She stresses that potential students often discover the school through coverage of its events or scholars.

"Media exposure provides an initial introduction for students to learn about [the Kennedy School's] activities and seek further information about how to apply," Sargent says.

While the school does not plan news-worthy events solely for the purpose of generating publicity, it does seek actively to recruit students and believes maintaining institutional visibility is vital to this effort.

The school's prominence is particularly important for recruiting overseas, as the Kennedy School draws many of its degree candidates from other countries.

Students who are not U.S. citizens come to the Kennedy School because it is well-known abroad as well as domestically.

"On an international basis, [the school] looks like a very interesting place," says Harvard spokesperson Alex Huppe.

Working With the University

Each professional school at Harvard has its own public relations staff, and the Kennedy School's communications department "operates independently of the main Harvard news office," Sargent says.

But when an event promises to focus a lot of attention on the University, central publicity officials team up with their Kennedy School counterparts to organize coverage.

Huppe explains Harvard's concern for ensuring that big-name forums run smoothly.

"If a speaker comes to Harvard and something bad happens, it affects the entire University," he says. "Peter Jennings will lead off the evening news with, 'At Harvard today....'"

Huppe also emphasizes the administrative coordination between communications officials for the professional and graduate schools and the admissions office.

Representatives from the various departments meet monthly and remain accessible to each other at all times.

"We all carry each other's phone numbers in our pockets," Huppe says.

With its frequent public forums and world-renowned guests, the Kennedy School's staff may merit a speed-dial entry.

"There's a lot of substance and a lot of flash over there," Huppe says. "It's one of the hardest-working public affairs shops at Harvard."