UNIT STRATEGIC PLAN
Communication Department
AY 2012/2013
Unit Strategic Planning Report
Unit: __Communication Department___________________________________________
Reporting Authority: ___César García____________________________
Date: __October 25, 2013_______________
A: Please complete the column titled “Outcome Assessment” on your own Unit Strategic Plan. Complete with as much
detail as you can provide. Where you cannot obtain data to complete the assessment, put “Data not available.” in the
space.
B. Please summarize each of the University’s Five Core Themes from your Unit Strategic Plan Outcome Assessment report.
Toward which theme(s) did you make progress, and how are students benefitting from this?
Theme 1: The Communication Department has approved a new teaching evaluation system with a more holistic approach.
Students will benefit from a system that is more rigorous and takes into consideration SEOI scores, peer-review evaluations and
even focus groups as needed.
Theme 2: The Communication Department has set up a policy of growth regarding inclusiveness and diversity. A minimum
number of our faculty should participate in university committees and the Observatory of Diversity. The department is also
committed to hiring more faculty from underrepresented groups (although the number is already high, currently 12 members out
of 19 in our department are members of underrepresented groups) and to teaching more courses with a diversity component
(which have been already identified). Students’ university experience will be richer in perspectives and this will open their
perspective about the world and people from underrepresented groups.
Theme 3: The Communication Department is committed to increasing the number of faculty and students who participate in the
SOURCE symposium as well as maintaining a minimum of 4 students per year working on a thesis project. More professors will be
hired with terminal degrees. Our students will benefit from more faculty and students presenting their research at CWU as well as
from having more professors that are not only good teachers but also good scholars.
Theme 4: Last year the Communication Department maintained and/or increased its presence in the professional and local
community. A number of our faculty serve in professional associations or act as journal reviewers; our media outlets not only
p. 1
serve the student population but the entire Ellensburg population; and many of our students conduct internships and participate
in projects with local companies through our internship program and Central Communication Agency classes. Students certainly
benefit from first-hand professional experience that has an impact on the community.
Theme 5: The Communication Department has continued the renovation of equipment, not in the amount we wish due to the lack
of funds, particularly in FVS. The department has also continued to provide funds for training to faculty. The department has also
increased the GPA to enter our programs. We believe students’ work will benefit from better equipment and also in working with
higher-level students.
Which theme(s) deserve special attention next year?
Theme 5 Resource Development & Stewardship should be crucial next year. The department will be filling two TT positions in two
key programs: PR and communication studies. We need to go the extra mile to recruit the best possible candidates. This involves a
hefty effort in promotion and the preparation of good on-campus interviews.
C. How do you intend to utilize the data gathered this year to assist you in developing stronger programs?
The data collected this year will serve as a reference for the future. However, two of the main changes in the department -- the
new teaching evaluation criteria and the rise of the necessary GPA to enter the program -- will be introduced during the academic
year 2013-2014. Thus their effects on two crucial areas of the programs -- the quality of the teaching and the quality of the
students and enrollment numbers -- will not be noticeable until next year.
D. Based on your learning from this first year report, what parts of your strategic plan will you modify, add to, or omit for
next year? (Please attach an updated Strategic Plan with changes highlighted.)
Please see attached document.
p. 2
UNIVERSITY CORE THEME: 1. TEACHING AND LEARNING
UNIVERSITY OBJECTIVE 1.1 Enhance student success by continually improving the curricular, co-curricular, and
extracurricular programs.
Unit Outcomes
Indicators
Expected
Responsible
Key Strategies/
Budget/Resource
Performance
Reporting Unit
Initiatives
Analysis
Level
(Criterion)
1.1.1 Faculty will
demonstrate
effective teaching
1.1.1.1
Peer-review
evaluations (two
per year on a
random basis)
Review of the
syllabus,
comparing it
against the
learning objectives
of the course and
department
standards
10 point diagnostic
review survey
administer by the
reviewer to the
class
Solicited letters of
comment by
students in the
class
Personnel
committee
Faculty mentoring
Teaching
improvement plans
Outcome
Assessment
New, more holistic
teaching
effectiveness
criteria were
approved Spring
quarter.
