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Reaching Your Audience in Turbulent Times: Developing a National Media Plan and Building Relationships with Reporters |
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With increased competition attracting the best students and alumni support becoming harder to solicit due to current economic conditions, colleges and universities are being forced to reach beyond their own backyards to ensure their distinct messages are being heard.
With an overwhelming number of marketing tactics available, a fresh media approach might be one of the best (and most cost effective) ways to further the image and reputation of your institution.
This approach is working at the College of the Holy Cross. They developed an aggressive nationally-scoped media plan and had more than 1,900 media hits in the first 18 months of the effort. Within this mix, 103 were national stories including feature stories by USA Today and the Associated Press; expert citations in The New York Times, Newsweek, and on ABC’s "Good Morning America"; and opinion pieces in The Washington Post, Inside Higher Ed and The Chronicle Review. |
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All Levels |
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Adams (7th floor) |
DAY/TIME |
1/29/2010 12:00:00 PM - 1/29/2010 1:00:00 PM |
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Kristine Maloney
Assoc. Dir., National Comm. & Media Relations, College of the Holy Cross
Cristal Steuer
Manager, Communications and Media Relations, College of the Holy Cross
Teresa Valerio Parrot
Vice President, Widmeyer Communications
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