public relations and communications survey at public affairs and public policy schools

THE STATE OF PUBLIC RELATIONS

AND COMMUNICATIONS

AT PUBLIC AFFAIRS SCHOOLS

2015 Survey Conducted by Kevin Anselmo of

Experiential Communications

Letter from the Author

Dear Colleague: Welcome to the inaugural public relations and communications study of top public affairs schools. In total, 15 of the top 30 schools ranked by US News and World Report in 2014 participated in the 10-question survey (school names not provided to protect confidentiality). In this short report, you will glean insights on how these schools are thinking through their communications and public relations programs. I trust that this will be a useful guide to benchmark your own PR activities vis-à-vis your peers. Later this year, I will be doing a similar study among schools accredited by APSIA. In addition, we plan to unveil media events specifically designed for schools focused on public affairs, public policy and international affairs in the year ahead. So we see this as the start of an ongoing conversation. All the best! Kevin Anselmo Founder, Experiential Communications

Executive Summary

The following are key takeaways from the survey: • Schools still have work to do in ensuring that PR activities are aligned with big-picture school

goals. Seven schools (46.47%) feel that they are on target, while the remaining schools feel that more work needs to be done in this area.

• Schools that have invested in content initiatives through either video, blogs or native advertising are in the minority. However, these schools that have invested in these areas overwhelmingly note that these initiatives are working well and accomplishing the set forth goals.

• Media relations is a bit mixed. 80% noted that media training for faculty is needed. In terms of relationships, 1/3 noted they have the right contacts and are adequately nurturing these relationship on a regular basis. The other respondents noted more could be done foster these relationships or had no opinion.

The following pages in this presentation will outline these and other findings in more detail. The title and number of each page in report is the question as it appeared in the survey. The body of each slide represent the responses.

1. Your PR activities are aligned with big-picture school goals.

6,67%

46,67%

46,67%

0% 20% 40% 60%

It is not clear what our big-picture institutional goals areand thus it is difficult to make this link in our PR work.

We are making progress, but more alignment is necessary.

Yes, that is 100 % the case for us.

percent of respondents

*15 respondents among the top 30 public affairs schools ranked by US News and World Report

2. If your department had more time, money and resources, it would prioritize:

13,33%

20,00%

20,00%

20,00%

0,00%

20,00%

0,00%

6,67%

0% 5% 10% 15% 20% 25%

Other (please specify)*

Investing in e-marketing

Investing in native advertising

Investing in SEO

Investing in traditional media relations

Investing in traditional advertising

Investing in content marketing

Investing in social media


* I would hire an additional writer to do research "translation," in addition to the amazing science writer I currently have on staff. I would also hire a multimedia specialist to help produce video and podcasts.


3. Getting positive visibility for your school in the press is more difficult than ever, probably because of the changes in the digital

communications / traditional media landscapes.

33,33%

60,00%

6,67%

0% 10% 20% 30% 40% 50% 60% 70%

No opinion

False

True



4. In terms of relationships with the media, you / your school:


6,67%

6,67%

40,00%

13,33%

33,33%

0% 20% 40% 60%

No opinion

Don’t have the right contacts and need to find ways to improve this.

Have some good contacts, but need to expand on that.

Have the right contacts but aren’t doing enough to nurture relationships.

Have the right contacts and are adequately nurturingthese relationships on a somewhat regular basis.


5. You see a need to provide additional / new trainings to your faculty / leadership so that they are more effective communicating to external audiences through the

traditional press, social media and owned platforms (blog, podcast, etc).

20%

80%

0% 20% 40% 60% 80% 100%

False

True



6. Your school has its own dedicated blog and new content is updated there regularly (at least one time every two weeks).

33,33%

40,00%

0,00%

26,67%

0% 10% 20% 30% 40% 50%

No, and this isn’t on our radar.

No, but we would like to explore this in thenear future.

Yes, but it hasn't been achieving our goals.

Yes, and it has been achieving our goals.



7. Your school has its own dedicated YouTube channel and new content is updated there regularly (at least once a month).

30,77%

15,38%

7,69%

53,85%

0% 10% 20% 30% 40% 50% 60%



Yes, but it hasn't been achieving our goals.

Yes, and it has been achieving our goals.



8. Your school has invested in native advertising (sponsored content).

46,67%

20,00%

6,67%

26,67%

0% 10% 20% 30% 40% 50%



Yes, but it didn’t achieve our goals.

Yes, and it achieved our goals.



9. What is the greatest challenge your department faces?

Lack of financial resources to support growing program including staff resources. We post content on YouTube. Not sure if it's our own "dedicated."

Communications often focuses on delivery over content. I would much rather produce quality products (particularly sound summaries/press releases/translations of faculty research) than produce many more stories that are easier to write.

COMING SOON – MEDIA CONFERNCE AND PEER NETWORKING EVENT FOR SCHOOLS FOCUSED ON PUBLIC POLICY, PUBLIC AFFAIRS AND INTERNATIONAL RELATIONS

The concept of the event is for communicators, marketers and potentially faculty from these schools to participate in a two-day event that would focus on: Networking with and hearing from top journalists who cover the areas of your school’s

focus. Media training – both for faculty as well as tips and frameworks you can use to share with

your colleagues. Peer networking and best practice exchange – both from one another as well as an expert

guest panel.

I would love to hear your feedback and gather your insights as to what would be most useful. Please contact me at [email protected].

MEDIA TRAINING PR FOR INSTITUTIONS 1-TO-1 PR COACHING

Learn more at www.experientialcommunications.com or contact [email protected]

http://www.experientialcommunications.com

public relations and communications survey at public affairs and public policy schools

Education

public affairs schools

remaining schools

inaugural public relations

state of public relations

public relations programs

public policy

seo investing

native advertising investing