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OHIO sees major gains in quality and quantity of media placements


According to the 2011 annual report "Ohio University in the Media," more people than ever before are hearing about OHIO thanks to the efforts of the University Communications and Marketing External Relations team.

The University saw 10,951 media placements in 2011, a 20 percent increase over 2010. Of those placements, 9,770 were either positive or balanced in tone, a 20 percent increase over last year's numbers as well.

"These numbers represent a tremendous effort on the part of the External Communications team to tell Ohio University's story to the world," said Executive Director of University Communications and Marketing Renea Morris. "Thanks to their focus, creativity and persistence, people across the globe have a chance to see the groundbreaking research and life-changing educational opportunities at OHIO."

Examples of 2011 balanced and positive stories included topics such as the awarding of the Russ Prize, the University's drug research and development success, and the Marching 110's viral video performance of pop group LMFAO's "Party Rock Anthem."

Ohio University also saw the second-highest share of coverage for similar state institutions of higher learning, second only to Ohio State.

A few of the outlets that covered OHIO in 2011 include the Columbus Dispatch, ESPN, MSNBC.com, USA Today, The Daily Telegraph Australia, Yahoo! News and Fox Business Network.

"The University is an ever-changing place where news is being made every day," said Director of Marketing and External Communications Kelley Finan. "Our job is making sure those stories are told to the widest audience possible. We achieve this through constantly pitching our experts and newsworthy topics to national and global media outlets. We urge the University community to continue letting us know newsworthy topics, events and people -- we want to help them get those stories told."

OHIO pitched 76 experts to the media last year, resulting in 109 placements in national and worldwide outlets. Examples of national and international news outlets featuring the University's research and the experts behind it in 2011 include NPR, Christian Science Monitor, Inside Higher Ed, History News Network, CBS Tech, WebMD, Biofuels Digest, and Indian Express..

"While it is important that OHIO is seen in the traditional media, we've also made strides in social media," said Finan. "We work to keep our social media relevant, timely and newsworthy so that we can continue to engage our many important nonmedia audiences. Our new online newsroom and special Twitter account for journalists have helped us reach out to the media even more this past year."

Gains were seen across the board with OHIO's social media presence. The University's official Facebook page had 30,740 fans at the end of 2011, a 28 percent increase over last year's number of fans. The University has 16,306 Twitter followers, a rise of 39 percent, and OHIO's YouTube channel had 96,590 views last year, a 28 percent increase.

"Ohio University has been helping students realize their promise for more than 200 years, and our External Communications team is doing an excellent job in raising the national profile of the University by spreading the word about that promise every day," said Morris.

The "OHIO in the Media" report is available here (PDF).