University Business - September 2009 - (Page 46)

Spreading the News (iSchool), says that faculty there blog about work and professional ulty members or administrators to uncover research, initiatives, and interests. Scott Nicholson, associate professor and director of the trends. “Getting out of your office and into the offices of those who Masters in Library and Information Science program, maintains a create news on campus is essential,” he says. When choosing an expert to serve as a quotable source, Randell blog and wiki, and posts YouTube videos that “provide fodder and ready-to-go content for any journalist interested in learning about, J. Kennedy, president of Academy Communications, which helps for example, gaming in libraries,” says Spillett. Associate professor colleges and universities with media outreach, notes institutional R. David Lankes, executive director of the Information Institute of public relations always do well to keep a news outlet’s audience (readers, listeners, or viewers) in mind. “A Syracuse, has what Spillett describes as ‘Opinion pieces can be the trend conscious, pop culture scholar may a “very robust blog” with his presentastrongest document you be a better match for a specific outlet, and tions, research summaries, and coma more reflective and authoritative ‘dean of mentaries; it was selected as one of the can have to elevate the best library blogs to read in 2009. “The discussion into major news.’ deans’ may be a better match for another.” White Collar Crime Blog,” co-edited —Bill Tyson, Morrison & Tyson Communications by Stetson law professor Ellen Podgor Train your experts. and Wayne State University (Mich.) The Public Affairs Department Law School professor Peter Henning, posts links to news stories and at Quinnipiac offers annual media training in its HDTV television offers commentary on legal topics. The Wall Street Journal’s Law studio, where a consultant teaches faculty about messaging, speakBlog often points to the professors’ blog in their posts, says Palmer. ing in sound bites, and dressing correctly for on-camera interviews. Beforehand, each participant provides three questions they would not like to be asked in an interview, and the consultant teaches them Tweet it. Campus PR departments are using Twitter for sharing how to tackle those questions, Morgan says. Pepperdine’s Graziadio faculty research and other campus news with followers, including School has used resources internally and through Burson-Marsteller journalists who may be more likely to contact the institution when to provide periodic training for experts to best articulate messages in in need of a source. Webster University (Mo.) takes the social me- a way that is useful to media and of benefit to the school, says Gore. dium a bit further. Communications Coordinator Krissi Timmer- “We also regularly engage in ‘batting practice’ to refresh interviewman says her team conducts “live tweeting” during campus events ing skills or to articulate responses to questions.” that are of interest to the general public and media. In June, on President Beth Stroble’s first day in that role, 47 tweets marked Let them give their opinion. with the “#websterpress” hashtag made it easier for users to find Writing an opinion piece, a journal article, or a letter to them through searches. A St. Louis Post-Dispatch reporter covering the editor is a good way for a faculty member’s area of expertise to the event highlighted the live tweeting in the article. Webster staff get noticed. Tyson of Morrison & Tyson Communications recalls tweeted about the piece, and Interactive Media Manager Patrick a talk he had with an editor of a major daily newspaper who told Powers estimates the link has reached about 15,000 people. him that she and her colleagues will find expert sources based on who was writing letters to the editor. “Opinion pieces can be the strongest document you can have to elevate the discussion into maStart a hotline. Two years ago the PR staff at Lynn created a “media jor news,” he says. hotline” so that media members can call 24/7 to reach an on-call staff member. “This helps us respond quickly to early-morning and lateGive public thanks for their time and efforts. night expert and breaking news calls, and also gives faculty and adThe staff of the media relations department at Webster, ministrators a way to reach us anytime day or night,” says Hughes. along with the university’s vice president, host an annual “thank you” luncheon each year to show appreciation to faculty experts that give much of their time to media relations efforts, says TimGet to know your experts, professionally and merman. Morgan says that Quinnipiac’s President John L. Lahey personally. John Morgan, associate vice president for public relations at Quin- has called professors who have participated in media interviews nipiac, recalls a story about the late law professor Greg Loken, who to thank them for supporting the institution. And at Syracuse’s had expertise in juvenile justice. Morgan knew that he had grown up iSchool, Dean Elizabeth D. Liddy paid for lunch for faculty and in Littleton, Colo., so soon after the Columbine High School mas- staff members who attended the spring and fall media relations sacre occurred, he gave Loken’s name and biography out to several trainings hosted last year. “This gave a bit of an incentive, and media outlets. The effort resulted in the professor’s appearance on they knew she’d be there as well,” says Spillett. an episode of the TV news show Dateline dedicated to the tragedy. John McGauley, president of Gehrung Associates, which represents CheCk the online version of this article for more ways to offer higher ed clients, suggests scheduling regular interviews with fac- support so your experts are better prepared for media interviews. 15. 12. 16. 13. 14. 17. 46 | September 2009 universitybusiness.com http://www.universitybusiness.com

Table of Contents for the Digital Edition of University Business - September 2009

University Business - September 2009
Table of Contents
Editor's Note
College Index
Company Index
Advisory Board
Behind the News
Viewpoint
Money Matters
Human Resources
Data Lockdown?
Getting Press
Multicampus Planning: Behing the Scenes
Radial Reformer
Community Colleges
End Note

University Business - September 2009

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