June 24, 2017

Helping PR pros make smarter decisions

The ABC’s of Media Monitoring for Schools and Universities

The ABC’s of Media Monitoring for Schools and Universities

I recently realized that I have attended or worked for four different institutes of higher learning and spent nearly six years in dormitories. Academic organizations are somewhat unusual in that they serve both public and private functions in society, as well as garnering resources from both public and private funds. This got me to thinking about the ways that preparatory schools, colleges, and universities can utilize media monitoring to gather actionable information to assist in these pursuits.

Here are a few ideas:

A – Alumnae relations

B – Board members

C – College name

D – Departments and department chairs

E – Educational trends or Emeriti

F – Faculty

G – Groups on campus

H – Hospital affiliations

I – Incidental mentions

J – Journalists writing about academic issues

K – Key donors

L – Legislation that may affect student loans

M – Municipal tax issues

N – Names of key legislators

O – Other alternative names for the school or its students

P – Planning events

Q – Questionable mentions in social media

R – Reaching out to former students and parents

S – Students traveling abroad

T – Tracking paid marketing efforts

U – Universities in the same tier – the competition

V – Visiting dignitaries or speakers

W – Working groups or other public/private partnerships

X – Exchange programs

Y – Young athletes for recruitment

Z – Zoning issues in the surrounding community

I hope this gives you some ideas on how your school can use media monitoring to enhance your programs and day-to-day operations.

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