Jones Journal -- Alumni Magazine of the Jones Graduate School of Management, Rice University

Please send comments to:
Deanna Sheaffer, Editor
Director of Alumni Affairs
Jones School of Management - MS 531 Rice University
P.O. Box 1892
Houston TX 77251-1892
e-mail:JGSalum@rice.edu

Getting the Word Out About the Jones School
– By Christi Neuenschwander, Class of 2002

For a growing business school like the Jones School, getting the word out about the accomplishments of the school, the faculty, and the graduates in order to attract new students, faculty, and recruiters is extremely important.

“Our graduates are very bright, but they are small in number so we have to make a louder noise.”

The school had done an excellent job of answering its internal needs and creating recruitment and other marketing publications. However, with the hiring of Debra Thomas as director of public relations in May 2000, the Jones School opted for a greater external focus for public relations.

Thomas joined the Jones School community in September 1999 as a media relations consultant to increase the school’s recognition in local and national news outlets. When long-time Jones School editor Pat Armentor retired, the search committee appointed by Dean Whitaker recognized that this was an opportunity to create a different public relations focus and realized they did not need to go any further than a member of their committee: Debra Thomas. Dean Whitaker accepted their recommendation.

Thomas, along with Maileen Hamto, assistant director of public relations, has made the world outside the Jones School a higher priority audience. With that audience in mind, they have focused on increasing the mentions of the school in the press, bringing the website in-house to make it more user friendly, and publishing more focused recruiting brochures.

Thomas has also increased advertising in national venues. In fact, if you flew Continental Airlines this past April, you may have seen the Jones School advertisement, which appeared in Continental’s in-flight magazine, along with a terrific article about the Action Learning Project. The ad ran through June. Also, if you’re flying on Northwest,American, or United this summer listen to Dean Whitaker on SkyRadio.

When asked how alumni can help in her efforts to gain recognition for the Jones School, Thomas stated, “Our graduates are very bright, but they are small in number so we have to make a louder noise.” She said when alumni are quoted in the media, they need to be sure to “tell everyone how wonderful we are.” The more mentions there are about the Jones School in the news media, the more attention the school will get for helping to produce outstanding business people. Mentions in the news media will also help raise the school’s visibility and bring in more exceptional students.

Thomas has more than twenty years of experience handling public relations for colleges. Seventeen years of her career were spent in Pennsylvania at Bryn Mawr College as director of public information. There were many aspects of working at a women’s college Thomas enjoyed, but she said some of the best characteristics were, “There were no limits on what women could do, and there was never any question about how intelligent women are.”

Thomas believes, “The best PR is the word of mouth about your reputation.” She wants alumni to talk about the school to friends and to the news media. To help Thomas keep track of mentions of the Jones School and its alumni, please send clippings to her if you are ever quoted or have an article written about you. Also, if you have any questions or ideas about how to better promote the Jones School, please contact Debra Thomas at dthomas@rice.edu.