here - Rowan University

Report
Promoting Your Projects
Office of Media & Public Relations
news
͞
/n(y)ooz/
Newly received or noteworthy information, esp. about
recent or important events.
A broadcast or published report of news.
Synonyms
tidings - information - report - message - word
Who?
Various offices and departments on the Rowan University campus serve communication functions, most of
them under the umbrella of University Relations.
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Media & Public Relations
University Publications
Web Services
University Events
With several colleges, communications officers work closely with administrators as part of a team that
together establishes communication plans and develops annual reports, newsletters and collateral
materials as well helps determine (and address) key messages.
The Office of Media &
Public Relations
WHAT DOES THIS OFFICE DO? Media relations, news conferences, Family & Neighbors newsletters,
Campus News section of Rowan Today, the RUndown, production of several colleges’ newsletters
and annual reports in conjunction with freelancers . . .
Contacts:
Dr. Joe Cardona
Interim Vice President for University Relations (856) 256-4236 [email protected]
University spokesman, handles crisis management and strategic planning, among other
responsibilities
Patricia Quigley
Assistant Director of Media & Public Relations
(856) 256-4241 [email protected]
Colleges of Engineering and Sciences & Mathematics, Rohrer College of Business, South Jersey
Technology Park, Research
Barbara Baals
Assistant Director of Media & Public Relations (856) 256-4583 [email protected]
Colleges of Education and Humanities & Social Sciences and the Camden campus
The Office of Media &
Public Relations
• Dennis Dougherty
Coordinator of Public Relations
(856) 256-4537 [email protected]
Colleges of Communication & Creative Arts and Performing Arts
• Rosie Braude
Communication Specialist
(856) 256-5439 [email protected]
The RUndown, Neighbors and Family newsletters; video campaigns; events, including
Commencement
• Steve Levine
Writer/Editorial Specialist
(856) 256-5443 [email protected]
Writing, editing, email marketing, online writing and copywriting
University Publications
• Ever read Rowan Today or a postcard from an RU college or a brochure? Odds are University
Publications had something to do with it.
• WHAT DOES THIS OFFICE DO? This department is responsible for Rowan Today (our alumni
magazine), the president's annual report with Media & PR, brochures, publication templates,
postcards, advertisements, donor tributes, maintaining graphics standards, support for social
events and videos, among many more items. University Publications and the Office of Media &
Public Relations work together virtually daily. Representatives from both departments often
participate in overall planning strategies.
• Contact:
Lori Marshall
Director
(856) 256-4197 [email protected]
University Web Services
• WHAT DOES THIS OFFICE DO? Web Services oversees the Rowan University website and those
websites that are elements of it as well as social media for the University at large (Facebook and
Twitter).
• Contact:
Jen Bell
Director
(856) 256-4410 [email protected]
University Events
• WHAT DOES THIS OFFICE DO? University Events coordinates major University-wide and
presidential events, including Commencement, the Presidential Lecture Series and Convocation.
• Contact:
Christine Deehan
Director of University Events
(856) 256-4107 [email protected]
What?
• So what’s news? What gets you in a newsletter? What might interest a TV reporter? What lands
you in a trade publication? How do you get on the Rowan home page?
• First you need to know this: there is no guarantee. The most exciting story, the best science, the
warmest human interest piece – none of them comes with an ironclad guarantee of coverage.
• The state of media today is in flux.
That said, here are some things that have worked in the past:
 Be first
 Think: inventions, patents, cutting-edge research. Do you have a one-of-a-kind piece of lab equipment? Did
you just get a discovery published? Are you flying to Mars?
 Or biggest
 You get it. Superlatives may be news.
 Or best
 Awards are good! Awards from prestigious organizations are even better.
 Show me the money
 Money does indeed talk. If you receive a major grant, you have story potential.
 Play well with others
 Collaborations with well-known institutions are a plus. So is outreach — local, international, it’s all good.
More . . . What?
• Feature stories / news stories
• http://www.rowan.edu/today/news/index/PR/3267 (press release)
• http://www.rowan.edu/today/news/index/FS/343 (RU web story)
• Profiles (example, major new hires)
• http://www.rowan.edu/today/news/index/FS/206 (Paul Katz,
website)
• https://alumni.rowan.edu/default.aspx?page=RowanMagazine/ (Ali
Houshmand, Rowan Today, the alumni magazine)
• Expert pitches
• http://www.rowan.edu/today/news/index/PR/3236
• http://www.rowan.edu/today/news/index/PR/2926
• Briefs (awards/publications/appointments)
• http://www.rowan.edu/today/news/index/PR/3308
• Media advisories (events)
What Again . . .
