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Telling multimedia research storiesVanderbilt University News and CommunicationsMay 20, 2014

Public Affairs at VanderbiltUnified across university and medical center

Comprehensive, in-house public affairs firm

Responsible for reputation management locally, nationally and globallyOverviewNews and Communications produces and manages:Media relations, media training, media trackingVideoWeb communicationsSocial mediaPublicationsCommunication planningInternal communicationsIssues management

Partners closely with school and college communicators, Development and Alumni Relations, Undergraduate Admissions, Human Relations and other campus constituents

Media landscape50 percent of public now cites Internet as main source of national and international news. 71 percent of 18-29 year olds cite Internet as main source of news

Social media is now primary source of news for 19 percent of Americans, double what it was in 2010

50 percent of Americans own a smart phone or tablet, of those who do, 66 percent get their news on these devices

Pew Research Center for People and the Press (July 2013)

Overall Content and News GoalsStrengthen public perception of Vanderbilts research enterprisePromote and protect the Vanderbilt brandElevate national and international profileProvide exposure and promotion for facultyVanderbilt community engagement and pride

Mining Our ExpertsMonitor daily news for opportunities

Promote our experts online

Prepare tipsheets in response to breaking news and anticipated events

Re-use existing content to take advantage of the news of the day

Vanderbilt News OnlineVanderbilt HomepageRSSEngineering websiteUniversity news websiteResearch news websiteMyVU websiteFacebookTwitterYouTube

One Story, Many PlatformsHomepageNews websiteEmployee websiteResearch websiteE-newslettersFacebookTwitterYouTubeInstagramMagazines

Research News @ VanderbiltMultidisciplinary, multimedia website promoting Vanderbilt research

667,752 unique visitors over past 12 months

Represents ~40 percent of all traffic to Vanderbilt news-oriented content

Anatomy of an Interactive ReleaseShort headlineOriginal photographyInfographicsIllustrationsEasy sharingTagged by topicEmbedded videoLinks throughoutCommentsContact information!

Stories: Why Vanderbilt, top prioritiesPlatform: HomepageAudience: Potential students, internalVoice: Relatively formal, more marketing driven

Stories: The heart of the institutionPlatform: Facebook Audience: Alumni, parents, internal, prospective studentsVoice: Friendly, lighthearted, responsive

Stories: Breaking news, customer service, attaboysPlatform: TwitterAudience: Media, alumni, current students, athletics, subject matter enthusiastsVoice: Pithy, direct, cheerfulStrategy = Story + Platform + Audience+ VoiceTools we useOmniUpdate for content managementWordPress for news content management and HTML email generationHootSuite for Twitter and Facebook monitoring and Twitter postingSysomos for social media conversation monitoringFlickr for photo galleries and photo sharingDisqus to manage WordPress commentsStorify to curate content around eventsExactTarget for email distributionFeedburner to generate branded daily email news releases from RSS feed

Vanderbilt Video

13Video ProductionResearch Videos (VNRs & Soundbites)News Releases/VideosRegular NewscastVUStar 24/7 Studio14

Example: Robot helps train children with autism15

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Preparing the ResearcherMedia trainingVideo tapingPitchCoordinate interviews17

ExamplesAre gifted children getting lost in the shuffle?

Math being taught to kindergarteners is old news

18Contact Uswww.vanderbilt.edunews.vanderbilt.edufacebook.com/vanderbilt@vanderbiltu615-322-NEWSnews@vanderbilt.edu