This will start to be
implemented in the
academic year
2013-2014
At least 60 percent
of our students
exceed
expectations in
each of the student
learning outcomes.
Review of a packet
made at the
discretion of the
faculty member
p. 3
1.1.1.2
SEOI scores
Meet the college
average
Data provided by
Office of
Effectiveness or
Assessment
Continued
mentoring on and
monitoring of
assessment
Implemented in
2013-2014
academic year
1.1.1. 3
Focus groups
In case there are
serious
contradictions
between SEOIs
and peer-reviews
Personnel
committee
Faculty mentoring
The new system of
peer-review
evaluations was
approved Spring
quarter.
Teaching
improvement plans
At least 70 percent
of the participants
have positive
comments about
the instructor
This will start to be
implemented in the
academic year
2013-2014.
1.1.2
Faculty will
promote
Interdepartmental
programming and
collaboration
1.1.2.1
Douglas Honor
College
Submit 1-2 DHC
course proposals
per year
Chair
Faculty
Consider it a
favorable factor in
reappointments
and promotions in
department
guidelines
Steve Jackson
taught 2 courses
and Jennifer
Green taught one
course in DHC.
1.1.3
Ensure that
students develop
skills for success
in their fields
1.1.3.1
Offer a variety of
practicum courses
in every major
Observer,
Newswatch, Pulse,
PR Agency,
NWCA
Department and
Programs
Offer courses
every quarter;
work with external
organizations to
develop real-life
scenarios for the
students
We have been
offering these
courses every
quarter, some of
them (such as
Pulse) during
Summer quarter.
p. 4
1.1.4
Provide students
the opportunity
to develop their
potential as
scholars
1.1.4.1
Offer a General
Master’s (M.A.)
Program within the
next 3-5 years
The graduate
program will
consist of a cohort
system accepting
4 students per
year, for a total of
8 concurrent
students spread
across 2 years of
study
Department and
Programs
Open 2-3 tenuretrack new lines in
Communication
Studies, PR and/or
Journalism
The department
needs to include
the number of
faculty with
terminal degrees in
3-4 positions
N/A
* Only list unit outcomes where applicable to a university related objective.
UNIVERSITY CORE THEME: 2. INCLUSIVENESS AND DIVERSITY
UNIVERSITY OBJECTIVE 2.1 Enhance the environment of inclusiveness for faculty, staff, and students
Unit Outcomes
2.1.1 Participation
in the shared
governance of
the university
Indicators
Expected
Performance
Level
(Criterion)
Responsible
Reporting Unit
Key Strategies/
Initiatives
Budget/Resource
Analysis
Outcome
assessment
2.1.1.1
Active participation
of faculty in the
shared governance
of the university
At least 2 faculty
members on
university level
committees.
Department
Solicit TT and
Tenured
professors to
participate in 2
university
committees every
year
Liz Kerns was a
member of the
Curriculum
Committee and
César García and
Michael Ogden
members of the
Samuelson
Building
Committee.
2.1.1.2
Participate in
Observatory of
Diversity
At least one
member of the
department of
communication will
participate in the
Observatory
Department
Solicit one
department faculty
to participate in the
Observatory of
Diversity
Maria Sanders is a
member of the
Observatory of
Diversity.
p. 5
UNIVERSITY OBJECTIVE 2.2 Increase faculty, staff, and student diversity by active programs of recruitment and
retention for members of underrepresented groups.
