Agenda. 5. Informational Item(s) A. Public/Media Relations Office Expansion and Improvement Plans, Campuses

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1 Public Relations Committee (Following the Legislative Committee) Friday, April 20, nd Floor, J.S. Clark Administration Building Southern University Baton Rouge Agenda 1. Call to Order 2. Roll Call 3. Adoption of the Agenda 4. Public Comments 5. Informational Item(s) A. Public/Media Relations Office Expansion and Improvement Plans, Campuses 6. Other Business 7. Adjournment Committee Members Mr. Achilles Williams, Chair; Mr. Chris Jackson, Vice Chair; Atty. Tony M. Clayton; Mr. Murphy Nash, Jr.; Mrs. Lea P. Montgomery; Mr. Johnny G. Anderson, Ex-Officio

2 SOUTHERN UNIVERSITY AND A&M J.S. CLARK ADMINISTRATIONBUILDING BATON ROUGE, LOUISIANA70813 Public Relations Item SA COLLEGE SYSTEM Office of the President (225) March 23,2007 Fax Number: (225) Honorable Johnny G. Anderson Chainnan Board of Supervisors Southern University and A&M College System Baton Rouge, Louisiana Dear Mr. Anderson: Per your request is information received from each campus requesting plans for Public Relations and Media Relation office expansion and improvement. RS/n If we can be of further assistance, please infonn. Sincerely, ~.,..., ~' FC /'".,. (, " '. ",",.'~' 'i-i" \ j,y...j1,. RalphSlau er, Ph.., cp.~. "- President (\ \ Southern University System " J "An Equal Educational Opportunity Institution"

3 SOUTHERN UNIVERSITY AT NEW ORLEANS PUBLICI MEDIA RELATIONS' OFFICE EXPANSION AND IMPROVEMENT PLAN MARCH 2007 Prior to Hurricane Katrina, Public/Media Relations at Southern University at New Orleans was low-key to average. We had not formed required partnerships with public/media relations individuals with major media outlets to make a difference in the dissemination of news from the campus. However, post-katrina, our public/media relations have improved tremendously. We can attribute the following factors to the increased relations and actual publication of released information:. Hiring of the System's public/media relations group. Campus hiring of veteran public/media relations individual. Consistent release of news about activities/events occurring on campus. Professional relationships and cultivation of relationships with media outlets and individuals. Increased local, national and international interest in the recovery of the campus Even though the relationships and publication of information have improved, everything sent to the media is not published or covered via radio and or television. In reference to the appropriate public/media relations staffing for our campus, ideally, a campus our size should include the following positions: I) Senior Writer 2) Publications Coordinator/Graphic Designer 3) Public/Media Relations Coordinator It is our plan to hire a full-time Public Relations Coordinator by September 2007 to meet our continued needs in that area. Further, a contracted Publications Consultant will be on board by May 15, 2007 to meet the needs of producing university brochures and magazines. We will also upgrade the positions of Electronic Digital Specialist and Editorial Graphics Coordinator to assist in the production of same. The position upgrades will also be completed by May 15,2007. With an increased staffing in the public/media relations area, the Southern University at New Orleans story will have a further consistent outreach beyond its current boundaries. It is expected that these strategies will impact our enrollment, university fundraising and overall image of the university.

4 Southern University Law Center Plans for Increased Public Relations and Communication In the next six months, the Southern University Law Center plans to augment its public relations/communications program with the hiring of a publications coordinator. This new position will provide additional professional staff for internal and external communication outreach with the goal of increasing our capacity to tell the Law Center story and communicate our successes to our constituency. The publications coordinator will participate in a variety of editorial and preproduction activities required in preparing Reflections magazine and in submitting articles to the SU System Magazine and other external educational, legal, and mass media publications; develop and/or prepare various Law Center publications and printed materials and provide general editorial assistance to the Law Center, under the director and supervision of our Director of Publications and Electronic Media. Duties of the Job 1. Writes routine copy, does layout, designs and produces brochures, newsletters, posters, advertisements, and departmental publications using desktop publishing software and graphics. 2. Operates all standard publications office equipment. 3. Responds to inquiries from Law Center internal publics and the external community regarding publications and related events. 4. Enters data and maintains a database and publications filing system. 5. Prepares contracts for promotional activities and sets up related displays. 6. May act as a liaison for supervisor. The Law Center may assign reasonably related additional duties to individual employee consistent with policy and skill set.

