Can we take what makes magazines special — the beautiful photos, long-form stories (and graphics!), the connections of a community — and craft a broader strategy that includes print, media, social, web, and other platforms? As the University of Rochester’s communications office works to break down the silos between what’s “print” versus what’s “web” versus what’s “social” — never mind between what’s “internal” versus “external” — Scott describes how his team is working to adapt the magazine form to make content that’s not only compelling and engaging, but relevant and shareable. All, of course, without losing what is special. There are challenges and pitfalls, but there’s also a lot to celebrate.

1. How to tame the content beast.
Ben Grey/flickr.com

2. Getty Images

3. Austin Chan/Unsplash

4. Jelleke Vanooteghem/Unsplash

6. Student on Nautilus ship
https://www.rochester.edu/pr/Review/V78N2/pdf/

10. “We have an exciting
set of concerts and a
conference . . .”

16. Jelleke Vanooteghem/Unsplash

17. Gini Dietrich, 2014

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21. “I think the project is
very pitchable . . .”

24. Media Pitch
(local and national)
Video
Calendar
Newsletters
(internal and external)
Infographic
Websites
(departmental
and institutional)
Audio
Content Channels
Narrative
Q&A
As told to
Slideshow
Other
Social
Facebook
Instagram
YouTube
Twitter
Magazine Podcast

26. “. . .a collection of this
magnitude and historical
significance requires a
PR strategy . . .”

30. “. . . regarding his
discovery of a new
bird species . . .”

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34. Ken Treloar/Unsplash

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36. Jason Rosewell/Unsplash

38. Pavan Trikutam/Unsplash

39. Tyler Easton/Unsplash

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41. C!.../flickr.com