With these "Rally4Talley" signs put up everywhere on campus, the new-student-center debate is getting heated. Shortly after the weekend, N.C. State students will vote to decide whether to renovate Talley Student Center and the Atrium Food Court. The vote may become a potential crisis in the N.C. State community in both short and long terms, which worths our PR professionals to reflect upon.
Potential Trigger Events
The Rally4Talley Campaign will turn into a crisis when the school takes students' votes regarding the renovation. That will affect every aspect of the school including its reputation.
The crisis may be triggered when the student fees start to raise. This renovation is estimated to cost around $ 120 million while the majority of the funding will come from student fees. The first year's fee is $83 while raised to $ 290 in two years.
Flaws Embedded In Campaign Messages
The Rally4Talley campaign informs the public well on the renovation plan and possible costs while one message is overly emphasized. That is the actual long-term increase of student fees. In one of their news releases, only the number of $83 was mentioned ("Talleying the Vote"). This was extremely misinforming by hiding the potential fee increase of $ 290 in three years.
Besides, in the presentation of "Renovation & Expansion Indebtedness Fee Proposal" , increased student fees is presented in the form of "cost to students per day (365 days)" which mad the fees appear as minimal as $0.23. This message was very misleading since a student year was actually much shorter than 365 days. Meanwhile, the presentation provided several avenues to minimize the fees such as Charitable Gifts and Institutional Support, while these avenues were not guaranteed by any official sources of information.
Best Practices and Peer Review (see picture 1) were used in the proposal to demonstrate an urgent need for renovating student centers. However, N.C. State is not comparable to a few universities like Penn State and Purdue which have a larger population than State. Without credible source cited, the diagram was a poor evidence for the plan.
These flaws in campaign messages misled the public and could potentially cause PR crisis to the school as well as to the student body. School's PR professionals will be expected to provide explanation about the equivocal messages. A credible spokesperson like the Chancellor may save the deadlock. If not handled properly, school as well as student body will lose the trust from students, opportunities to get donations, future students, and support from parents and alumni.
Stakeholders' Voice Missing
Three groups of stakeholders should be involved in the decision-making as well as students. They are parents, alumni, and faculty. Previous case studies taught us that stakeholders' opinions were important to an organization and each group of them needs attention and consideration (Coombs, 2007).
Since student fees mainly come from the parents' pockets, parents should be able to get involved in the vote. Ignoring this population will cause such complaints as "we pay for education" and "who cares about sitting in a new and comfy couch?" Coombs talks a lot about maintaining good relationships, and the school's relationship with parents will largely affect its future admission, fundings, and most importantly reputation. Parents choose universities based on its academic capabilities, faculty and resources over how perfect the campus looks.
Like parents, alumni is another integral part of N.C. State culture who contribute (by donation, etc.) to many projects such as James Hunt Library. Some alumni participate actively in school activities and involve in a few decision-making processes, thus they will expect to have a say in this renovation plan. From the Fighting Sioux case, we all see how powerful and influential a donor can be. In other words, the school needs to consider the opinions of the alumni as well as of the students. The October 5th voting will exclude the alumni, which may never make the new Talley to be the place "where alums will be proud to bring their families, to reunite with their college friends and to bask in the Wolfpack family spirit" as Rally4Talley.com claimed.
Last but not least, faculty is considered as the asset of a university. Their opinions and thoughts should never be overlooked. Professors from different disciplines may bring various insights to the plan, which helps the school make a well-informed and wise decision.
Therefore, it is not well-thought decision to have the renovation plan decided by students only. This may cause the other stakeholders to complain and destroy the 'Wolfpack family spirit' as well as the school reputation as an open-minded organization.
Possible ways to solve the crisis may be involving the above groups into the decision-making. It is nice to give them rights to vote. If not possible, school needs to at least organize a committee including these groups to get feedback. Grunig's two-way symmetric model suggests a feedback loop that results in organizational changes. This model will help school (the org.) get useful feedback as well as maintain good relationship with stakeholders.
Identify Differences in Student Stakeholders
Despite having an anticipated convenient place in central campus, students will be expected to pay off their comfortableness. While some advocate for the renovation, there are some others having trouble affording it.
