If you’ve read my last University Business column titled “PR on the Web 101,” you know that I’ve interviewed a few higher ed PR pros as well as reporters and editors to come up with 7 components of highly effective media relations web pages.
But, I’m sure all the readers working in PR and Media Relations will probably be interested in learning more on how higher ed journalists use the Web. If you work in a Web department, forward this post to your insititution’s communication or marketing team. You’ll make friends ;-)
So, let’s start with Scott Jaschik. Editor and co-founder of the online publication Inside Higher Ed, he was previously an editor at The Chronicle of Higher Education.
1) How do you use the Web in your work? Do you prefer RSS feeds or email?
I use the Web constantly — searching news-related sites and colleges’ sites, college papers, academic groups, etc. I use Web sites to get story ideas, identify sources, to learn context, and of course we publish online — so just about everything I do has a Web connection. I prefer e-mail to RSS as I find it is the rare site where I can really focus RSS and get what I want (and not get everything else). This may change though.
2) What are the most helpful features on institutions’ websites?
Two things are most helpful:
- Absolutely current archive of announcements, statements, documents, etc. There are some campuses where this is truly available — it makes a huge difference.
- Contact info for relevant contacts — including after work hours contact info.
3) What’s missing on these websites? What would you like to see added on these websites to help you do your job?
For many campuses, what I want is really what I’ve listed [above] — some campuses aren’t close there.
For other campuses, I’d love context. Because many colleges view their Web sites as serving prospective students or current students and faculty, many assume too much knowledge of the institution. It would be helpful to have more sites with context, so if you are announcing a change in curriculum, I can see what the curriculum is, etc.