NEGAP 2011: Public Relations for Graduate Admissions
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PR for Graduate Admissions: How to Communicate Better with Students Tara Maroney Graduate Admissions Counselor University of Bridgeport
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In a time of increased competition and decreased budgets, improving your communications with students can be an inexpensive and efficient way to bolster your success. Whether we know it or not, every graduate admissions professional is acting in a public relations capacity through our interactions with students, attendance at events and the way we communicate our graduate programs. There are a number of critical public relations skills that we can apply to be more effective in the field. Learn about perfecting your message, maintaining credibility, building relationships, understanding your audience and engaging new audiences in both traditional and untraditional ways.
Transcript of NEGAP 2011: Public Relations for Graduate Admissions
PR for Graduate Admissions: How to Communicate Better with Students
Tara MaroneyGraduate Admissions Counselor
University of Bridgeport
My background
• B.S. in Business Administration• B.A. in Sociology and Journalism• M.S. in Public Relations • More than 4 years at a PR agency – Boston and NYC
• Now, Graduate Admissions!
What is Public Relations?
The practice of managing communications between an organization and its publics
Who are our publics?
• Admissions staff• Faculty• Advisers• Partners• Agents• Design/marketing• Other schools• Students– Prospective– Current– Alumni
How do we communicate?
• Website• Email• Phone• In person/events• Printed materials• Social media
Public Relations 101
• Audience• Messaging• Credibility• Relationships• Engagement
Audience
• Who are your students?• What do they need?• What do they want?• How can you help them?
Messaging
• Accurate• Clear• Concise• Consistent• Tailored
Credibility
Credibility
• Communication must be:– Consistent– Reliable– Truthful
Relationships
• Trust• Satisfaction• Commitment• Communication• Two-way dialogue
Engagement
• Use more than one channel• Meet them where they are• Keep them interested• 24/7– thank you, social media
PR Guiding Principles
• Tell the truth • Prove it with action• Listen to the customer• Manage for tomorrow • Conduct public relations as if the whole
company depends on it• Realize a company’s true character is
expressed by its people• Remain calm, patient and good-humored
1. The Page Principles, “Seven Proven Principles that Guide our Actions and Behaviors”
