Mission statements are more than words on the wall at your office. Mission statements provide focus and direction for your organization. This pilot study of student media mission statements offers an initial look at student media and mission.

1. How Mission Impacts
Everything: A Review of College
Student Media Mission Statements and Student
Media Success
Presented by Dr. Kay L. Colley
Texas Wesleyan University College Day 2012

2. Previous presentation
www.slideshare.net/klcolley

3. What is a Mission Statement?
“A mission statement defines in a
paragraph or so any entity's reason for
existence. It embodies its
philosophies, goals, ambitions and
mores. Any entity that attempts to
operate without a mission statement
runs the risk of wandering through the
world without having the ability to
verify that it is on its intended course.”
--www.missionstatements.com

4. What is a mission statement?
 A clear and succinct representation of
your reason for existence
 The first consideration for any
employee who is evaluating a strategic
decision

5. Mission statement examples
 3M
"To solve unsolved problems innovatively.”
 Mary Kay Cosmetics
"To give unlimited opportunity to women.”
 Merck
"To preserve and improve human life.”
 Walt Disney
"To make people happy."

6. Student media mission
statements: The Daily Tar Heel
 The Daily Tar Heel, the student-run publication of the University of North Carolina at
Chapel Hill, operates with the following mission:
 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 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.
 To serve as a learning laboratory for young journalists with a relaxed atmosphere but
serious expectations; to equip all aspiring media professionals with the tools necessary
not only to communicate information but also in understanding the changing face of
media; to train staff members in various aspects of reporting, editing and managing a
daily news organization and publishing a daily newspaper; to provide a fun, relaxed
working environment for young professionals.
 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 serve as a beacon of
journalistic integrity.
 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 record.

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

8. The mission of The Rambler is to provide interested
students with a hands-on learning experience by
simulating a real-world newspaper environment.
Offering writers, editors and other staff members the
opportunity to learn and hone skills pertaining to a
wide variety of journalistic experiences (including
writing, photography, editing, design, advertising,
editorial judgment and newsroom management).
The Rambler also strives to provide a quality public
forum for the dissemination of news and opinion of
interest and relevance to the Wesleyan community.

9. Pilot study of student media
 Pilot study:
– 13 universities and colleges
– Student media departments and student
newspapers
 Research question:
– Is a mission statement, labeled as such,
found on their websites?

10. Findings
 Mission statement available on four
websites
 Charter available on three websites,
one also included a mission statement
 Other guiding documents were bylaws
(2) and constitution (1)
 Goal statements for two institutions
 No statements for three institutions

11. Findings
 For those universities and colleges
having a mission statement available
online, stated mission was:
– A practicum for students to gain hands-
on experience
– A media outlet(s) for the campus
community to get news

12. Other Information on Website
 Education component of student
media outlets was apparent as many
websites mentioned
– extensive training opportunities
– collaboration with journalism departments
 Several student media outlets also
mentioned a focus on editorial
freedom

13. Discussion
 No clear findings from the pilot study
 Additional research is needed
 Interviews with college media advisers
are a possible source of rich data
 Surveys of college administrators could
help determine if mission is clear