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Reimagining research promotion: How to maintain visibility and momentum through an integrated approach

Author

Listed:
  • Gluck, Molly

    (Assistant Director of Public Relations, Boston University, USA)

Abstract

This case study provides an overview of how to effectively leverage social media, content platforms, media relations and creative visual assets to educate the public and key influencers about faculty expertise and cutting-edge research. This paper will outline how higher education institutions can utilise multimedia across multiple channels, owned and earned content, audience segmentation, strategic cadence and evergreen assets to shape, spread and sustain messaging for an overarching topic. The case study will detail fundamentals for successful implementation of each component in the comprehensive campaign. Each specific strategy outlined in this case study has been successfully applied to a wide portfolio of thought leadership and research promotion initiatives for different subject matter areas and faculty members across a major private research university. The reader will be equipped with tools and tactics for developing a dynamic, integrated amplification approach that achieves immediate results and long-term success.

Suggested Citation

  • Gluck, Molly, 2021. "Reimagining research promotion: How to maintain visibility and momentum through an integrated approach," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 6(3), pages 229-241, December.
    • Handle: RePEc:aza:jeam00:y:2021:v:6:i:3:p:229-241
    as

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    More about this item

    Keywords

    higher education; research; thought leadership; integrated promotion; social media; multimedia;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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