This is the communication campaign plan for The Investigative Reporting Workshop that I've developed as part of my Public Relations Case Studies class.

1. LEADING INVESTIGATIVE
REPORTING INTO
TOMORROW
KATE WALKER ALYSSA PRIDGEN
LEAH-MICHELLE NEBBIA ERIC SVEUM

2. ABLE OF CONTENTS
3 SITUATION ANALYSIS
9 OBJECTIVES
11 STRATEGY
20 TACTICS
27 TIMELINE
33
EVALUATION

3. S ATION
ANA YSIS
2

4. WHAT IS INVESTIGATIVE
REPORTING?
definition:
Investigative journalism is a form of journalism in which reporters deeply
investigate a single topic of interest often involving crime, political corruption or a
scandal.
An investigative journalist may spend months or years researching and preparing
a report, which often takes the form of expose.
Most investigative journalism is done by newspapers, wire services and
freelance journalists.
3

5. THE IMPORTANCE OF
INVESTIGATIVE REPORTING
“Investigative journalism benefits society by serving as a watchdog on
the activities of powerful public and private institutions that shape our
lives. In other words, the need for investigative reporting remains even
though the capacity for performing this vital task seems to be diminishing”
- Larry Kirkman and Charles Lewis
Bob Woodward and Carl Bernstein work
with the Washington Post on the Watergate
Scandal.
Gene Roberts, former executive editor of
The Philadelphia Inquirer and former
managing editor of The New York Times,
has called their work, “maybe the greatest
reporting effort of all time.”
4

6. IS THERE A FUTURE FOR
INVESTIGATIVE JOURNALISM?
What is the industry saying about its dying art?
“If the leading newspapers lose their “Most journalists lack a systematic knowledge
capacity to report and conduct inquires, the of the fields they investigate. Most
American public will become even more newsrooms do not have the resources to
susceptible to the manipulations and hire reporters who do have expertise in the
deceptions of those in power.” beats they cover or to provide the time for an
-Michael Massing investigative reporter to do the work.”
New York Review of ZBooks -Brant Houston
Executive director of Investigative Reporters
“The Internet can transmit news faster and Editors Inc.
than any newspaper ever could. But with
fewer experienced journalists supplying “There will always be a group of people a
strong reporting across a range of subjects, band of brothers, a band of sisters, a band of
the quality of news may decline unless old brothers and sisters working to get to the under
values of fairness, accuracy and enterprise layer of what is going on and they will find a
survive into the next generation.” away to publish or broadcast or convey what
-The Newseum they believe the truth to be.”
Washington DC - Bob Woodward
5

7. A NEW LANDSCAPE
Political journalism
Non-profit online
organization covering
investigative journalism
Congress, Washington
lobbying, and the organization covering
Presidency. public issues in
Washington D.C.
“The nation’s oldest Project that is addressing
nonprofit investigative the lack of investigative
news organization.” journalism in American
media.
Non-profit online Privately and publicly
news organization funded non-profit
covering Texas national media
state government organization.
and public policy
6

8. WHO WE ARE
THE INVESTIGATIVE REPORTING WORKSHOP
A project of the School of Communication at
American University, addressing the void in
America’s investigative journalism.
-By conducting significant investigative journalism projects on a
national and international scale.
-By researching and experimenting with new models for creating
and delivering investigative projects.
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9. SUGGESTED RESEARCH
Potential Funding
Best ways to increase donation
Possibilities of payment for use of the articles from the website
Target Audience
Surveys on topics for new articles and format
Demographic research on readership
Potential journalism students
New Media and Resources
Similar access to JSTOR etc.
Effectiveness of Facebook/Twitter pages in the non-profit sector
8

10. OBJ I ES
9

11. WHERE WE ARE GOING
Based on our research of investigative journalism and the strategic plan for
AU, we have developed three main objectives that we wish to accomplish
through our plan.
1. Strengthen the relationship between AU, SOC,
and the Workshop
We feel that all three institutions share similar goals and
that they can help one another achieve these goals.
2. Build awareness about the Workshop
This is crucial to bringing in more donors and partnerships for stories.
3. Increase the quality and quantity of investigative reporting of
journalism students
Investigative journalism is a skill that needs to be learned and what better place for
a student to learn this skill than through a working investigative reporting
organization. The Workshop can provide a hands-on learning experience for
students and become known as the learning center for investigative reporting.
10

