Challenge

From pioneering mobile vaccine clinics during the COVID-19 crisis, to hosting impactful community health fairs, amplifying racial justice advocacy, and celebrating the achievements of future physicians on Match Day, CDU is actively shaping a more equitable healthcare landscape. The challenge lies not in the work itself, but in increasing visibility, building brand recognition, and cementing CDU’s place as a national leader in health justice.

This case study explores how CDU sought to elevate its brand and connect with broader audiences—bringing its story, people, and impact to the forefront.

Solution

To raise the visibility of Charles R. Drew University (CDU) and strengthen its reputation as a national leader in health equity, THO executed a dynamic and responsive public relations strategy. This effort became even more critical following the sudden departure of two senior members of CDU’s communications team—whose exit left a significant gap in institutional, historical, and procedural knowledge. As a result, THO’s role evolved from external PR support to a more embedded, strategic communications partner navigating unforeseen challenges and building communications infrastructure from the ground up.

Key elements of the strategy included:

• Crisis Communications & Strategic Counsel: Developed official messaging and provided real-time strategic counsel during sensitive situations, including campus bomb threats and federal criminal cases involving figures affiliated with CDU, such as Mark Ridley-Thomas and Eunice Bisong.

• COVID-19 Response: Coordinated expert faculty commentary and crafted statements in response to rapidly evolving FDA and CDC guidance, ensuring CDU remained a trusted voice during the pandemic.

• Media Relations at Signature Events: Managed on-site media engagement and facilitated interviews at major events such as Match Day, the Black College Expo, and the $50 million ceremonial check presentation, securing high-profile coverage to showcase CDU’s progress and impact.

• Spokesperson Identification & Thought Leadership: Identified faculty and leadership for media opportunities and panel discussions, while also drafting executive thought leadership pieces and press releases that positioned CDU as a thought leader on key public health issues.

• Timely, Topical Media Pitching: Built an editorial calendar highlighting seasonal and newsworthy topics, enabling consistent outreach on CDU’s areas of expertise—including health equity, food insecurity, and racial disparities in healthcare—to ensure regular and relevant media coverage.

• Community Partnership & Forum Support: Advised on strategic partnerships to amplify CDU’s Community Forums led by Silvia Drew-Ivie, including a comprehensive recommendation plan for collaborations with local businesses. THO also provided communications guidance to support community engagement and grow attendance at these forums.

• Institutional Visibility Building: Offered communications counsel to support CDU’s ongoing partnerships and public engagement efforts, ensuring the university’s mission and initiatives were consistently represented and elevated across all platforms.

Results

Over a 16-month period, the integrated public relations strategy delivered strong, measurable results—dramatically increasing awareness of CDU’s mission, leadership, and impact.

Media coverage was secured across a diverse mix of top-tier national, regional, and culturally relevant outlets, including U.S. News & World Report, ABC 7 Eyewitness News, Spectrum News 1, the Los Angeles Sentinel, Los Angeles Business Journal, Yahoo News, Black News Channel, Healthline, Verywell Family, Our Weekly, and others.

Key performance highlights include:

• 4.72 billion total potential online impressions
• 262 million estimated views across all media types
• 85 total placements in digital, broadcast, and print outlets
• 19 million broadcast television viewers
• 1.1 million print readers
• 28,000+ social media shares of online articles

This sustained media presence not only amplified CDU’s visibility, but also successfully positioned the university as a leading voice in health equity, community health innovation, and medical education. Through strategic storytelling and expert positioning, CDU’s key messages consistently reached targeted stakeholders—including prospective students, healthcare partners, policymakers, and the broader public—cementing its role as a vital advocate for underserved communities.