How Mission Impacts How Mission Impacts Everything: Everything: A Review of College A Review of College Student Media Mission Statements and Student Media Mission Statements and Student Media SuccessStudent Media Success

Presented by Dr. Kay L. Colley

Texas Wesleyan University College Day 2012

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What is a Mission What is a Mission Statement?Statement?““A mission statement defines in a A mission statement defines in a

paragraph or so any entity's reason paragraph or so any entity's reason for existence. It embodies its for existence. It embodies its philosophies, goals, ambitions and philosophies, goals, ambitions and mores. Any entity that attempts to mores. Any entity that attempts to operate without a mission operate without a mission statement runs the risk of statement runs the risk of wandering through the world wandering through the world without having the ability to verify without having the ability to verify that it is on its intended course.”that it is on its intended course.”

--www.missionstatements.com--www.missionstatements.com

What is a mission What is a mission statement?statement? A clear and succinct A clear and succinct

representation of your reason for representation of your reason for existenceexistence

The first consideration for any The first consideration for any employee who is evaluating a employee who is evaluating a strategic decisionstrategic decision

Mission statement Mission statement examplesexamples 3M3M

"To solve unsolved problems innovatively.”"To solve unsolved problems innovatively.”

Mary Kay CosmeticsMary Kay Cosmetics"To give unlimited opportunity to women.”"To give unlimited opportunity to women.”

MerckMerck"To preserve and improve human life.”"To preserve and improve human life.”

Walt DisneyWalt Disney"To make people happy.""To make people happy."

Student media mission Student media mission statements: The Daily Tar statements: The Daily Tar HeelHeel The Daily Tar Heel, the student-run publication of the University of North The Daily Tar Heel, the student-run publication of the University of North

Carolina at Chapel Hill, operates with the following mission:Carolina at Chapel Hill, operates with the following mission:

To aggressively pursue all news of the University, University community and all To aggressively pursue all news of the University, University community and all who are affected by the University; to consistently beat our competition in terms who are affected by the University; to consistently beat our competition in terms of breaking news and quality of content; to set the standard for the journalism of breaking news and quality of content; to set the standard for the journalism industry in terms of innovation, accuracy and responsiveness to the community.industry in terms of innovation, accuracy and responsiveness to the community.

To serve as a learning laboratory for young journalists with a relaxed To serve as a learning laboratory for young journalists with a relaxed atmosphere but serious expectations; to equip all aspiring media professionals atmosphere but serious expectations; to equip all aspiring media professionals with the tools necessary not only to communicate information but also in with the tools necessary not only to communicate information but also in understanding the changing face of media; to train staff members in various understanding the changing face of media; to train staff members in various aspects of reporting, editing and managing a daily news organization and aspects of reporting, editing and managing a daily news organization and publishing a daily newspaper; to provide a fun, relaxed working environment for publishing a daily newspaper; to provide a fun, relaxed working environment for young professionals.young professionals.

To advocate for the tradition of editorial and journalistic freedom among To advocate for the tradition of editorial and journalistic freedom among journalists; to be a leader in espousing the ethical standards of the industry; to journalists; to be a leader in espousing the ethical standards of the industry; to serve as a beacon of journalistic integrity.serve as a beacon of journalistic integrity.

To represent the University of North Carolina at Chapel Hill as its flagship news To represent the University of North Carolina at Chapel Hill as its flagship news organization and also to represent the area as Orange County’s news source of organization and also to represent the area as Orange County’s news source of record.record.

Mission statements of Mission statements of student media: The student media: The ShorthornShorthorn It is the mission of Student It is the mission of Student

Publications to provide training and Publications to provide training and professional support for publication of professional support for publication of The Shorthorn,The Shorthorn, the official UT Arlington the official UT Arlington student newspaper; and other student newspaper; and other publications. In doing so, as part of its publications. In doing so, as part of its mission, the department also provides mission, the department also provides training for students planning careers training for students planning careers in journalism and related fields.in journalism and related fields.

The mission of The mission of The RamblerThe Rambler is to provide is to provide interested students with a hands-on learning interested students with a hands-on learning experience by simulating a real-world experience by simulating a real-world newspaper environment. Offering writers, newspaper environment. Offering writers, editors and other staff members the editors and other staff members the opportunity to learn and hone skills pertaining opportunity to learn and hone skills pertaining to a wide variety of journalistic experiences to a wide variety of journalistic experiences (including writing, photography, editing, (including writing, photography, editing, design, advertising, editorial judgment and design, advertising, editorial judgment and newsroom management). newsroom management).

The RamblerThe Rambler also strives to provide a quality also strives to provide a quality public forum for the dissemination of news and public forum for the dissemination of news and opinion of interest and relevance to the opinion of interest and relevance to the Wesleyan community.Wesleyan community.

Pilot study of student mediaPilot study of student media

Pilot study:Pilot study:– 13 universities and colleges13 universities and colleges– Student media departments and Student media departments and

student newspapersstudent newspapers Research question:Research question:

– Is a mission statement, labeled as Is a mission statement, labeled as such, found on their websites?such, found on their websites?

FindingsFindings

Mission statement available on four Mission statement available on four websiteswebsites

Charter available on three websites, Charter available on three websites, one also included a mission one also included a mission statementstatement

Other guiding documents were Other guiding documents were bylaws (2) and constitution (1)bylaws (2) and constitution (1)

Goal statements for two institutionsGoal statements for two institutions No statements for three institutionsNo statements for three institutions

FindingsFindings For those universities and For those universities and

colleges having a mission colleges having a mission statement available online, statement available online, stated mission was:stated mission was:

– A practicum for students to gain A practicum for students to gain hands-on experiencehands-on experience

– A media outlet(s) for the campus A media outlet(s) for the campus community to get newscommunity to get news

Other Information on Other Information on WebsiteWebsite Education component of student Education component of student

media outlets was apparent as media outlets was apparent as many websites mentioned many websites mentioned – extensive training opportunities extensive training opportunities – collaboration with journalism collaboration with journalism

departmentsdepartments Several student media outlets Several student media outlets

also mentioned a focus on also mentioned a focus on editorial freedomeditorial freedom

DiscussionDiscussion No clear findings from the pilot studyNo clear findings from the pilot study Additional research is neededAdditional research is needed Interviews with college media Interviews with college media

advisers are a possible source of rich advisers are a possible source of rich datadata

Surveys of college administrators Surveys of college administrators could help determine if mission is could help determine if mission is clearclear