Firm to boost U.'s nat'l image

The University has hired the New Hampshire media relations firm Dobisky Associates in an effort to improve its national image. "We're just getting started working with them," said Carol Farnsworth, assistant vice president for University relations. "The University has hired Dobisky Associates to enhance the image, and aid in the placement of news stories in the media." Farnsworth said one of Dobisky's roles will be to help find experts at the University to help reporters who are interested in finding specialists for their stories. Dobisky Associates, which is located in Keene, N.H., will also try to promote stories about the University to the national media. "The primary thing we're interested in is placing what we consider strategic stories in the media about the University," Farnsworth said. "When a school works with this firm, [accesss to reporters] is one of the things available to them." Dobinsky President Frank Dobinsky said he has begun "working on creating some long-range strategic plans for generating attention for the University." He said they are considering marketing the University's coalition-building with the West Philadelphia community and said his firm has already spoken to Ira Harkavy, head of the University's new Center for Community Partnerships. Dobinsky Associates represents 15 schools across the country including the University of Florida, University of Denver, University of Texas at Austin and Tulane University. Farnsworth added that "it is not unusual for a school to contract with consultants to augment their media realtions efforts."