How to craft a winning media relations strategy

April Kaull of West Virginia University shares how to gain coverage, trust and traction in a chaotic news environment.

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2021 PR trends

All the many crises of 2020 have sucked the air out of the earned media world.

Right now, it’s wise to ask: “Where can I insert our news into existing conversations, and how can our storytelling fit into larger narratives that are dominating the national conversation?”

April Kaull, director of news at West Virginia University, says her team uses earned media to drive enrollment and retention and to increase brand awareness. Regardless of your objectives, she offers this sound advice to pursue media relations success in 2020—and beyond:

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