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K-State Today

October 27, 2014

Monday Marketing Minute: Media tracking helps targeting

Submitted by Jeff Morris, vice president communications and marketing

Our hard-working news team posts recent media hits on our university website every day. Please check out the page and see just how widespread coverage has become. In just one week, K-State stories were picked up by media in San Francisco, Australia, the Chronicle of Higher Education, Health.com, Scientific American, The Wall Street Journal, NPR Berlin, Bloomberg Businessweek and, of course, the Hutchinson News.

In collaboration with the news staff in K-State Research and Extension, the university recently upgraded its media and distribution and tracking service. We are already seeing a much more detailed picture of our effectiveness in spreading research-based news stories. The new service uses an extensive media database that allows us to target media outlets most likely to use a particular release. A timed release feature helps distribute video news releases at midnight, so editors have stories available for morning news programs.

The efforts to track and target media make us more efficient and more effective. We appreciate the treasure trove of stories available to us by faculty members, staff and students at all four campuses. As K-State continues the march to becoming a Top 50 public research university, the word is getting out!