Unit Outcomes
Indicators
Expected
Responsible
Key Strategies/
Budget/Resource
Performance
Reporting Unit
Initiatives
Analysis
Level
(Criterion)
2.2.1 Increase
faculty, staff, and
student diversity
by active
recruitment
2.2.1.2
Department
demographics
Increase numbers
of faculty and
students from
underrepresented
groups by 10% in
next three years
Department
Ensure that job
ads indicate an
openness to
inclusiveness
Work to build large
and diverse
applicant pools
Change content in
a number of
communication
tools (brochures,
website,
department
flyers…)
Spanish translation
of some web
pages
Recruit in high
schools and
community Recruit
in high schools and
colleges with large
underrepresented
student
populations
UNIVERSITY OBJECTIVE 2.3: Ensure that CWU has an inclusive and diverse curriculum
Outcome
assessment
The department
hired two women,
Nadene Vevea and
Adriana Janovich,
in the academic
year 2012-2013.
That is equivalent
to more than 10
percent of our
entire faculty.
Almost 25 percent
of the
Communication
Department's
students are
ethnically diverse.
Sixty percent of the
Communication
Department's
students are
female.
p. 6
Unit Outcomes
2.3.1
Improve
students’
knowledge of
human cultures
and diversity for
success in a
global society
Indicators
2.3.1.1
Annual
Assessment
Reports
2.3.1.2
Course Catalog
Expected
Performance
Level
(Criterion)
Each degree
program/
specialization links
to diversity in their
student learning
outcomes plan
All degree
programs have
courses that
address diversity
and inclusiveness
issues
Responsible
Reporting Unit
Key Strategies/
Initiatives
Budget/Resource
Analysis
Outcome
Assessment
Department
Continued
mentoring on and
monitoring of
assessment
The diversity
learning outcome
will be introduced
the academic year
2013-2014.
Department
Compile list of
current courses
that integrate
diversity
/inclusiveness
issues
COM 251 Group
Communication
COM 253
Interpersonal
Communication
COM 302
Intercultural
Communication
COM 350
Persuasion and
Culture
COM 365
Organizational
Communication
COM 369 Global
Media
COM 401
Language, thought
and
communication
COM 402 Gender
Communication
COM 441
Documentary
production
COM 472 Global
Public Relations
* Only list unit outcomes where applicable to a university related objective.
p. 7
UNIVERSITY CORE THEME: 3. SCHOLARSHIP AND CREATIVE EXPRESSION
UNIVERSITY OBJECTIVE 3.1 Increase the emphasis on and the opportunities for students, faculty and staff to
participate in research, scholarship, and creative expression activities.
Unit Outcomes
Indicators
Expected
Responsible
Key Strategies/
Budget/Resource
Performance
Reporting Unit
Initiatives
Analysis
Level
(Criterion)
3.1.1
Students and
faculty will
demonstrate
excellence in
scholarship and
creative
expression
3.1.1.1
SOURCE
participation, and
other student
scholarship and
creative work
venues on and off
campus
3.1.1.2
General Master’s
(M.A.) Program
within the next 3-5
years
Each department
and program has
at least 5 percent
of its professors
and majors
participating each
year in
research/creative
work presentations
4 students per year
work in a thesis
project
SOURCE
Committee;
Departments and
Programs
Department and
programs
Invite Source
Committee Chair
to Communication
Department
meeting to
strategize about
enhancing
participation;
ensure that
students are aware
of opportunities to
present, perform,
exhibit on and off
campus
Increase the
number of faculty
with terminal
degrees;
promotion of M.A.
among
undergraduate
department
students
Outcome
assessment
Four students (two
from
communication
studies and two
from public
relations) and two
professors
participated in the
last SOURCE
symposium.
Our expected
department and
program goals are
not realistic.
The department
met the expected
performance level.
Twenty-five of
communication
students
completed their
thesis project last
year.
A proposal would
be submitted to the
new innovation
fund.
p. 8
UNIVERSITY CORE THEME: 4. PUBLIC SERVICE AND COMMUNITY ENGAGEMENT
UNIVERSITY OBJECTIVE 4.1 Enhance the commitment and the level of cooperation between the university and
external communities.
