The document provides guidance on maximizing public relations potential through a well-executed PR strategy at Wayne State University. It outlines key publics to engage, benefits of good PR like increased prestige and funding, and tactics for individual schools/colleges to reinforce the university's image through media relations, identifying opportunities, and aligning messages with university goals. Specific tips are provided for pitching stories to media, developing materials, securing coverage of events, and leveraging coverage.

1. Wayne State University Public Relations: Maximizing Your PR Potential

2. What is Public Relations?

3. Is it relating to the public?

4. Or enabling your school or college to relate to all its publics –

5. – the stakeholders whose perceptions influence your “image” and impact the reality of your reputation?

10. What is the overarching goal of public relations for a communications officer for Wayne State University?

11. To heighten the visibility of the university, raise its stature and positively reinforce its reputation.

15. What is the best way to build brand, enhance image, increase name recognition, prestige and visibility locally, nationally and internationally?

16. Proactive media relations

17. (Play DVD)

18. How do we define our vision of the image we want “stakeholders” to have of Wayne State?

19. The President’s 2006-2011 Strategic Plan

20. How else? Start with who we want to be – not with how we may believe people see us.

21. Can Wayne State be the NYU of Detroit?

22. Can Midtown be like Soho or the East Village?

23. Wayne State is a premier academic institution distinguished by its international leadership in technology and research.

24. Wayne State fulfills its urban mission by recruiting urban students and engaging directly in and within the community to promote access to higher education.

25. Wayne State is an oasis of diversity in the city of Detroit with faculty and students from all over the world; Wayne State plays an active role in global affairs by seeking to promote and facilitate international collaboration and interaction.

26. Wayne State actively promotes economic development in Midtown, the city of Detroit and the state of Michigan.

27. Wayne State has a thriving campus environment distinguished by new residence halls, ongoing renovations and a unique location in the heart of a cultural district.

28. What is the WSU Public Relations landscape?

33. Questions to ask yourself?

34. How can I plug into “university” PR opportunities to reinforce key messages and heighten the visibility of my school or college?

35. Can I add substance, credibility, research, support?

36. PR for Individual Schools, Colleges and Centers/Institutes – News that highlights the academic excellence, research, technology and learning/career opportunities afforded by your school/college.

38. What are your guiding principles to maximize exposure and enhance the image of your school/college?

39. Indentify key audiences/stakeholders for each school and college and identify the best vehicles for communication with them (e.g., Life@Wayne, alumni e-mails, etc.)

40. Develop specific messages for your school/college that align with and support “university messaging” delineated above (e.g., the College of Engineering’s achievements are a shining example of Wayne State’s leadership in technology and research.)

41. Communicate publicity/achievements internally to faculty, staff, students, alumni, donors, etc.

42. Generate local, national and international news coverage about or related to stories that reinforce the Wayne State image.

43. Identify trends and how schools/colleges can capitalize upon their unique areas of expertise to promote Wayne State.

44. Identify research by individual schools/colleges – pitch local and national angles to targeted local and national media.

45. Indentify “faculty all stars,” who can speak to the media about most issues related to a specific school/college and establish them as national media experts who actively promote Wayne State and reinforce key messages.

46. Seek to forge and publicize partnerships with other organizations (nationally recognized and/or community-based) that fulfill Wayne State’s strategic goals and support the WSU image.

48. Tips for Tipping off the News Media: Strategies for Being Proactive

55. MAC can help you identify opportunities and messaging strategies to support WSU and your school or college. Stories with national appeal will expand your media distribution list.

80. What are differences between pitching TV, print and radio?

89. Tips for pitching (to the media)

90. Ask the important questions. Not why would a reporter be interested? Rather, why would his/her readers/viewers be interested?

91. Localize the story. How does what you are doing affect students, residents, the community at large in Detroit?

92. Link the story to a national trend or bigger story. New nursing program…how does it address the national nursing shortage?

93. Be creative. Highlight the unusual, unexpected or counterintuitive information.

94. Find partners to help elevate your visibility. Institute of Gerontology…maybe co-host event with the AARP

96. Understand the differences in traditional mediums and how those mediums are changing . In addition to securing traditional coverage, leverage interactive news put on the Web by radio, print and TV outlets to maximize exposure.

97. Be articulate, confident, compelling and clear. Making a pitch on the phone you have 20-30 seconds to seize the moment. Hit your mark the first time.

98. Do your research. Call to find out who you need to speak to about your topic and update contact information. Media lists are a starting point; not an end point.

99. Don’t take rejection personally; learn f r om it and explore alternate pitches. If the reporter shoots you down, ask what might make the story more compelling and see if you can find a connection.