Overview

Known for its distinctive co-op model and deep roots in engineering, mobility and advanced manufacturing, Kettering University sought to elevate its profile to a more widely recognized leader in higher education and workforce development.  

To bring attention to a new degree program focused on semiconductors and the university’s growing e-sports and racing platforms, it needed a communications partner to translate that momentum into visibility and establish President Dr. Robert K. McMahan as a leading voice on the future of higher education.

VVK PR + Creative partnered with Kettering to build a media relations and executive visibility program spanning national, regional and trade media with the goal stronger brand differentiation to ensure the Kettering model and its voices stood out in a crowded and increasingly complex higher education landscape.

The Strategy

VVK’s program focused on sharpening Kettering’s narrative and strengthening relationships with the media and influencers that shape its industry and region. Key elements included:

• An executive visibility program establishing Dr. McMahan as a thought leader on the co-op model, workforce readiness and emerging technology
• A tiered media approach spanning local and regional Michigan outlets, national trade press and mainstream business and higher education media
• Relationship-first editorial briefings with Michigan’s top outlets, building familiarity with Kettering’s leadership over time rather than chasing one-off coverage
• A dedicated Western Michigan visibility strategy, benchmarked against peer institutions, to open new regional storytelling opportunities

The Work

Guiding Kettering’s story in 2025 meant staying nimble. As priorities shifted throughout the year, from the launch of a new semiconductor program to fast-moving leadership and academic developments, VVK served as a steady strategic counsel, continually recalibrating our approach to keep Kettering’s narrative sharp, timely and aligned with what mattered most in the moment.

That responsiveness paid off in the relationships and platforms we built for Dr. McMahan, from national op-eds to high-profile editorial conversations at a top policy conference – each one reinforcing his standing as a credible voice on higher education and workforce development. The same approach extended Kettering’s presence across broadcast, print and podcast media, ensuring the university’s story reached the right audiences no matter where the conversation was happening.

The Impact

VVK’s work established Kettering and Dr. McMahan as a credible, visible voice across the platforms that matter most to the university’s growth: national outlets that build reputation, regional and trade press that build trust and high-level relationships that open doors no single placement can. The program moved Kettering from reactive press coverage to a proactive, sustained media presence anchored in real editorial relationships.

• National op-eds for Dr. McMahan in US. News & World Report and Fortune, plus a high-profile editorial conversation with Detroit News columnist Nolan Finley at the Mackinac Policy Conference, putting Kettering’s leadership in direct dialogue with the outlets that shape higher education and business coverage
• Consistent engagement with leading podcasts including Future U, The TechEd Podcast and Future Ready Leadership with Jacob Morgan that sparked interest from potential co-op partners and school systems
• 12+ proactive press initiatives and broadcast, print and podcast placements across outlets including CBS Detroit, FOX 2 Detroit, Crain’s Detroit Business and The Detroit News