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Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
Getting Coverage
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Getting Coverage

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Presentation from 2008 Keith Moore conference

Presentation from 2008 Keith Moore conference

Published in: Education, News & Politics
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  • 1. GETTING COVERAGE FOR YOUR INSTITUTION Charlie Melichar Colgate University
  • 2. First, a little about my institution
    • Private residential liberal arts college
    • Founded in 1819
    • Student body of 2,800
  • 3. “Centrally located”
    • Read: 4 hours from everything
    • Village of Hamilton (population of 2,800)
      • 30 mins from Utica
      • 60 mins from Syracuse,
      • Binghamton
      • 2 hours from Albany
  • 4. The challenge
    • “Amplify Colgate’s academic excellence”
  • 5. 8 SIMPLE RULES for pitching your college or university
  • 6. Rule 1: Tie your messages and stories to the institution’s strategic plan
  • 7. Strategery
    • Tie your media plan to priorities
      • Are there geographic targets for enrollment?
      • Is scholarly profile an issue?
      • Are you investing in certain programs?
    • All of these can should tie back to the stories you choose to focus on
  • 8. It all starts with the faculty
    • A faculty/research focused agenda won’t do you wrong
      • Pegged to current issues
      • Demonstrates relevance
      • Hits the core of a college - knowledge
  • 9. Tell me about yourself…
    • 100+ faculty meetings over a semester (or so)
    • Uncovered new people and stories
    • Created a fertile seedbed for the future
  • 10. Rule 2: Know your market
  • 11. But what about the Mid York?
    • Lesson learned – the biggest target isn’t necessarily the most important one
    • Know what those you are
    • trying to reach are reading
  • 12.  
  • 13. Think local
    • Grow your stories at home
    • Grow your experts and sources at home
    • Most of your coverage will be local or regional -- so build those relationships
  • 14. Rule 3: Don’t sweat the small stuff
  • 15. Press releases are evil
    • Think and rethink your press release strategy
      • Do you really need them?
    • In the age of microtargeting, how much resource should you be putting into releases?
  • 16. How we paid for Vocus
    • Annual budget for media relations
    • - Cost of several media directories
    • - Cost of staff time spent faxing
    • - Cost of a few clipping services
    • + Small investment (less than $5,000)
  • 17. What we now get
    • Dynamic contact directory
    • Better ability to target pitches
    • Tracking of efforts
    • Mapping of results
    • Most importantly… archive of our work
  • 18. Rule 4: Be relevant. Be ready.
  • 19. Level the playing field
    • Develop your experts for national exposure and have them ready
    • Technology makes location less important
      • Satellite, ISDN, streaming bring you to them
      • Video of experts and stories
      • RSS feeds to reporters and outlets
  • 20. Rule 5: Hit the road.
  • 21. Colgate Calling…
    • Bring your president and key administrators to the media, but only when they have something to say
    • Go in prepared to tackle the tough issues of the day and bring some new ideas to the table
  • 22. Rule 6: Think broadly about “media” and “coverage”
  • 23. The web is your friend
    • Social media consumption is rising
    • People increasingly turn to the web for news
    • You can communicate directly with your target audiences via the web
  • 24. There are four?
    • The Internet is now the primary news source for more than 50 million Americans.
    • The Internet is now the number one daytime medium and the number two medium in the home for those between 18-50.
    • Only one in four people between 18-34 can name the four major broadcast networks .
    2.0 http://www.zogby.com/news/ReadNews.dbm?ID=1454 http://64.13.250.16/newsletter.php?newsId=83&newsType=pr http://www.media-online.ru/eng/index.php3?id=34942
  • 25. News blog
  • 26.  
  • 27.  
  • 28. Rule 7: Show your work
  • 29. Break out the abacus
    • Find ways to measure your work
      • If you don’t, someone else will
    • Clipbooks may have their place, but you can dig deeper
    • Track year to year
  • 30. Analytics
  • 31. Rule 8: Share the love
  • 32. It’s okay to point
    • Celebrate your successes
    • Show the results of your media successes
      • Not everybody reads everything
      • Gives interviewees a sense of pride
      • Others want to be a part of it
  • 33. In the News
  • 34.  
  • 35. 8 SIMPLE RULES for pitching your college or university

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