Within the evolving landscape of higher education, marketing teams play a pivotal role in promoting their institutions by shaping the brand’s narrative and engaging with a wide range of audiences. These teams are often responsible for many tasks, from crafting external messaging to managing social media presence, creating campus materials, and supporting administrative functions. The demands are high, and the stakes, sometimes, are even higher. As a result, public relations initiatives frequently take a backseat, grappling to garner the attention and resources they merit, particularly as marketing teams contend with time and resource constraints. However, it doesn’t have to be that way! Marketing teams can leverage communication agencies to avoid potential team burnout and ensure their institution leverages the power of public relations.
The Unseen Challenge: Public Relations on a Time Constraint
To ensure a seamless operation, higher education PR and marketing teams are tasked with many responsibilities that contribute to the overall success of their institution. For example, external messaging must be carefully crafted to appeal to prospective students, parents, alums and even potential donors, while social media platforms are utilized to connect with the younger demographic and maintain an active online presence. Admissions and marketing teams also curate campus materials, ranging from brochures to virtual tours, that are meticulously designed to showcase the institution’s strengths. These teams also provide essential support to administrative functions and other campus departments, oftentimes rendering their resources for public relations efforts ineffective.
This lack of attention to public relations allows their institutions’ accomplishments, initiatives, and unique offerings to remain unseen by their target audiences. Though some teams believe they can go without public relations and media relations campaigns, they are wrong.
Communications agencies bring a wealth of experience, industry knowledge and understanding of the unique challenges faced by educational institutions. By collaborating with such agencies, marketing teams can offload some of their burdens and refocus their efforts on other responsibilities.
Crafting Your Institution’s Compelling Story
In order to receive the attention needed to build and maintain a positive public image, institutions need to execute media relations strategies properly so they can connect with target audiences on a deeper level. A steady stream of positive stories reiterating your institution’s unique market position will profoundly impact your reputation and influence potential stakeholders. Third-party media coverage adds credibility to an institution that cannot be earned through internal copywriting and website traffic.
Credibility extends beyond articulating an institution’s mission; it is intricately linked to showcasing the unique individuals who already live out this mission on their campus. These diverse tapestries of personality, skills and perspective allow target audiences to picture their life at an institution. By highlighting these stories, achievements and unique voices, institutions can foster a sense of trust and connection among their stakeholders that only third-party media coverage can properly capture. Communications agencies, such as AKCG – Public Relations Counselors, leverage their connections with media markets and deep understanding of what stories resonate to increase their client’s credibility and showcase their institution uniquely.
Leveraging Communications Agencies for Public Relations Strategies
AKCG – Public Relations Counselors is a specialized agency that offers a range of services designed specifically for the higher education sector. From crafting compelling press releases to organizing targeted media outreach campaigns, we help institutions break through the noise and make a lasting impact.
To learn more about AKCG – Public Relations Counselors work with Higher Education, visit www.akcg.com/industries/higher-education.