5 - n--- Plans for Establishing Media and Public Relations Operation at SUBR We plan to establish a Communications Center at SUBR in July This center will consist of the following: 1. Director of Center - To be hired This person will have public relations expertise. 2. Media Relations Specialist - To be hired. 3. Publications Office - Already staffed. 4. Mass Communications Department (selected faculty and graduate students will assist in the operations of this new unit.)

6 SOUTHERN UNIVERSITY at SHREVEPORT :Mar~ting Campaign Strategic p[an Introduction The purpose of establishing a marketing campaign strategic plan is to:. Increase the flow ofresources i.e., media attention, enrollment, student diversity, public & private funding, alumni support and research dollars. Strengthen bonds with administration, faculty, staff, students and alumni Why?. Validate SUSLA's contribution to the community, students, business and government. Increase awareness; create a positive identity and image of the University which will in turn add value and credibility to SUSLA and its programs Research and Overview of Market Pierre Principal a public relations consulting firm contracted by the Southern University System, conducted research on the perception ofthe System and its universities. According to Pierre Principal, the over all perception of SUSLA was it gives students a chance to attend college and offers good programs. To most effectively and efficiently maximize the budget, the majority of promotional efforts will focus on year round marketing of academic programs, student life and campus development. The primary media used will target groups most likely to attended SUSLA, and have the greatest economic and enrollment impact. According to data provided by the Office of Institutional Research, black females account for the largest percentage of students at SUSLA. - 1-

7 Marketing Tactics: External Sources - marketing resource tools to support image awareness to the public:. Television / Billboards will be the main source campaign. Print - Local newspaper and magazine ads will be timed seasonally in our local market. Website -Online Marketing. Radio - During registration periods, highlight promotional events. SUSLA News Publication InternalSources-marketing resource tools to reinforce message to faculty, staff, students and visitors:. Website. SUSLA News Publication. Jaguar Speaks Publication. DVD for recruitment and development presentations. SUSLA memorabilia. AXISTV Monitors. Marque. Coordinate campus events or work in conjunction with annual campus events to give away promotional materials, i.e., key chains, t-shirts, bumper stickers, organizers, etc. Communications/Public Relations Strategies:. Increase emphasis on reaching local and national publications and television networks, as well as online college sites.. Capitalize on opporturiities with niche publications, networks and audiences. Develop media kits and other press materials. Monitor other university press materials in an effort to make SUSLA's publicity materials more innovative, user-friendly and comprehensive. Continue to support and enhance the University's website and online communications/marketing initiatives. Increase emphasis on promoting academic offerings. Develop more feature stories. Develop a directory of experts for media availability and public speaking Communications/PR Campaign Tactics:. Continue to update media list. Do a media audit to identify local and national newspapers, magazines, television networks and websites. Outreach to independent cable TV production companies. Utilize University equipment and personnel. Identify persons in each Division to update and develop site content as needed for website. Produce and post a 1-2 minute video of the University's highlights limited to academics, program offerings, student life - 3 -

8 -- u-..- d- - Performance Indicators:. Increased enrollment (evaluate student enrollment numbers per semester). Student retention. Number of press release. Number of ads per semester. Increased media coverage by local and national media outlets. Number of internal marketing activities to motivate faculty, staff and students Critical Needs A critical component of effectively carrying out goals and objectives set forth in the strategic marketing plan is increased personnel to assistwith multiplefacetsof marketingand public relations. Administrative Assistant. Communications Specialist Submitted by, Michelle Coxen, Coordinator Office of Media and Public Relations - 5 -

