This chapter discusses Texas Southern University's (TSU) efforts to manage relationships with its alumni and the greater Houston community. The specific topics are:
- A. Organizational Structure
- B. Alumni Involvement
- C. Community Involvement and Support
- D. Media Relations
CURRENT SITUATION
The Office of Communication and University Relations is responsible for developing positive public and media relations. Media and public relations are guided in part by TSU's Image and Marketing Plan. To help foster better communications with the local media, the office established a media relations policy to provide the media with facts quickly and accurately.
Other major responsibilities of the office include assisting the Office of the President with speeches and press releases, producing press releases and university publications. Current publications include "The President's Annual Report," "This Week TSU," "TSU Quarterly," and monthly news briefings. The office is managed by a director who has a total of five staff. Exhibit 5-2 illustrates the organization of the unit.
Exhibit 5-2 Source: TSU, 1999.
Office of Communication and University Relations
Organizational Chart
FINDING
Throughout this review there was consensus among students, faculty, administrators and alumni that past relations between TSU and the media have been largely negative. In fact, several persons interviewed characterized past media portrayals of TSU as unfair and biased; others accused the media of "sensationalizing" and "over reporting" TSU's problems.
Sensitive to the importance of good media relations, TSU established an Office of Communication and University Relations. Since its inception the office has created TSU's Image and Marketing Campaign as well as a media relations policy. The creation of the Media Relations Office has resulted in establishing a media policy, procedures for media access to the TSU campus, and strategies for improving public perceptions of TSU.
COMMENDATION
TSU established an Office of Communications that has undertaken a number of innovative initiatives to improve media relations.
The university implemented a universitywide media day, quarterly editorial board meetings with the Houston Chronicle, and secured donated public service advertisements from the Houston Chronicle and the local NBC affiliate.
FINDING
The Office of Communications is responsible for publications, advertising, and special promotions designed to market TSU and enhance its image but lacks state of the art technology. For example, the office does not have its own copier and must either use copiers in other units or use printing services which can be more expensive. The computers are outdated. The office has neither a laser printer nor software that would allow routine electronic file transfer. Digital cameras and high resolution scanners are common multimedia tools for media relations offices. Without a digital camera or scanner, the office must rely on a service bureau to make pictures, creating additional cost and delay.
Recommendation 55:
Upgrade the technology in the Office of Media Relations.
This following equipment is standard and essential in contemporary offices: copiers, personal computers, laser printers, software, zip drives, and network accessories.
IMPLEMENTATION STRATEGIES AND TIMELINE
1. The director of Media Relations updates the technology request in the Image and Marketing Plan. Complete 2. The Media Relations director submits an updated request to the chief operations officer. Complete 3. The chief operations officer takes action on the request submitted by the director. March 1999 FISCAL IMPACT
Based upon estimates provided by TSU, the cost of necessary upgrades is $43, 700.
Recommendation 1998-99 1999-2000 2000-01 2001-02 2002-03 Upgrade the technology in the Office of Media Relations
($43,700)
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