Higher Ed Live

Higher Ed Live: Special Edition - Communications Gumbo: How Content, PR and Strategy Work Together

February 18, 2017

There are plenty of ingredients in a communications pro's pantry. Mixing flavors of earned media, PR and paid content with your organization's strategy can yield tasty results.

This presentation will cover various aspects of communications strategy including content production and curation, PR practice and select content marketing and corporate partnerships. I will take conference attendees through our process which includes:

Reviewing and adapting areas of strategic focus into "interesting" topics
Tracking topics in popular media and identifying earned media opportunities
Identifying and promoting faculty with area expertise (and ensuring coverage and support to faculty not directly associated with strategic topics) Producing content calendars aligned with strategic topics and marketing goals
Identifying opportunities for sponsored updates and other "quick wins"
Using various forms of content (social, multimedia, submitted) to make the most impact with limited resources
Tracking results of communications campaigns