2025 Year in review
Media Relations and
Strategic Communications
By the numbers
1,320
total stories written, edited, published on ASU News (beyond that, roughly 350-450 story pitches to ASU News evaluated and rejected)
2,973,271
total views on ASU News (July 2024 to mid-June 2025)
spotlight pages created and maintained on ASU News
8
192
ASU News/Insight newsletters built and sent
~750
social posts written, copy edited and released
417
videos created
8,535
photos filed with 16,593 downloads
~1,000
projects supported with graphic assets
1,000
incoming media inquiries fielded via email, unrelated to active pitching
social posts over the year with an average engagement rate of 3.79% (higher than the industry standard of 1.68%)
757
20,402,885
users saw our content
203,550
new followers
3,855
landed media hits
1,300+
reporters pitched monthly
1,223
Fall 2024 and Spring 2025 graduation hits
250+
Big Three Broadcast & Print media hits
MAJOR HIGHLIGHTS
—
MAJOR HIGHLIGHTS —
Lucy
The 50th anniversary of Lucy’s discovery sparked major media coverage, including cover stories in Science and Scientific American, and stories on CNN, BBC, and The Washington Post. Our Lucy spotlight page received over 1,000 visits. Our reporter’s first-hand, on-the-ground reporting from Ethiopia provided a unique journalistic perspective that enriched the campaign’s overall impact. The campaign generated national and international media hits, showcasing the story’s impact and strategic success.
Artificial
intelligence
The AI campaign showcased ASU’s leadership in artificial intelligence through a unified storytelling push. It reached audiences via news features, Q&As, multimedia and 23 social posts that generated 35k+ impressions and 12k+ story views. Global coverage and media placements further amplified ASU’s momentum in the field.
ASU Health
MRSC — in collaboration with Enterprise Brand Strategy and Management — led strategic messaging and communications for ASU Health, supporting major initiatives such as the headquarters launch, clinical affiliate and dean announcements, and the SOMME Fact Book for the LCME visit. The team also delivered branding and PR plans in partnership with HonorHealth, developed new websites for ASU Health entities, and provided executive message training. Coordination with the Office of Government and Community Engagement ensured alignment across external communications.
SEJ
We launched a standout cross-channel paid campaign, including a prism banner in the Fulton Center during the SEJ conference. A social media push earned over 734K impressions and engagement rates above 10%. Media outreach connected with 30+ top climate journalists, boosting interest in ASU’s sustainability and ocean science. With 7,000+ ASU News views and scores of new subscribers, the campaign showcased ASU’s leadership in climate communication and the power of cross-unit collaboration.
Reaching $1B
in research
expenditures
Our coverage of ASU’s momentum toward becoming a $1 billion research enterprise garnered thousands of views, bolstered by a coordinated social media campaign. Media outreach included pitches to over 200 reporters across local, regional, national and science beats, reinforcing this core message: ASU serving more students than ever before while becoming a research powerhouse.
VIDEO HIGHLIGHTS
—
VIDEO HIGHLIGHTS —
77-year-old veteran
graduate
Each commencement, we publish up to 175 grad profiles—often uncovering hidden gems like Wayne Johnson, a Vietnam veteran earning his master’s online. When he visited Tempe, our videographer captured his inspiring story in a deeply moving video that celebrated lifelong learning and resonated emotionally with viewers.
We spotlighted the Friendship Bench, where Mirabella residents invite students to sit and talk. Our videographer followed volunteer Pencie Culiver, capturing genuine interactions that became a moving ASU News video. The piece resonated widely, with several media outlets featuring the footage.
Friendship bench
For the charter’s 10th anniversary in 2025, we reimagined the video with a student-driven narrative featuring 120+ students who embody its values. This powerful, community-centered approach reinforced ASU’s commitment to access, innovation and impact—inviting audiences to connect with the charter in a fresh and authentic way.
Charter video
National impact:
Why ASU matters
National media
In the last couple months, we’ve helped President Crow and ASU step into the national conversation about research and higher ed.
Research Matters
In the wake of administration decisions and executive orders impacting research at American universities, MRSC developed and executed a communications strategy to reposition ASU’s work on research of public value. This effort is ongoing.
Shared “invisible hand” video of MMC; as of June 1, more than 5 million views.
Launched spotlight page on Research Matters, March 2025.
Produced 47 ASU News stories resulting in 20,920 views (as of June 1).
Highlight Research Matters stories at least once a week in ASU News emails.
Developed a branded look for Research Matters campaign.
Why international students matter
ASU has proactively defended and championed its international student population — with President Crow delivering key messages in national media like Marketplace and The Wall Street Journal. ASU continues to show that international students are essential to U.S. innovation and Arizona’s economic leadership.
Advancing presidential messaging
Distributed hard and digital copies of the “New American University: Toward 2030 and beyond” brochure to more than 100,000 local, state, national and global audiences, including current and prospective students, faculty, staff, donors, partners, decision-makers, media and others.
Produced more than 50 video messages, including “Driving innovation to enhance the human experience” for the 2025 Edison Awards.
Co-produced the annual “State of the ASU Enterprise and Arizona State University” presentation to the Arizona Board of Regents, amplified highlights via social media, and facilitated its use as a resource for the university community and beyond.
Provided a presentation, an editorial column and social media promotion for the February 2025 presidential delegation trip to Mumbai and New Delhi, India, to advance messaging related to international education, semiconductor leadership and the future of AI in learning.
Renewed the quarterly Office of the President newsletter to highlight ASU leadership and developments, high-profile media engagement and university/OOP multimedia content.
Issues management
A new kind of university is already here
As public confidence in traditional higher ed erodes, ASU is going on offense. Anchored by a dynamic video and website, this campaign confronts national skepticism head-on with a bold message: “We agree, but that’s not ASU.” Combining national media analysis (driven by AI), storytelling and proof points, it invites audiences to rethink what college can be.
Executive orders
MRSC has worked closely with the ASU Office of the President and participates in a daily call with OGC, KE and Government Relations offices to assess daily developments and coordinate university objectives and communications.
MRSC developed a disciplined ASU message on executive orders and managed multiple media requests for comment.
MRSC has provided direction to all ASU unit communicators regarding the impact of executive orders and internal communications.
MRSC reviewed all ASU webpages to be consistent with executive orders.
New initiatives
Spring/fall training for communicators
To promote better coordination between front-line communicators at colleges and units across the university, MRSC created two half-day sessions for focus and sharing — one in the spring and one in the fall. Topics addressed included:
Urgent/emergency issues management.
ASU News 2.0.
Freedom of Information Act — taking care with emails.
Media training.
Distribution of stories through alternative mediums.
ASU News 2.0
The campaign, which includes in-person newsroom visits across the state and postcard mailers sent to neighborhoods around campus, aims to make the redesigned website a go-to ASU information resource for a wider audience, both internally and externally.
We launched a new initiative to make our storytelling more relatable and resonant for younger audiences: We added two student reporters to the team. With a fresh perspective and peer-to-peer approach, they’re helping us reimagine how we talk about news at ASU. From breaking down the “Big Three” stories of the month to making complex research more accessible to the broader public, their work brings energy, clarity and authenticity. It’s a powerful way to connect with new audiences.
Student reporters for social media
Awards and recognition
2025 honors
Emmy Awards
4
American Advertising (ADDY) Awards
12
18
Copper Anvil Awards
Case Awards
3
