University Relations: Making the Most of Communications and Marketing Opportunities


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Using the Office of University Relations to promote Idaho State University

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University Relations: Making the Most of Communications and Marketing Opportunities

  1. 1. University Relations: Making the Most of Communications and Marketing Opportunities Employee Recognition Week 2009 Idaho State University, University Relations
  2. 2. University Relations <ul><li>Would you try “Do-It-Yourself” surgery? </li></ul><ul><li>If you are given a task, give us a call </li></ul><ul><li>We can probably do it cheaper, better and faster </li></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Software and equipment </li></ul></ul><ul><ul><li>Relationships and contacts </li></ul></ul><ul><ul><li>Minimal costs </li></ul></ul><ul><li>See our Web site: </li></ul>
  3. 3. Media Relations <ul><li>Is It Newsworthy? </li></ul><ul><ul><li>Proximity: can be in regard to place or nearness of relation </li></ul></ul><ul><ul><li>Timeliness: must be happening now </li></ul></ul><ul><ul><li>Novelty: novel or goes outside the norm </li></ul></ul><ul><ul><li>Consequence: shows effect or result of an event or action </li></ul></ul><ul><ul><li>Conflict: opposition, disagreement, or controversy </li></ul></ul><ul><ul><li>Sensationalism: startling or scandalous effect </li></ul></ul><ul><ul><li>Human Interest: highlights sorrows, hardships, or triumphs </li></ul></ul><ul><ul><li>Prominence: features well-known person, subject or topic </li></ul></ul><ul><ul><li>Suspense: outcome is uncertain </li></ul></ul>
  4. 4. Media Relations <ul><li>Topics Which Gain Media Coverage </li></ul><ul><ul><li>Faculty experts addressing current topics in the news </li></ul></ul><ul><ul><li>Research with real-life benefits to people </li></ul></ul><ul><ul><li>New technology </li></ul></ul><ul><ul><li>Human interest stories </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Innovative teaching methods with a visual component </li></ul></ul><ul><ul><li>New academic programs </li></ul></ul><ul><ul><li>Large donations </li></ul></ul><ul><ul><li>Examples of trends in higher education </li></ul></ul>
  5. 5. Media Relations <ul><li>When should I call University Relations? </li></ul><ul><ul><li>When general university policies are the issue </li></ul></ul><ul><ul><li>When you are not the expert </li></ul></ul><ul><ul><li>When you are not the authority or official spokesperson </li></ul></ul><ul><ul><li>When you are not sure you have all the information </li></ul></ul><ul><ul><li>When in doubt, ask if you can get back to them </li></ul></ul><ul><ul><ul><li>Make sure you know their deadline and promise to respond in a timely manner </li></ul></ul></ul><ul><ul><ul><li>Check or defer to department head </li></ul></ul></ul>
  6. 6. Media Relations <ul><li>What Can I Do On My Own? </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Calendar submissions </li></ul></ul><ul><ul><li>Bulletin or group announcements </li></ul></ul><ul><ul><li>E-mail or listservs </li></ul></ul>
  7. 7. Media Relations <ul><li>Press Releases </li></ul><ul><ul><li>Depending on time constraints and newsworthiness, we can assist with writing and distribution. </li></ul></ul><ul><ul><li>A press release submittal form is available on our Web site: </li></ul></ul><ul><ul><li>We can edit submitted press releases to help them conform to Associated Press style. The less editing a media outlet has to do, the greater likelihood your release will be used. </li></ul></ul>
  8. 8. Media Relations <ul><li>Press Release Tips </li></ul><ul><ul><li>Use third person </li></ul></ul><ul><ul><li>Get the main facts at the top of the story — the who, what, why, where and when </li></ul></ul><ul><ul><li>Avoid superlative descriptions </li></ul></ul><ul><li>Distribution </li></ul><ul><ul><li>We don’t always have time to write all press releases, particularly for events. However, we can always provide e-mail addresses for the distribution of press releases and event announcements. </li></ul></ul>
