When the official announcement was made that Otterbein was selected as the host location for the fourth Democratic National Debate, to be held on Oct. 15, 2019, we had one month to plan and execute our media strategy. From the start, we wanted to strike a balance of earning national media attention while also treating our media partners in central Ohio like VIPs. We offered experts and assistance to national media, but also gave local media a variety of coverage opportunities leading up to the debate, from a student voter drive to interviews with political science professors. When they began to apply for credentials, many local outlets found that CNN’s rate sheet for access to the debate and spin room was cost prohibitive. As a solution, we hosted the “Otterbein media row” and a campus watch party with a New York Times panel, faculty experts, Otterbein’s debate team, and student “media ambassadors” willing to speak to reporters. The university earned more than 11,500 media hits related to the debate across the United States and in 58 countries. Additionally, Otterbein’s heightened reputation has created more exciting opportunities since the debate.
From the judges
Otterbein University’s submission was an excellent example of a fantastic collaboration with students, faculty and staff, and media outlets—particularly in finding a workaround related to the cost-prohibitive press credentials. The team included a solid strategy and plan that paid off in elevating the university’s overall brand exposure.
