MURRAY STATE UNIVERSITY BATEMAN CASE COMPETITION 2013

NO BULLIES - JUST HEROES!

THE RESPONSIBILITY IS YOURS!

Team Members: Allyson Putman Brandon Orr Gretchen Green Katelyn Henson Erin Behbehani Faculty Advisor: Dr. Timothy Vance Professional Advisor: Sherry Purdom

Table of Contents Introduction ........................................................................................................................................... 1 Situational Analysis ................................................................................................................................. 1 Secondary Research ............................................................................................................................. 1 Bullying Awareness Survey ..................................................................................................................... 4 Target Audiences ................................................................................................................................... 5 Challenges and Opportunities ................................................................................................................ 5 Key Messages ....................................................................................................................................... 6 Goals, Strategies, Objectives and Tactics ................................................................................................ 7 Conclusion ........................................................................................................................................... 10 Appendix ............................................................................................................................................. 11 Primary Research ........................................................................................................................... 11 References ..................................................................................................................................... 12 Expenditure Reports ....................................................................................................................... 13 Collateral Materials ......................................................................................................................... 14

Introduction Murray, Ky. The friendliest small town in America. Still, were no exception to the worlds problems. Bullying is an issue that hits home with children and adolescents across the United States. The Murray State Bateman team, charged with the task of creating an anti-bullying campaign, sought to understand how to keep bullying at bay starting with our own community. After thorough research, we worked with Murray Middle School to better the lives of its students and empower them to take action and become their own superheroes. Our team believes that a superhero can be anyone, anywhere and that is a message we wished to convey to middle school students in our community and potentially the nation as a whole. It is easy to feel small when you are young, but when you know that there are people supporting you the possibilities are endless. The Murray State Bateman team created a campaign that encouraged students to be a hero for themselves and for others. A bystander in any situation

has the opportunity to be a hero and stop the wrongdoings. That is why we are striving to ensure that schools and communities everywhere have No Bullies Just Heroes. Situational Analysis The Internet and cell phones have provided our society with constant contact, enabling bullies to follow us home. Despite efforts by organizations to address this issue, children are lost in a sea of mixed messages from parents, teachers and friends. From our primary research we discovered that students are confused about myths surrounding bullying and were unsure how to report it. Many students feared that reporting bullying would get them in trouble or lead to retaliation from the bullies. Studies uncovered during our secondary research proved that ignoring bullying is not enough to put a stop to the problem. Thus, we tasked ourselves with creating a system where students would feel comfortable both reporting and standing up to bullying. Upon analyzing popular culture, the Murray State Bateman team tried to find something that transcends generations. With the age level of our audience and recent media trends, the team deemed a Justice League theme the best option. Middle school students admire the heroes portrayed in movies and comic books and are inspired by their goodwill. We focused our attention on convincing students to realize that they can be real-life heroes and it is up to them to take responsibility for reporting and stopping bullying when they witness it. Secondary Research Our secondary research provided insight into key issues associated with bullying as well as the many concerns faced by parents and authority figures by pointing out undeniable facts. These facts include why bullying occurs, how it happens

and its effects. This information proved vital when developing additional research plans and the early stages of the anti-bullying public relations campaign. What exactly is bullying? Stopbullying.org defines bullying as unwanted, aggressive behavior among school-aged children that involves a real or perceived power imbalance. The behavior is either repeated or has the potential to be repeated over time. Bullying includes actions such as making threats, spreading rumors, attacking someone physically or verbally and purposely excluding someone from a group. Types of Bullying: Physical Bullying hitting, kicking, tripping, pinching, pushing or damaging property. Verbal Bullying name-calling, insulting, teasing, intimidating, homophobic or racist remarks or other verbal abuse. Cyber Bullying harassment via mobile phone, setting up a defamatory personal website or deliberately excluding someone from social networking spaces. Covert Bullying lying and spreading rumors, negative facial or physical gestures, menacing

or contemptuous looks, playing nasty jokes to embarrass and humiliate, mimicking unkindly, encouraging others to socially exclude someone, damaging someones social reputation or social acceptance. Bullying: Who, What, When, Where and Why The Bully and the Bullied: One in seven students is either a bully or victim. Studies show one of five kids admits to being a bully or participating in some bullying. Boys will most likely choose either gender as a victim and tend to use physical tactics. Girls primarily focus threats on other girls and often bully by social exclusion. When it Happens: Bullying occurs most often between fourth and eighth grade. Every seven minutes a child is bullied. Where it Happens: 54 percent of students said witnessing physical abuse at home could lead to violence in school. 56 percent of students have personally witnessed some type of bullying at school. 38 percent of girls and 26 percent of boys report being bullied online. The Effects: 15 percent of all school absenteeism is directly related to fears of being bullied at school. One in every 10 students dropping out of school does so because of repeated bullying. By age 24, 60 percent of bullies have been charged with a crime. Bullying is a leading factor in suicide among children 11-16 years old. Harassment and bullying have been linked to 75 percent of school-shooting incidents. 90 percent of bullying victims admitted to suffering negative side effects, including: - Significant drop in grades - Increase in anxiety

