An article described how the Johnson School at Cornell has hired an agency to help with media outreach. What I found interesting is that the internal PR of the school will still have many responsibilities.
The most eye-catching of the article was the explanation of the current opportunity the school's faculty and staff find themselves in:
"The ongoing financial turmoil has provided the school's faculty and experts a unique opportunity for appearances in the financial media, Lamb added. 'The Johnson School has been a very valuable resource for the media to comment on what is going on, the packages that Congress is acting on, and those sorts of things,' he said, adding that the university's internal PR staff is handling media training for Cornell officials."
This is great positioning but I am surprised that the internal staff is focusing on the training. The school, according to the article, use to use a LA based firm. I agree with the school's rep that switching to a firm closer to the school itself is an excellent idea.
I'm still curious about the process of choosing an agency, as I have discussed before.
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