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“… the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest.”
World Assembly of PR Associations

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Internal focus in recent years
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Internal publications, events
Moving from “reactive” to “proactive” to tell our story
Tackling lingering external perceptions by addressing them and focusing on process
Leverage internal and external communications to influence perception and public opinion among target audiences

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Public events/speaking engagements
Publications
Articles/press releases
Community/government outreach
Social media/blogs and vlogs
Media relations

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Office of Public and Media Relations
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We are here to HELP not hinder
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Provide support with the process
Investigate inquiry
We interview them first
Manage deadlines
Every media inquiry is an opportunity
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Take control of the interview to tell our story

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Pre-interview coaching
 determine the messages you want to convey before an interview
“Staffing” the interview – why?
Remember common interview tactics
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Asking the same question different ways
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Waiting for you to say more
Avoid speculation – common trap
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“What do you think this will mean for XYZ…?”

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“Bridging” techniques
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Technique to maintain control
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Bridge the answer to a question to a message you want to convey
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“What’s important here today…”
“The fact remains that…”
Don’t be afraid to say “I don’t know”
Defer question when appropriate

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You will be asked about the “protest”
Respond by reinforcing recent positive changes, for example:
“What’s important now is that the university now demonstrates transparency and participation from the campus community in our decision-making processes.”

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Our community is our most valuable PR tool
Each of us is responsible for the perception of the university
What you communicate about GU to your neighbors, friends, on Facebook, blogs/vlogs, influences the positive and negative perceptions of the university