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High tuition rates, financial aid hassles, broken air conditioners, dingy dorm rooms—sounds like the typical complaints of college students, right? Yet, when students and alumni at one historical black college deluged Twitter® with these issues last fall, the hashtag #TakeBackHU quickly pushed the problems to a more public stage—with coverage on local news and in the Washington Post—and forced the university to go into crisis communications mode. This isn’t the first time that negative news about campus happenings has led to a PR problem, and it won’t be the last. In fact, earlier this year, a University in South Korea faced a firestorm of negative press when a photo of the hazing of a group of students went viral. In an age of 24/7 news and social media availability, University leaders increasingly recognize the importance of monitoring the media to allow for a proactive—rather than reactive—approach to dealing with negative news. See how we can help you stay ahead of the curve with media monitoring and analysis.
How are you currently monitoring the media for negative news?