  9. 9. Media Relations <ul><li>Press Releases </li></ul><ul><ul><li>If you distribute press releases, please provide copies to University Relations for additional use: </li></ul></ul><ul><ul><ul><li>ISU Web site </li></ul></ul></ul><ul><ul><ul><li>News and Notes, faculty-staff newsletter </li></ul></ul></ul><ul><ul><ul><li>other internal communications </li></ul></ul></ul><ul><ul><ul><li>Tipping the media on story possibilities </li></ul></ul></ul><ul><ul><li>Think ahead: Complete release two weeks ahead to submit, which they can use for planning </li></ul></ul><ul><ul><li>Two weeks’ advance for the public requires three weeks’ for University Relations </li></ul></ul>
  10. 10. Media Relations <ul><li>Calendar Submissions: ISU Web Site </li></ul><ul><ul><li>For the online calendar, visit </li></ul></ul><ul><ul><ul><li>Select appropriate and most accurate event type </li></ul></ul></ul><ul><ul><ul><li>Complete all relevant fields </li></ul></ul></ul><ul><ul><ul><li>Look up any information necessary to complete fields </li></ul></ul></ul><ul><ul><ul><li>Include duration of event </li></ul></ul></ul><ul><ul><ul><li>If event repeats, use the Repeat field, rather than submitting multiple events individually </li></ul></ul></ul><ul><ul><ul><li>Use the Notes field (usually last) to include a description of your event </li></ul></ul></ul>
  11. 11. Media Relations <ul><li>Calendar Submissions </li></ul><ul><ul><li>Beginning with the 2009-10 academic year, we will resume distributing a biweekly calendar of university events to media outlets </li></ul></ul><ul><ul><li>Campus entities can send calendar items directly to community calendars and media outlets </li></ul></ul>
  12. 12. Media Relations <ul><li>Press Conferences </li></ul><ul><ul><li>Reserved for prominent events only. </li></ul></ul><ul><ul><li>We can tip and send out an advisory for media representatives to attend an event to talk to an expert or prominent speaker, for example, a health conference expert speaking on a popular topic. </li></ul></ul>
  13. 13. Media Relations <ul><li>Basic Style Tips </li></ul><ul><ul><li>Write &quot;a.m.&quot; and &quot; p.m.&quot; instead of &quot;AM&quot; and &quot;PM” </li></ul></ul><ul><ul><li>When possible, be exact with the address for the location </li></ul></ul><ul><ul><li>Avoid using periods to separate acronyms </li></ul></ul><ul><ul><li>Avoid acronyms for buildings. For example, use &quot;Pond Student Union&quot; instead of &quot;PSUB&quot; or &quot;S.U.B.&quot; or &quot;Stephens Performing Arts Center&quot; instead of &quot;SPAC&quot; or &quot;PAC” </li></ul></ul><ul><ul><li>Write dates as &quot;Saturday, Oct. 13.&quot; Write out the day, follow it with a comma, abbreviate the month, and use only numerals for the date ( i.e., &quot;27&quot; and not &quot;27th&quot;). </li></ul></ul><ul><ul><li>For locations, write first room, then building (i.e., Bear River Room, Pond Student Union). </li></ul></ul><ul><ul><li>The preferred format for phone numbers is: (208) 282-3620 (not 208.282.3630, or 208-282-3620, or ext. 3620 or x3620) </li></ul></ul>
  14. 14. Media Relations <ul><li>Tipping the Media </li></ul><ul><ul><li>We can tip media on a wide range of topics from events, policy announcements to research stories. </li></ul></ul><ul><ul><li>Media-produced pieces based on tips typically get broader play than a news release, although our news releases double as tips. </li></ul></ul><ul><ul><li>Tips are useful for connecting media to experts on a hot topic, such as the swine flu outbreak. </li></ul></ul>
  15. 15. Media Relations <ul><li>Make Yourself Quotable </li></ul><ul><ul><li>Focus on the key points, not an exhaustive history </li></ul></ul><ul><ul><li>Avoid acronyms and academic jargon </li></ul></ul><ul><ul><li>Have a 30-second elevator speech </li></ul></ul>
  16. 16. Media Relations <ul><li>What To Do If The Media Calls </li></ul><ul><ul><li>Respond immediately to an interview request, even if you can't do the interview. A reporter is working under deadline. Assume the interview is needed that same day. </li></ul></ul><ul><ul><li>Make use of a reporter's prep time. Find out what the reporter knows and what areas he/she will focus on during the interview. </li></ul></ul>