Unit Outcomes
Indicators
Expected
Responsible
Key Strategies/
Budget/Resource
Performance
Reporting Unit
Initiatives
Analysis
Level
(Criterion)
4.1.1
Active
participation on
regional,
national, and/or
international
professional
organizations
Outcome
Assessment
4.1.1.1
Professional
organizations
At least 10 percent
of the department
faculty are
involved in
executive positions
Departments
Ensure adequate
resources and
release time
Phil Backlund is
Educational Policies
Board Director in the
National
Communication
Association and
Sacheen Mobley is
2nd Vice President of
the Northwest
Communication
Association.
4.1.1.2
Non-profits and/
or other local
businesses
At least 10 projects
per year
Department
PR/Advertising
firm students
develop projects
for local
businesses
The department
makes internship
agreements
between interns
and local
organizations
The department had
more than 15 interns
working on projects
for Gallery One, Iron
Horse Brewery, the
Ellensburg Chamber
of Commerce,
OBGYN, KVCH,
Ellensburg High
School, McDonald’s
Suncadia, and
Mercer Creek
Church, among
At least 5 interns
work for local
businesses every
year
p. 9
other local
organizations.
4.1.2
Enhance
department
media impact in
the community
4.1.1.3
Editorial boards
and/or reviewers
At least 20 percent
of the department
faculty are
members of
editorial boards or
act as reviewers
Department
Include in
department
guidelines
César García has
acted as a reviewer
for Management
Communication
Quarterly, Journal of
Communication and
Religion and
Communication and
Society; Nadene
Vevea for the
Journal of
Communication
Research; Phil
Backlund for
Communication
Education and the
Journal of Northwest
Communication
Association; Michael
Ogden for the
Journal of
Broadcasting and
Electronic Media (2)
and he has also
reviewed one
manuscript for Focal
Press.
4.1.2.1
Media circulation,
readership and
viewership
All major
department media
outlets gets
campus,
community and
regional audiences
Department and
College
Ensure adequate
resources for
distribution and
advertising
The Observer
distributes 6,000
copies 9 times a
year. The
readership is
approximately
13,000.
The Pulse publishes
p. 10
6 issues per year
with an average pf
11,377 hits per
issue.
4.1.2.2
Local businesses
Communication
students use their
know how to help
to promote local
businesses
Department
Create class
projects that
involve local
businesses
178 students have
taken practicum
courses through the
Central
Communication
Agency with an
impact on the
community (this
number includes
students who took
more than one
practicum course).
All of them have
worked in projects
that directly impact
local businesses
and/or CWU
departments (37 in
the last two years).
UNIVERSITY CORE THEME: 5. RESOURCE DEVELOPMENT & STEWARDSHIP
UNIVERSITY OBJECTIVE 5.1 Maximize the financial resources to the University, and assure the efficient and effective
operations of the University through financial stewardship.
Unit Outcomes
Indicators
Expected
Responsible
Key Strategies/
Budget/Resource
Performance
Reporting Unit
Initiatives
Analysis
Level
(Criterion)
5.1.1
Increased the
amount of
5.1.1.1
Summer school
Maintain or
increase summer
revenues by 5
Department
Adequate offer
and promotion of
summer courses
Outcome
Assessment
Data not available
p. 11
revenue
percent
5.1.1.2
Sponsorships
Maintain Daily
Record $ 2,500
sponsorship
Department
Ensure an
appropriate use of
funds for the
benefit of the
students
UNIVERSITY OBJECTIVE 5.2 Develop and implement enrollment management and marketing plans that meet the
enrollment objectives of the university.
Unit Outcomes
Indicators
Expected
Responsible
Key Strategies/
Budget/Resource
Performance
Reporting Unit
Initiatives
Analysis
Level
(Criterion)
5.2.1
Maintaining a
fair balance
between
enrollment
growth and
students quality
5.2.1.1
Numbers of
majors and
minors
Maintain
enrollment in all
degree offerings
while increasing
enrollment in
minors
Data provided by
Office of
Effectiveness or
Assessment
The Pioneer
Foundation donated
$2,500 to the
department.
