Fairfield University Photo
Michael Horyczun
Fairfield University last week named as its new media-relations director Michael Horyczun, who brings to the role a background in journalism and experience in arts marketing.
“Most recently, he served as director of public relations for the Bruce Museum in Greenwich … overseeing media campaigns that helped raise the profile of the institution, leading to record attendance,” according to a university press release, which indicated that “he also worked as the PR director for Stamford Center for the Arts and was a marketing associate at the Westport Country Playhouse … He currently is an on-air volunteer staff member at public radio station WPKN-FM in Bridgeport … hosting a bi-monthly music program. He previously hosted a daily drive-time music program on WFUV in New York.”
In an e‑mail, Horyczun said, “I started at Fairfield University as a free-lance writer doing arts publicity for the Regina A. Quick Center, Bellarmine Museum of Art, and John J. Walsh Gallery in July 2011. … I started my new assignment in the arts at Fairfield University after working in a museum environment for over a decade. Since I’ve been working in the arts most of my career, the transition was seamless, and the stars were aligned in my favor. I was able to re-connect with the arts media immediately. I’m also very interested in music, both as a musician and singer-songwriter, and I’m a fan of a wide variety of styles.”
With an eye on his new role, in which he succeeds Mark Gregorio, Horyczun said, “Our first priority is focusing on new and innovative ways to target all media, print, electronic, and social, with information on our expert faculty and to tell inspiring stories of our students, both undergraduate and graduate. We will be collaborating with our colleagues in the marketing and communications division and others across the institution to accomplish this.”
Asked what challenges he faces, Horyczun said, “Today’s model for communication is changing, constantly, and now may be the best time to be in this business because of the exciting potential the digital revolution brings with it. The vast amount of information available can appear overwhelming, but it also allows content providers, as we in media relations are, to deliver virtually unlimited messages to site-specific audiences. The challenge here is to target that message to be accepted, received, and processed in some way. All types of vehicles deliver the message, and another challenge will be to provide content suitable for optimization.”
Another challenge “that has always presented itself in my position,” Horyczun said, “is maintaining an updated database of media contacts. The list can be perceived as almost like a living and breathing thing. It changes constantly, and in this climate, with the concentration of media outlets, particularly in the print media, it’s important to keep track of colleagues who change from columnist to bloggers to Web hosts. At Fairfield University we approach this challenge in two ways — a special software program that tracks media along with the old fashioned but still effective ‘one on one’ personalized approach. Yes, it’s a challenge, but it’s one that also offers opportunities.”