John Azoni John Azoni

#105 - How Pratt Institute is Helping Change the Narrative on Creative Education

My guest today is Jolene Travis, Assistant Vice President for Communications and Marketing at Pratt Institute. In this episode, Jolene shares how Pratt built a comprehensive campaign to combat negative headlines about creative arts education and shift public perception.

Jolene discusses the "Power of a Creative Education" framework that emerged from a single question from her president: "What are we going to do about these headlines?" She walks through the internal process of building messaging that all stakeholders could see themselves in, the importance of listening to faculty pushback, and how strategic media relations generated nine top-tier placements including The New York Times, NBC Nightly News, and WNYC—all amplifying a counter-narrative that painting and drawing programs have waiting lists while critics claim art school is dead.

Key Takeaways:

  • GEO (Generative Engine Optimization) is critical for higher ed—95% of AI citations come from earned media, not your website.

  • A creative education teaches critical questioning and problem-solving, not just technical skills—it prepares graduates to pivot across industries.

  • Internal alignment on messaging is non-negotiable—if faculty and staff don't see themselves in your framework, it won't work externally.

  • Success in creative fields isn't always a Google salary—art residencies, grants, and having a "bar gig that supports your creative work" are valid markers of success.

  • The most compelling messages often come from proximity to leadership—Jolene captured "there's a waiting list for painting and drawing" from staffing her president at an event.

  • A single data point (applications up in fine arts) became the foundation for 9 major media placements when paired with proper media prep and relationship building.

  • Partner with peer institutions rather than compete—a chorus is stronger than a single voice when shifting narratives.

  • NBC produced a full campus segment without ever visiting campus because Pratt had organized B-roll in their digital asset management system.

  • Zoom waiting room videos are an overlooked touchpoint—Pratt's 30-second video plays in 60,000 meetings annually, creating brand impressions before conversations even start.

  • Start your campaign by listening, not by pushing out your message—understand what the other side is saying first.

  • Holiday breaks are ideal times to think through big strategic challenges.

Connect With Jolene:

  • LinkedIn: https://www.linkedin.com/in/jolenetravis/

Resources Mentioned:

  • Pratt Institute website

  • Bynder (Digital Asset Management system)

  • Muck Rack GEO report

  • The New York Times: "Pratt School of Art applications up" coverage

  • WNYC/Gothamist: Trend piece on NYC art school applications

  • NBC Nightly News segment on AI and creativity

  • Blog post on Zoom waiting room videos: https://unveild.tv/blog

Connect With John:

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