Best Practices for Improving International Competitiveness Managing Institutional Reputation and Putting Yourself on the Map May 17, 2014 Massachusetts Institute of Technology Kelly Courtney, Senior Communications Strategist MIT Skoltech Initiative

Communications Strategy A. Build the Foundation 1. Research & audit 2. Engage internal stakeholders and review current messaging 3. Conduct and adapt message development exercise 4. Establish organizational & communication goals 5. Create the strategic messaging platform 6. Develop brand story- the positioning to drive all future communications strategies and initiatives 7. Conduct training & prepare spokespeople for deployment 8. Work with partners and third-party validators to establish "proof points" ©2014 Kelly Courtney; Massachusetts Institute of Technology |Page 1

Communications Strategy B. Media Relations 1. Create calendar with events & press opportunities 2. Garner news and feature coverage emphasizing people/technology 3. Pitch leadership as global leaders and subject matter experts 4. Pitch byline and contributed content for traditional trade outlets and educational communities 5. Highlight milestones ©2014 Kelly Courtney; Massachusetts Institute of Technology |Page 2

Communications Strategy C. Social/Digital Integration 1. Integrate social media into marketing campaign 2. Create digitally-driven content 3. Tap into internal & external communities across multiple social networks 4. Generate targeted Web site traffic from new sources 5. Grow influence and brand across a range of social channels 6. Monitor online presence & measure social media ROE 7. Identify and engage relevant communities and stakeholders as ambassadors through traditional and digital outreach ©2014 Kelly Courtney; Massachusetts Institute of Technology |Page 3