- Loss of friends - Loss of social life Why this is Important: 71 percent of students report incidents of bullying as a problem in their school. In schools with anti-bullying programs, bullying is reduced by 50 percent. Recent bullying statistics admit that half of all bullying incidents go unreported. Signs a Child is Being Bullied: When one suspects that a child is being bullied, they should consider any recent changes in behavior. Some signs that may point to a bullying problem are: Unexplainable injuries Lost or destroyed clothing, books, electronics or jewelry Frequent headaches or stomachaches, feeling sick or faking illness Changes in eating habits such as suddenly skipping meals or binge eating Difficulty sleeping or frequent nightmares Declining grades, loss of interest in schoolwork or not wanting to go to school Sudden loss of friends or avoidance of social situations Feelings of helplessness or decreased self esteem Self-destructive behaviors such as running away from home, harming themselves or talking about suicide Signs a Child is Bullying Others: According to our research, we found that bullies tend to exhibit similar warning signs. A child or student may be bullying others if the following statements describe him/her: Getting into physical or verbal fights Friends with other bullies Increasingly aggressive behavior Sent to the principals office or detention frequently

Have unexplained extra money or new things Dont accept responsibility for their actions Are competitive and worry about their reputation or popularity Kentuckys Anti-Bullying Bill This admendment to KRS 158.440 requires the Kentucky Department of Education to provide guidance to local school districts to assist with the implementation of anti-bullying programs at the local level. Additionally, the legislation requires that model policies (anti-bullying, code of conduct, and supervision of students) be provided to school districts. Informational Interviews: Interview with Leisa Faughn Leisa Faughn is a former middle school teacher and the current guidance counselor at Murray Middle School. She has been working on bullying awareness with her faculty, staff and students for several years. Current Anti-Bullying Tactics and Training in Place: Murray Middle School follows the Kentucky Department of Education (KDE) policy requiring a written report of each incident and contact with both parties involved, as well as their parents. After the issue has been made known to all parties, parents and administrators, and the appropriate paperwork completed, disciplinary actions are decided upon and enforced as the principal sees fit. Murray Middle School seventh-graders and eighth-graders follow the KDE cyber-bullying curriculum. Faculty at Murray Middle School is required to complete the Signs of Suicide (SOS) program, a 3-hour online training seminar for suicide prevention, at the beginning of each school year. Bullying awareness posters are displayed throughout the campus.

Interview with Susan Guess Susan Guess is marketing director for the Paducah Bank and Trust Company in Paducah, Ky. Susan has been an advocate for anti-bullying since learning that her own daughter had fallen victim to bullying in school. Her efforts: Guess has completed a fundraiser for bullying awareness, featuring New York Times best selling author, Jodee Blanco, as the keynote speaker. Blanco is the author of Please Stop Laughing at Me, a semi-autobiographical story about her own struggles with bullying. She has been lobbying in Kentucky to have the first statewide program against bullying for schools throughout the state. Guess created two YouTube videos of her daughter and herself sharing their personal story of how bullying has affected their lives. These YouTube videos went viral and have received over 3,000 hits. She was named to the Not in Our School (NIOS) National Advisory Committee in January 2013. Not in Our School has worked for over a

decade to empower students and create secure environments that are free of bullying, harassment and all forms of intolerance. Bullying Awareness Survey After conducting thorough secondary research, the team distributed a survey to Murray Middle Schools sixth-grade, seventh-grade and eighthgrade students regarding general knowledge of bullying. Surveys were administered to students prior to developing specific tactics for evaluating students current knowledge. This allowed us to identify key issues for the anti-bullying campaign. We also completed a post-test which will be instrumental in evaluating the campaigns success. The survey consists of four sections: right and wrong, situational, bullying myths and demographics. For a copy of the survey, please refer to the appendix. Survey Breakdown: Right and Wrong In this section of the survey, students were asked how they felt when certain bullyingrelated actions occurred and how immoral they considered these actions. Questions were drawn from a broad range of topics. The results of the pretest showed that students were already capable of identifying bullying and had a firm grasp on various types of bullying. By examining the data, we ascertained that students have a strong moral outlook on what type of behavior is right or wrong, with 98.16 percent of students identifying accordingly. Situational The situational section of the survey evaluated how students would react if they were in a situation that involved bullying. Students answered these questions by selecting various answers from a bipolar scaling methond.

We recognized that many students lacked confidence when it came to standing up for victims and were unsure if they should report the incidents. The results of the pretest showed that 22.82 percent of students were unaware of how to report bullying or were afraid of doing so. Therefore, we decided that focusing on empowering bystanders in our anti-bullying campaign was critical. Bullying Myths We assessed the students knowledge of the myths associated with bullying with regard to gender, confidence, popularity, reactions to bullying situations, types of bullying and interveners. In this section, we wanted to establish students basic knowledge and address misconceptions about bullying through specific tactics. By examining the pretest survey results, we concluded that students are confused and have several misconceptions about various myths presented in the survey.

Students have several misconceptions of the types of bullies, their characteristics and how to react when certain situations occur. Target Audiences Choosing the correct public is a major part of any successful campaign message. After considering all possible options, we chose the following: Primary Audience: Murray Middle School sixth-grade, seventhgrade and eighth-grade students Secondary Audience: Murray Middle School faculty and staff Families of the sixth-grade, seventh-grade and eighth-grade students at Murray Middle School Challenges and Opportunities

Challenge #1 We were faced with the obstacle of concerned administrators and teachers making sure we Demographics maintained a child-friendly campaign that met In the demographics section, we identified federal and state standards. In order to gain basic information about students, including: access to work with the children, we first had to gender, age, race, grade level, participation in present our ideas to the local board of education extracurricular activities, number of hours of then to the principal and guidance counselors television watched, number of hours of video games played, computer and social media account at Murray Middle School. This process required delicate, strategic planning to ensure that we were usage. in accordance with all specified requirements. It Results of the Pretest Survey: also required us to solidify our ideas early so that Murray Middle School students have a thorough we would have adequate time to gain approvals understanding of how to identify bullying, types of bullying, what they should do when bullying occurs from administrators. and a strong moral outlook when it comes to Challenge #2 right versus wrong with 98.16 percent of students Generation gaps between students and correctly identifying bullying. members of our team forced us to be creative Students are under-confident when faced with with our campaign presentation. We searched for the opportunity to stand up for someone being a theme that appealed to younger children and bullied and/or knowing what to do when they we are genuinely passionate about. By reviewing witness bullying. media trends, we concluded that the popularity of 62.64 percent of students demonstrated little superheroes was a perfectly timeless way to reach knowledge of the importance of reporting bullying. out to students.

