Telling multimedia research stories Vanderbilt University News
and Communications May 20, 2014
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Public Affairs at Vanderbilt Unified across university and
medical center Comprehensive, in-house public affairs firm
Responsible for reputation management locally, nationally and
globally
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Overview News and Communications produces and manages: Media
relations, media training, media tracking Video Web communications
Social media Publications Communication planning Internal
communications Issues management Partners closely with school and
college communicators, Development and Alumni Relations,
Undergraduate Admissions, Human Relations and other campus
constituents
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Media landscape 50 percent of public now cites Internet as main
source of national and international news. 71 percent of 18-29 year
olds cite Internet as main source of news Social media is now
primary source of news for 19 percent of Americans, double what it
was in 2010 50 percent of Americans own a smart phone or tablet, of
those who do, 66 percent get their news on these devices Pew
Research Center for People and the Press (July 2013)
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Overall Content and News Goals Strengthen public perception of
Vanderbilts research enterprise Promote and protect the Vanderbilt
brand Elevate national and international profile Provide exposure
and promotion for faculty Vanderbilt community engagement and
pride
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Mining Our Experts Monitor daily news for opportunities Promote
our experts online Prepare tipsheets in response to breaking news
and anticipated events Re-use existing content to take advantage of
the news of the day
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Vanderbilt News Online Vanderbilt Homepage RSS Engineering
website University news website Research news website MyVU website
Facebook Twitter YouTube
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One Story, Many Platforms Homepage News website Employee
website Research website E-newsletters Facebook Twitter YouTube
Instagram Magazines
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Research News @ Vanderbilt Multidisciplinary, multimedia
website promoting Vanderbilt research 667,752 unique visitors over
past 12 months Represents ~40 percent of all traffic to Vanderbilt
news-oriented content
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Anatomy of an Interactive Release Short headline Original
photography Infographics Illustrations Easy sharing Tagged by topic
Embedded video Links throughout Comments Contact information!
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Stories: Why Vanderbilt, top priorities Platform: Homepage
Audience: Potential students, internal Voice: Relatively formal,
more marketing driven Stories: The heart of the institution
Platform: Facebook Audience: Alumni, parents, internal, prospective
students Voice: Friendly, lighthearted, responsive Stories:
Breaking news, customer service, attaboys Platform: Twitter
Audience: Media, alumni, current students, athletics, subject
matter enthusiasts Voice: Pithy, direct, cheerful Strategy = Story
+ Platform + Audience+ Voice
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Tools we use OmniUpdate for content management WordPress for
news content management and HTML email generation HootSuite for
Twitter and Facebook monitoring and Twitter posting Sysomos for
social media conversation monitoring Flickr for photo galleries and
photo sharing Disqus to manage WordPress comments Storify to curate
content around events ExactTarget for email distribution Feedburner
to generate branded daily email news releases from RSS feed
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Vanderbilt Video 13
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Video Production Research Videos (VNRs & Soundbites) News
Releases/Videos Regular Newscast VUStar 24/7 Studio 14
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Example: Robot helps train children with autism 15
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Preparing the Researcher Media training Video taping Pitch
Coordinate interviews 17
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Examples Are gifted children getting lost in the shuffle? Math
being taught to kindergarteners is old news 18
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Contact Us www.vanderbilt.edu news.vanderbilt.edu
facebook.com/vanderbilt @vanderbiltu 615-322-NEWS
[email protected]