I’ve had a few emails asking why the blog has gone silent over the past six months. Well, teaching a college class and taking over as president of the local Public Relations Society of America (PRSA) chapter will do that.
For those in higher education PR/Marketing, Georgy Cohen is a certifiable rockstar. She is a writer, speaker and founder of Crosstown Digital Communications who in a previous life, led the development of Tufts Now, for my buck, the best higher ed online newsroom in existence. When it comes to content, she is Queen.
Today on her website, Meet Content, she published a feature focusing on developing content for recruiting prospective students to online programs. I was fortunate enough to share my thoughts for the piece.
Below is an excerpt, but make sure to read the entire column, which includes contributions from Higher Ed Live’s Seth Odell.
Lesczinski: This past January, our School of Liberal Arts hosted a campus panel on career options for criminal justice graduates. We brought in practitioners from a number of criminal justice fields including a police officer, criminologist, lawyer, researcher, etc. The one panelist that couldn’t make the actual event in person, actually called in from his squad car. The students definitely got a kick out of that.
We crowd-sourced panel questions to our students, registrants, and members of online criminal justice communities leading up to the event to generate interest and then provided ample opportunity for attendee to interact with our panelists. The feedback from this event made us realize the importance of trying to personalize our events. We don’t need to attract thousands of students or registrants for these types of events to be successful. In fact, we can better foster that sense of community by focusing on smaller, more intimate events tailored to specific target audiences that will allow for more personal interaction.
As you can tell, I’ve taken the summer off from blogging. It’s been fantastic. Of course, it doesn’t mean I’ve quit my day job or stopped reading what others are writing.
This one was too good not to share. Michael Stoner takes the University of Massachusetts Dartmouth Center for Marketing Research to task for its recent report “Higher Ed Documents Social Media ROI: New Communications Tools Are a Game Changer.”
Read Michael’s whole post but here’s my favorite part:
- Don’t believe everything you read! In this specific case, I venture that it’s not that teens love social and hate print. It’s that admission officers think they do just because they’re teens. In my experience, adults usually always over-estimate the appetite of young people for technology; they’re much smarter about it using it than we give them credit for.
- Don’t dismiss traditional channels quite yet (and I include email and websites here). We’re in a time of change, so those channels still work and are often critical sources of information. Isn’t that what the Noel-Levitz data tells us? It’s not that teens don’t like print (they told Noel-Levitz they do), they’re discriminating: they don’t like print that sucks, just like they want web content that is informative and relevant, delivered in a way that helps them find information quickly.