  17. 17. Media Relations <ul><li>What To Do If The Media Calls </li></ul><ul><ul><li>Dress appropriately and check your grooming. If the interview is in a television studio, dress as the anchor would. If it is in your office, home, or the field, dress as you would normally dress. </li></ul></ul><ul><ul><li>Know what you want to say. Write down some talking points ahead of time. This will keep you from getting sidetracked. </li></ul></ul>
  18. 18. Media Relations <ul><li>What To Do If The Media Calls </li></ul><ul><ul><li>Prepare for tough questions, especially if the topic is controversial or sensitive. </li></ul></ul><ul><ul><li>Remember: nothing is “off-the-record” </li></ul></ul><ul><ul><li>Keep your comments short and to the point. Reporters are looking for quick concise quotes or sound bites. Be careful not to ramble. </li></ul></ul>
  19. 19. Media Relations <ul><li>What To Do If The Media Calls </li></ul><ul><ul><li>Avoid academic jargon and complicated explanations. Think of a reporter as a student in your class. Explain your specialty in a simplified way so it's understandable and applicable to the average person. </li></ul></ul><ul><ul><li>If you don't know an answer, say so. NEVER fake an answer. </li></ul></ul><ul><ul><li>Give us a call. If you still have questions or concerns, we can help you prepare. </li></ul></ul>
  20. 20. Media Relations <ul><li>What About Sensitive or Negative Topics? </li></ul><ul><ul><li>Budgets </li></ul></ul><ul><ul><li>Layoffs </li></ul></ul><ul><ul><li>Personnel action </li></ul></ul><ul><ul><li>Lawsuits </li></ul></ul><ul><ul><li>Criminal conduct </li></ul></ul><ul><ul><li>Rumors, gossip or confusion </li></ul></ul>
  21. 21. Media Relations
  22. 22. Treasure Valley <ul><li>Make sure the story is relevant to Treasure Valley readers, viewers and listeners. </li></ul><ul><ul><li>Ask yourself: Why would someone sitting at a kitchen table in Boise care about this?” </li></ul></ul><ul><li>Find “the hook.” </li></ul><ul><ul><li>Tie your research or discipline to the news of the day. </li></ul></ul><ul><li>Contact me at least 2-3 weeks before the event. </li></ul><ul><ul><li>Many publications or community calendars require that lead time. Also, it allows me to search for the best venue to place a story. </li></ul></ul>
  23. 23. Treasure Valley <ul><li>No after-the-fact events. </li></ul><ul><ul><li>If students are addressing lawmakers about hunger in Idaho or how to close the gap in the education of minority children, don’t tell me after the event occurred. It’s pretty tough to place the story and a waste of time for us to write a Web piece unless the topic warrants it. </li></ul></ul><ul><li>If you’re going to be in the Treasure Valley, let me know in advance. </li></ul><ul><ul><li>I can try to book you on noon or morning shows or arrange a personal interview with a print reporter. The topic must be relevant to the Treasure Valley. </li></ul></ul>
  24. 24. Treasure Valley <ul><li>Take some prep time. </li></ul><ul><ul><li>I can help you prepare for your interview by giving you an idea of what questions might be asked and help you rehearse. </li></ul></ul><ul><li>Here, there’s more competition for coverage. </li></ul><ul><ul><li>Recognize the Treasure Valley is a larger, more competitive market, which requires more compelling subjects to earn coverage. Don’t be discouraged if your story isn’t picked up this time. </li></ul></ul>
  25. 25. Graphic Design <ul><li>What can we do? </li></ul><ul><ul><li>Pretty much anything graphically. </li></ul></ul><ul><ul><ul><li>Brochures, ads, newsletters, etc. </li></ul></ul></ul><ul><ul><ul><li>Even as far as t-shirt designs </li></ul></ul></ul><ul><ul><li>We can print a little – 8.5x11 and 11x17, short run </li></ul></ul>
  26. 26. Graphic Design <ul><li>Plan ahead </li></ul><ul><ul><li>Have a timeline; ASAP is a poor deadline </li></ul></ul><ul><ul><li>Allow time for: design, Web development, printing </li></ul></ul><ul><ul><li>Be thorough </li></ul></ul>
  27. 27. Graphic Design <ul><li>Be complete </li></ul><ul><ul><li>Fill out a work request form </li></ul></ul><ul><ul><li>Deliver correct and edited information </li></ul></ul>
  28. 28. Graphic Design <ul><li>Know your audience </li></ul><ul><ul><li>“ Everyone” is not a target audience </li></ul></ul><ul><ul><li>This applies to distribution, too </li></ul></ul>
