A few years ago, I stepped in as Interim Marketing Manager for Savannah State University—Georgia’s first public historically Black college and university (HBCU)—was an incredible honor. This institution carries a legacy of resilience, excellence, and service, and as a Tiger myself, being entrusted with shaping its brand voice during a period of transition was both a privilege and a challenge.
Navigating marketing and PR for a public university—especially during a time of change—requires a steady hand, strong strategy, and most importantly, relationships. Whether it’s working with the media, internal stakeholders, or the broader community, success in this field isn’t just about pushing out polished messages—it’s about maintaining trust and ensuring transparency, even in difficult situations.
The Power of Relationships in PR & Crisis Management
One of the greatest compliments I received during my time at Savannah State didn’t come from within the university—it came from a reporter. He told me I was the best public information officer (PIO) he had ever worked with. Why? Because I made it a priority to communicate consistently with the press and nurture relationships I had built over the years—even during the times I wasn’t actively working in the Savannah marketing and PR scene.
A great PR manager doesn’t try to block bad news altogether—that’s unrealistic. Instead, the key is to control the narrative, stop a crisis from escalating, and shift the conversation toward progress. It’s like dealing with a wound: a quick sting is better than allowing an unchecked hemorrhage. When difficult news had to be shared, I focused on transparency, then quickly redirected the conversation to the positive steps being taken.
Another compliment that stuck with me was how quickly I was able to get ahold of all the university’s communication channels—from digital and social media to print and PR.
This didn’t happen by accident; it was a strategic effort. I refined the style guide, created templates to empower colleges and departments to maintain consistency, and most importantly, made sure I didn’t become a bottleneck. But above all, success boiled down to one thing: internal relationships. I answered my phone, responded to emails, and ensured that colleagues felt heard—even when I couldn’t provide an immediate solution.
From my experience, these core lessons translate to any nonprofit or higher education communications team looking to build a strong, sustainable marketing and PR strategy.
Top 5 Tips for Higher Education & Nonprofit Marketing Success
Create a Consistent Brand Identity– Establish and enforce a style guide that includes brand colors, fonts, tone, and messaging guidelines.– Provide easy-to-use templates for faculty, departments, and student organizations to maintain brand consistency.
Prioritize Relationships Over Algorithms– Social media success isn’t just about posting frequency—it’s about engagement. Talk with your audience, not at them.– Build relationships with campus influencers, student groups, and alumni to amplify authentic voices.
Avoid Bottlenecks by Empowering Teams– Decentralize content creation while maintaining quality control.– Offer training sessions on social media best practices so departments can contribute while staying on-brand.
Optimize Website & Digital Communications– Make sure your website is mobile-friendly and information is easy to find (especially for prospective students and donors).– Regularly audit your site for outdated content and broken links—nothing erodes credibility faster than a neglected website.
Monitor & Adapt to Trends Without Losing Your Core Message– Stay on top of social media trends, but don’t chase viral moments at the expense of your institution’s values.– Experiment with video content (short-form like TikTok, but also longer storytelling formats) while maintaining professionalism.
Top 5 Tips for Media Relations & Crisis Management
Be Transparent, But Strategic– In a crisis, control the message before someone else does. Acknowledge the issue, provide accurate information, and outline next steps.– Never let a news vacuum form—it will be filled with speculation.
Understand the Chain of Command– If you’re in higher education, respect chancellor or board guidelines before making public statements.– Have a pre-approved crisis communications plan so you can act swiftly.
Maintain Relationships Before You Need Them– If the first time you’re calling a reporter is when there’s bad news, you’re already on the back foot.– Check in with journalists regularly—share positive updates so that when tough news arises, you already have mutual trust.
Don’t Stonewall, But Don’t Overshare– “No comment” can make things worse. Even if you can’t share full details, acknowledge concerns and promise updates.– Stick to clear, prepared statements and avoid getting pulled into speculation.
Shift the Narrative to Progress & Solutions– After addressing the problem, pivot the conversation to what’s being done to improve the situation.– Proactively share success stories and future initiatives to balance out negative press.
Marketing, PR, and crisis management in higher education and nonprofits all boil down to one thing: relationships. Whether it’s internal collaboration, media trust, or community engagement, success is built on strong, authentic connections.
My time at Savannah State University reinforced that lesson in powerful ways. Even during challenging moments, maintaining open lines of communication—both internally and externally—helped protect and elevate the university’s brand. And that’s a takeaway that applies not just to public institutions, but to any organization striving for long-term impact.
Would love to hear from other marketing and PR professionals—what are your best tips for higher education and nonprofit communications? Drop them in the comments!
Comments