Unit Plan

Fiscal Year 2003/2004

Public Affairs Vision and Mission Statement

The vision of Public Affairs (PA) is to provide results-oriented, comprehensive strategic direction and brand-centered integrated communications support for LSU as the University seeks to differentiate and reposition itself as a leading, nationally competitive research institution.

The mission of Public Affairs is to build informed support of LSU by creating and communicating the University’s key messages to targeted audiences, while advancing the image of LSU.

Unit Plan

  1. Implement Integrated Marketing Plan (IMP)
    1. Write plan based on LSU 2010: A National Flagship Agenda
    2. Revise plan as necessary following image research studies
    3. Establish necessary foundation elements and execute plan to achieve major organizational objectives
    4. Educate important internal audiences about IMP Major Strategic Goals
    5. Develop marketing champions outside of PA
    6. Talk to leadership about how LSU benefits from consistency of message, presentation, templates, colors, logo usage, etc.
    7. Meet regularly with unit level communicators and their leaders to ensure effective marketing coordination
    8. Evaluate IMP progress quarterly, report results to leadership, alter course, if necessary
    9. Keep plan going; gain momentum
  2. Reorganize/redirect PA workflow
    1. Continue to monitor/obtain staff input regarding which jobs to accept
    2. Ensure adherence to deadlines and schedules
    3. Streamline and improve processes as necessary in all areas
  3. Re-dedicate marketing function
    1. Determine feasibility of sending marketing staff to Wharton IRHE program for strategic planning training
    2. Re-organize divisional staff and give clear marketing vision to provide staff more formalized working structure and enhance the way projects are performed; establish consistent systems, processes and standards upon which PA staff can rely
    3. Educate all PA staff about marketing’s role; provide regular updates to ensure open lines of communication
    4. Obtain additional staff (e.g., web, market strategists, director of internal communication) and funds
    5. Offer annual marketing planning assistance to pre-determined key university units under guidance of marketing strategists
    6. Obtain sufficient funding for periodic marketing research studies at both the University and unit levels
    7. Work with Trademarks & Licensing to develop a brand-centered communications/image management capacity that informs, unifies, and significantly increases adherence to a campus-wide image management philosophy.
    8. Provide communications solutions, consistently and reliably, on-time, on-target and within budget
  4. Continue improvements in Media Relations
    1. Further prioritize workflow, eliminating projects that do not directly contribute to advancing the University’s image according to the Flagship Agenda
    2. Package and implement online media center
    3. Renovate first floor space to accommodate Press Briefing Room
    4. Produce VNRs for statewide distribution on select topics related to the Flagship Agenda and University economic development initiatives
    5. Continue annual media training for senior leadership (crisis and proactive)
    6. Obtain national coverage of Flagship topics as often as possible
    7. Increase Media Relations’ staff visibility on campus by providing training programs and involvement in LSU-sponsored media events
  5. Activate PA Crisis Communications Plan
    1. Create rough draft of plan
    2. Meet with key stakeholders to obtain input on plan
    3. Assemble necessary tools, kits, resources referred to in plan
    4. Distribute and publicize the revised plan to university audiences
    5. Practice plan regularly to determine efficacy
  6. Evaluate PA budget
    1. Analyze salary, expense and revenue accounts
    2. Make improvements to budget as appropriate
    3. Create annual capital budgeting plan for major items (computers, printers, furnishings, and software acquisitions)
    4. Evaluate PA pricing structure; increase charges across the board; initiate new charges for web design and marketing consulting services
  7. Initiate We Are PA 2, with focus on customer service, communication, policy generation and accountability
    1. Establish strong customer service emphasis, internally and externally to create, maintain and enhance enduring client relationships
    2. Invite speakers of interest and initiate appropriate learning activities for PA staff meetings
    3. Continue to make internal operational/communication improvements by soliciting ideas from all staff related to customer service, communication, generation of new policies and staff accountability/deadlines
  8. Invest in professional development/career/change management training and promotional opportunities for all staff
    1. Ensure training is offered whenever implementing new technology, making significant organizational change
    2. Seek to send each staff member to at least one professional development meeting of their choosing annually (as the budget allows) in their area of expertise
    3. Encourage and support staff in utilizing their free tuition benefit
    4. Encourage staff to take advantage of free on-campus training programs whenever feasible
    5. Work with HRM to enhance ladder of development for staff, ensuring a logical progression of promotability and responsibility
  9. Initiate annual planning retreats for PA senior leaders/all staff
    1. Host annual planning retreat for senior leadership away from LSU to discuss major PA initiatives and University goals
    2. Require annual management plans of all senior staff highlighting goals for their division; connect goal achievement to performance appraisals
    3. Conduct annual staff retreats to discuss major issues, review management plans and discuss major UR/University initiatives for the future

 

Return to Top

Page last updated: September 24, 2009