Public Relations

The public relations division of University Relations provides accurate and current information about Azusa Pacific University (APU) to print, broadcast, and online media representatives. By building relationships and distributing materials (including news releases, tip sheets, pitch letters, and media alerts) the public relations team communicates the university’s mission and purpose through the promotion of programs, scholarships, experts, and events.

Public Relations Terms

Distribution Materials — Any mention of distribution materials includes news releases, media alerts, tip sheets, and pitch letters that are sent by email or fax to media and press contacts in order to garner coverage.

Media Alerts — This proactive tool consists of a brief one-page alert that offers the media a simple overview of the who, what, where, when, why, and other facts of an upcoming event.

News Releases — These one-to-two page tools are the primary method of keeping reporters informed about APU’s major upcoming events, scholarly achievements, national honors, additions of new programs and staff, and donations and grants.

Pitch Letters — This proactive letter uses persuasion to generate media interest. Typically hooking the reader in the opening paragraph, the rest of the letter provides a supporting argument to confirm interest.

Tip Sheets — Also proactive, these short, thought-provoking paragraphs entice reporters to look to an APU expert for comment on a trend.

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