The University will devote significant resources toward the enhancement of institutional image. Awareness of what AAMU has to offer to the broadcast community via faculty and research expertise has been greatly enhanced with the addition of an Information Specialist. The Information Specialist encourages the broadcast media to use University-distributed materials, along with its experts, and arranges interviews. 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, media advisories, public affairs shows, bulletin boards, etc. The Information Specialist also establishes and maintains rapport with all media organizations and serves as a central focus of contact between University resources and the media. Finally, the Information Specialist keeps abreast of the numerous personnel changes at local print and broadcast media.

• Publicity Requests. The Information Specialist will accept requests to publicize events from University faculty and staff, as well as the Director, and will promptly disseminate information via e-mail, facsimile, regular mail, express mail or other means deemed necessary or appropriate.
• Special Events Coordination. The unique expertise of the Information Specialist may be called upon and the Information Specialist will accept other duties as assigned by the Director or the Vice President for Research and Development.

All news releases to the print and broadcast media will be channeled to and disseminated from OIPR. OIPR further maintains that public institutions like Alabama A&M University are supported by and for the public, and should be responsive to the public's needs. Moreover, it considers this quest best fulfilled when there is a free flow of information both to and from the public about the University. To expedite this flow of information, the Director may allow, at discretion, a departmental unit seeking promotion of an event to submit certain items directly to media.

In order to encourage this free flow of information, OIPR will foster:

• Continued timely dissemination of information as a means of internal Communication.
• Continued dissemination of publications listed as a means of external communications, to include periodic updates to a comprehensive media sourcebook.
• Enhanced involvement of the broadcast media in the promotion of the University by serving as a clearinghouse of information about faculty and staff with expertise of interest to media.
• Development of various innovative motifs via print advertisement and broadcast media, with consideration of the utilization of billboard displays, direct mail, mall displays, etc.
• Periodic conducting of an assessment survey using Marketing Interns to determine institutional perceptions and to secure input on the official publication (Campus Intercom).
• Continued assistance of departments in their promotional efforts, with special emphasis on Research and Development units.
• Professionalism of office staff and maintain an office environment based strictly on and for enhancing the University's public relations efforts.