Challenge #3 School administrators were concerned about using instructional time to speak with students. We were challenged to create alternative channels to get our ideas across. Employing tactics including social media, posters and a pledge booth, we were able to avoid interfering with precious instructional hours while still presenting effective messaging. Due to an instructional time conflict, we were not granted access to administer the post-test in the same manner that we administered the pretest. This challenge may have affected our postcampaign results. Opportunity #1 This gave us the chance to work with students personally and promote a large-scale assembly that was the centerpiece of the program. The pledge booth displayed our No Bullies Just Heroes poster and campaign information as well as an opportunity to win prizes in a raffle. The pledge cards were signed and kept by students as a reminder to stay bully-free. Opportunity #2 While our primary focus was sixth-grade, seventh-grade and eighth-grade students, Murray Middle School consists of fourth-grade and fifthgrade students as well. As they filed into the cafeteria on the day of our pledge booth, the younger students were intrigued and excited to find out about our program. According to teacher reports, younger students and those in our target audience later conversed outside of school about our campaign. This enabled our message to reach younger students and get them excited about the coming years when they will be included in the program. Opportunity #3 With the YouTube sensation, Harlem Shake, going viral just before our assembly, we created

our own version of the video featuring famous superheroes and an array of other recognizable characters. This was a fun, exciting way to gain the attention of students and promote the No Bullies Just Heroes slogan through a visual medium. We incorporated the video into the assembly to get the students excited about the message they had just received. Key Messages The Responsibility is Yours Students should be encouraged to tell someone about bullying behaviors. Bullying is an issue that should not be ignored. Anyone can be a hero. Knowledge is Power Students receive more help if administrators and parents know when bullying occurs. A bully box can motivate students to give more information anonymously. Taking a bully pledge empowers students to make the better decisions and take the appropriate actions.

Goals, Strategies, Objectives and Tactics Campaign Goal: Increase bullying awareness while providing steps for empowering the bystander in bullying situations at Murray Middle School. Objective 1: To address the miscommunication and misinformation of bullying behaviors in middle schools. Strategy 1: To engage students in social media in an impactful way. Rationale: Murray Middle School survey results revealed that students are unaware of several important facts about bullying. The survey results also showed that students are incredibly active on social media, with 46.5 percent of students having six or more accounts. We wanted to positively transform the way they used social media while educating them on an important topic by enlightening them as to the myths and facts of this troubling matter.

Objective 1: Success By the end of our campaign, we had students, teachers and friends involved with the Facebook page. With over 100 likes, our page had a great flow of viewers and the results of the post-test showed that important information was retained. Objective 2: To create a reporting system for middle school students. Strategy 1: Form an anti-bullying club for students to become more actively involved in the campaign. Rationale: A hands-on approach is a great way to get students involved and active with the anti-bullying program. We wanted to find a way to motivate students to come together on the issue and thought how better to do this than to make the responsibility theirs.

Tactic 1: Murray Middle School Justice League. We created a plan for Murray Middle School to aid in the development of a crime-stopping club made up of representatives from the sixth-grade, Tactic 1: Our team created a Facebook page to educate seventh-grade and eighth-grade students that helps promote and educate their fellow students key publics about bullying topics. We provided on ways to be bully-free. We did not have the industry articles correcting fallacies and myths identified in the survey process. We also addressed opportunity to put this tactic into action with the students, as this program is ongoing and requires myths that had proven to be especially confusing to the students. Examples of these myths are listed more than a single month to be successful. Strategy 2: below: Create an ongoing survey box that details Keeping bullying a secret is helpful. specific problem areas among students concerning Victims should ignore bullying behaviors. bullying. Telling on a bully will only make the situation worse. Rationale:

46.5 percent of MMS students have more than six social media accounts.

To increase efficiency in our campaign and the schools anti-bullying efforts, we felt it was important to continually gage students knowledge and understanding. Creating an effective program

requires valid research to guide the information; thus, the ongoing survey can provide valuable information and demonstrate how to best reach our outcome. Tactic 1: Surveys are not always the most fun way to gather information, but our team is shaking things up at Murray Middle School. To gather information on students awareness and gauge their knowledge, we produced a bully-free survey box. Students are charged with the task of answering one survey question per month about bullying. The questions will be asked during morning announcements. Answers are written on the back of a slip of paper and dropped into the box. Students that participate in this exercise are then entered into a drawing for a chance to win items donated by the Downtown Merchant Circle, an organization of retailers in the local community. Objective 2: Success In order to give this tactic the proper time to mature and reach its potential, we left a written plan of how to run this organization in the hands of the administrators. The team was able to secure

administrative approval and secure a faculty advisor. The program is currently underway and is projected to be in full swing by Fall 2013. Objective 3: To educate 150 sixth-grade, seventh-grade and eighth-grade students about why it is important to report bullying to an authority figure, even as bystanders. Strategy 1: Create a pledge program encouraging the direct reporting of witnessed bullying to an authority figure such as parents, teachers and administrators. Rationale: According to our primary research, we found that 69.5 percent of students believed it was best to ignore all bullying behaviors. The purpose of the pledge program is to encourage reporting of bullying, even as a third-party bystander, to an authority figure for the physical and emotional wellbeing of victims. Tactic 1: Create pledge cards to distribute at campaign events. Students signed cards pledging to report bullying in all situations even as a bystander. Tactic 2: Create a take-home that allows individuals to remember the pledge. The pledge is outlined on the back of the card along with the students signature, wherein he or she agrees to report bullying. Tactic 3: Raffle prizes donated to the program from the Downtown Merchants Association encourage participation among students. Students are entered into the raffle when they sign the pledge stating that they will remain bully free.

