Get Ink. Creating awareness is the first step in any successful marketing campaign. (Marketing).

There is a wonderful line from Harry Beckwith in Selling the Invisible [Warner Books, Inc., 1997] in which he poses the question: There are several mountains in the Alps that are higher than the Matterhorn. Can you name any? He concludes, "Get ink!"

Beckwith is saying that it is not the biggest or the tallest that is automatically the best known. Rather, it is the one that takes the time, has the foresight, and is willing to invest the resources in getting exposure, or "ink." Of course, with today's electronic media, "ink" might include a mention on MSNBC, espn.com, or the nightly news, and not just a mention in the local trib.

Regardless of the media chosen, the message is this: Savvy schools, recognizing the need to create awareness as a fundamental first step in any brand marketing strategy, know that media relations is a critical tool in their marketing and communications toolbox.

But before we discuss the central components of a media relations effort, we should first define the term. Essentially, media relations involves courting the media or responding to media requests, for the purpose of increasing exposure through news stories and events.

MORE--OR LESS--THAN YOU BARGAINED FOR

Why is a media relations program is important? Fundamentally, it involves the issue of credibility. Even the best, most sophisticated advertising suffers from a critical shortcoming: It is paid media, and ultimately self-serving. In an ad, you can pretty much say whatever you want about yourself. Media exposure, on the other hand, is unpaid exposure, and is validated by the media outlet itself. An article about a college in The New York Times carries the imprimatur of that venerable publication.

It is important to keep in mind, however, that while there is great benefit in having a story (or even a mention in a story) running on ESPN (for instance), there is also an element of risk. With an ad, you totally control the message. With unpaid media, you do not. You have traded control for believability.

Roberto Fabricio, director of Communications at Miami Dade Community College, says, "A media hit recognizing your institution validates from a neutral and objective source the value of an institution in a way that no amount of advertising can ever achieve." He adds, "We recently spent $100,000 on advertising for our new honors college. The ads were very well received. But an article on the honors college that ran in The Miami Herald beat all of the advertising, hands down." He noted that the advertising "with the media placement was a double whammy for us, and really reinforced some key messages." Fabricio rightly concludes, "You cannot have an effective marketing communication strategy without an effective media relations strategy."

Now, let's examine the mindset involved in a successful media relations program. At its core, media relations is like courting. You need to develop a personal relationship with members of the press, in order for your efforts to be successful In other words, you need to spend time. Ray Jones of Media Ink Communications (www.good-press.com) says a media specialist must be thoroughly familiar with his targeted media, their personnel, and perceived constituencies. That familiarity comes from doing homework and taking time for personal visits and active cultivation.

How important are these personal relationships? Critical, says Keith Moore of Keith Moore Associates (www.keithmooreassociates.com). So important, in fact, that each summer in Philadelphia, Moore sponsors an annual "How Colleges Can Obtain National (and Regional) Publicity" conference, during which college and university media relations staff can mingle with reporters, editors, and other media reps who cover higher education. An important goal of the meeting: To meet and mingle. Says one participant at a recent conference, "I came for one reason: face time. I wanted the writers and editors I met to know me so that the next time I pitched a story, they would remember that we had met, that I knew my business, and that I could be counted on."

One communications specialist interviewed for this story summed it up with, "People who teach sales training seminars are fond of the old axiom: 'All things being equal, friends buy from friends" There is an exact parallel in the world of media relations: 'All things being equal, reporters buy story ideas from friends'. In this case, the media's definition of a 'friend' is a media coordinator who has an objective mind, regularly demonstrates reliable news judgment, and has a steady track record of cooperation."

This kind of courtship requires a long-term commitment. In most cases, there will not be immediate payoff, so senior administrators--especially college and university presidents--must remain committed. Frank Dobisky of the firm Dobisky Associates (www.dobisky.com) stresses that the president must buy into the effort, and that without his or her support, the institution will likely not commit the long-term resources that are required. "The president needs to have an understanding of media relations, and a vision for how it can help serve the university and its strategic plan. Without that vision, it will be difficult to maintain that long-term commitment."

