The Justice

Last week, I came across some information that deserves to be included in the conversation about Brandeis in the media: The recent hiring of Rasky Baerlein Strategic Communications, Inc. isn't the first time the University has looked to outside sources for help reclaiming its image.

Brandeis chose to use a professional public relations firm, Dukas Public Relations in a delicate situation that was far less urgent. The University is not to blame for seeking external assistance in handling the press when much is at stake in this troubled economic era.

Last issue, I discussed the importance of "grabbing the attention of impressionable high school seniors" in light of the confusion and frustration that reached the press following the controversial closure of the Rose Art Museum. With its recent announcement of a plan to increase class size, this seemed like a practical task for the PR firm. The administration admitted that it did not foresee the degree to which its decision would upset so many people. Certainly, the amount of media attention this news received was unprecedented; the small, innocent Rose, sitting too often unvisited right in our own backyard, made it all the way to The New York Times' editorial page.

The student-organized Rose sit-in Jan. 29 convinced me that Brandeis must find a smart way to handle the press. The museum was packed with not only devoted students and faculty but also a number of journalists. Appropriately, the University employed a PR firm to deal with the overwhelming media attention. This important task is a primary function of the firm. Joe Baerlein, president of Rasky Baerlein, explained in the Feb. 10 issue of the Justice that over the last week the firm has mostly helped the University respond to national and international media requests about the Rose.

Continued...

Page 1 of 2 next >

Article Tools