Tactic 4: Lynely Sullivan, Murray State University cheerleader and Murray Middle School cheer coach, spoke to the students about her experience being bullied at Murray Middle School for many years and how she overcame it. Tactic 5: Boyd Smith, local minister and former bullying victim, told the story of his childhood and highlighted the importance of reporting bullying and standing up for oneself peacefully. Tactic 6: Students attending the No Bullies Just Heroes program participated in a call and response activity that asked students to repeat the phrase just heroes whenever the emcee or keynote speakers said no bullies. Objective 3: Success The campaign was able to reach over 200 students throughout the month of February. With the help of both keynote speakers at our No Bullies Just Heroes assembly, we successfully improved the students knowledge of which genders bully by 5 percent. We also had 100 percent participation in the call and response, No Bullies Just Heroes, during the assembly.

School students, teachers and the Murray community. Rationale: According to the pretest, nearly all Murray Middle School students had at least one social media account and 46.5 percent had more than six. With social medias rise in popularity among people of all ages, we found this to be an effective way to communicate with a large and diverse group. Tactic 1: To best engage the students and the community influencers, we created a No Bullies - Just Heroes Facebook page. Here, we incorporated YouTube videos, other music videos with song lyrics as well as valuable, inspirational information to enhance the programs and educational efforts at Murray Middle School and within the broader Murray community. Strategy 2: Inform Murray Middle School students, faculty and staff about bullying in fun and creative ways. Rationale: Both adults and children enjoy being entertained. When developing this campaign we tried to create something that would catch peoples attention as well as something they would enjoy. Tactic 1: We designed a poster that incorporated the Justice League theme. We hung these posters throughout Murray Middle School to provide information and to entertain the students and faculty. The posters motivated both students and faculty members to get excited about the antibullying campaign. Tactic 2: We created a video inspired by the YouTube sensation Harlem Shake to be shared on social

No Bullies - Just Heroes!

- Call & Response

Objective 4: Increase student awareness and availability of information about bullying among Murray Middle School students, faculty and members of the Murray community. Strategy 1: Use social media to make bullying-related information readily available to Murray Middle

media platforms and kick-off the assembly. The video featured team members in superhero costumes and reinforced the idea of selfconfidence, ultimately making students feel more confident about reporting bullying situations.

MMS students prepare to participate in a live Harlem Shake during the No Bullies - Just Heroes assembly. Objective 4 Outcome Successful We made a great impact on the community with the use of plethora of mediums: We reached nearly 500 people according to Facebook Insights. Posters and visual aids were placed throughout the school in poplar areas, reaching all 280 sixthgraders, seventh-graders and eighth-graders. The online news release received nearly 125 page hits during a 48-hour period. No Bullies Just Heroes assembly, as well as all multimedia was host to over 200 students and 30 faculty and staff. Conclusion Though the Bateman case competition began as a way to battle bullying in the Murray, Ky., community, it developed into much more. Over the course of the campaign, the Murray State Bateman team reached out to and inspired middle school students, educators and families in the community. With the help of social media, school involvement

and an eager audience, we impacted the lives of nearly 300 students and their families. These adolescents were encouraged to take control by actively reporting bullying and understanding that the responsibility is their own. With the help of our campaign, Murray Middle School now has access to a plan that can help local children for years to come. Our tactics are budget-friendly and can be easily replicated with other grade levels and incoming students. Upon the conclusion of the Bateman case competition, our team had students pledging to stand up against bullying and feeling responsible for their own actions. Our local superhero speakers, sponsors and social media presence left students with a feeling of empowerment. The students chanting No Bullies Just Heroes were a highlight of the campaign, as we were able to visualize students being impacted by our message. The Murray State Bateman team invites you to join these students and make this world a better place filled with No Bullies Just Heroes!

10

Primary Research Due to an instructional time conflict, we were not granted access to administer the post-survey in the same manner that we administered the pretest. This challenge may have affected our postcampaign results. Statistics were only included if the questions were relevant to our key messages. The data below reflects what percent of students gave the preferred answer to each question. For question wording, refer to the survey section of this appendix. Question Pretest Post-test Increase 15 87.00% 90.05% 3.04% 20 60.62% 65.61% 4.99% 24 72.74% 74.21% 1.47% 25 56.34% 57.47% 1.13%

11

References N/A. (2013, Jan 27). Anti-bullying bill filed in Kentucky house. Lex18.com. Retrieved from http:// www.lex18.com/news/anti-bullying-bill-filed-in-kentucky-house N/A. (2011, June 08). Stand up 2 bullies. Retrieved from http://standup2bullyz.blogspot. com/2011/06/bullying-facts-and-statistics.html bullyingstats.info. (2013, March 25). Retrieved from http://bullyingfacts.info/bullying-statistics/ The Alannah and Madeline Foundation. (2010). Four kinds of bullying. Retrieved from http://www. ncab.org.au/fourkindsofbullying/ Are you being bullied?. (2009, November 30). Retrieved from http://parentsadvocatingforsafeschools. webs.com/tips.htm~ Lett, J. (2009, October 25). Make a sound for a voice unheard. Retrieved from http://www.make beatsnotbeatdowns.org/facts_new.html

