Should the campus newspaper change its brand? Applying formative research and dialogic theory to address DEI questions

Abstract

Organizations face a growing and urgent need to address diversity, equity, and inclusion (DEI) in their branding and communication. However, it is important not to make decisions based on anecdotal evidence, but rather to conduct formative research with key stakeholders and employ two-way, symmetrical communication strategies fundamental to dialogic theory and ethical public relations practice. When students at a large public university petitioned to change the campus newspaper's name, the Daily Forty-Niner, because of its parallel connection with the California Gold Rush that resulted in thousands of Native Americans' deaths, understanding the opinions of the university's key stakeholders became critical. Through an online survey with students, faculty, administrators, staff, and alumni (N = 2542), this study assessed understanding of the name's history, knowledge of the controversy behind it, and the desire to change the name. Results showed that more than 60% of key stakeholders believed the name to be tied to the Gold Rush; however, less than a third were aware of the controversy surrounding the paper's name. There was also no overall consensus regarding changing the name, with 27.6% supporting a name change, 36.7% opposing it, and 35.7% indicating no preference. Reasons behind participants' responses are discussed in depth, and results from this study are presented within the tenets of dialogic theory to highlight how key stakeholders' perceptions can inform such decisions. While this research can serve as a valuable foundation for other campuses and organizations facing DEI issues, we recommend conducting further research, especially with Native stakeholders and other affected groups, as well as establishing ongoing dialogue before and during the decision-making process.