Surprisingly, this commitment is not found only at flagship institutions. In fact, says Moore, the College of the Ozarks (NO) and Warren Wilson College (SC) have two exceptional outreach efforts. Both are institutions that have established unique positions in the marketplace as work colleges. Their story is evergreen; in other words, it is always of interest to the media and its readers, viewers, and listeners. Moore goes on, "The reporters I've asked say that the best media relations programs typically come from 'wannabe' institutions--institutions that try harder, put more irons in the fire, strive more diligently to cultivate the media, organize and plan their issues, and get extraordinary results."

EYES ON THE PRIZE 

Next, a successful media relations program involves focus and restraint. While ale colleges and universities have stories to tell, colleges and universities with strong media relations efforts focus their resources, and work hard to develop only the most important stories--the stories most likely to be picked up by regional, or even national, media.

There is another element to focus that involves paring away nonessential duties. Says Media Ink's Jones, many institutions roll out their national media relations program with a crash of drum-rolls and a flash of light. Then they bog down the new specialist with hometowners and event calendars. Because media coordinators come with writing skill, they are often co-opted into scripting Rotary Club speeches, alumni news briefs, and routine thank-you notes. Jones believes that this is a gross misappropriation of talent. It's like paying big money for a thoroughbred racehorse and then using that animal to give pony rides at a church picnic. He sums up, "If you're going to invest in a good racehorse, enter that steed in a sweepstakes and let it run."

Also, understand that you must demonstrate credibility to the media before they will trust you. Says Dobisky, media relations means not only the ability to pitch a story to the press but also to maintain credible relations with your local and regional media, particularly in a crisis. He notes, "Often the media gets a measure of an institution's character in how it performs during a crisis. Good performance during a crisis often leads to better relations with the media when things are calmer. A level of trust develops that can carry an institution a long way in building a bridge to important media reps."

Finally, remember that it is what happens after the story runs, that is often most important. Says Dobisky, "I know of schools that have sent out copies of important stories that ran in national publications to thousands of people it wanted to influence. The institution didn't rely on the people it wanted to reach having seen the story the day it appeared."

Martha Harris, senior VP, University Relations at the University of Southern California, knows how important it is to merchandise media exposure. In 1999, USC was named the Time Magazine-Princeton Review College of the Year. As part of the honor, USC was featured in an extensive Time cover article that chronicled the dramatic rise in USC's stature and prestige in the academic community. Harris says, "We shamelessly exploited the honor we received from Time, distributing half a million copies of the reprint to our closest friends. We reached millions more when we incorporated a mention of the recognition in the on-air ID for our public radio station, KUSC, during a year-long promotion."

Dobisky takes it further: "I know of cases where research stories have led to venture capitalists calling the university, interested in taking a project to the marketplace. I know of cases where stories have triggered spontaneous contributions or gifts." He concludes, "I do know this: without any media relations, the chances are sharply reduced for making any kind of significant impression to launch a major fundraising campaign, attract students, recruit faculty, or impress alumni."

RELATED ARTICLE: Your keys to a successful media relations program.

* Empower a capable, motivated, and experienced communications professional who understands the rules of the game. Former editors or reporters often possess an ideal skill mix and will likely have invaluable contracts.

* Give that individual time to develop personal relationships with key media as well as time to scout out stories.

* Understand that the media decide what news is--not you. If they don't immediately "get" it, they will likely never cover it.

* Recognize that sometimes, you have to give before you can get. By making yourself available to help reporters with their stories, you are often in a stronger position to ask them to help you with yours.

* Know that the story is what matters. If it is truly a great story, the media will come. Spend time developing the story that will attract media and not so much time trying to attract the media to a dog story.

* Understand that it is what happens after the story runs that is often most important.

Robert Sevier is o senior vice president of Stamats Communications (www.stamats.com); his new book, Building a Brand That Matters, is available from Strategy Publishing at www.strategypublishing.com.