Outcome
Assessment
Revamping
curriculum;
promotion of
majors/minors
among CWU
students; first
amendment
festival; social
media campaigns;
usage of media
outlets as
marketing tools;
sponsorship of
conferences
across campus
The department has
had a sustainable
growth in the last
two years. The
academic year
2010-2011 ended
with 265 students,
the academic year
2011-2012 ended
with 324 (20 percent
increase) and the
academic year
2012-2013 ended
with 346 students (7
percent increase).
Changing
acceptance GPA
from 2.4 to 2.6
Current facilities and
the number of
faculty make it
difficult to keep
growing at the same
pace.
p. 12
UNIVERSITY OBJECTIVE 5.3 Ensure the University has human resources necessary to accomplish all university
objectives.
Unit Outcomes
Indicators
Expected
Responsible
Key Strategies/
Budget/Resource
Performance
Reporting Unit
Initiatives
Analysis
Level
(Criterion)
5.3.1
Replace all
vacant TT lines
Number of
Tenure/Tenure
Track Faculty
FTE
Number of NonTenure Track FTE
Number of
Graduate
Assistant FTE
Number of student
FTE to faculty FTE
of 30:1.
Data provided by
Office of
Effectiveness or
Assessment
60% TT to 40%
NTT
The two new hires
scheduled for 20132013 will not replace
all the vacancies.
Lois Breedlove and
Steve Jackson left
the university.
The department still
needs a part-time
media-system
engineer to replace
Kevin Whitaker
The department lost
a part-time person in
2012 who still has
not been replaced.
4 FTE
Number of Staff
.5 FTE per
teaching location
5.3.2
Provide tech
support for
studios and labs
Having a full time
person with
technical
knowledge on
studio production
The new
technician will
allow film
professors to focus
on their teaching
Department
5.3.3
The department
encourages
faculty and staff
development
through funding
and supporting
professional
development
opportunities
Number of faculty
and staff that
participate in
professional
development
activities.
100% participation
rate of TT faculty
Department
Amount of funding
provided to
support external
travel.
Provide numbers
that reflect the
need of new
faculty lines in
certain areas such
as PR, FVS, and
communication
Outcome
Assessment
$200.00
supplemental
funding provided to
at least 50% of
faculty and staff in
unit.
Cynthia Mitchell
attended a seminar
on digital journalism;
Liz Kerns attended
the Public Relations
Society of America
conference for PR
professionals;
Kristin Gaskill
attended the
National College
Media Convention.
They all received
supplemental
p. 13
money from the
Communication
Department.
UNIVERSITY OBJECTIVE 5.4 Provide the facility and technology infrastructure and services appropriate to meet the
university objectives, while maximizing sustainability and stewardship.
Unit Outcomes
Indicators
Expected
Responsible
Key Strategies/
Budget/Resource
Performance
Reporting Unit
Initiatives
Analysis
Level
(Criterion)
Outcome
assessment
5.4.1 Facility
5.4.1.1
Office renovation
Transmit our
audiences
communication is a
“trendy” field
Department
Painting lobby and
several offices;
purchase of new
furniture for lobby
and chair’s office;
buying new chairs
for some faculty
members
The chair’s office
and the lobby of the
Communication
Department were
renovated.
5.4.2 Technology
5.4.2.1
Computers
All department
computers are
replaced within 4year span.
Department
Buying several
new computers
through win-win
program
All our computers
are less than 4
years old.
5.4.2.2
Cameras
Use of the latest
technology for
communication
students
Department
Agreement with
Nikon and other
partnerships;
allocation of
summer funds
There is an urgent
need of new
equipment used in
the broadcast
journalism major
The Communication
Department has not
been able to help
FVS to renew the
film equipment due
to the lack of funds.
* Only list unit outcomes where applicable to a university related objective.
p. 14