12. S RA EGYY
11

13. GETTING OUR MESSAGE OUT
THE TARGET AUDIENCE
There is a need in the media to build the future of investigative reporting. In order
to do this, our focus is on groups that are the future of the industry tomorrow and
the people helping them get there today.
Students Interested in Studying Investigative Reporting
Secondary Primary
This target includes both High School and College students who are media savvy
and looking for a future in journalism. The key is to reach out to people with an
interest in the field and teaching them investigative research.
Potential Donors Media Outlets
An increase in funding for research Reaching out for mutually beneficial partnerships that
provides The Workshop with the ability to expose The Workshop and its investigations to mainstream
audiences. This will also provide a multifaceted
expand resources for further investigations
educational experience to students participating in The
and educational opportunities. Workshop.
12

14. PREPARING INVESTIGATIVE
REPORTING FOR TOMORROW
Not just anyone can be an investigative reporter. This type of
journalism is a skill that, with the proper training, can become a
powerful platform. With the journalism profession being called into
question, now is the time to take an active step in investing in the
future of investigative reporting by providing young people with a
place to learn and experiment with reporting.
The Investigative Reporting Workshops is this place. Our strategy
is to make The American University Investigative Reporting
Workshop the hub for learning the art of investigative reporting.
13

15. WHY AMERICAN UNIVERSITY?
POSITIONING THE WORKSHOP FOR THE FUTURE
There are two key themes that set this program apart from
other journalism schools. These are the selling points for The
Workshop that correlate with the AU Strategic Plan :
TWO KEY THEMES
Using the The Workshop’s Use of Online, multimedia
non-profit business model training and the
and connect it to advancement of new media
Washington DC
14

16. ONE COMMON GOAL
AU AND THE WORKSHOP: A STRATEGIC APPROACH
In 2009, American University formulated a new Strategic Plan to further advance the quality of the university
for the future. In building the relationship between AU and The Workshop, this plan and The Workshop’s
objectives can work in unison to best serve AU students. The Workshop will create a distinguishing factor
for undergraduate and graduate programs by encompassing three main commitments.
The University distinguishes itself through a broad array of undergraduate and graduate programs that stem from
these primary commitments:
• Interactive teaching providing personalized educational experiences for students in and out of the classroom
• Research and creative endeavors consistent with its distinctive mission, generating new knowledge to society
• Practical application of knowledge through experiential learning, taking full advantage of the resources of the
Washington, D.C, metropolitan area. - AU Strategic Plan
The increase of personalized teaching and experiential education are prevalent themes
through the plan. Piggy-backing off of these themes, our strategy is to tie The Workshop into
the forefront of American University’s future by using it as a tool to promote the
university by creating a strong center for investigative reporting.
“Recognized for its emphasis on personalized teaching and experiential education, the university
provides for the direct involvement of faculty and students in the institutions and culture of the most
important capital city in the world “ - AU Strategic Plan
15

17. TRANSFORMING THE FUTURE
The AU strategic plan outlines 10 transformational goals. Of these, three directly apply to the intent of The Workshop
outlined in its proposal to the School of Communication presented by Distinguished Journalist Charles Lewis and Dean
Larry Kirkman. The Workshop is being used as a tool to complete these goals while positioning itself as a non-profit
institution committed to teaching how to use new media.
Provide an Unsurpassed How The Workshop Applies
Undergraduate Education and To This Goal
Experience
"Assure that strong, public-service oriented
“Our students will enhance their broad education in
the arts and sciences and their expertise in major and investigative reporting not only survives, but
minor fields through community-based learning and thrives." - The Workshop’s Proposal to SOC
research, professional study and experience,
access to the world’s premier institutions, and Our objectives of increasing the quality and
opportunities to participate in knowledge creation.” quantity of investigative reporters contributes to
knowledge creation not only for the students,
Action Steps to complete this Goal: Support action
research, community-based studies, and innovative but also to the media and those affected by the
offerings in undergraduate courses articles.
Measures of Completion: Percentage of students By providing classes specifically teaching the
participating in internships and related forms of tools of investigative reporting, The Workshop
learning. Current performance 80% of graduating
is providing the university with a means to
seniors Two-year target: Increase percentage
provide community-based studies.
16

