University Relations: Making the Most of Communications and Marketing Opportunities

University Relations: Making the Most of Communications and Marketing Opportunities Employee Recognition Week 2009 Idaho State University, University Relations

University Relations
Would you try “Do-It-Yourself” surgery?
If you are given a task, give us a call
We can probably do it cheaper, better and faster
Experience
Training
Software and equipment
Relationships and contacts
Minimal costs
See our Web site: http://www.isu.edu/urelate/

Media Relations
Is It Newsworthy?
Proximity: can be in regard to place or nearness of relation
Timeliness: must be happening now
Novelty: novel or goes outside the norm
Consequence: shows effect or result of an event or action
Conflict: opposition, disagreement, or controversy
Sensationalism: startling or scandalous effect
Human Interest: highlights sorrows, hardships, or triumphs
Prominence: features well-known person, subject or topic
Suspense: outcome is uncertain

Media Relations
Topics Which Gain Media Coverage
Faculty experts addressing current topics in the news
Research with real-life benefits to people
New technology
Human interest stories
Events
Innovative teaching methods with a visual component
New academic programs
Large donations
Examples of trends in higher education

Media Relations
When should I call University Relations?
When general university policies are the issue
When you are not the expert
When you are not the authority or official spokesperson
When you are not sure you have all the information
When in doubt, ask if you can get back to them
Make sure you know their deadline and promise to respond in a timely manner
Check or defer to department head

Media Relations
What Can I Do On My Own?
Press releases
Calendar submissions
Bulletin or group announcements
E-mail or listservs

Media Relations
Press Releases
Depending on time constraints and newsworthiness, we can assist with writing and distribution.
A press release submittal form is available on our Web site: http://www.isu.edu/urelate/media/press-general.shtml
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.

Media Relations
Press Release Tips
Use third person
Get the main facts at the top of the story — the who, what, why, where and when
Avoid superlative descriptions
Distribution
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.

Media Relations
Press Releases
If you distribute press releases, please provide copies to University Relations for additional use:
ISU Web site
News and Notes, faculty-staff newsletter
other internal communications
Tipping the media on story possibilities
Think ahead: Complete release two weeks ahead to submit, which they can use for planning
Two weeks’ advance for the public requires three weeks’ for University Relations

Media Relations
Calendar Submissions: ISU Web Site
For the online calendar, visit http://www.isu.edu/calendar/submit.shtml
Select appropriate and most accurate event type
Complete all relevant fields
Look up any information necessary to complete fields
Include duration of event
If event repeats, use the Repeat field, rather than submitting multiple events individually
Use the Notes field (usually last) to include a description of your event

Media Relations
Calendar Submissions
Beginning with the 2009-10 academic year, we will resume distributing a biweekly calendar of university events to media outlets
Campus entities can send calendar items directly to community calendars and media outlets

Media Relations
Press Conferences
Reserved for prominent events only.
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.

Media Relations
Basic Style Tips
Write "a.m." and " p.m." instead of "AM" and "PM”
When possible, be exact with the address for the location
Avoid using periods to separate acronyms
Avoid acronyms for buildings. For example, use "Pond Student Union" instead of "PSUB" or "S.U.B." or "Stephens Performing Arts Center" instead of "SPAC" or "PAC”
Write dates as "Saturday, Oct. 13." Write out the day, follow it with a comma, abbreviate the month, and use only numerals for the date ( i.e., "27" and not "27th").
For locations, write first room, then building (i.e., Bear River Room, Pond Student Union).
The preferred format for phone numbers is: (208) 282-3620 (not 208.282.3630, or 208-282-3620, or ext. 3620 or x3620)

Media Relations
Tipping the Media
We can tip media on a wide range of topics from events, policy announcements to research stories.
Media-produced pieces based on tips typically get broader play than a news release, although our news releases double as tips.
Tips are useful for connecting media to experts on a hot topic, such as the swine flu outbreak.

Media Relations
Make Yourself Quotable
Focus on the key points, not an exhaustive history
Avoid acronyms and academic jargon
Have a 30-second elevator speech

Media Relations
What To Do If The Media Calls
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.
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.

Media Relations
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.
Know what you want to say. Write down some talking points ahead of time. This will keep you from getting sidetracked.

Media Relations
Prepare for tough questions, especially if the topic is controversial or sensitive.
Remember: nothing is “off-the-record”
Keep your comments short and to the point. Reporters are looking for quick concise quotes or sound bites. Be careful not to ramble.

Media Relations
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.
If you don't know an answer, say so. NEVER fake an answer.
Give us a call. If you still have questions or concerns, we can help you prepare.

Media Relations
What About Sensitive or Negative Topics?
Budgets
Layoffs
Personnel action
Lawsuits
Criminal conduct
Rumors, gossip or confusion

Media Relations

Treasure Valley
Make sure the story is relevant to Treasure Valley readers, viewers and listeners.
Ask yourself: Why would someone sitting at a kitchen table in Boise care about this?”
Find “the hook.”
Tie your research or discipline to the news of the day.
Contact me at least 2-3 weeks before the event.
Many publications or community calendars require that lead time. Also, it allows me to search for the best venue to place a story.

Treasure Valley
No after-the-fact events.
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.
If you’re going to be in the Treasure Valley, let me know in advance.
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.