For students with loans and other financial aids, this may add their burdens and further affect their academic performance and life. Moreover, students are expected to pay for the future. According to the renovation timeline and fee timeline (see picture 2), it is obvious that students start paying for the building before the plan is even drafted (talley fees starts 2010 spring; renovation project launches around 2011 fall and finishes in late 2013). This will disappoint most of upperclassmen (2010-2013 graduates) who will graduate from here before the building is completed. In other words, most students at school now may not be able to use the building ever.
Another important portion of stakeholders are graduate students. Surveys show that grad students participate in less student activities than undergrads. This may tell that grad students may use less of the student center than undergrad. It may not be fair to ask grad students to pay for a new place they barely visit.
School should see these differences between the stakeholders. The vote may support the plan, but if there are a ''hard-core'' group of people against it, a crisis may occur despite the final "yes". Especially during the economic recession and after the Mary Easly case, students are more concerned about how their money is spent.
School PR professionals should address specifically to upperclassmen and grad students in order to keep them on the same page. Certain compensations could be made as a return of supporting the voting results, namely extending library/career/etc. services after graduation.
Campus Affords No More Constructions
Like other construction projects on campus (the Hillsborough street), this renovation plan will cause some changes in pedestrian and vehicular circulation in central campus. Some pathways will be closed if necessary. The N.C. State community is overwhelmed with the construction problems since early 2009.
Continuing construction may cause the stakeholders to question the efficacy of the school. With a new construction impeding student life and study, crisis may occur after proposal approved. The best practice for this case is to finish current construction projects first before discussing new ones.
Good PR professionals should be able to inform the management the potential of crises based upon what is going on now. Case studies of other organizations may be a effective proof to impact the decision-making process. Hopefully this plan may not turn into campus crisis, but the "beauty" of a crisis plan is getting everything ready beforehand.
Resources
1. Coombs, W. T. (2007). Ongoing crisis communication (2nd ed.). Los Angeles: Sage.
2. Atrium Food Court & Talley Student Center Renovation & Expansion Indebtedness Fee Proposal from the Division of Student Affairs: http://www.ncsu.edu/student_affairs/feereview/
3. Rally4Talley FAQ: http://www.rally4talley.com
4. News from Technician: http://www.technicianonline.com
5. Enrollment Statistics: acquired from several universities' official websites.
Potential Trigger Events
The Rally4Talley Campaign will turn into a crisis when the school takes students' votes regarding the renovation. That will affect every aspect of the school including its reputation.
The crisis may be triggered when the student fees start to raise. This renovation is estimated to cost around $ 120 million while the majority of the funding will come from student fees. The first year's fee is $83 while raised to $ 290 in two years.
Flaws Embedded In Campaign Messages
The Rally4Talley campaign informs the public well on the renovation plan and possible costs while one message is overly emphasized. That is the actual long-term increase of student fees. In one of their news releases, only the number of $83 was mentioned ("Talleying the Vote"). This was extremely misinforming by hiding the potential fee increase of $ 290 in three years.
Besides, in the presentation of "Renovation & Expansion Indebtedness Fee Proposal" , increased student fees is presented in the form of "cost to students per day (365 days)" which mad the fees appear as minimal as $0.23. This message was very misleading since a student year was actually much shorter than 365 days. Meanwhile, the presentation provided several avenues to minimize the fees such as Charitable Gifts and Institutional Support, while these avenues were not guaranteed by any official sources of information.
Best Practices and Peer Review (see picture 1) were used in the proposal to demonstrate an urgent need for renovating student centers. However, N.C. State is not comparable to a few universities like Penn State and Purdue which have a larger population than State. Without credible source cited, the diagram was a poor evidence for the plan.
These flaws in campaign messages misled the public and could potentially cause PR crisis to the school as well as to the student body. School's PR professionals will be expected to provide explanation about the equivocal messages. A credible spokesperson like the Chancellor may save the deadlock. If not handled properly, school as well as student body will lose the trust from students, opportunities to get donations, future students, and support from parents and alumni.
Stakeholders' Voice Missing
Three groups of stakeholders should be involved in the decision-making as well as students. They are parents, alumni, and faculty. Previous case studies taught us that stakeholders' opinions were important to an organization and each group of them needs attention and consideration (Coombs, 2007).
