2.  “… the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest.” World Assembly of PR Associations

3.  Internal focus in recent years  Internal publications, events  Moving from “reactive” to “proactive” to tell our story  Tackling lingering external perceptions by addressing them and focusing on process  Leverage internal and external communications to influence perception and public opinion among target audiences

4.  Public events/speaking engagements  Publications  Articles/press releases  Community/government outreach  Social media/blogs and vlogs  Media relations

5.  Office of Public and Media Relations  We are here to HELP not hinder  Provide support with the process  Investigate inquiry  We interview them first  Manage deadlines  Every media inquiry is an opportunity  Take control of the interview to tell our story

6.  Pre-interview coaching  determine the messages you want to convey before an interview  “Staffing” the interview – why?  Remember common interview tactics  Asking the same question different ways  Waiting for you to say more  Avoid speculation – common trap  “What do you think this will mean for XYZ…?”

7.  “Bridging” techniques  Technique to maintain control  Bridge the answer to a question to a message you want to convey  “What’s important here today…”  “The fact remains that…”  Don’t be afraid to say “I don’t know”  Defer question when appropriate

8.  You will be asked about the “protest”  Respond by reinforcing recent positive changes, for example: “ What’s important now is that the university now demonstrates transparency and participation from the campus community in our decision-making processes.”

9.  Our community is our most valuable PR tool  Each of us is responsible for the perception of the university  What you communicate about GU to your neighbors, friends, on Facebook, blogs/vlogs, influences the positive and negative perceptions of the university