Post on 25-Feb-2016
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Telling multimedia research storiesVanderbilt University News and CommunicationsMay 20, 2014
Public Affairs at VanderbiltUnified across university and medical center
Comprehensive, in-house public affairs firm
Responsible for reputation management locally, nationally and globallyOverviewNews and Communications produces and manages:Media relations, media training, media trackingVideoWeb communicationsSocial mediaPublicationsCommunication planningInternal communicationsIssues management
Partners closely with school and college communicators, Development and Alumni Relations, Undergraduate Admissions, Human Relations and other campus constituents
Media landscape50 percent of public now cites Internet as main source of national and international news. 71 percent of 18-29 year olds cite Internet as main source of news
Social media is now primary source of news for 19 percent of Americans, double what it was in 2010
50 percent of Americans own a smart phone or tablet, of those who do, 66 percent get their news on these devices
Pew Research Center for People and the Press (July 2013)
Overall Content and News GoalsStrengthen public perception of Vanderbilts research enterprisePromote and protect the Vanderbilt brandElevate national and international profileProvide exposure and promotion for facultyVanderbilt community engagement and pride
Mining Our ExpertsMonitor daily news for opportunities
Promote our experts online
Prepare tipsheets in response to breaking news and anticipated events
Re-use existing content to take advantage of the news of the day
Vanderbilt News OnlineVanderbilt HomepageRSSEngineering websiteUniversity news websiteResearch news websiteMyVU websiteFacebookTwitterYouTube
One Story, Many PlatformsHomepageNews websiteEmployee websiteResearch websiteE-newslettersFacebookTwitterYouTubeInstagramMagazines
Research News @ VanderbiltMultidisciplinary, multimedia website promoting Vanderbilt research
667,752 unique visitors over past 12 months
Represents ~40 percent of all traffic to Vanderbilt news-oriented content
Anatomy of an Interactive ReleaseShort headlineOriginal photographyInfographicsIllustrationsEasy sharingTagged by topicEmbedded videoLinks throughoutCommentsContact information!
Stories: Why Vanderbilt, top prioritiesPlatform: HomepageAudience: Potential students, internalVoice: Relatively formal, more marketing driven
Stories: The heart of the institutionPlatform: Facebook Audience: Alumni, parents, internal, prospective studentsVoice: Friendly, lighthearted, responsive
Stories: Breaking news, customer service, attaboysPlatform: TwitterAudience: Media, alumni, current students, athletics, subject matter enthusiastsVoice: Pithy, direct, cheerfulStrategy = Story + Platform + Audience+ VoiceTools we useOmniUpdate for content managementWordPress for news content management and HTML email generationHootSuite for Twitter and Facebook monitoring and Twitter postingSysomos for social media conversation monitoringFlickr for photo galleries and photo sharingDisqus to manage WordPress commentsStorify to curate content around eventsExactTarget for email distributionFeedburner to generate branded daily email news releases from RSS feed
Vanderbilt Video
13Video ProductionResearch Videos (VNRs & Soundbites)News Releases/VideosRegular NewscastVUStar 24/7 Studio14
Example: Robot helps train children with autism15
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Preparing the ResearcherMedia trainingVideo tapingPitchCoordinate interviews17
ExamplesAre gifted children getting lost in the shuffle?
Math being taught to kindergarteners is old news
18Contact Uswww.vanderbilt.edunews.vanderbilt.edufacebook.com/vanderbilt@vanderbiltu615-322-NEWSnews@vanderbilt.edu