Since student fees mainly come from the parents' pockets, parents should be able to get involved in the vote. Ignoring this population will cause such complaints as "we pay for education" and "who cares about sitting in a new and comfy couch?" Coombs talks a lot about maintaining good relationships, and the school's relationship with parents will largely affect its future admission, fundings, and most importantly reputation. Parents choose universities based on its academic capabilities, faculty and resources over how perfect the campus looks.
Like parents, alumni is another integral part of N.C. State culture who contribute (by donation, etc.) to many projects such as James Hunt Library. Some alumni participate actively in school activities and involve in a few decision-making processes, thus they will expect to have a say in this renovation plan. From the Fighting Sioux case, we all see how powerful and influential a donor can be. In other words, the school needs to consider the opinions of the alumni as well as of the students. The October 5th voting will exclude the alumni, which may never make the new Talley to be the place "where alums will be proud to bring their families, to reunite with their college friends and to bask in the Wolfpack family spirit" as Rally4Talley.com claimed.
Last but not least, faculty is considered as the asset of a university. Their opinions and thoughts should never be overlooked. Professors from different disciplines may bring various insights to the plan, which helps the school make a well-informed and wise decision.
Therefore, it is not well-thought decision to have the renovation plan decided by students only. This may cause the other stakeholders to complain and destroy the 'Wolfpack family spirit' as well as the school reputation as an open-minded organization.
Possible ways to solve the crisis may be involving the above groups into the decision-making. It is nice to give them rights to vote. If not possible, school needs to at least organize a committee including these groups to get feedback. Grunig's two-way symmetric model suggests a feedback loop that results in organizational changes. This model will help school (the org.) get useful feedback as well as maintain good relationship with stakeholders.
Identify Differences in Student Stakeholders
Despite having an anticipated convenient place in central campus, students will be expected to pay off their comfortableness. While some advocate for the renovation, there are some others having trouble affording it.
For students with loans and other financial aids, this may add their burdens and further affect their academic performance and life. Moreover, students are expected to pay for the future. According to the renovation timeline and fee timeline (see picture 2), it is obvious that students start paying for the building before the plan is even drafted (talley fees starts 2010 spring; renovation project launches around 2011 fall and finishes in late 2013). This will disappoint most of upperclassmen (2010-2013 graduates) who will graduate from here before the building is completed. In other words, most students at school now may not be able to use the building ever.
Another important portion of stakeholders are graduate students. Surveys show that grad students participate in less student activities than undergrads. This may tell that grad students may use less of the student center than undergrad. It may not be fair to ask grad students to pay for a new place they barely visit.
School should see these differences between the stakeholders. The vote may support the plan, but if there are a ''hard-core'' group of people against it, a crisis may occur despite the final "yes". Especially during the economic recession and after the Mary Easly case, students are more concerned about how their money is spent.
School PR professionals should address specifically to upperclassmen and grad students in order to keep them on the same page. Certain compensations could be made as a return of supporting the voting results, namely extending library/career/etc. services after graduation.
Campus Affords No More Constructions
Like other construction projects on campus (the Hillsborough street), this renovation plan will cause some changes in pedestrian and vehicular circulation in central campus. Some pathways will be closed if necessary. The N.C. State community is overwhelmed with the construction problems since early 2009.
Continuing construction may cause the stakeholders to question the efficacy of the school. With a new construction impeding student life and study, crisis may occur after proposal approved. The best practice for this case is to finish current construction projects first before discussing new ones.
Good PR professionals should be able to inform the management the potential of crises based upon what is going on now. Case studies of other organizations may be a effective proof to impact the decision-making process. Hopefully this plan may not turn into campus crisis, but the "beauty" of a crisis plan is getting everything ready beforehand.
Resources
1. Coombs, W. T. (2007). Ongoing crisis communication (2nd ed.). Los Angeles: Sage.
2. Atrium Food Court & Talley Student Center Renovation & Expansion Indebtedness Fee Proposal from the Division of Student Affairs: http://www.ncsu.edu/student_affairs/feereview/
3. Rally4Talley FAQ: http://www.rally4talley.com
4. News from Technician: http://www.technicianonline.com
5. Enrollment Statistics: acquired from several universities' official websites.
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