Read: Sections 2:6 and 2:7
Assignment: Through internet research, identify at least one press release and one PSA and email me either the links to them, or, send them as email attachments by 6:00 pm 2/22/2016.
Key Terms:
Publics: sections of the community with particular interests or connections (e.g. Southern University is a community; students, faculty, staff, and administrators are all different publics, as are on-campus students v. commuters; tenured/tenure track faculty v. adjuncts; executive administrators v. middle managers).
There are two means that public sector organizations use to communicate with various publics:
1) Press release—addressed to both media and public(s), a highly stylized message with frontloaded information and details meant to inform the public of upcoming events and important announcements AND grab attention of readers. Uses “inverted pyramid” with most important details first and most general information last (for media purposes). Commonly seen in: Newspapers, magazines, social media, flyers.
2) PSA – addressed to media and public(s), a specific kind of release aimed toward ensuring general welfare, i.e. public health, safety, community services. Are often less stylized than press releases, in the form of announcements (or scripts, if aimed to be read on television). Commonly seen in: Newspapers (as ads/in-kind ad space/advertorials), television, social media, flyers.
The aim of each is to persuade—either to attend an event, take advantage of a specific service, or engage in a specific action for the betterment of self and the community.
Examples: Discuss the TOPS Issue
What is the TOPS program? Taylor Opportunity Program for Students is available to all Louisiana HS students wishing to attend a Louisiana college or university or community or technical college. To be eligible, student must graduate from a TOPS approved HS, complete a specific HS curriculum with a 2.5 GPA or above and a minimum of a 23 on the ACT (or 19 for TOPS Tech). It is a tuition award only, and for only 8 semesters, and students must maintain SAP the length of their college careers to renew the award (at least a 2.0 GPA, 2.3 with 25-37 hours, 2.5 after 38 hours for minimum level).
How is it funded? Through HB1, state appropriations. LOfficeStudentFinAssistance (LOSFA) provides data on approximate number of students eligible and approximate awards amount to legislature to calculate funding.
Why did TOPS “run out”? 1) The legislature failed to estimate how many students would qualify for and take advantage of the award 2) the 100% in state tuition and fees the past 7 years has translated into many more eligible students claiming the award 3) Legislators knew the amount would not cover all requests, but many, seeking re-election in November, did not want to enter campaign season with an unbalanced budget (neither did Gov. Jindal). The amount provided and amount requested created a $28 million shortfall, which, because students have already accepted the award, HAS TO BE PAID OUT or lawsuits would ensue. The State, unable to pay the awards, has forced each institution to cover 20% of the remaining scholarships, or $28 million. Essentially, each school can calculate # of students on TOPS X $5000 X 10% (20% of remaining costs, but only for 1 semester). For Southern-BR, this comes to a $300K cut by June 30, 2015, on top of approximately $2 million--$5.75 million in reductions to cover the mid-year deficit.
Is this a Press Release or PSA-worthy incident? (Press release to announce it to various publics and provide quotes/perspectives from LOFSA and university officials; PSA to inform students whom to contact with questions and provide valuable information, eg, benefits will not be reduced in 2015-16).
… but what happened?
Thursday, February 11th, the Commissioner of Administration sent a letter to the Commissioner of Higher Education notifying him that (http://media.nola.com/politics/other/TOPS%20letter.pdf) :
There was a $26 million (now $28 million) shortfall in TOPS for 2015-16
The deficit would grow in 2016-17, to as much as $215 million
This reduction is on top of already announced cuts to higher education
Predictably, the headlines in newspapers and television were:
Nola.com “TOPS funding halted as state deals with budget crisis”
The BR Advocate “Cutting TOPS funding spells doom for state college athletic programs”
KSLA (Shreveport) ”TOPS payments stopped immediately due to state budget crisis”
How do you think various publics responded to this information?
Current students (and parents)
Prospective students (including student-athletes who just signed scholarship letters and students receiving acceptance letters)
Campuses who aggressively recruit TOPS eligible students to take advantage of benefit to boost enrollment 