12

Expenditure Reports Expenses: Date Location Item Price 5-Dec Office Depot Presentation packet $34.27 17-Dec Office Depot Survey supplies $6.95 8-Feb Office Depot Campaign pitch packet $8.97 19-Feb Office Depot Cardstock, posterboards $31.82 20-Feb Office Depot Posters, leave behinds $121.36 27-Feb Office Depot Survey supplies $6.95 26-Mar Office Depot Executive Summary $18.46 Total $228.78

In-Kind Donations: Location Item(s) Price Sirloin Stockae Gift Card (x2) $40.00 Taco Bell Voucher (x34) $23.46 Snappy Tomato Gift Card (x4) $27.96 Penn Station Gift Card (x2) $19.00 Burger King Voucher (x20) $39.80 Zaxbys Voucher (x5) $17.50 Fazolis Voucher (x10) $49.90 Yogurt Your Weigh Gift Card (x2) $10.00 Matt Bs Pizza Voucher $6.84 Culvers Voucher (x30) $45.00 Corvette Lanes Voucher (x4) $12.00 University Store Four drawstring bags, two t-shirts $67.94 Total $359.40

13

2013 Bateman Case Competition

By: Allyson Putman, Brandon Orr, Katelyn Henson, Gretchen Green, Erin Behbehani

Murray State University PRSSA Bateman Team December 4, 2012

December 4, 2012

Mrs. Eleanor Spry Assistant Superintendent Murray Independent School District 208 South 13th St Murray, KY 42071 Dear Ms. Spry: On behalf of the 2012-13 Public Relation Student Society of America (PRSSA) Bateman team at Murray State University, I would like to thank you in advance for your time and consideration. The Bateman Case Study Competition is a national competition that allows students the opportunity to put career skills to work outside the classroom for a real client. This year, the Bateman case asks students to generate a public relations campaign that promotes awareness about bullying. Since there has not been a national client selected, the competition challenges students to create a campaign for implementation on a local level. Within this campaign, it is our desire to educate the children and parents of Murray, Ky., by taking a proactive approach to bullying awareness that can be implemented anywhere in our community. To effectively create this plan, we wish to work with Murray Middle School students by administering a survey for research purposes so that we can develop the most suitable tactics possible. We have already drafted the survey and attached it in this presentation. Once again, thank you in advance for allowing the Bateman team the opportunity to present these materials. Please feel free to contact us with any questions or concerns. Sincerely,

Allyson Putman Bateman Team Leader MSU PRSSA 1611 Farmer Ave. Murray, KY 42071 270-635-2570

Table of Contents

I. Contact Information Sheet II. Bateman Case Competition Presentation Outline III. Bateman Case Competition Survey Sample IV. Bateman Case Competition Guidelines V. Additional Notes

Bateman Team Contact Information

Allyson Putman allyson.putman@gmail.com 270.635.2570 Brandon Orr borr@murraystate.edu 270.227.2565 Katelyn Henson khenson@murraystate.edu 270.703.5859 Gretchen Green ggreen@murraystate.edu 270.719.0421 Erin Behbehani ebehbehani@murraystate.edu 270.519.1786 Tim Vance, Faculty Adviser timvanceabd@gmail.com 270-227-9637 Sherry Purdom, Professional Adviser sherry.purdom@murray.kyschools.us 270.293.0012

Bateman Case Competition Outline

I. Bateman Case competition a. Murray Middle School II. About the Competition a. First established as the National Case Study in 1973 b. The case challenges teams of students to create a public relations campaign for an actual client, which includes: i. research ii. planning iii. implementation iv. evaluation III. What the Competition Does for Students a. More than 75 teams enter the competition each year b. Students achieve real-world experience, such as: i. rsum additions ii. portfolio pieces iii. employment opportunities IV. Past Bateman Sponsors a. American Heart Association b. Tobacco-Free Kids Campaign c. Visa U.S.A. d. Ford Motor Credit Company e. United States Census Bureau V. Bateman Competition Judging a. After an extensive judging process, three finalists are chosen to present their campaigns to the sponsor, who receives the rights to the ideas presented. b. Since there is no sponsor this year, the campaign is to be implemented on a local level only. VI. The 2013 Case a. Goals of 2013 Bateman Case Study Competition: i. Increase awareness of the serious short- and long-term consequences of youth bullying ii. Inform the target audience about the steps they can take to help prevent and report bullying. VII. Bateman Case Timeline a. November 5: Registration b. February 1-28: Campaign implementation c. March 29: Campaign executive summary due d. April: Campaigns are judged

VIII. Purpose a. Revival of Bateman cases from Murray State b. College students impact on younger students c. Create an on-going awareness campaign should bullying ever become a problem d. Increase and apply our knowledge and skills IX. Why Murray Middle School? a. Geographic area and population b. Manageable size c. Easily accessible d. Educate the Murray Community X. Survey a. Gateway to the rest of our project b. Constructed from an awareness point-of-view c. Shows no accusations or assumptions d. Completely anonymous XI. Sample Survey Questions a. How the respondents feel (right or wrong) b. What respondents do in specific situations c. Myths about bullying d. Demographics e. Extracurricular activities XII. Benefits of the Program a. Educational and fun b. Increases awareness c. Assessment results can be provided d. Improves student teacher relationships e. Positive publicity for Murray Middle School f. Proactive step against future bullying g. Survey results are confidential h. Teacher and Administrators i. Efficient i. Time ii. Convenient iii. Easily understood iv. Survey is a necessary first step v. Progression of bullying prevention, post-program XIII. Questions?

