Wayne State University Public Relations: Maximizing Your PR Potential
Nov 16, 2014
2. What isPublic Relations? 3. Is it relatingto the public? 4. Or enabling your schoolor college to relateto all itspublics 5. the stakeholders whoseperceptions influenceyour image and impact the reality of yourreputation? 6. Who are some of those publics?
7. Who are some of those publics?
8. Who are some of those publics?
9. Who are some of those publics?
10. What is theoverarching goalof public relations for acommunications officer for Wayne State University? 11. Toheightenthe visibility of the university,raiseits stature and positivelyreinforceits reputation. 12. What are the benefits of a well-executed PR strategy?
13. What are the benefits of a well-executed PR strategy?
14. What are the benefits of a well-executed PR strategy?
15. What is the best way tobuild brand, enhance image, increase name recognition, prestige and visibilitylocally, nationally and internationally? 16. Proactive media relations 17. (Play DVD) 18. How do we define our vision of the image we want stakeholders to have of Wayne State? 19. The Presidents 2006-2011 Strategic Plan 20. How else?Start with who we want to be not with how we may believe people see us. 21. Can Wayne State bethe NYU of Detroit? 22. Can Midtown be likeSoho or the East Village? 23. Wayne State is apremier academic institutiondistinguished by its internationalleadership in technology and research. 24. Wayne State fulfills itsurban missionby recruiting urban students and engaging directly in and within the community to promote access to higher education. 25. Wayne State is anoasis of diversityin the city of Detroit with faculty and students from all over the world; Wayne State plays anactive role in global affairsby seeking to promote and facilitate international collaboration and interaction. 26. Wayne State activelypromotes economic developmentin Midtown, the city of Detroit and the state of Michigan. 27. Wayne State has athriving campus environmentdistinguished by new residence halls, ongoing renovations and a unique location in the heart of a cultural district. 28. What is the WSU Public Relations landscape? 29. Wayne State University PRNews that pertains to the University as a whole.
30. Wayne State University PRNews that pertains to the University as a whole.
31. Wayne State University PRNews that pertains to the University as a whole.
32. Wayne State University PRNews that pertains to the University as a whole.
33. Questions to ask yourself? 34. How can I plug into university PR opportunities to reinforce key messages and heightenthe visibility of my schoolor college? 35. Can I add substance, credibility, research, support? 36. PR for Individual Schools, Colleges and Centers/Institutes News that highlights the academic excellence, research, technology and learning/career opportunities afforded by your school/college. 37. Reinforce WSU image with news that support key messages
38. What are your guiding principles to maximize exposure and enhance the image of your school/college? 39. Indentify key audiences/stakeholdersfor each school and college and identify the best vehicles for communication with them (e.g., Life@Wayne, alumni e-mails, etc.) 40. Develop specific messages for your school/college that align with and support university messagingdelineated above (e.g., the College of Engineerings achievements are a shining example of Wayne States leadership in technology and research.) 41. Communicate publicity/achievements internallyto faculty, staff, students, alumni, donors, etc. 42. Generate local, national and international news coverageabout or related to stories that reinforce the Wayne State image. 43. Identify trends and how schools/colleges can capitalize upon their unique areas of expertise to promote Wayne State. 44. Identify research by individual schools/colleges pitch local and national angles to targeted local and national media. 45. Indentify faculty all stars, who can speak to the media about most issues related to a specific school/college and establish them as national media experts who actively promote Wayne State and reinforce key messages. 46. Seek to forge and publicize partnerships with other organizations (nationally recognized and/or community-based) that fulfill Wayne States strategic goals and support the WSU image. 47. How can we work together?
48. Tips for Tipping off the News Media: Strategies for Being Proactive 49. Determine the natureof your news
50. Determine the natureof your news
51. Determine the natureof your news
52. Determine the natureof your news
53. Determine the natureof your news
54. 55. MACcan help you identify opportunities and messaging strategies to support WSU and your school or college.Stories with national appeal will expand your media distribution list. 56. 57. 3-4 weeks ahead
58. 3-4 weeks ahead
59. 3-4 weeks ahead
60. 3-4 weeks ahead
61. 3-4 weeks ahead
62. 3-4 weeks ahead
63. 3-4 weeks ahead
64. 3-4 weeks ahead
65. 2-3 weeks ahead
66. 2-3 weeks ahead
67. 2-3 weeks ahead
68. 1 week ahead
69. Pre-event publicity (Day of or day before)
70. Day of publicity
71. Day of publicity
72. Day of publicity
73. Day of publicity
74. Day of publicity
75. Day of publicity
76. After event publicity
77. After event publicity
78. After event publicity
79. After event publicity
80. What are differences between pitching TV, print and radio? 81. Television
82. Television
83. Television
84. Radio
85. Radio
86. Radio
87. Print
88. Print
89. Tips for pitching (to the media) 90. Ask the important questions.Not why would a reporter be interested?Rather, why would his/her readers/viewers be interested? 91. Localize the story.How does what you are doing affect students, residents, the community at large in Detroit? 92. Link the story to a national trend or bigger story. New nursing programhow does it address the national nursing shortage? 93. Be creative.Highlight the unusual, unexpected or counterintuitive information. 94. Find partners to help elevate your visibility.Institute of Gerontologymaybe co-host event with the AARP 95. Dont forget about news outlets not considered mainstream and tailor to their audiences.
96. Understand the differences in traditional mediums and how those mediums are changing .In addition to securing traditional coverage, leverage interactive news put on the Web by radio, print and TV outlets to maximize exposure. 97. Be articulate, confident, compelling and clear.Making a pitch on the phone you have 20-30 seconds to seize the moment.Hit your mark the first time. 98. Do your research. Call to find out who you need to speak to about your topic and update contact information.Media lists are a starting point; not an end point. 99. Dont take rejection personally; learn f r om it and explore alternate pitches. If the reporter shoots you down, ask what might make the story more compelling and see if you can find a connection. 100. Tools of the Trade