In our previous article we talked about how one of our long-term clients, the University of Toronto, stopped issuing press releases in favour of authentic storytelling. They created a content hub that looks very much like a media newsroom.
Below is a transcript of John McKay’s interview with David Estok, Vice President, Communications at the U of T as they discuss how this approach has produced results. The conversation has been lightly edited for length.
JM: How and when do you provide U of T News stories to the reporter?