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OHIO sees increase in media placements

University Communications and Marketing (UCM) has released its annual media report and the results are positive.

The report quantifies and analyzes 2010 numbers relating to Ohio University in a number of media formats from January through December.

"The primary goal of University Communications and Marketing is to support the University’s vision of being the nation’s best transformative learning community,” said Renea Morris, executive director of University Communications and Marketing. “We do this by showcasing student, faculty, staff and alumni achievements through all of the channels available to us, including internal communications, public relations, marketing, and social networks. Everything we do is with our mission in mind, from communication strategies to creative execution.”

According to the report, “During 2010, Ohio University received 8,714 media placements. A media placement is the mention of Ohio University on radio, TV or print outlets. Of that number, 5,444 were balanced in tone, 2,323 were positive and 947 were negative.”

Those numbers represent a lot of work from UCM’s external relations team.

“A primary objective of the media relations department is to raise the national profile of the University by telling the stories of faculty, staff and student achievements,” said Kelley Finan, senior manager of external relations. “One of our strategies is to proactively pitch our news and subject-matter experts to a variety of media. We are proud of our efforts to date and thank the many faculty and staff that have helped us in our efforts. We are in the process of putting our expert database online, which will make it even easier for media to find Ohio University experts for sources their stories.”

This represents a 12 percent increase in the overall number of media placements. The positive and balanced news coverage increased 18 percent. And, the University’s “share of voice” among similar state institutions was second to only Ohio State.

“Share of voice refers to the volume of news stories about Ohio University in relation to the volume of news stories received by a specific set of other universities in Ohio,” explained Morris. “Those universities are outlined in the report.”

These positive media mentions are due, in large part, to the hard work of UCM’s external relations team. The team distributed 274 press releases last year.

The external relations team’s project to pitch faculty research to the media resulted in 104 placements.

Among the highlighted mentions in the media report are:

  • The Associated Press, “Special graduations set 40 years after Kent State”
  • Modern Ghana, “Ohio University President visits Volta Region”
  • Science Daily, “Dinosaurs significantly taller than previously thought”
  • National Geographic, “Pre-historic croc was mammal-like”
  • Philanthropy Journal, “Ohio University gets $28 million”
    • Similar stories ran in many other outlets, including Columbus Dispatch, Jacksonville Business Journal, San Francisco Business Times, and many others.

UCM has also been tracking the University’s position in social media. Last year, Ohio University’s Facebook page’s number of fans jumped 45 percent. The University currently has more than 23,000 fans on Facebook.

The University’s YouTube page also saw exponential growth, with the audience expanding by approximately 46 percent accounting for 69,470 video views.

UCM also achieved a personal social media goal; reaching more than 10,000 followers on Twitter. This was an increase of approximately 36 percent over last year’s number of followers.

The full annual media report can be downloaded here (PDF).