Range of Responsibilities

The Office of Public Relations & Communications actively supports the College’s efforts to recruit qualified students and to attract financial support for academic programs and financial aid, while meeting Rollins’ other communications needs.  The Office of Public Relations & Communications works to protect and enhance the image of Rollins College through strategic communications with the College’s stakeholders:  potential students and donors, current students and donors, faculty and staff, alumni, trustees, community and business leaders, and the media.  Seven areas encompass the services offered by the department:  public relations planning and counseling, news media relations, issues and crisis management, internal and external communications, Web updates and social media, publications services and public inquiries.

•    Public relations planning and counseling – Structured like a mini-agency, the OPRC provides public relations counseling and services to more than 20 internal client bases including the president, senior administrators, the Board of Trustees, Institutional Advancement, the Office of Admission, the Crummer Graduate School of Business and its centers, the Hamilton Holt School evening studies program, Human Resources, the Annie Russell Theatre, the Cornell Fine Arts Museum, the Winter Park Institute, Athletics, Information Technology, Community Engagement, Student Affairs, Faculty, student media and more.

•    Issues and crisis management – Effective issues management anticipates and plans ahead for problems, crises or trends that may negatively impact an organization.  This is as important, if not even more important, to achieving sound and productive relations between Rollins and its stakeholders as maximizing publicity opportunities.  The Office tracks and manages issues to avoid—or at least minimize—negative impact.  Much goes on “behind the scenes,” and sometimes what doesn’t appear in the news media takes longer to achieve than what does appear.  The OPRC also manages crisis communications ranging from weather emergencies to world events that may impact the College.  On a tragic day like September 11, 15 media inquiries were handled in just one day, and the Office facilitated dozens of media requests for experts on terrorism, airport security, the economic impact and more in the weeks following the attack.  In the summer of 2004, Central Florida was faced with three consecutive hurricanes, Charley, Frances and Jeanne, which required extensive internal and external communications efforts.  The OPRC’s award-winning emergency communication plan is updated annually and may be implemented as needed.

•    Internal and external communications – News and information for students, faculty and staff is now provided on the new College intranet site, R-Net, which is managed by the OPRC.  Other communications are issued as needed.  To achieve enhanced customer service and more strategic use of the intranet, students and employees are surveyed and adjustments are made as necessary. The OPRC also prepares and distributes R-News, an e-newsletter to business and community leaders several times a year and works with the development office on the distribution of an e-newsletter for parents of Arts & Sciences students.  OPRC manages the Communication & Marketing Council.  The Council includes representation from 18 different departments from the College of Arts & Sciences, the Hamilton Holt School evening studies program, and the Crummer Graduate School of Business with a goal toward consistent messaging and branding.

•    News media relations – Good news doesn’t just happen; it requires planning, research and hard work.  Working from a public relations planning calendar and strategic publicity plan, the Office proactively pitches stories and interesting photo opportunities to the media on campus events, and student or faculty achievements, and offers subject experts to the media on timely topics (e.g., Enron or WorldCom).  News releases may range from announcing new management level positions, new programs, innovative research, good news such as rankings, campus events, Fox Day, visiting artists and scholars, fund raising events and achievements, commemorations or dedications, and more.  The Office works directly with local, regional and national media representatives, monitors services such as ProfNet (an electronic service that distributes journalists’ queries for subject experts to members), and collaborates with higher education associations to achieve placements.  These efforts have resulted in outstanding visibility via countless placements in key local and regional outlets and in such notable national publications as the Washington Post, USA Today, the New York Times, U.S. News & World Report, The Chronicle of Higher Education and more. 

There is no typical day in the Office of Public Relations & Communications.  During an average week, the Office responds to at least five media requests for subject experts, fielding approximately 250 annual media inquiries.  The Public Relations staff often makes suggestions for op-ed (short opinion pieces) on timely topics and assists with the final editing and/or placement of the editorials.  Upon request, the Office also prepares and distributes “hometowner” news releases to promote student academic achievements. 

•    Web site updates and social media – The OPRC provides strategic oversight and updates of the news and information on the Rollins’ Web site.  The Office also manages the College's online news room (the Rollins News Center) and its first-ever Student News Bureau.  The OPRC takes the lead on emerging trends in social media and launched the award-winning R-Journals program, which is now in its sixth year and provides a unique look at day-to-day campus life through a student’s eyes.  The OPRC is helping Rollins maximize and organize its online presence and implements additional online and new media initiatives. 

•    Publication services – The OPRC provides editorial services and guidance for the College's primary external communication pieces and internal communication campaigns.  The department also researches, writes, assists with production of a variety of printed materials, including announcement cards, flyers, brochures, posters and other communications. The OPRC oversees the writing and production of R-Community News, a community newsletter launched in 2005, which is distributed twice a year to Central Florida alumni, the local community and other friends of the College.

•    Public Inquiries – The OPRC maintains a referral directory for requests for information and services.  All public inquiries received by the OPRC by phone or online are directed to the appropriate college office for response and/or fulfillment.  The Office fulfills an estimated 300 public inquiries annually.