The publications office must work closely with school administrators to formulate a marketing strategy. A college or university not only wants to present a positive image, but a particular image. This image should be consistent with the institution's mission. Research institutions may emphasize research and grants received. Liberal arts schools will often emphasize achievements by teachers and students. The institution wants to present a consistent and clear message to the public.
Among the tools used to create the right image are in-house publications. Colleges and universities typically produce emails and newsletters aimed at faculty, staff and students that promote the school's achievements and upcoming events. This information is also placed on the school's website. The publications office usually publishes an alumni magazine designed to keep former students aware of campus activities and news. The publications office must write, edit and lay out this material, and take photographs.
Much of the information about the institution is not produced in-house. It is the responsibility of the publications office to maintain strong ties with traditional media outlets such as newspapers and television stations. The school wants the media to provide positive coverage of major happenings on campus. They also want their faculty members used as news sources in regular news stories that do not pertain to the university. Anytime a faculty member is used as an expert source in a news story, it provides positive exposure for the college or university. Thus, those working within the publications office must produce contacts with the news media and know how news organizations function, including the types of stories or angles they are most likely to cover.
Publications offices also try to get their own stories covered by other news organizations, especially through press releases. Newspapers are always on the lookout for small stories or pictures to fill gaps and holes in their papers. If the publications office can produce relevant stories that read just like news stories, newspapers will often run them just as they are or with slight modifications.