For university community

About VCU Communications and Public Relations 

The Communications and Public Relations office, part of the Division of University Relations, is the public relations arm of VCU, leading the news and public information efforts of Virginia Commonwealth University and VCU Medical Center.

CPR has two major responsibilities: to fulfill the public information obligations of the university as a public institution and to develop and execute effective public relations programs to support the goals of VCU and its faculty and staff.

CPR is VCU’s liaison to the news media and general public. The office also manages the online faculty/staff newsletter VCU View and the daily e-mail forum, VCU TelegRAM.

Media relations

A key element in any public relations program is news coverage. CPR seeks ways to generate news coverage that builds international, national, regional and local awareness of VCU’s excellence in teaching, research and health care.

CPR staff regularly works with print, broadcast and electronic media from around the world to around the corner. Faculty and staff are encouraged to contact CPR with information about research, special programs, accomplishments, awards — anything deemed newsworthy. (Please refer to Is your information newsworthy?)

Depending on the story and timing, CPR may do one or more of the following:

• Write and distribute a news release and/or media advisory.
• Produce a video news release.
• “Pitch” the story to reporters, editors, producers.
• Promote the story as part of a trend or “side bar” to a major international, national or local story.
• Write a story for the VCU Web site home page “VCU News” section.
• Write a story for VCU View.
• Arrange and manage a news conference.
• Write or edit an op-ed or article for targeted media.
• Offer your expertise to the media for an expert opinion on a newsworthy event.

How we can help you

Crisis communications/Issues management
CPR has particular expertise in customized crisis communications planning. In addition, UNS is available 24/7 to consult on emerging crisis communications and issues management situations.

Spokesperson training
CPR conducts customized spokesperson training — how to communicate effectively with the news media and key audiences. This training can be done on an individual or group basis.

Communications planning
CPR will develop a strategic communications plan, often times in partnership with the University Marketing office, to support a department’s strategic plan.

How you can help us

Quite a bit of activity is going on at VCU and it’s easy for your event or idea to get lost in the noise. Here are two simple ways you can help CPR get your information the attention it deserves.

Call us. Our first recommendation is the most obvious. Let us know when you’re doing something interesting if you want to be included on our experts list or if you have other news. Don’t assume we already know. Someone on our staff is assigned to your office — and we want to hear from you. If you’re not sure who to contact, please call (804) 828-1231 or e-mail vcunews@vcu.edu.

Call us early. If you wait until the day your research is published or your event is occurring, you’re too late. Timing is critical in the news business. The more notice you provide our office, the better we can assist you in coming up with an effective strategy.