Making connections through media relations [engineering college marketing]

This is the fourth in a series of six companion papers that address the marketing of the College of Engineering at the University of Arkansas, USA. While valuable as an independent resource, the content of this document should be considered within the context of all six papers. An effective media relations program requires trust and credibility, both internally and externally. A public information officer can craft a very effective media relations program that will target a specific audience to meet the goals of the institution. A wide variety of traditional and electronic tools are available to support the media relations effort, but in the end it is all about building relationships with faculty and media representatives.