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”

Thank you!

tmaroney@bridgeport.edu203-576-4409