February 15, 2013

Northwood in the News

If you follow the news on a regular basis, you know Northwood University continues to gather a large and growing level of media coverage nationally, regionally, and locally—and it’s the result of much more than “luck” or coincidence. In fact, our success in the media is the direct result of deliberate efforts in alignment with our Strategic Plan Theme Four, “Strengthen Brand Equity and Reputation.”

As we strive to expand Northwood’s brand identity and impact, the following are some insights regarding how we measure results on this front and highlights of some recent examples of how we are succeeding.

In January 2012 in partnership with our media consultant, Falls Communications, Northwood developed a point scale to measure the value of our secured media. The scale accounts for coverage from the smallest local channel to the largest global medium, and assigns a point value ranging from one to 20. Coverage in print and online versions of national daily or major metro newspapers (i.e., New York Times, Washington Post, The Wall Street Journal) is worth 15 points while the same coverage in a regional daily newspaper (i.e., Palm Beach Post, Detroit News, Dallas Morning News) earns 10. Broadcast or online coverage on regional TV and radio stations, as another example, is worth 10 points while the same coverage via a local venue is worth five.

Through the first and second quarters of the 2012-13 academic year to date, we have managed to advance Northwood University’s brand recognition far and wide, earning coverage on a variety of topics and themes from the more simple to the more serious. Examples of coverage during this time period include:


    • Dr. Tom Duncan commented on gun control
    • Northwood University international students and Dr. Duncan shared perspectives on immigration reform
  • Palm Beach Post
    • Northwood to Honor Robert Forbes as an Outstanding Business Leader
    • Northwood University Aims to Raise Profile


  • WJRT TV-12
    • Dr. Kristin Stehouwer speaks on proposal 2 (a proposal to amend the state constitution regarding collective bargaining)
  • CNBC
    • Dr. Tim Nash interviewed on "Why budget cuts could throw economy into recession"
  • MLive.com
    • Dr. Richard Ebeling speaks on layoffs at Hemlock Semiconductor
  • Midland Daily News
    • Dr. Lance Lewis comments on the importance of a college degree for jobs


  • Dallas Morning News/WBAP Radio
    • Cedar Hill, Northwood University team with Texas A&M Forest Service to prepare for wildfires
  • Best of the Southwest Guide.com
    • Knights Watch Glory Road in Observance of Black History Month
    • Northwood University Texas Announces Recipients of The Knight to Knight Award
  • My Sweet Charity.com
    • Northwood University's Distinguished Women Of 2012 Had Plenty Of Fans And Fanfare

Looking at this more closely, the breakdown for system wide coverage in October, November, December and January is as follows: 

  • Total Placements: 757
  • Points: 5,178

Considering further these placements came over a 123-day time period, their value becomes even clearer. They amount to an impressive average of 6.15 news stories per day.

Of course, a plan is only as good as the people who execute it. We are succeeding on this front because our public relations, sports information, and faculty and staff expert teams continue to go the extra yard in utilizing their knowledge and talents to advance the Northwood University brand and mission via worldwide media.

The great opportunity is, as well as we are doing today with media placements, we know we can do even more to extend our brand in the media. We still have numerous faculty and staff who can serve as content providers to the media. Some of us need additional training in this area, which will be provided. In other cases we only need to continue working with a wide variety of media sources so they can see how we can assist them in providing comments and content on timely business issues.

Please join me in congratulating our colleagues on their continued success. They are the living proof behind Northwood's place as a proven leader in business education.

Have a great weekend!


Keith A. Pretty, J.D.
President and CEO
Northwood University
4000 Whiting Drive
Midland, MI 48640