In February 2013, the University of Leicester staged what The Guardian described as "The most extraordinary press conference ever held at any UK university." This was part of a media and communications campaign that brought worldwide attention to the discovery of King Richard III by the University's archaeologists. How do you manage a…

These days, branding is everything. Marketers go all out to position their product, control its image, and spin the message. For marketers at the nation's colleges and universities, the stakes are especially high. After all, they are entrusted with the image of institutions that have, in some cases, spent centuries building up their brand…

Broaching the subject of student-athletes on social media is liable to cause many institutional leaders, communications officers, and athletics directors to reach for the antacid. The speed and reach of social media, particularly Twitter, combined with the youth and bravado of student-athletes can damage reputations and tarnish university brands…

Educational institutions understand the importance of having a positive image among their target audiences, but the process of creating, enhancing, and managing that image remains challenging to many. Confusion over what branding is only adds to the challenge. Consultants define "brand" as promising an experience and delivering on that…

An organization's well-developed strategic plan and reputation can crumble in minutes if it mishandles key communications, particularly during crises. Today's leaders need to appreciate the value of professional public relations and how it helps organizational effectiveness by building strategic relationships, maintaining a favorable reputation,…

Most communication research on bad news messages focuses on crisis communication, where attention is often limited to image repair strategies. The authors argue that a key indicator of an organization's effectiveness in communicating "bad news" messages is its organizational culture. Developing an organizational culture that values positive…

This article is written for scholars, researchers, and academic leaders who have a passion to share their knowledge outside the classroom, laboratory, or institution. They want to make a difference and believe that the information they possess and ideas they have to offer have a public importance. Based on his book "Pitch Perfect:…

Any organization must build a good reputation and image in order to "anchor" its relevance and indispensability in the minds of a wide variety of audiences. Many commercial organizations maximize opportunities to raise favourable awareness about what they do--and their techniques and approaches can be applied to libraries. Examples from…

Teach for America (TFA) is perceived as a major player in the education wars over the future of public schools, and a key ally of those who disparage teacher unions and schools of education, and who are enamored of entrepreneurial reforms that bolster the privatization of a once-sacred public responsibility. But what exactly is TFA's role in these…

In the past few years, the online world has changed. It seems everyone is suddenly on social media sites like Facebook, Twitter, and MySpace, and anyone who can string words together--and a few who can't--seem to have glommed onto blogs, spouting opinions into the cyberworld with abandon. Prospective students, parents, and alumni not only read…

Most colleges and universities that launch into social media do so by dipping one toe in the water rather than swan diving into the deep end. And while many people define "social media" as Facebook and perhaps Twitter, the term actually encompasses everything from blogs to photo- and video-sharing sites to LinkedIn to any of dozens of…

A 1981 Organisation for Economic Cooperation and Development seminar on strategies for developing the public image of higher education institutions was the forum for a survey of institutional efforts in 51 institutions, including public relations offices, formal fund-raising, alumni and student recruitment activities, communications efforts, and…

Library transformation requires a cohesive vision and execution. Beyond excellent management, organization, technical deployment and collection development, success of the public library as a sense of place requires additional dimensions. This includes attention to the details of environment, presentation, ambiance, graphics, customer service and…

President Richard M. Cyert of Carnegie Mellon University set establishing national visibility as a university-wide goal six years ago. The public relations office developed a hard-driving program centered on national media coverage. This program is described. (MLW)

Four things to keep in mind when involved in institutional marketing are identified: make sure the reality of the institution matches the image promoted; keep institutional image simple; tailor external relations program to meet the needs of a diverse constituency; and be persistent and consistent. (MLW)