Treasure Valley
Take some prep time.
I can help you prepare for your interview by giving you an idea of what questions might be asked and help you rehearse.
Here, there’s more competition for coverage.
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.

Graphic Design
What can we do?
Pretty much anything graphically.
Brochures, ads, newsletters, etc.
Even as far as t-shirt designs
We can print a little – 8.5x11 and 11x17, short run

Graphic Design
Plan ahead
Have a timeline; ASAP is a poor deadline
Allow time for: design, Web development, printing
Be thorough

Graphic Design
Be complete
Fill out a work request form
Deliver correct and edited information

Graphic Design
Know your audience
“ Everyone” is not a target audience
This applies to distribution, too

Graphic Design
Get quality photos
Share examples of designs you like
Trust the expertise of the designer
Consider “going green” with paper — but save for it
Help with bidding

Photographic Services
Images can tell (or sell) a story in one moment
Images draw people into your story
Images are another way to communicate an idea

Images are often the first and last exposure a potential student has of our university.
Bring exposure to:
Research
Research funding
Awards
How great you are!

Promotional Services
Portraits (formal and environmental)
Scenic shots
Lab and classroom shots
Event coverage
Proper Web and Publication Use
Size and scale
Resolution

Photo Archives
We also have a large number of photos from which you can draw for your needs
We have current as well as historical images of campus, departments and faculty

Opportunities
Inform us of upcoming events
students enjoying campus
students and faculty “in their element”
new facilities, buildings, landscapes

How will you use it?
Let us know how you intend to use the images so we can use the appropriate composition
Cropping
Media (print or Web)
Prepare for the shoot
Dress
Environment, space
Equipment

Web Design and Maintenance
Purpose
What do you want to accomplish?
Without a clear purpose, your site can become pointless and rambling
Who do you want to reach?
Your target audience determines look and feel, but also how content should be written
What do you want to tell them?
Have some key concepts and ideas. Distill it.
Remember: people skim, not read, Web pages
Avoid lengthy, pedantic or overly academic content

Content is King
More important than any other element, including colors, layout or images
Can be difficult and time-consuming
Content Tips
Supply all of the text exactly as you want it to appear
Watch for abbreviations, acronyms and jargon
Don't cut corners and assume we will fill in the rest
Organize content to reflect the structure of your site

Omit Needless Words
After you write content, remove half the words.
The page will be less noisy.
Useful content will stand out.
Pages will be shorter (that’s good, since people don’t read).
Avoid small talk, welcomes and mission statements. Users want you to get to the point.
No one reads instructions. Don’t include them.

Focus on the User or Student
Audience determines presentation
Do not focus on the perspective of your office, department or self
A User Should Not Have to Ask:
Where am I? Where should I begin?
What am I looking at?
Where did they put _____? Why did they call it that?
What are the most important things on this page?

Photo Tips
Use high-resolution images
Clearly display the subject
Photos taken on cell phones/ webcams or that do not clearly frame the subject should not be used
Avoid using Bengal Card photos
Examples
Good- http:// www.isu.edu/english/Faculty/BrianAttebery.html
Webcam- http:// www.isu.edu/english/Faculty/RogerSchmidt.html
Framing- http:// www.isu.edu/housing/hall_rendezvous.shtml

Photo Examples
Webcam- http://www.isu.edu/english/Faculty/RogerSchmidt.html
Good- http://www.isu.edu/english/Faculty/BrianAttebery.html

Photo Examples
Framing (from an actual ISU page, now removed)

Photo Tips
If you embed photos in a Word or PDF file, please send the original photo files separately
Schedule a shoot with Photographic Services, or request photos they already have
http://www.isu.edu/urelate/photo_services
282-3775

Print Pieces
If digital versions of print materials are available, we can use design elements from them to create a site.
Examples:
http://www.isu.edu/asisu/march/
http://www.isu.edu/acadaff/strategicplan/index.shtml

Example of Print Piece to Web Site: March through the Arch
http://www.isu.edu/asisu/march/

Example of Print Piece to Web Site: Strategic Plan
http://www.isu.edu/acadaff/strategicplan/index.shtml

Marketing Materials Approval Committee
Formed by Pres. Vailas
Charged with building positive, consistent branding
Reviews all promotional and marketing materials
Applies to all materials, regardless of internal and external audience
Ensures marketing materials represent ISU well
Reviews design, photography, copy, and adherence to the Graphic Identity Standards
Student organizations are exempt, but are welcome to submit for feedback and assistance

Submission Process
6 hard copies, 2 hours before meeting; college approval
Open Meeting
Submitters welcome, encouraged to attend
Committee Feedback
Receive proofed copies via campus mail

Materials to submit:
Brochures
Advertisements
Newsletters and reports
Recruitment materials
Posters and postcards
Invitations
Promotional give-aways (i.e. mugs, pens, T-shirts)
Electronically formatted publications, such as e-newsletters

Common Mistakes
Missing, altered or low-resolution ISU logo or wordmark
Low-resolution images (use at least 300 dpi)
Missing contact information
Too many typefaces
Clutter

University Relations: Making the Most of Communications and Marketing Opportunities

by IdahoStateU

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University Relations: Making the Most of Communications and Marketing Opportunities Presentation Transcript