18. TRANSFORMING THE FUTURE
Engage the Great Ideas and Issues How The Workshop Applies
of Our Time through Research, To This Goal
Centers and Institutes
“Support academic research in the area of
investigative journalism, with a particular
“As we attract external funding for research, nurture focus on the role of nonprofit institutions.”
our faculty’s professional growth, and maximize our
potential through interdisciplinary work.”
- The Workshop’s Proposal to SOC
As The Workshop builds its foundation as
Action Steps to complete the goal: Increase incentives
the hub for learning investigative
for principal investigators, including new policies on
return of indirect funds, Increase promotional reporting, the work of students will be
activities focused on research, professional showcased as promotional tools for
contributions, and creative activity potential donors.
Measures of completion: Sponsored activity: Current Investigative reporting can be considered
performance: 220 proposals submitted by faculty; 110 a type of research. By publishing students
hold active wards; total dollar volume of awards articles, we are promoting The
received, $20.7 million University’s creation of communication
research.
17

19. TRANSFORMING THE FUTURE
Win Recognition and Distinction How The Workshop Applies
“Our profile will rise as we tell the story of American
To This Goal
University to the world. The prominence of the "The Workshop will provide students with
professional leadership roles assumed by faculty exciting new learning opportunities and
and staff will highlight the caliber of the institution. faculty with important teaching and
Benefiting from strategic and integrated marketing, scholarship vehicles. We expect it to be a
American University will build strength, boost magnet for some of the best investigative
pride, and be recognized as one of America’s
best universities.”
journalists in the world… Although other
universities have created similar programs,
Action steps to Complete this goal: Develop brand none of them has a significant base in
campaign to improve awareness, perception, Washington, DC And none has the built-in
and pride among target audiences advantages of the American University
Increase the visibility of AU and its faculty in School of Communication"
local and national media and across print,
broadcast, and digital media outlets.
- The Workshop’s Proposal to SOC
Measures of completion: Total annual media This is the connection between AU and The
placement and percentage of faculty experts Current Workshop, AU will position itself as one of
performance: Total annual placement, three-year America’s premiere communication schools
average, 14,000; share of placement citing faculty because it offers unique professional training
experts 23% Two year target: 10% increase in total
placement s , 10% increase in share of total citing
with an increasing number of published
faculty experts. investigations by The Workshop.
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20. ENABLING THE TRANSFORMATION
To secure effective implementation of transformational goals, the university plan outlines six enabling goals. Positioning
The Workshop at the forefront of new media teaching how to use technology in investigative reporting correlates to two
of these enabling goals.
Employ Technology to Empower Excellence Enhance the University Library and Research
Infrastructure
“We will build and strengthen a robust, reliable, and
secure framework of information and communication “The library’s strengthened collection will buttress the
technology to support our activities as a world-class specific research and teaching goals of faculty, while its
university. By investing in state-of-the-art technology improved facilities emerge as a dynamic learning hub”
and planning for the future, the university will exploit
technology to … and empower users in physical and Action Steps for completion: Invest in additional
virtual space” electronic databases and publication. Acting as a
research program, The Workshop can expand its
Objectives: Provide a modern technology platform to functions to create an electronic database for
support the teaching, learning and research investigative reporting.
requirements of our faculty and students
Measures: Direct investment to databases/publications
Action Steps for completion: “Leverage existing access as informed by database usage statistics.
investment in Web 2.0, content management, and Current performance: Access to 27,000 electronic
planned digital asset management systems” The journals and 1,650 print titles; 6% of print collection used
University is ready to invest in technology for the future. in 2008; more than 1 million articles accessed online
By placing The Workshop within the strategic plan, they 2008. By moving toward creating a electronic database
can benefit from any and all new technology that will function, The Workshop will be able to capitalize on the
help build the reputation of the program while giving investment in database collection. Students of The
students the opportunity to experiment with new media. Workshop will also be able to obtain greater information
from the library for research purposes.
19

21. AC CS 20

22. STRENGTHEN THE RELATIONSHIP
Between AU, SOC and The Workshop
Using our positioning strategy and connection to The University strategic plan, specific tools can be
implemented to make The Workshop a hub for investigative reporting.
Library database
According to the American University Strategic
Plan, the university wants to enhance the Library
and Research infrastructure by investing in
additional electronic databases. The Workshop
will work with the American University Library
System in order to launch an electronic database
of articles written by the Workshop that students
would be able to use for research on papers and
for general interest information. Following the
launch, pieces completed by the Workshop will be
added.
New Student Orientation and Prospective Student Day tabling
During New Student Orientation and Prospective Student Days, new and
prospective students and their families will be informed about the Workshop.
Information will also be provided about student opportunities within the Workshop
and how students will be able to get involved. Students will also be informed
about the importance of investigative reporting, as well as the importance of The
Workshop’s investigations to the outside world.
21

