How do you achieve a 5-minute standalone piece on CNN with no mention of your competitors? Jones International University, a completely Internet-based university, managed it as
the school was gearing up for its second cyber-graduation in May 2001.
Two months prior to the event, the public relations team at PAN Communications in Andover, Mass., contacted CNN's Education Producer, Ann Curley, in the hopes she'd cover
graduation. The team discussed JIU and the concept of distance learning via the Internet, but knew that Curley would be looking for a human interest angle rather than just a piece
on the graduation.
The PR pros reviewed the graduates to find the most compelling stories. "We discovered one woman from Detroit," says Enza Ruggiero, senior media relations specialist at PAN.
"She was employed at a [brick-and-mortar] university, but she chose to take classes at JIU because of the flexibility of online education."
The woman's husband was suffering from cancer, making it extremely important that she be able to avoid the rigid class schedules of brick-and-mortar institutions.
When CNN showed initial interest in the story, the team decided to broaden the appeal by offering Curley a student currently enrolled in classes at JIU, knowing the best way to
demonstrate the benefits of long distance learning would be to show someone attending classes online and discussing the benefits for her lifestyle.
The currently enrolled student was a stay-at-home mom who had very specific career goals she was working toward in anticipation of her daughter starting school. "In an effort
to keep this pitch short, I was able to work with Ann to coordinate three separate shoots to make the story happen," Ruggiero says.
The first shoot was in Washington, D.C., where education reporter Kathy Slobogin interviewed Glenn Jones, Founder of JIU and Dr. Pamela Pease, the University's president. The
second shoot was in Atlanta with the currently enrolled student. The final shoot was in Detroit with the cyber graduate.
The end result was a five-minute, standalone piece on online learning, specifically featuring Jones International University, its students and its 2001 cyber graduation. No
competitors were mentioned.
The piece ran a total of five times in 24 hours, and during those 24 hours, JIU received more than 400 registration inquiries.
(Contact: Enza Ruggiero, 978/474-1900, [email protected])