Universities generate remarkable stories every day — student success, groundbreaking research, real-world impact. But press releases alone can’t carry those stories far enough. Today’s audiences expect content that feels human, visual, and accessible across multiple platforms. A single strong idea should live well beyond traditional news distribution.
Cross-platform storytelling expands reach, boosts engagement, and helps universities show the full scope of their impact.
Why press releases aren’t enough
Press releases are essential for media relations, but they don’t meet the needs of every audience. People now consume information through short videos, social content, web features, and email — and they often connect more with emotion, personality, and visuals than with formal announcements.
A press release can launch a story, but it shouldn’t be the final stop.
How one story can work harder
Great stories are timely, relevant, human-centered, visual, and flexible enough to work in multiple formats.
For news and media
Emphasize timely angles, broader relevance, and institutional significance.
For marketing and content
Shift toward emotion and impact through:
- Web features
- Social posts
- Short videos
- Blog articles
- Email campaigns
The core story stays the same — the emphasis adapts.
What makes a story worth amplifying
Look for stories connected to:
- Media trends, like AI or global issues
- University responses to current events
- Notable research and achievements
- Students or faculty doing exceptional work
Many stories start in expected places, but digging deeper reveals new angles that travel further.
Finding the “what else?”
Students and faculty are multifaceted. Their major or job title is only the beginning. Involvement, personal background, internships, community engagement, or global connections often create additional entry points for storytelling — and additional platforms where the story fits.
Cross-platform examples
One student profile might fuel:
- A LinkedIn feature
- A web story
- A video spotlight
- A Miami Matters article
- A viewbook or recruitment message
With the right assets (interviews, photos, b-roll), stories become reusable instead of one-and-done.
Key lessons
- Collaborate early. More coordination = more opportunities.
- Start with the audience. Tailor each angle to who will care most.
- Use strong visuals. Photos and video dramatically increase reach.
Turning one student into many stories
A student involved in academics, internships, organizations, and campus life has multiple angles:
- Internship success → press release
- Campus involvement → social spotlight
- Interdisciplinary study → blog
- Career readiness → recruitment email
- Student experience → video or web feature
One profile becomes a suite of content tailored to each platform.
Where to find stories
Search existing assets in MediaValet or submit promising story ideas through University Communications and Marketing. Often, the content is already there — it just needs the right angle.
Final thought
A press release is a beginning, not an ending. When universities think beyond traditional distribution and shape stories for multiple platforms, they broaden impact, deepen connection, and highlight the true value of their people and work.
Find transcripts, photos, and more at miamioh.mediavalet.com. You can search names and relevant keywords or explore by academic division.
Have a student who would make great content for the university?
Submit a project request to UCM.