  29. 29. Graphic Design <ul><li>Get quality photos </li></ul><ul><li>Share examples of designs you like </li></ul><ul><li>Trust the expertise of the designer </li></ul><ul><li>Consider “going green” with paper — but save for it </li></ul><ul><li>Help with bidding </li></ul>
  30. 30. Photographic Services <ul><li>Images can tell (or sell) a story in one moment </li></ul><ul><li>Images draw people into your story </li></ul><ul><li>Images are another way to communicate an idea </li></ul>
  31. 31. Photographic Services <ul><li>Images are often the first and last exposure a potential student has of our university. </li></ul><ul><li>Bring exposure to: </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Research funding </li></ul></ul><ul><ul><li>Awards </li></ul></ul><ul><ul><li>How great you are! </li></ul></ul>
  32. 32. Photographic Services <ul><li>Promotional Services </li></ul><ul><ul><li>Portraits (formal and environmental) </li></ul></ul><ul><ul><li>Scenic shots </li></ul></ul><ul><ul><li>Lab and classroom shots </li></ul></ul><ul><ul><li>Event coverage </li></ul></ul><ul><li>Proper Web and Publication Use </li></ul><ul><ul><li>Size and scale </li></ul></ul><ul><ul><li>Resolution </li></ul></ul>
  33. 33. Photographic Services <ul><li>Photo Archives </li></ul><ul><ul><li>We also have a large number of photos from which you can draw for your needs </li></ul></ul><ul><ul><li>We have current as well as historical images of campus, departments and faculty </li></ul></ul>
  34. 34. Photographic Services <ul><li>Opportunities </li></ul><ul><ul><li>Inform us of upcoming events </li></ul></ul><ul><ul><ul><li>students enjoying campus </li></ul></ul></ul><ul><ul><ul><li>students and faculty “in their element” </li></ul></ul></ul><ul><ul><ul><li>new facilities, buildings, landscapes </li></ul></ul></ul>
  35. 35. Photographic Services <ul><li>How will you use it? </li></ul><ul><ul><li>Let us know how you intend to use the images so we can use the appropriate composition </li></ul></ul><ul><ul><ul><li>Cropping </li></ul></ul></ul><ul><ul><ul><li>Media (print or Web) </li></ul></ul></ul><ul><ul><li>Prepare for the shoot </li></ul></ul><ul><ul><ul><li>Dress </li></ul></ul></ul><ul><ul><ul><li>Environment, space </li></ul></ul></ul><ul><ul><ul><li>Equipment </li></ul></ul></ul>
  36. 36. Web Design and Maintenance <ul><li>Purpose </li></ul><ul><ul><li>What do you want to accomplish? </li></ul></ul><ul><ul><ul><li>Without a clear purpose, your site can become pointless and rambling </li></ul></ul></ul><ul><ul><li>Who do you want to reach? </li></ul></ul><ul><ul><ul><li>Your target audience determines look and feel, but also how content should be written </li></ul></ul></ul><ul><ul><li>What do you want to tell them? </li></ul></ul><ul><ul><ul><li>Have some key concepts and ideas. Distill it. </li></ul></ul></ul><ul><ul><ul><li>Remember: people skim, not read, Web pages </li></ul></ul></ul><ul><ul><ul><li>Avoid lengthy, pedantic or overly academic content </li></ul></ul></ul>
  37. 37. Web Design and Maintenance
  38. 38. Web Design and Maintenance <ul><li>Content is King </li></ul><ul><ul><li>More important than any other element, including colors, layout or images </li></ul></ul><ul><ul><li>Can be difficult and time-consuming </li></ul></ul><ul><li>Content Tips </li></ul><ul><ul><li>Supply all of the text exactly as you want it to appear </li></ul></ul><ul><ul><li>Watch for abbreviations, acronyms and jargon </li></ul></ul><ul><ul><li>Don't cut corners and assume we will fill in the rest </li></ul></ul><ul><ul><li>Organize content to reflect the structure of your site </li></ul></ul>
  39. 39. Web Design and Maintenance <ul><li>Omit Needless Words </li></ul><ul><ul><li>After you write content, remove half the words. </li></ul></ul><ul><ul><li>The page will be less noisy. </li></ul></ul><ul><ul><li>Useful content will stand out. </li></ul></ul><ul><ul><li>Pages will be shorter (that’s good, since people don’t read). </li></ul></ul><ul><ul><li>Avoid small talk, welcomes and mission statements. Users want you to get to the point. </li></ul></ul><ul><ul><li>No one reads instructions. Don’t include them. </li></ul></ul>
