Year in Review
2025 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
XXXX
projects supported with graphic assets
1,000
incoming media inquiries fielded via email, unrelated to active pitching
XXXX
national media mentions. Top 5 locations:
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.
58,146,006
social media impressions
203,550
new followers
MAJOR HIGHLIGHTS
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MAJOR HIGHLIGHTS —
Lucy
The 50th anniversary of Lucy’s discovery sparked major media coverage, including Science, Scientific American, CNN, BBC, and The Washington Post. Our Lucy spotlight page received over 1,000 visits. The campaign generated hundreds of 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 which generated 35k+ impressions and 12k+ story views. Global coverage and media placements further amplified ASU’s momentum in the field.
ASU Health
MRSC 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 campaign at the SEJ Conference, earning over 734K social 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 new subscribers, the campaign showcased ASU’s leadership in climate communication and the power of cross-unit collaboration.
Cusp of $1B
in research
expenditures
Our coverage of ASU’s momentum toward becoming a $1 billion research enterprise garnered over 3,800 ASU News story 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: Serving more students than ever before while becoming a research powerhouse.
VIDEO HIGHLIGHTS
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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.
Reporter Mary Beth Faller spotlighted the Friendship Bench, where Mirabella residents invite students to sit and talk. Videographer EJ Hernandez 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
President Crow & ASU - step into the national spotlight for higher education
Annual NYC dinner; launch of Changing Higher Education website, collateral material, mailing to national reporters
MMC interview with Washington Post higher education reporter, Susan Svrgula, December, 2024
MMC interview with CNBC, May 2025
MMC interview with MSNBC/Catherine Rampell, June 2025
MMC interview with Wall Street Journal editorial board and guest editorial, June 2025
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 June1 more than 5 million views.
Launched spotlight page on Research Matters, March 2025
Produced 47 ASU News stories resulting in 20,920 views (June 1)
Dedicated Monday’s ASU News to Research Matters stories
Developed a branded look for Research Matters campaign, have coordinated with KE and FSE for ongoing content and distribution.
Why international students matter
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Advancing Presidential Messaging
Distributed hard and digital copies of the New American University: Toward 2030 and Beyond 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 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. This campaign confronts national skepticism head-on—with a bold message: “We agree, but that’s not ASU.” Anchored by a dynamic video and website, the campaign challenges prevailing media narratives by showcasing ASU’s accessible, innovative and results-driven model. Combining national media analysis (driven by AI), storytelling, and proof points—from affordability to employability—it invites audiences to rethink what college can be. More than a message, it’s a movement to redefine the future of education—and to show that a new kind of university is already here.
Executive Orders
MRSC has worked closely with the President’s Office and participates in a daily call with OGC, KE and Government Relations offices to assess daily developments and coordinate university objectives and communications.
Developed a disciplined ASU message on executive orders; managed multiple media requests for comment
MRSC has provided direction to all ASU unit communicators regarding impact of executive orders and internal communications
MRSC reviewed all ASU web pages for references to DEI
New Initiatives
To promote better coordination between front-liine 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. Highlights included:
Urgency/Emergency issues management
ASU News 2.0
Freedom of Information Act – taking care with emails
Media Training
Distribution of stories through alternative mediums
Spring/Fall training for communicators
ASU News 2.0
ASU News 2.0 campaign: 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
4 Emmy Awards
12 American Advertising (ADDY) Awards.
18 Copper Anvil Awards.
3 Case Awards.
