We recently sat down with members of the division of marketing and communications (MarCom) to learn more about the university’s promotion of research achievements. Andrea Mostyn, director of the office of strategic communication, and Emily Yeap, assistant director, shared details of their office’s key public relations (PR) initiatives.

Mostyn and Yeap are part of an eight-person team. Yeap and Emily Letterman, PR strategist, are assigned to work with media — among other tasks. To maximize their resources, they take an intentional approach that generates broad awareness of the great work at Missouri State.

MarCom PR Initiatives

There are four main initiatives that share research news. Each initiative is designed with specific media outlets, audiences and goals in mind.

News Releases

If you’ve been awarded external grant funding during your time at Missouri State, you’ve probably received an email notification from the office of research administration. Members of the MarCom team are cced on these emails. If the grant meets certain conditions, they might flag it for a potential news release.

“We look at two characteristics: the monetary amount of the grant and its potential for public interest,” says Mostyn. If the grant awards a large dollar amount — six or seven figures — the award itself may have news value. Beyond the dollar amount, MarCom looks at potential impact on the community. For example, a grant that supports health care research might be a good fit, as would grants that support projects with local connections.

Whenever MarCom staff create a news release, it’s published on the university news website and shared with a broad network of media outlets. These outlets might share the content of the release as a news item, or the release might become the jumping-off point for a different type of content.

The goal, Yeap says, “is to share what’s happening at Missouri State and amplify our message.”

Sample News Release: “Missouri State’s public health institute receives over half million grant”

Media Pitches

If a story aligns with the editorial interests of a specific news outlet, MarCom might create a media pitch, especially for that outlet. It doesn’t matter whether the research is supported by a large-dollar funding award. It’s more important that it’s a good fit for the media outlet’s audience. For example, Yeap says, research about business leadership might be of interest to a publication that serves the business community. Research with striking visual elements might appeal to local TV reporters.

Discovery Stories

MarCom also develops content for release as “Discovery” stories. You’ll find these stories on the Discovery tab of the news website. They showcase faculty expertise — with an eye toward a broader media conversation. They might relate to a topic that’s receiving national media attention or is otherwise timely. “The goal is to localize the national story and discuss its impact from our expert’s perspective,” Mostyn says.

Sample Discovery Story: “Navigate tax season 2025 with ease”

“Missouri State Journal” Segments

MarCom produces the weekly radio show “Missouri State Journal,” which often features faculty guests. This show airs on KSMU Tuesday mornings. It’s published on the Missouri State news website and the KSMU website, and it’s sent to other radio stations. Because of the way “Missouri State Journal” is programmed and produced, it’s best suited to topics that are “evergreen” — ones that are less time sensitive.

Sample “Missouri State Journal” Segment: “Blending research, education and flavor in Mountain Grove”

Related PR Initiatives

In addition to its own initiatives, the office of strategic communication collaborates with other units on the following PR efforts.

“Mind’s Eye” Stories

“Mind’s Eye” is the university’s premier research publication. It’s published on an annual basis. Typically, the magazine features 10–12 faculty members. Story subjects are nominated by their deans and selected by the provost. After a subject is selected, MarCom takes the lead, creating a written story, photography and, in certain cases, video elements that showcase the subject’s research.

College Blogs

Each college has its own blog. Some are managed by an internal team at the college; others are managed by Graduate Assistants who work within the office of strategic communication. Either way, MarCom often collaborates with colleges to share good news through their blogs. Once a story’s published on a college blog, it’s often recirculated through other university channels, including social media.

Sample College Blog Post: “How RStats turns data into direction”

FAQ

Q: I believe my research is a good fit for promotion through a MarCom initiative. Is it okay if I reach out?
A: Absolutely. You may be able to offer more context about something in a grant notification email, or you might put something totally new on the MarCom team’s radar. Feel free to email StrategicCommunication@MissouriState.edu.

Q: If a member of the media contacts me directly, can I schedule an interview?
A: Yes, you can feel free to respond. If you’d like interview tips beforehand, don’t hesitate to reach out to StrategicCommunication@MissouriState.edu. “But you don’t need our permission,” Mostyn says. “And while people sometimes have reluctance to talk to media, in many cases, it’s a good opportunity to share your work and build good will for the university.”

Q: Does the university offer media training?
A: Yes! The session “Are You Media Ready? Sharpen Your Message, Own the Interview” is scheduled for September 25. It’s part of the annual MarCom Training Week.

Q: Any media tips I can get right now? 
A: When media outlets reach out, time is a critical factor. Reporters almost always work on a deadline. It’s important to respond quickly — whether you want to schedule an interview, decline an interview or ask if the reporter can work around your availability.

Join the Experts List

If you’re interested in serving as a media source, you may want to be listed as a university expert. An Expert profile expands on the typical university directory profile. It often includes links to media appearances or publications, and it signals that you’re ready and willing to serve as a source for media.

Sample Expert Profile: Natalie Allen

Join the Experts List