The role of media relations refers to facilitating coverage in news media, such as articles or broadcast news stories, about Norwich programs, students, faculty or staff. Any Norwich person contacted to comment on a Norwich story must coordinate with the Office of Communications. Media relations also gives support to any faculty or staff member asked to give an interview on their area of expertise. This role also includes broadcasting university news, business and events to students, faculty and staff through my.norwich.edu and mass email.
This generate awareness and recognition and promote the Norwich brand. Media of all varieties – print, online, TV, radio, or social media – reinforces marketing messages and activities and creates influence to our varied audiences.
Whether student, faculty, staff or alumni, if you are a spokesperson and messenger of the Norwich story, we are here to help with practical tips and proven expertise.
What We Do
- Work with you on press/news releases
- Support you in creation of a media communication strategy for your event or project.
- Provide PR/media training.
- Help you submit your event to all Vermont online community calendars (see note about lead time below).
- Post announcements on my.norwich.edu to share university information with the community.
- Send mass emails to provide critical university information with the community.
- Crisis Communications
How do I….
- get a press release sent out for a new initiative my department has created?
Send all available details about your event/initiative to Daphne Larkin. Include the basic information, such as who/what/where, and include an accompanying photo or headshot if applicable. If you need assistance writing the release, be sure to contact Daphne with as much lead time as possible so that she can advise you.
- get media coverage of an event?
Contact Daphne as early as possible in the planning stages of your event. She can assist you in identifying a media outreach strategy, and help you determine your message and “pitch” your event to local media. Remember, you will need to demonstrate to journalists why your event is news.
- get an announcement posted on my.norwich.edu?
Send the who/what/when/where/why and how information about your announcement to email@example.com. Announcements must be related to university news, business or events. Announcements can be targeted to the entire Norwich community, all students, faculty or employees. Announcements stay posted for a maximum of two weeks, however, announcements may be reposted for an additional two weeks if necessary.
- get an email sent out to students, faculty or staff?
To request a mass email, please email firstname.lastname@example.org. Mass email is reserved solely for events and circumstances that significantly impact the Norwich community. This is to ensure this communication vehicle remains effective and is not viewed as “spam.” Mass email is reserved for the following types of information:
- Presidential messages
- Notification of circumstances that affect campus operations
- Final reminders on impending deadlines that affect student standing or employee benefits.
- Invitations and announcements to campus events of statewide or national significance
- Episodic newsletters.
- Media Relations is responsible for facilitating hometown news releases of each semester’s dean’s list and each year’s graduates. Norwich contracts with a service to send announcements to hometown news publications (both print and online) according to a student’s zip code. The service typically sends an announcement to several publications associated with that zip code. Sometimes the announcement will not appear in the family’s preferred publication. This can occur for a number of reasons.The OC is happy to re-send an announcement to a preferred publication upon request.
- Media Relations assists and trains Norwich faculty or staff who have been approached by media for interviews. In fact, if you have been approached to give an interview, Daphne needs to be aware.
- Norwich University has a policy regarding Media Contact, Administrative Memorandum 12, that requires faculty and staff to keep the Office of Communications informed of media requests, and tasks Daphne with serving as a university POC to media.
- Norwich University has guidelines for posting announcements and sending mass emails. This information can be found on the Policies and Reports page or on the Help page on my.norwich.edu.
- The Office of Communications works within an established editorial calendar as part of overall university communication strategy. Rarely can we write an article, editorial, or newsletter column for you.
- The Office of Communications maintains relationships with vetted freelance writers and editors. If your project requires a writer or an editor, we will connect you with a preferred vendor and help you receive the best price. Note: Your office is responsible for the expense.
Lead times required for media relations can vary greatly. A good rule is to give 4 weeks advance notice to allow Daphne and Tanya as much time as possible to assist in maximizing exposure. However, you should plan to keep them aware of events or projects that come through last-minute, too. Announcement and mass email requests must be made at least two business days before you would like it sent out. If the request is last-minute, please note that the information is time sensitive and mark your request as important.
Norwich has a Youtube Channel, NU Tube, and a Podbean channel where you can watch videos or listen to podcasts that showcase programs and initiatives around campus. If you encounter an online or social media platform that you found interesting, let the Office of Communications know. They are always looking at emerging tools and trends.