Education & PR: Strategies for Building a Newsroom | Presspage

Universities and colleges are hubs of innovation and learning. Whether it’s showcasing a student achievement, sharing cutting-edge research, or communicating key updates, an effective newsroom is vital for:

• Engaging diverse audiences: From prospective students to alumni and media outlets.
• Highlighting your institution’s impact: Reinforcing your role in the community and beyond.
• Establishing credibility: Positioning your institution as a thought leader in higher education.

Here are 6 top tips for creating impactful corporate newsrooms for colleges and universities: 

 

1. Establish Your Institution as an Expert

Your faculty and researchers are natural authorities in their fields. Use their expertise to build trust and position your institution as a leader in education and research.

Actionable Steps:

• Create an Expert Database: List faculty members who are available to provide expert opinions on trending topics. This makes it easy for journalists to find and contact the right person.
• Highlight Research Projects: Share stories that demonstrate the real-world impact of your research. For example, showcasing how studies have influenced policy or improved lives.

Pro Tip: Don’t just wait for journalists to reach out—proactively pitch expert insights tied to current events.

 

2. Leverage Your Campus Community

Your campus is a goldmine of stories. From faculty achievements to student projects, there’s no shortage of content waiting to be shared.

How to Leverage Your Community:

• Encourage Collaboration: Invite faculty, staff, and students to contribute story ideas. California State University San Marcos (CSUSM) uses a newsroom story submission form to streamline this process.
• Spotlight Achievements: Share stories that highlight community impact, such as student-led initiatives or alumni success stories.

Example: CSUSM’s newsroom regularly features diverse voices, reinforcing their commitment to inclusivity and collaboration. Read more about their strategy here.

 

3. Make Your Newsroom Audience-Centric

Tailor your newsroom to serve your audiences effectively. For educational institutions, this often means balancing hyperlocal stories with broader narratives tied to national or global issues.

Tips for Audience Relevance:

• Go Hyperlocal: Cover events and issues that directly affect your campus and local community.
• Tie Local to Global: Connect local stories to broader trends. For example, discuss how a university initiative addresses global sustainability challenges.
• Segment Content: Create sections for specific audiences, such as press releases for journalists, campus news for students, and alumni features for donors.

Pro Tip: Ohio State University’s Ohio State News (built on Presspage) is an excellent example of this approach, blending local relevance with global impact.

 

4. Embrace Storytelling to Build Connections

Great storytelling helps audiences relate to your institution on a personal level.

How to Use Storytelling Effectively:

• Highlight Human Impact: Share stories of how students, staff, or alumni are making a difference.
• Use Multimedia: Incorporate videos, photos, and infographics to bring stories to life.
• Feature First-Person Narratives: Allow students or faculty to share their experiences in their own words.

Example: A university could feature a day-in-the-life video of a student researcher working on a groundbreaking project, showcasing both personal commitment and institutional excellence.

 

5. Build a Flexible and Shareable Newsroom

A great newsroom isn’t just about storing press releases—it’s a dynamic platform for sharing stories and engaging your audience.

Key Features of an Effective Newsroom:

• Ease of Use: Make it easy for journalists to find press releases, multimedia assets, and contact details.
• SEO Optimization: Ensure your stories are optimized for search engines to boost visibility.
• Mobile-Friendly Design: Many users will access your newsroom on mobile devices, so make it responsive and user-friendly.
• Shareability: Include social sharing buttons and embed codes to encourage audiences to share your content.

 

6. Measure Your Success

Tracking the performance of your newsroom helps you refine your PR strategy and demonstrate impact.

Metrics to Monitor:

• Engagement: Track page views, time on page, and social shares.
• Media Coverage: Monitor how often journalists use your newsroom resources in their articles.
• Audience Growth: Measure increases in newsletter sign-ups or social media followers tied to your newsroom content.

Pro Tip: Use insights to optimize your newsroom further, such as focusing on the topics that drive the most traffic or engagement.

 

 

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