University Relations: Making the Most of Communications and Marketing Opportunities

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University Relations: Making the Most of Communications and Marketing Opportunities

Employee Recognition Week 2009Idaho 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

What To Do If The Media Calls 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

What To Do If The Media Calls 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

What To Do If The Media Calls 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

+Web Design and Maintenance Photo Examples

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

+Web Design and Maintenance 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

Education

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