9 Southern University Ag Center Public Relations and Media Relations Status Report The Southern University Ag Center houses its media and public relations in the Office of Technology and Communications Services (OTCS). The director of OTCS manages a communications coordinator, communications specialist, graphic design specialist, video production specialist, network administrator, and research associate for technology services. Although it has a communications function and works intricately with the OTCS, the public relations specialist position is managed by the Office of the Chancellor. Since its inception, OTCS' s primary function is technology support and communications production for the faculty and staff of the Center. More than 120 faculty and staff whose communications, public relations, and media relations needs are supported through the office of technology. The Ag Center has created the Southwest Center for Rural Initiatives (with a 10-parish reach) and has completely adopted the five parishes of the Center for Rural and Small Business Development who also has specific branding and communications needs that are met by the Office of Technology and Communications Services. Much activity is going on at the Ag Center that puts Southern University in a positive light in state and local media from television and radio to newspapers and magazine coverage. The major challenge continues to be meeting the demands placed on our team from other entitles within the Southern University System. The existing communications team (graphic design specialist, communications specialist, and communications coordinator) has been strategically streamlined to maintain a public presence through state media, by diving the critical responsibilities and tasks. The team has administered and garnered inclusion/coverage in more than fifty print and broadcast media outlets in the past six months. These include: 1. Community and Faith-based Leadership Development Conference (Sept. 06). The Advocate. Around Town Show. Metro 21 calendar WPFC. 225 Magazine website calendar The Southern Digest 1560 AM (Pointe Coupee) AM WXOK. KAYT 88.3 (Alexandria). 94.9FMWTQT FMKQXL. The Baton Rouge Weekly Press. Louisiana Weekly (New Orleans) Hallelujah FM (New Orleans). Faith and Soul Magazine (Lafayette) PageI I

10 .-. n n.n.. Multiple church bulletins and newsletters 2. Annual Rabbit Show (Dec. 06) This Week in Louisiana Agriculture (statewide television show) The Advocate Front page Metro section The advocate teen page brief. Youth calendar wh1m--'.2theadvocate.com Baton Rouge Parent magazine 3. Southwest Center for Rural Initiatives (Sept March 07). Daily World, 6 releases has been written to garner 9 stories on various activities. The Drum (Hammond and Baton Rouge), Front page feature. Southern University System Magazine feature 4. Family and Human Development: Parenting Classes (Aug. 06). Plaquemine Post. Q106.5 FM. Max 94.1FM. Ascension Citizen 5. Center for Rural and Small Business Development: Small Business Procurement Conference (Feb 07). KAYT 88.3 FM (Alexandria). Cassandra Lang Show (Baton Rouge). 106FM - G-Factor Sunday show. The Advocate Business section. The Louisiana Weekly (New Orleans). Baton Rouge Weekly Press. The Drum (Hammond and Baton Rouge). Metro 21 Calendar. Southern Digest AM Heaven 6. Ag Center Feature interview of Chancellor Williams with This Week in Louisiana Agriculture (statewide show) - Fall Annual Southern University Ag Center Livestock Show - March 07. The Advocate Teen page. The Drum. Events calendar 2theadvocate.com. The Town Talk (Alexandria). KAYT 88.3 FM (Alexandria). The Baton Rouge Weekly Press. BR Parents Magazine. Natchitoches Times Page I 2

11 . This Week in Louisiana Agriculture interview of Dr. Renita Marshall, livestock show director The team has also established relationships with the Louisiana Farm Bureau's This Week in Louisiana Agriculture (statewide television program), Louisiana Farm and Ranch magazine, Minority Landowner magazine, South USA Internet Radio, Hometown Productions, the Louisiana Broadcasters Association, the Louisiana Network, the Louisiana Black Publishers Association, USDA media relations, and Goat Rancher magazine. Page I 3