  40. 40. Web Design and Maintenance <ul><li>Focus on the User or Student </li></ul><ul><ul><li>Audience determines presentation </li></ul></ul><ul><ul><li>Do not focus on the perspective of your office, department or self </li></ul></ul><ul><li>A User Should Not Have to Ask: </li></ul><ul><ul><li>Where am I? Where should I begin? </li></ul></ul><ul><ul><li>What am I looking at? </li></ul></ul><ul><ul><li>Where did they put _____? Why did they call it that? </li></ul></ul><ul><ul><li>What are the most important things on this page? </li></ul></ul>
  41. 41. Web Design and Maintenance
  42. 42. Web Design and Maintenance <ul><li>Photo Tips </li></ul><ul><ul><li>Use high-resolution images </li></ul></ul><ul><ul><li>Clearly display the subject </li></ul></ul><ul><ul><li>Photos taken on cell phones/ webcams or that do not clearly frame the subject should not be used </li></ul></ul><ul><ul><li>Avoid using Bengal Card photos </li></ul></ul><ul><ul><li>Examples </li></ul></ul><ul><ul><ul><li>Good- http:// </li></ul></ul></ul><ul><ul><ul><li>Webcam- http:// </li></ul></ul></ul><ul><ul><ul><li>Framing- http:// </li></ul></ul></ul>
  43. 43. Web Design and Maintenance <ul><li>Photo Examples </li></ul><ul><ul><ul><li>Webcam- </li></ul></ul></ul><ul><ul><ul><li>Good- </li></ul></ul></ul>
  44. 44. Web Design and Maintenance <ul><li>Photo Examples </li></ul><ul><ul><ul><li>Framing (from an actual ISU page, now removed) </li></ul></ul></ul>
  45. 45. Web Design and Maintenance <ul><li>Photo Tips </li></ul><ul><ul><li>If you embed photos in a Word or PDF file, please send the original photo files separately </li></ul></ul><ul><ul><li>Schedule a shoot with Photographic Services, or request photos they already have </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>282-3775 </li></ul></ul></ul>
  46. 46. Web Design and Maintenance <ul><li>Print Pieces </li></ul><ul><ul><li>If digital versions of print materials are available, we can use design elements from them to create a site. </li></ul></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  47. 47. Web Design and Maintenance <ul><li>Example of Print Piece to Web Site: March through the Arch </li></ul><ul><ul><ul><li> </li></ul></ul></ul>
  48. 48. Web Design and Maintenance <ul><li>Example of Print Piece to Web Site: Strategic Plan </li></ul><ul><ul><ul><li> </li></ul></ul></ul>
  49. 49. Web Design and Maintenance
  50. 50. Marketing Materials Approval Committee <ul><li>Formed by Pres. Vailas </li></ul><ul><ul><li>Charged with building positive, consistent branding </li></ul></ul><ul><li>Reviews all promotional and marketing materials </li></ul><ul><ul><li>Applies to all materials, regardless of internal and external audience </li></ul></ul><ul><ul><li>Ensures marketing materials represent ISU well </li></ul></ul><ul><ul><li>Reviews design, photography, copy, and adherence to the Graphic Identity Standards </li></ul></ul><ul><ul><li>Student organizations are exempt, but are welcome to submit for feedback and assistance </li></ul></ul>
  51. 51. Marketing Materials Approval Committee <ul><li>Submission Process </li></ul><ul><ul><li>6 hard copies, 2 hours before meeting; college approval </li></ul></ul><ul><li>Open Meeting </li></ul><ul><ul><li>Submitters welcome, encouraged to attend </li></ul></ul><ul><li>Committee Feedback </li></ul><ul><ul><li>Receive proofed copies via campus mail </li></ul></ul>
  52. 52. Marketing Materials Approval Committee <ul><li>Materials to submit: </li></ul><ul><ul><li>Brochures </li></ul></ul><ul><ul><li>Advertisements </li></ul></ul><ul><ul><li>Newsletters and reports </li></ul></ul><ul><ul><li>Recruitment materials </li></ul></ul><ul><ul><li>Posters and postcards </li></ul></ul><ul><ul><li>Invitations </li></ul></ul><ul><ul><li>Promotional give-aways (i.e. mugs, pens, T-shirts) </li></ul></ul><ul><ul><li>Electronically formatted publications, such as e-newsletters </li></ul></ul>
  53. 53. Marketing Materials Approval Committee <ul><li>Common Mistakes </li></ul><ul><ul><li>Missing, altered or low-resolution ISU logo or wordmark </li></ul></ul><ul><ul><li>Low-resolution images (use at least 300 dpi) </li></ul></ul><ul><ul><li>Missing contact information </li></ul></ul><ul><ul><li>Too many typefaces </li></ul></ul><ul><ul><li>Clutter </li></ul></ul>