23. STRENGTHEN THE RELATIONSHIP
Between AU, SOC and The Workshop
Spot on website
In order to capitalize fully on the relationship between American University and
the Investigative Reporting Workshop, the Workshop needs to integrate itself
into certain parts of American University. By including a link for the Workshop
on the main page of the SOC website, the Workshop gains greater exposure to
the SOC potential students and student body. People will click on the link to
find out more information, as well as to use the Workshop as a resource.
Pamphlets in guidance counselors (high
school and college) offices, and AU Welcome
Center
Investigative
Reporting Class
Pamphlets about The Workshop, its work, and
student involvement will be available at these
SOC will launch an
locations to foster awareness and involvement
Investigative Reporting
about The Workshop and its projects.
class that teaches the
process and purpose of
Investigative Reporting. SOC Ambassadors
The class would include
a few guest speakers SOC Ambassadors will be trained to speak
and have a curriculum about The Workshop with prospective
that partners with The students to inform them and to allow them to
Workshop to teach take part in The Workshop when they come
students how to be an to American. The Workshop will become
investigative reporter. part of the regular SOC Ambassadors
Program.
22

24. STRENGTHEN THE RELATIONSHIP
Between AU, SOC and The Workshop
Discover the World of Communication program
run by Prof. Menke-Fish for High School students
The Discover the World of Communication program
allows high school students to discover communication
in the nation's capital through an interactive hands-on
approach to learning in the field and on location.
Classes are taught by SOC faculty and communication
professionals, and activities, guest speakers, events,
and field trips are a part of the program. The
Workshop will partner with this program to offer high
schools investigative reporting experience and
information about The Workshop.
"A Year in the Workshop" End of the Year
Showcase
At the end of year, the Workshop will put
together a showcase of the best and most
popular pieces of the year. The showcase
would be sponsored by SOC. Potential donors
will also be invited to the event in order to see
a sampling of the work that students are
researching. The student’s work will be used a
promotion tool to bring in additional funding
and media attention about the program.
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25. PROMOTING THE ART OF INVESTIGATION
Create Wikipedia Page
The Workshop will launch a Wikipedia Page so that when it is googled the Wikipedia page will pop up. Generally,
people go to a Wikipedia page before they go to a website to find out basic information about an organization.
“Breaking Through the Spin” Series
The Workshop will partner with the American Forum, the Newseum, and SOC to sponsor monthly
panels of speakers that relate to completed or in-progress pieces by the Workshop, garnering
awareness for the issues surrounding the pieces. These panels will increase the interest of
students and the surrounding AU community, pushing them to ask questions about the issues and
ultimately read the pieces done by The Workshop. At least one of these panels will be held on-
location at the Newseum.
24

26. PROMOTING THE ART OF INVESTIGATION
Increase Facebook awareness of the organization
"Nuts and Bolts of Investigative Journalism"
Student Blog Facebook is a huge tool for promoting awareness because of the
importance and popularity of social networking in today's society. To keep up
One of the student members of the Workshop will keep
with the younger audience, The Workshop will update its status on the
a blog about the "nuts and bolts" of investigative reporting,
giving tips and secrets into the "Biz", as well as an
Facebook page with new findings, its articles, and related articles to pieces by
overview of what investigative journalism entails. This blog The Workshop. The Workshop can also capitalize on the younger audience
will connect with the younger audience and will be useful by having its young staff invite their Facebook friends to become fans of the
to those who are interested in becoming investigative page. The page will need to be updated to include more information about
journalists. The Workshop and those who are members of its staff to further connect to
target audiences.
Create Twitter page/account
Twitter is one of the most up and coming
social networking tools used today. Many
organizations and companies use Twitter,
including The Workshop's competition. The
Workshop will launch a Twitter page and tweet
about recent pieces and articles that may relate to
its investigations. The Workshop will also tweet
about upcoming events, partnerships that may
interest its followers and the practice of
investigative journalism.
25

