How Michigan State reinvented the president's report
The annual document meant to inform alumni and donors what the university has done in the past year has become a multimedia PR campaign that's drawing huge amounts of attention.
Heather Swain, vice president for communications and brand strategy at Michigan State University, knew going into the plan for the new president's report that she was doing something very different from the norm. "I could take this money and put in advertising," she says. "I'd get a certain number of eyeballs on it, and I'd get them in a certain kind of way. Here, I'm investing the money in getting the content. Then, I'm using free tools through social me read more...
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