Beyond the inbox: Maximising digital platforms for media relations success

Sunni Brown
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Sunni Brown: Director of Media and Public Relations, University of Richmond, USA

Journal of Education Advancement & Marketing, 2021, vol. 5, issue 4, 392-402

Abstract: In a landscape where media relations professionals outweigh journalists 6:11, it is becoming increasingly more difficult to garner earned media. As media relations teams at colleges and universities across the country are struggling to gain media attention, the University of Richmond media relations team will share best practices on how their digital pitching strategy has cut through the clutter, leading to national media opportunities. The UR team connects faculty experts with reporters leading to national media placements. In doing so, the team achieves its strategic goal of advancing awareness and perception of the university and further propelling its academic reputation. Specifically, the authors will detail how digital platforms, including social media and an online newsroom, can be used to showcase campus expertise, catch the attention of reporters and land national media opportunities. Using these strategies, the UR media relations team has increased media impressions by 900 per cent (from 2 to 20 billion) in the past five years.

Keywords: media relations; higher education; media pitching; digital platforms; leveraging experts (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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