27. THE ADVANCEMENT OF NEW MEDIA
Planning for the future: The Investigative Reporting Fund
The Workshop will attract donors to provide money for a future fund
(roughly 5 years) to give grants to investigative journalists to allow them to
continue their work as freelance journalists. The Workshop also will be
able to collaborate with these journalists on pieces.
Attract donors for the Workshop
Keep alumni and other important figures in the journalism world informed of the
important things that The Workshop is doing in order to encourage them to donate and
to continue donating. Additionally, while partnering with the Newseum, The Workshop
can speak to some of their main contributors to see if they have an interest in donating
to The Workshop because it will be working closely with the Newsesum. When The
Workshop is positioned as a non-profit organization, it gains the ability to garner the
interest of possible donors.
Sending out updates about the Workshop
The Workshop can send out updates via email (in the form of blasts) and mail
(pamphlets and palm cards) about recently published pieces, panels, and other new
information about The Workshop. These updates can also include training updates
and any new media that has been introduced to The Workshop, such as the launch
of the Wikipedia page, Twitter page, or re-launch of the Facebook page.
26

28. ME INE
27

29. June JUNE  JULY  AUGUST
July We based our timeline around the AU school calendar in order
to coincide with certain school events and encourage student
August participation in The Workshop. These tactics coincide with the
September implementation of the AU strategic plan. The campaign begins
in the summer in order coincide with the Discover the World of
October Communications Program, which occurs in late June. Before
the program, we want to reach out to guidance counselors with
November informative pamphlets so that they can discuss investigative
December journalism and The Workshop to interested students. The
Wikipedia page and the research database will also be
January launched in the summer months.
February TACTICS
March Distribution of Pamphlets
Launch Wikipedia page
April
Guidance Counselor Outread
May Discover the World of Communication Program
June Database Implementation
28

30. AUGUST  SEPTEMBER
June
As the school year approaches in the end of August and
July beginning of September, The Workshop will recruit AU
journalism students as interns for the semester. These student
August
interns will maintain the “Nuts & Bolts” blog, describing their
September experiences at The Workshop and in the field of investigative
journalism. The Investigative Journalism class will begin in
October September as will the SOC Ambassador training program.
November TACTICS
December Launch of “Nuts & Bolts” Student Blog
January SOC Ambassador Training
Start of Investigative Journalism Class
February
March
April
May
June
29

31. OCTOBER  NOVEMBER  DECEMBER
June
Part of our plan involves a monthly panel about issues
July pertaining to investigative journalism or specific Workshop
stories. These monthly panels will begin in October with an
August introduction to investigative journalism, nonprofit reporting, and
September their futures called “Breaking Through the Spin.” The
Workshop will also table at Preview Day, which typically falls in
October November. In December, there will be no specific events
planned due to finals and the end of fall semester.
November
TACTICS
December
Monthly Panel: “Breaking Through the Spin”
January Preview Day Tabling
February
March
April
May
June
30

32. JANUARY  FEBRUARY  MARCH
June
In January, all of the programs begin again. New SOC
July Ambassadors will need to be trained, as will interns who begin
this semester. The Investigative Journalism class will begin a
August new semester and the monthly panels will start again,
September including a panel at the Newseum.
October TACTICS
SOC Ambassador Retraining
November
Monthly Panels, including one at the Newseum
December Start of Investigative Journalism Class
January
February
March
April
May
June
31

33. APRIL  MAY  JUNE
June
In the spring, The Workshop will table at Preview Day and the
July monthly panels continue, including an end of the year
showcase called “A Year at the Workshop.” The showcase will
August discuss what the Workshop has accomplished over the year:
September stories it has published, the student interns, and any other
issues that arose over the year. The Workshop will also send a
October newsletter to potential donors and prospective students
describing what it has accomplished over the year.
November
December
TACTICS
Monthly Panels
January Preview Day Tabling
February Showcase “A Year at the Workshop”
March
April
May
June
32

34. EVALUATION
33

35. INVESTIGATION REPORTING PROGRESS
Survey student population
Create and conduct a survey of the American University student population to evaluate
awareness about the Workshop after 6 months and then after 12 months. This survey
will include questions about participation in events or classes sponsored by the
Workshop, as well as if they have read any of the pieces or used them through the
library database.
Survey visitors of the Workshop’s website
Create and post a survey on The Investigative Reporting Workshop’s website that
evaluates why someone is on the page and how they heard about the Workshop.
Questions will also address why someone is using the Workshop and how often he/she
visits the site.
Goals for Evaluation
At the end of our years implementation of tactics we will evaluate the progress of The
Workshop website hits, “the nuts and bolts” student blog hits, Facebook page fans,
Twitter followers, Google search result placement, and most importantly donations.
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