard

Appendix P



THE M

EDIA

RELATIONS PRO

JECT


Appendix Q

Media Appreciation Event Certificate



THE M

EDIA

RELATIONS PRO

JECT


Appendix R

Media Appreciation Event Menu



THE M

EDIA

RELATIONS PRO

JECT


Appendix S

Media Appreciation Event Seating Chart



THE M

EDIA

RELATIONS PRO

JECT


Appendix T

News Release

Contact:Stacy RutherfordAssistant DirectorOffice of Visual and Performing Arts717.871.7029 [email protected]

For Immediate Release

THE ARTS AT MILLERSVILLE UNIVERSITY HOSTING A MEDIA APPRECIATION EVENT

LANCASTER, Pa. (INSERT DATE) – The Office of Visual and Performing Arts at Millersville University will be hosting a media appreciation event to express their gratitude for the surrounding Lancaster media.

The event will be held on DATE from 5 to 8pm in the Atrium located in the Ware Center in downtown Lancaster (42 N. Prince Street). The media is invited to drop in during the designated event time in order for the Office of Visual and Performing Arts at Millersville University to show appreciation for the many tasks the local media completes and to learn more about the Arts at M.U. and upcoming events.

Light refreshments will be provided during the event. Laura Kendall, Director of the Office of Visual and Performing Arts at Millersville University, will welcome the media and Assistant Director, Stacy Rutherford, will be present to personally thank the media.

Free parking vouchers for the Prince Street Garage will be available for the guests attending. Please RSVP to Stacy Rutherford at 717.871.7029 or [email protected] by DATE.

The Millersville University Visual and Performing Arts Season is made possible by support from Season Platinum Partner Rodgers & Associates and Gold Season Sponsors Aussie and the Fox and Hagelgans & Veronis, and Silver Season Sponsors Clipper Magazine, the Hotel Lancaster, 12:34 MicroTechnologies, and Weber Advertising. First Friday Music Stage is sponsored by Fine Living Lancaster. This season’s Luminary Donors include Ann Barshinger, John & Susan Garofola, Mary Burton & Laurent Horne, Linda Holman Marcks, William McIlwaine, Peggy Neff, Mary Kearns & Jon Walker, and Paul & Judy Ware.

# # #

Millersville University is an Equal Opportunity/Affirmative Action Institution. A member of the Pennsylvania State System of Higher Education.

We would appreciate completion of the survey below concerning your experience at this media event hosted by the Visual and Performing Arts Center at Millersville University. By completing the survey below, you acknowledge that participation in this study is voluntary, no negative repercussions are associated with partial completion of the survey, there are no known risks associated with participation, and all information is confidential.

1. I have attended an event hosted by the Visual and Performing Arts Center at Millersville before? Y/N

2. If yes, was it in the past year? Y/N

3. I have received and used a press released from the Assistant Director of the Visual and Performing Arts Center at Millersville before? Y/N

4. If yes, was it written in the past six months? Y/N

5. I found this media mixer useful and informative regarding the entertainment and events the Assistant Director of the Visual and Performing Arts Center at Millersville host? Y/N

6. If yes, would you attend another media mixer in the future? Y/N

7. I found the media kit provided to be useful? Y/N

8. Receiving a media kit like this in the future will continue to be useful? Y/N

9. I have/I will fill out the media contact form so the Assistant Director of the Visual and Performing Arts Center at Millersville can contact me regarding media alerts, press releases, or media events in the future?