RU Communication
a few examples
• Rowan Website
• www.Rowan.edu
• Rowan Today
• https://alumni.rowan.edu/default.aspx?page=RowanMagazine
• College of Engineering Publications
• http://www.rowan.edu/colleges/engineering/newsletter/
• Rowan News Site
• http://www.rowan.edu/today/news
What is News? From Fair Test
• Experts agree that defining news can be a difficult task. Most journalists agree that the
following eight elements make up what is considered "news."
• Immediacy:
Reporting something that has just happened or is about to happen. Time is a strong
ingredient, "today, yesterday, early this morning, tomorrow." The newness of the
occurrence makes up "immediacy" in the news.
• Proximity:
Facts and occurrences that are important to you personally; inflation, the Iran situation
particularly if one of the hostages is someone you know or a family member of a close
friend, the closing of a fire station close to your home. Such a closure is less important
when it occurs across town. The question most asked by journalists is: "If this happened
outside my immediate area, my city, my state, would I be interested in reading about it?"
Keeping this question in mind is particularly important to the organizational PR person. You
must "take off the I love this organization hat" and examine your story to see if indeed it
would interest other readers.
• Prominence:
Prominence as a news element is well-known to most of us. The public figure, holders of
public office, people of renown or those who stimulate our curiosity, people in positions of
influence all enjoy news prominence. For your visitor or speaker to qualify for news
prominence, he or she must be well enough known to command the attention of readers
either by reputation or by the nature of the topic to be discussed.
What is News? From Fair Test
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Oddity:
Oddity is often news. The bizarre, the unusual, the unexpected often make news. Generally those people who
perform striking feats in emergency situations are news, such as a woman lifting an automobile off her child,
traveling around the world in a sailboat, unusual recycling methods, use of materials in a different way. In
journalism, oddity is defined as the "man bites dog" formula. Consider the reported rabbit attack on President
Carter. That certainly made the "news."
Conflict:
Conflict is one element most observed in today(‘s news) with the clash of ideologies making headlines worldwide.
Although most businesses and organizations shy away from the reporting of conflict, it is understandable that this
element is firmly based in the news formula.
Suspense:
Suspense creates and expands news appeal. The outcome of the Iranian hostages is suspenseful news. For the
most part, organizations would rarely experience this type of circumstance. It is helpful to remember that news
suspense is not the same as mystery suspense. However, mystery suspense in news does occur when a crime has
been committed and the search is on for a suspect.
Emotions
Emotions are a news element commonly called "human interest" stories that stir our recognition of the basic
needs both psychological and physical. Stories that prompt the reader toward sympathy, anger or other emotions
in all their variety are commonly handled in feature-type stories. Organizations should be alert to the possibilities
of "human interest" stories.
Consequence
The last element of news, consequence, is more difficult to explain, but generally for a story to have consequence
it must be important to a great number of readers. It must have some impact for the reader. Such news will affect
him or her in some personal way...the safety of the city's drinking water. The dumping of toxic wastes into the
Snake River Aquifer is being examined from the standpoint of consequence now and in the future. Thus it becomes
an important news story.
When?
• Many of our communication activities are ongoing, for instance media relations. Please don’t
contact us on a Thursday about an event on Saturday. We need time to pull stories together (even
media advisories), and media need notice. Give the PR folks at least (at least!) two weeks’ notice.
• Rowan Today prints twice a year.
• Family and Neighbors newsletters are issued twice a year.
• The RUndown is published electronically once a month except during winter break and
Commencement.
• Collateral materials are produced throughout the year.
Where?
• We can use your help in building media lists. If you have a “dream” publication you would like to
see Rowan people or programs appear in, please contact the PR person assigned to your College.
• Rowan professors and students have appeared in everything from Reader’s Digest to the
Jerusalem Post and on 20/20 to CNN.
Why?
And a bit of this and that
• Tell us what you need. The University is going through many changes. If we cannot take on a
project directly, we will try to connect you with someone who can.
• When you contact us about a potential story, please send us or tell us the basics: who, what,
when, where, why. Abstracts, if you have them, are great.
• Keep in mind University priorities, which include research and how it impacts students, regional
economic development and the community overall. Those priorities also include development of
the College of Health Sciences and integration of the School of Osteopathic Medicine.
• Think visually.
• Some things to keep in mind:
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Communicators are people, too. 
Please be patient!
Every person I know well in our departments really likes his/her job.
That doesn’t mean we don’t appreciate people who make them easier!
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Share stories. Share 10 stories. Even if only one has merit, that’s one story that may gain you or our students attention.
Sharing 10 and having one viable one is better than not sharing at all!

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