Bullying Survey Draft Section 01. Right and Wrong How do you feel when? 1. Someone teases a weaker person in public? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 2. Someone spreads rumors or lies behind anothers back? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 3. Someone spreads lies, rumors or makes fun of another person on the Internet? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 4. Someone physically picks a fight, shoves or pushes another person? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 5. A group cheers or encourages a fight? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer

6. A group ignores someone being pushed around? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 7. A group encourages being mean to others or spreading lies about others? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 8. A group defends those being pushed around? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 9. Someone reports bullying to an authority figure? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 10. Someone reports rumors or lies others are spreading to an authority figure? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer Section 02. Situational 11. Would you help someone if they were pushed or shoved? A. Yes, I would help. B. I want to help, but am unsure how. C. Not sure. D. I know how to help, but I choose not to. E. No, I dont know how to help and I choose not to.

12. Would you help if someone received mean messages over Facebook or text messaging? A.Yes, I would help. B. I want to help, but am unsure how. C. Not sure. D. I know how to help, but I choose not to. E. No, I dont know how to help and I choose not to. 13. Would you tell a teacher or authority figure if you witnessed bullying? A. Yes, I would tell. B. I want to tell, but am afraid to. C. Not sure. D. No, I would not to tell. 14. Would you join in if someone were making rude or mean comments about another person? A. Yes. B. Not sure. C. No, I would not join in. Section 03. Bullying Myths 15. Boys bully more than girls. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 16. Bullies are insecure and have low self-esteem. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 17. Bullies don't have friends. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree

18. Bullies have more power than their victims. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 19. Bullies are more popular than their victims. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 20. Victims should ignore bullying behaviors. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 21. Victims can usually stop the bullying themselves if they fight back. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 22. Other children should stay away from the bully-victim situation or they will get bullied as well. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 23. Victims usually bring the trouble on themselves. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree

24. Keeping the bullying a secret helps the bully. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 25. Telling on a bully will only make the situation worse for the victim. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 26. Bullying does not happen in circles of friends. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 27. Spreading rumors is a form of bullying. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 28. Interveners (or people who help the victim) should threaten or intimidate the bully to stop the bullying. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 29. Teachers or adults intervene often to stop bullying. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree

30. Teachers and parents need help from students to know about the extent of bullying. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree

Section 04. Demographics What grade are you in? A. 6th B. 7th C. 8th How old are you? A. 10 B. 11 C. 12 D. 13 E. Older than 13 What is your gender? A. Male B. Female C. I dont feel comfortable answering this question. What grades do you usually make in school? A. Mostly As and Bs B. Mostly Bs and Cs C. Mostly Cs and Ds D. Mostly Ds and Fs E. I dont feel comfortable answering this question. Do you participate in any extracurricular activities? (Examples: Sports, Church Groups, Academic Team, Band, Clubs, etc.) A. I participate in 3 or more extracurricular activities B. I participate in 2-3 extracurricular activities C. I participate in at least one extracurricular activity D. I do not participate in any extracurricular activities

What is your ethnicity? A. White B. African American C. Hispanic/Latino D. Other E. I dont feel comfortable answering this question. How many hours do you spend watching TV every day? A. 5 or more hours per day B. 3-4 hours per day C. 2-3 hours per day D. 1 hour or less per day E. I do not watch TV. How much time do you spend playing video games each week? A. 6 or more hours per week B. 4-5 hours per week C. 2-3 hours per week D. 1 hour per week E. I do not play video games. How much time do you spend on a computer outside of school each week? A. 6 or more hours per week B. 4-5 hours per week C. 2-3 hours per week D. 1 hour per week E. I do not use a computer outside of school. How many social media accounts do you have? (Facebook, Twitter, Instagrametc.) A. 6 or more B. 4-5 C. 2-3 D. 1 E. I do not use social media.

Additional Notes:

Bullying Survey Section 01. Right and Wrong

How do you feel when? 1. Someone teases a weaker person in public? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 2. Someone spreads rumors or lies behind anothers back? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 3. Someone spreads lies, rumors or makes fun of another person on the Internet? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 4. Someone physically picks a fight, shoves or pushes another person? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 5. A group cheers or encourages a fight? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 6. A group ignores someone being pushed around? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 7. A group encourages being mean to others or spreading lies about others? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 8. A group defends those being pushed around? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer

9. Someone reports bullying to an authority figure? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer 10. Someone reports rumors or lies others are spreading to an authority figure? A. It is very wrong B. It is kind of wrong C. It is kind of ok D. It is the right thing to do E. I do not want to answer

Section 02. Situational

11. Would you help someone if they were pushed or shoved? A. Yes, I would help. B. I want to help, but am unsure how. C. Not sure. D. I know how to help, but I choose not to. E. No, I dont know how to help and I choose not to. 12. Would you help if someone received mean messages over Facebook or text messaging? A.Yes, I would help. B. I want to help, but am unsure how. C. Not sure. D. I know how to help, but I choose not to. E. No, I dont know how to help and I choose not to. 13. Would you tell a teacher or authority figure if you witnessed bullying? A. Yes, I would tell. B. I want to tell, but am afraid to. C. Not sure. D. No, I would not to tell. 14. Would you join in if someone were making rude or mean comments about another person? A. Yes. B. Not sure. C. No, I would not join in.