10. Please provide any further information that you find necessary to describe your experience:

Name:

Title:

Institution:



THE M

EDIA

RELATIONS PRO

JECT


Appendix U

Media Appreciation Event Gantt Chart

THE M

EDIA

RELATIONS PRO

JECT


Amirah Mikell Account Executive

Derek Klann Assistant Account Executive

Jordyn Newsome Copy Director, Co-Media Planner

Morgan Hartmoyer Research Director, Co-Media Planner

Julia Nikolaus Creative Director

Amirah Mikell attends Millersville University of Pennsylvania and is pursuing a bachelor’s degree in Speech Communication with an option in public relations. She is a senior and plans on graduating in May 2016. Mikell currently holds a managerial position at a women’s boutique in Lancaster and is Vice President for Her Campus. She has previously interned with the Lancaster Mediation Center, where she demonstrated her public relations knowledge. Mikell displays leadership in all positions and will serve as the Account Executive with Visual Performing Arts Center Media Tour during the Fall 2015 semester.

Derek Klann attends Millersville University of Pennsylvania and is pursuing a bachelor’s degree in Speech Communication with an option in public relations. He is a senior and plans on graduating in December 2015. Klann is currently a Sales Associate at the Disney Store in Lancaster, Pennsylvania. He was involved in the Disney College Program from January to August 2015. Klann is a hard-working individual who ensures timely presentation of documents and will serve as the Assistant Account Executive with the Visual and Performing Arts Center Media Tour during the Fall 2015 semester.

Julia Nikolaus attends Millersville University of Pennsylvania and is pursuing a bachelor’s degree in Speech Communication with an option in public relations and a minor in print media studies. She is a senior and plans on graduating in December 2015. Nikolaus completed an internship with Bass Mechanical, Inc. and is now employed there part-time as the Public Relations Specialist. Nikolaus is detail-oriented and a creative communication professional and will serve as the Creative Director with Visual Performing Arts Center Media Tour during the Fall 2015 semester.

Morgan Hartmoyer attends Millersville University of Pennsylvania and is pursuing a bachelor’s degree in Speech Communication with an option in public relations. She is a senior and plans on graduating in December 2015. Hartmoyer has interned with Pennsylvania Medical Society and Country Meadows Retirement Communities in the past. She has experience in feature writing, social media campaign planning, and writing press releases on various events and topics. Hartmoyer is ambitious and hardworking and will serve as the Research Director with Visual and Performing Arts Center Media Tour during the Fall 2015 semester.

Jordyn Newsome attends Millersville University of Pennsylvania and is pursuing a bachelor’s degree in Speech Communication with an option in public relations. She is a senior and plans on graduating in December 2015. Newsome is currently interning with Stylish Occasions Wedding and Event Planning. She recently finished her nine-month position at Lancaster Catholic High School as the Public Relations and Marketing Associate. Newsome is hardworking, motivated and detail-oriented and will serve as the Copy Director with Visual and Performing Arts Center Media Tour during the Fall 2015 semester.

Team Resume





THE M

EDIA

RELATIONS PRO

JECT


Account Executive (AE)The Account Executive is the primary liaison with the client. She initiates and maintains contact with the client, as well as maintains several levels of communication – client-agency, agency team-supervisor, intra-agency team, and agency-agency. In addition, she leads in clarifying expectations and deadlines, motivating personnel, seeking approvals and signing off on each task, determining the direction of the research projects and campaign, and serving as the team spokesperson. The AE oversees the positions of research director and media planner(s). The AE is responsible for (a) the campaign proposal and for project management, (b) accounts for budgeting including all monies spent and funds dispersed, (c) allocation and final report of personnel hours, (d) settling and maintaining the agenda for each agency team meeting and minutes, and (e) professionalism of client presentation.

Assistant Account Executive (AAE)The Assistant Account Executive’s primary responsibility is to assist/aid the Account Executive in initiating and maintaining contact with the client and defining communication within the intra-agency team. He assists in decision-making and oversees the responsibilities of other positions. The AAE oversees the Creative Director and Copy Director. He leads the team in the absence of the AE, assists in the assembly of the final plan book, and assists the AE as the team spokesperson. He oversees the team evaluation form and recordkeeping at ALL meetings. AAE serves on both the planning team and creative team.

