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ERIC Number: EJ930221
Record Type: Journal
Publication Date: 2010-Jan
Pages: 4
Abstractor: ERIC
Reference Count: N/A
ISSN: ISSN-0748-478X
Plugging In
Peterson, Erin
CURRENTS, v36 n1 p42-45 Jan 2010
No matter the medium--magazines, newspapers, or TV--institutional leaders need to hit the right tone and convey specific talking points to their audience. A media-savvy leader doesn't just provide accurate information; he or she can help change the tenor of a discussion and build support for crucial institutional initiatives. No university is an island. The media is one way that leaders communicate to alumni, prospective students, public-policy officials, and lawmakers. It affects public perception--and public perception can affect donations and legislative support. Campus communications professionals must work to keep their leaders up to speed with different types of media, even if they aren't using them. During the past five years, the news has sped up and turned inside out. A posting on a blog or social networking site can make its way through a community and reach a strategic audience more quickly than a traditional newspaper story a decade ago.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Georgia