Section 03. Bullying Myths

15. Boys bully more than girls. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 16. Bullies are insecure and have low self-esteem. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree

17. Bullies don't have friends. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 18. Bullies have more power than their victims. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 19. Bullies are more popular than their victims. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 20. Victims should ignore bullying behaviors. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 21. Victims can usually stop the bullying themselves if they fight back. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 22. Other children should stay away from the bully-victim situation or they will get bullied as well. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 23. Victims usually bring the trouble on themselves. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 24. Keeping the bullying a secret helps the bully. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree

25. Telling on a bully will only make the situation worse for the victim. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 26. Bullying does not happen in circles of friends. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 27. Spreading rumors is a form of bullying. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 28. Interveners (or people who help the victim) should threaten or intimidate the bully to stop the bullying. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 29. Teachers or adults intervene often to stop bullying. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree 30. Teachers and parents need help from students to know about the extent of bullying. A. Strongly agree B. Agree C. Neutral D. Disagree E. Strongly disagree

Section 04. Demographics

What grade are you in? A. 6th B. 7th C. 8th How old are you? A. 10 B. 11 C. 12 D. 13 E. Older than 13 What is your gender? A. Male B. Female C. I dont feel comfortable answering this question.

What grades do you usually make in school? A. Mostly As and Bs B. Mostly Bs and Cs C. Mostly Cs and Ds D. Mostly Ds and Fs E. I dont feel comfortable answering this question. Do you participate in any extracurricular activities? (Examples: Sports, Church Groups, Academic Team, Band, Clubs, etc.) A. I participate in 3 or more extracurricular activities B. I participate in 2-3 extracurricular activities C. I participate in at least one extracurricular activity D. I do not participate in any extracurricular activities What is your ethnicity? A. White B. African American C. Hispanic/Latino D. Other E. I dont feel comfortable answering this question How many hours do you spend watching TV every day? A. 5 or more hours per day B. 3-4 hours per day C. 2-3 hours per day D. 1 hour or less per day E. I do not watch TV. How much time do you spend playing video games each week? A. 6 or more hours per week B. 4-5 hours per week C. 2-3 hours per week D. 1 hour per week E. I do not play video games. How much time do you spend on a computer outside of school each week? A. 6 or more hours per week B. 4-5 hours per week C. 2-3 hours per week D. 1 hour per week E. I do not use a computer outside of school. How many social media accounts do you have? (Facebook, Twitter, Instagrametc.) A. 6 or more B. 4-5 C. 2-3 D. 1 E. I do not use social media.

February 7, 2013

Dear Ms. Carter, First and foremost, I would like to thank you for your time and the opportunity to work with the 6th, 7th and 8th grade students at Murray Middle School. We are excited about the events that we have planned and cannot wait to share them with you. In the last few months, we have worked very hard to plan a public relations campaign against bullying. We administered surveys to the 6th, 7th and 8th grades before the students went home for Christmas break and the information we retrieved led us to the conclusion that students would be best served by a campaign striving to empower the bystander. As we all know, middle school is a time of great peer pressure but we want to change that as it relates to bullying. With this letter is a chart detailing our goals, objectives, strategies and tactics as well as a list of sponsors willing to support this campaign. Please look this information over and feel free to contact our faculty adviser, Tim Vance, or myself with any questions or concerns. Thank you again for your time. Sincerely,

Allyson Putman Bateman Team Leader

Bateman Team Contact Information

Allyson Putman allyson.putman@gmail.com 270.635.2570 Brandon Orr borr@murraystate.edu 270.227.2565 Erin Behbehani ebehbehani@murraystate.edu 270.519.1786 Gretchen Green ggreen@murraystate.edu 270.719.0421 Katelyn Henson khenson@murraystate.edu 270.703.5859 Tim Vance, Faculty Adviser tvanceabd@gmail.com 270.227.9637

Provide steps for empowering the bystander in bullying situations

Goal

ives Object To rectify myths concerning bullying in middle schools

gies Strate

To open lines of communication between parents the school system

Assembly Social Media

Mailers Social Media

To create and educate upon a reporting system for middle school students

To increase availability of information on bullying at school

The New Face of Justice Assembly Social Media

To educate the students on the importance of opening up about bullying and taking action

F.O.D. Social Media Survey/Reporting Box Social Media

The New face of Justice Bully- Free Pledge Social Media

Monday, Feb 25 Murray Middle Auditorium

no bullies, just heroes!

the responsibility is yours!

Who: We are Murray State University students working on an anti-bullying campaign, The New Face of Justice. What: Our team of five members is working to educate the students and faculty at Murray Middle School about bullying on every level. We want to further MMS bullying initiatives and create an environment where students feel empowered and understand these issues. When: No Bullies, Just Heroes on February 25 in the Murray Middle School Auditorium. Why: Understanding how and why bullying happens and knowing what to do about it is important to students and faculty across the board. We want students to know that saving the day doesnt just happen with superheroes in comic books, but anytime someone speaks up against a crime. This is why we want every school especially MMS to be bully free so that there are no bullies, just heroes.

I PLEDGE To always speak up when I witness bullying, even if I am not involved. To respect my fellow students and friends. To never engage in or promote acts of bullying.

I PLEDGE To always speak up when I witness bullying, even if I am not involved. To respect my fellow students and friends. To never engage in or promote acts of bullying.

Name: ____________________________________ Date: ____________________________________ The responsibility is mine! I PLEDGE To always speak up when I witness bullying, even if I am not involved. To respect my fellow students and friends. To never engage in or promote acts of bullying.

Name: ____________________________________ Date: ____________________________________ The responsibility is mine! I PLEDGE To always speak up when I witness bullying, even if I am not involved. To respect my fellow students and friends. To never engage in or promote acts of bullying.

Name: ____________________________________ Date: ____________________________________ The responsibility is mine! I PLEDGE To always speak up when I witness bullying, even if I am not involved. To respect my fellow students and friends. To never engage in or promote acts of bullying.

