Integrated Marketing and Communications provides a strategic commitment to promote the many and diverse activities, talents, accomplishment and news related to the institution’s mission. In that capacity, the news teams will work with various colleges, programs and units to invite media attention for stories and events that are likely to attract the attention of reporters — in other words, stories that are newsworthy.
While a result of these efforts might sometimes help to market a specific program, the primary purpose is not to fill seats, but rather to raise awareness. Typically, when a reporter covers an event, the likely result usually does not run until after the event. Event organizers who wish to market a program should use direct marketing, advertising or other methods to attract participants. Media relations efforts such as news releases and calendar items are ineffective at attracting significant participants.
UW OSHKOSH TODAY
UW Oshkosh Today (www.uwosh.edu/news) serves as an all-in-one portal for anyone looking for institutional news, campus events and features about the individuals who make the University such a dynamic place to learn, work and live.
UW Oshkosh Today gives its readers the chance to submit their own stories and calendar entries. To send in details for campus events that are open to the public, visit www.uwosh.edu/imc/media-relations/public-event-submission. To submit articles or suggestions for future features, fill out the form located at www.uwosh.edu/imc/media-relations/story-idea-submission-form.
Once a month, IMC sends a listing of the next month’s events to regional and targeted publications. To submit your public event for inclusion, visit www.uwosh.edu/imc/media-relations/public-event-submission.
News releases about the University of Wisconsin Oshkosh activities are issued for items with potential to generate news stories or features. Other best practice media relations tools include media alerts, calendar announcements about upcoming events, story pitches by phone and e-mail, and tipsheets that recommend faculty experts to reporters working on breaking news stories and features. Often stories are pitched without the use of a news release because of relationships that the news team has developed with reporters.
With special emphasis placed on increasing national visibility and showcasing faculty, issues and events selected for promotion are based on newsworthiness, timeliness and the mission priorities for UW Oshkosh. To submit a news tip, visit www.uwosh.edu/imc/media-relations/story-idea-submission-form.
MEDIA PITCHES — TREND/HUMAN INTEREST FEATURES
Integrated Marketing and Communications is eager to hear your story ideas. We will pitch stories that are most likely to generate media interest. Some examples of stories that are likely to succeed include:
Stories with national scope or impact. These stories illustrate a national trend in higher education; highlight a unique aspect of the UW Oshkosh faculty, students or staff; or have potential to interest or impact a general and legal audience alike. Examples:
Former president Bill Clinton to teach ethics at UW Oshkosh.
College of Education and Human Service is awarded $3 million a year for three years to rebuild legal education programs in Iraq.
Stories that are unique/human interest. These stories exemplify the unique or human face of UW Oshkosh faculty, students or staff. Examples:
Quadriplegic man earns business degree from UW Oshkosh.
Professor teaches Russian by day and leads the Oshkosh Symphony Orchestra by night.
New College of Education and Human Service dean is also a professional clown.
UW Oshkosh professors switch places with students for a day to raise money for charity.
Compelling stories with news/feature undertones. These stories most often appeal to a general audience and involve the activities of a person. They often have a direct correlation to an issue in the news or a national/local trend. Story ideas can be compelling, whimsical or present an issue that is on the brink of innovation. Examples:
Former gang leader gets life on track and earns a business degree from UWO.
Student with interest in criminal justice draws on personal experience to help single mothers start businesses.
Tip sheets are designed to give reporters a quick reference to experts on breaking news events. A tip sheet contains information about the expert and his or her view of the relevant news issue. If you have expertise about an issue currently in the news or that might be in the news in the future, you can be pitched as an expert.
If possible, provide a home and cell phone number and indicate if one or both can be included on the tip sheet. Call Alex Hummel, associate director of news and public information, at 424-1398 if there is a breaking news event for which you would like to be pitched as an expert. Be prepared to give a line or two about your position on a particular topic.
Integrated Marketing and Communications also may call you for background information so that you can be included on a tip sheet. If you are able to assist, you will be asked your opinion about the news issue as well as your availability to field calls from reporters.
Calendar announcements are small mentions in news calendars about upcoming events. They dispense information about a workshop, seminar, panel discussion, speaker or other event that is not suitable for a news release. Calendar announcement should not be used to fill seats at an event. Direct marketing, advertising, etc. are more effective means to accomplish this goal.
To request a calendar announcement, send the request via e-mail at least three weeks prior to the event to firstname.lastname@example.org. Include with your request:
A Fact Sheet including
Name of speaker or event, date, place and time;
Name of sponsoring organization;
Ticket price and how to obtain ticket, if applicable;
General information about the speaker or event, including the topic;
Your name and telephone number.
Op-eds are opinion editorials in newspapers or online publications. For assistance with placing or editing op-eds, e-mail a copy that you would like to submit to email@example.com.
Often, Integrated Marketing and Communications will contact faculty and ask if they would like to write op-eds about important issues in the news. A general rule of thumb is that these op-eds might take a fresh look at a subject or issue currently in the news.
Media Relations can help faculty and administrators to prepare for media appearances. Among the services provided are: staging mock interviews, image consulting and help dealing with hostile questioning.
Media Relations actively promotes our faculty as experts in their fields by pitching them as sources to a variety of media outlets. A searchable database is under development.