College students are a highly coveted demographic for many marketers and PR pros. These young, savvy students are beginning to make major life decisions and are taking the marketplace by storm. And with around 11.7 million estimated college students in America (according to US Department of Labor Data), they can’t be ignored.
One of the best ways to reach this group is through their college newspapers. According to a 2008 study from Alloy Media + Marketing, 76% of all college students said they read their school’s newspaper in the last month. That number jumped to 92% for college students who’s campus touts a daily paper. Yet, students aren’t alone with 76% of faculty and staff members admitting to have read their college publication in the past month and more than half having done so in the past week.
The college newspaper is a powerful tool. With continually strong readership numbers aimed at a highly desirable demographic, under utilizing this resource can be a big mistake.
But before you get ready to make your pitch to these young editors and reporters, take some of these tips from a University of Illinois at Urbana-Champaign Class of 2009 College of Media graduate and former campus news editor into consideration.
The press release is dead! So why are we still writing them? The truth is there is still marginal value in writing a press release, but it’s mostly in solidifying messaging or as an asset for the website to show client wins or expertise in an area. Once we start talking about distributing a press release, we have to be careful.
It was recently, while brainstorming a new tagline (which was to coincide with a revamped brand image) for a client, that I began pondering the very essence of taglines. Why do we use them? How does one determine the good taglines from the bad? Are they as important today as when they were first conceived? Will I be tarred and feathered if I go without one? While the answers to these questions may not be objectively clear (perhaps save for that last one), what can be said is nearly everyone (more specifically, every brand) needs a tagline. But considering we’re here for the sake of argument and not to find the answers to all of life’s great questions, read on for even more rhetorical questions and probably a few opinions as well.
Google pulled together this presentation (Experminents in Digital Creativity) for Advertising Week in which they show off some very cool stuff that creative people have done using a variety of Google tools. Be prepared for a ton of YouTube usage, but mixed in are cool campaigns leveraging the Google Maps API and some new tools built for Android.
The presentation shows “87 cool things” so be prepared to waste your entire afternoon looking at the different things people have done. Everything from a website built entirely using YouTube to some cool stop motion videos to creating a piano out of the state of Ohio. Cutting edge stuff from some very creative people.
Check out the full presentation at: https://sites.google.com/site/experimentsindigitalcreativity/
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Relationship Between SEO and PR
I’ve been to a ton of conferences where
so-called experts discuss the relationship between SEO and PR.
Inevitably, they say things like “when you issue a press release, put it on your site first before you put it on the wire — that way you’ll avoid a duplicate content penalty” or “when you issue a press release, make sure that it’s laden with important key phrases and link to your site using those key phrases as anchor text.” Then there’s follow-on advice to make the most of social marketing and link to your press releases via your Twitter account, your Facebook page, etc.
OK, this isn’t bad advice. It’s actually good advice, but it’s definitely not the most important thing to know about SEO and PR.