Earnest efforts aimed at improving institutional image cannot be undergirded if commitment to truth, fairness and accuracy are not encouraged by all whose actions have an impact on the institution. Good public relations does not simply occur. Rather, it is the end result of a shared ideal of what a given organization can become through unity of purpose.

Moreover, a marketing plan relies on a clear definition of what Alabama A&M University is: an 1890 land-grant institution offering programs at the doctoral level with a diverse, significantly non-traditional student body. It also zooms in on an institutional goal (e.g., increasing local or regional recognition) and attempts to find where its institution fits in within the scheme of the education environment.

Because increasing awareness of what AAMU has to offer to the broadcast community would be greatly enhanced through the addition of an individual dedicated to the task, an Information Specialist was brought on board. Broadcast media are encouraged to use the University's list of experts and to arrange interviews through the Information Specialist (Ms. Theresa Henry). The Information Specialist identifies what the school has to offer by way of information and commentary and encourages media to cover scheduled events in addition to reactionary events, incorporating public service information to broadcast media by way of PSAs, public affairs shows, bulletin boards, etc. The Information Specialist also establishes and maintains rapport with all media organizations and serves as the central focus of contact between University experts and media.

The office has developed advertisement of varying sizes, focusing on Alabama A&M University--"We Bring Out the Best in You."

Among the publications and materials that can be considered for external communications are Cluster News, TRUST Newsletter (Foundation), Abstracts, President's Annual Report, the SourceBook (as needed), various brochures and several of the items listed under "Internal Communications."