Public Relations Highlights
at the Andrew Young School of Policy Studies

The primary goal of the Andrew Young School of Policy Studies' public relations office is to create and maintain a favorable environment for student and faculty recruitment, private giving and public funding by raising awareness of the college and its accomplishments among essential elements and constituencies. The office advocates the use of planned and purposeful marketing communication ideas, strategies and tactics. Betsy Robertson was director of media relations.

2000 Overall Institutional Relations Program

The most important strategic Public Relations project of 2000 was the publication of a 24-page, magazine-style issue of "The Briefing," focusing on the school's current and past research. The issued was published and distributed during the summer of 2000. It was sent to all AYSPS alumni, plus key academicians at colleges and universities across the nation. The main goal of this publication was to aid in the efforts to have the AYSPS favorably ranked in comparison to other institutions that offer policy/public administration programs by the U.S. News and World Report during their October 2000 survey period

During 2000, the PR office continued to promote a consistent and seamless visual identity for the Andrew Young School via numerous publications and periodicals.

Publications

Publication projects may be loosely organized in the following categories: periodicals, recruitment collateral, display advertising and marketing/promotional materials. Good photography is essential in producing strong publications, and in this area the PR director developed extensive photo files of faculty members, stock campus scenes, and specials events and ceremonies. Following is a listing of publications projects produced by the PR office in 2000:

Periodicals:

The Briefing. Published three issues (spring, summer and fall) for alumni, friends, faculty and staff of AYSPS. Spring and fall issues were 12 pages; summer issue (24 pages) was special magazine-style issue (see above). The PR director planned and wrote the majority of copy for all issues, and oversaw photography, design, printing and mailing to 12,395 alumni, academic peers, legislators and financial supporters.

The 1999 Annual Report. Assisted in production of 207-page book by arranging printing and mailing services. Oversaw cover design.

Dean's E-News. Compiled and produced several issues of the Dean's E-News, an electronic newsletter for faculty and staff members.

Recruitment Collateral

• B.S. in Urban Policy Studies - Aviation & Transportation
• B.S. in Urban Policy Studies - Public Policy
• M.S. in Human Resource Development
• Handbook for M.S. in Human Resource Development
• Ph.D. in Economics Poster

Display Advertising

• Association for Public Policy Analysis & Management Conference Program, November 2000
• Public Administration Times, October 2000
• Georgia Trend, August 2000

Marketing/Promotional Materials

• Photo Wall display unit
• Photography (various projects)
• Web Site Updates

Special Events

AYSPS organized or participated in numerous special events designed to increase its visibility among key constituencies. The public relations office orchestrated AYSPS' participation in Georgia State's annual Leadership Appreciation Night in January 2000 and arranged photography services for numerous events.

Media Relations

During the year 2000, researchers and data from the Andrew Young School were featured in more than 120 stories - an average of 10 articles or broadcast reports a month -- in such prestigious, strategic news media as the The Boston Globe, The Baltimore Sun, The Des Moines Register, the Indianapolis Star, Business Week, The Chronicle of Higher Education, National Public Radio, the Atlanta Journal/Constitution and Georgia public television, among others.

Of particular note, the public relations office:

• Originated or assisted in the production of a myriad of news releases, public service announcements and/or tip sheets for print and broadcast media, and responded to numerous queries directly from reporters or through ProfNet.
• Produced the 45-page AYSPS 2000 Experts Guide, distributed to reporters locally, regionally and nationally.