Name: ____________________________________ Date: ____________________________________ The responsibility is mine! I PLEDGE To always speak up when I witness bullying, even if I am not involved. To respect my fellow students and friends. To never engage in or promote acts of bullying.

Name: ____________________________________ Date: ____________________________________ The responsibility is mine! I PLEDGE To always speak up when I witness bullying, even if I am not involved. To respect my fellow students and friends. To never engage in or promote acts of bullying.

Name: ____________________________________ Date: ____________________________________ The responsibility is mine! I PLEDGE To always speak up when I witness bullying, even if I am not involved. To respect my fellow students and friends. To never engage in or promote acts of bullying.

Name: ____________________________________ Date: ____________________________________ The responsibility is mine! I PLEDGE To always speak up when I witness bullying, even if I am not involved. To respect my fellow students and friends. To never engage in or promote acts of bullying.

Name: ____________________________________ Date: ____________________________________ The responsibility is mine! I PLEDGE To always speak up when I witness bullying, even if I am not involved. To respect my fellow students and friends. To never engage in or promote acts of bullying.

Name: ____________________________________ Date: ____________________________________ The responsibility is mine!

Name: ____________________________________ Date: ____________________________________ The responsibility is mine!

FOR IMMEDIATE RELEASE February 21, 2013 Contact: Allyson Putman PRSSA Bateman Team Leader (270) 635-2570 allyson.putman@gmail.com

MURRAY MIDDLE SAYS NO BULLIES Inspiring Students to be Heroes

MURRAY, Ky Murray Middle School (MMS) is saying no to bullies this Monday, Feb. 25, with an empowering anti-bullying assembly to be held in the MMS auditorium. The assembly is the capstone of an ongoing campaign calling MMS students to action against bullying. Included in the program are Murray State University students, a Murray native, interactive activities and prizes for students who have pledged to be bully-free. Prior to the assembly, students were surveyed to test their knowledge of bullying and given the opportunity to take a bully-free pledge during their lunch period. This resulted in phenomenal participation, with over 200 students pledging.

This undertaking was created and executed by the Murray State Public Relations Student Society of America (PRSSA) Bateman team. The Bateman team is competing against hundreds of other small groups in a nationwide case study competition. Teams were charged with the task of creating an anti-bullying campaign to be implemented on the local level. Being a part of this campaign has been an extremely rewarding and educational experience, Bateman team member Brandon Orr said. Knowing that the students have been positively influenced by something that we created is very satisfying. To best communicate with the middle school students, the campaign theme is The New Face of Justice, taking a superhero approach to reporting bullying. Coupled with this is the slogan of the campaign No Bullies, Just Heroes. This was designed to empower students and faculty alike to take a stand against bullying and understand that superheroes are not just found in comic books, but in everyday life. The Murray State PRSSA Bateman team and MMS have achieved success in the campaign thus far and are much looking forward to the assembly. The program will take place at 8:00 a.m. for 6th grade and 9:00 a.m. for 7th and 8th. For more information, please contact Allyson Putman, PRSSA Bateman team leader or Leisa Faughn, MMS guidance counselor. ##

FOR IMMEDIATE RELEASE February 21, 2013 Contact: Allyson Putman PRSSA Bateman Team Leader (270) 635-2570 allyson.putman@gmail.com

MSU STUDENTS COMPETE IN NATIONAL CASE STUDY COMPETITION Turning Middle School Students into Heroes

MURRAY, Ky Members of the Public Relations Student Society of Americas (PRSSA) Bateman Case Study Competition team have partnered with Murray Middle School (MMS) to implement a student-designed anti-bullying campaign. The Bateman Case Study Competition is PRSSAs annual public relations competition among university chapters. It challenges students to plan, create and implement a full public relations campaign based on a chosen topic. The competition planning stage begins officially in November but implementation of the campaign is only allowed in February. The completion of this project will be the first from Murray State in nearly five years. The team members are Allyson Putman, senior from Clay, Ky, Brandon Orr, senior from Murray, Ky, Gretchen Green, senior from Herndon, Ky, Erin Behbehani, senior from Paducah, Ky, and Katelyn Henson, senior from Benton, Ky.

PRSSA president and team leader Allyson Putman talks about how difficult a large scale campaign can be. It has been very trying at times but overall it has been very rewarding and enlightening, Putman said. The team is currently working on one of the larger tactics its has planned, a multi-grade assembly. Monday, Feb. 25, the 6th, 7th and 8th-grade students will attend an anti-bullying assembly in the MMS auditorium at 8 and 9 a.m. The program itinerary outlines student testimonies, prizes and their own twist of the Harlem Shake YouTube sensation. Speakers will share their own stories with the students, while empowering and educating students on how to stand up against or report bullying. In preparation for the assembly, the MSU students set up a bully-free pledge booth motivating the students to think about the issue. MMS students had the chance to sign bully-free pledges during their lunch period over the past week. More than 300 students were eager to sign the pledge. The assembly is the highlight the campaign created by the Bateman Case Study Competition team. The slogan of the campaign, No Bullies, Just Heroes! was designed to encourage students to be like the superheroes - not the villains. I am super excited to see several months of planning finally come together in an interactive way, team member Brandon Orr said. The Public Relations Student Society of America is a professional organization for university students who are interested or majoring in public relations. The organization connects the students with professionals in the field and allows them to gain real-life experience. For more information about the Bateman case competition or PRSSA, contact Elizabeth Thomas at 270-809-5441 or ethomas@murraystate.edu. -###-

Media contact: Gretchen Green 270-719-0421 ggreen@murraystate.edu