Research Director (RD)The Research Director’s primary responsibilities include (1) backgrounding the client/organization, (2) assessing key issues and environments, and (3) determining appropriate research design to assess the organization, its publics, and its key messages. Also, the RD directs agency-team implementation of the research, develops evaluation/assessment tools to determine the success of the campaign, writes agency-team IRB/HSRB protocol, informed consent, assessment/evaluation instrument, writes data analysis, interpretations, and final conclusions. She uses SPSS if necessary.

Media Planner (MP)The Media Planner is the tactician. Their primary responsibilities include (1), determining the necessary channels for reaching key public(s) with strategic messages, (2) offering a media plan that fits budgetary restrictions, (3) serving as the primary media relations representatives who develop and pitch stories related to the campaign, and (4) working with the AE on budgeting and accounting. In addition, the media planners develop a media directory appropriate to the client that includes outlets for print, radio, cable TV and web channels. It is necessary to research what permissions are needed in order to post information on campus or in the community. The Media Planners detail the costs for ads, banners, posters, flyers alongside the AE.

Agency Positions



THE M

EDIA

RELATIONS PRO

JECT


Creative Director (CD)The Creative Director is the strategist responsible for theoretical articulation and illustration of theoretical concepts in concrete and operational messages. After problem diagnosis, the Creative Director leads brainstorm sessions among agency personnel to develop messages that communicate clearly and help to meet campaign objectives. The Creative Director has the ability to formulate concepts into written and graphical elements that are memorable and appropriate for the client and objectives. She develops graphical material and develops the written report section that explains the theoretical/strategic connections. With the Copy Director, the Creative Director develops tactical pieces for the client.

Copy DirectorThe Copy Director’s primary responsibilities is writing and editing ALL media pieces, meaning any correspondence for the client and their publics and any agency work. She works closely with the Media Planners and Creative Director. All final work passes through the AE for approval before reaching the client. The tactical pieces are created with the Creative Director. She develops a stylebook protocol for the agency and assists the Creative Director in making sure ALL visual elements have been maintained throughout the plan book.

Agency Positions Continued



Agency Mission

Precision Public Relations’ mission is simple; to provide our clients with the most precise plan to get them to their ideal state. Through detailed research, planning and implementation, we aim to help our clients expand their business and exceed their own expectations.



Agency Philosophy

Precision Public Relations’ vision is to help clients pinpoint a problem and/or opportunity and lead them to an ideal state using the most precise tactics and methods that work best for their organization. We pursue this vision through proper leadership, teamwork and accuracy of details. At Precision Public Relations, we believe that creating a precise, detail-oriented environment allows us to be the best student-run public relations agency in our field.



Agency Log



Agency Evaluation Sheet This evaluation sheet is to be completed by each team member. Please rate each team member in the following areas using the provided scale. 1 -- Unsatisfactory 2 --Needs improvement 3 -- Moderate 4 --Met expectations 5 -- Exceeded expectations

Amirah Derek Morgan Julia Jordyn

Dependability

Attitude

Punctuality

Professionalism

Knowledge of PR Materials &

Previous Courses

Overall Grade Please assign

each team member an

overall grade from A-F



Client Evaluation of Precision Public Relations

Please complete this sheet and return to Account Executive, Amirah Mikell, by 10AM on December 8, 2015. Please rate Precision Public Relations in the following areas using the provided scale. (Check which number applies) 1 -- Unsatisfactory 2 -- Needs improvement 3 -- Moderate 4 -- Met expectations 5 -- Exceeded expectations

1 2 3 4 5

Dependability

Attitude Toward

Campaign

Punctuality

Professionalism

Knowledge of What Team

Was Asked to Do

Work Turn-Around Time

Please assign the team an overall grade from A-F: Please list two areas of improvement the team can act upon: Additional comments or recommendations:

Millersville VPAC Campaign Planbook (FINAL DRAFT)

Documents

Transcript of Millersville VPAC Campaign Planbook (FINAL DRAFT)