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Strategic Communications Planning for University Relations

Learn the importance of strategic communications planning in achieving university goals and enhancing credibility. Plan utility, elements, strategies, and tactics are discussed for successful implementation. Presented by Amy Phenix.

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Strategic Communications Planning for University Relations

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  1. Communications Plans: Why Bother? Presented by: Amy Phenix, University Relations pheni001@umn.edu, 612.625.8510

  2. Your needs and experiences • What are your biggest communications needs? Do you plan now? • Why? Why not? • What works what doesn’t? • Are you achieving objectives in your plan?

  3. Why bother? • Set goals • What’s success? • Evaluation: was it successful? • Set priorities • What to do? • Who’s important? • Proactive (vs. reactive) • Identify and resolve policy issues • Anticipate unexpected/unwanted

  4. Why bother? • Establish or enhance credibility • Demonstrate the value of strategic communications • Organizationally • Make a point!

  5. Be strategic • What’s strategic for your unit? • What are your goals? • University goals: • Increase public and private support • Strive for preeminence in basic and applied sciences • Recruit best faculty • Foster economic development in the state • Enrollment maxed, must attract best students • Improve undergraduate learning

  6. What’s strategic? • A story in alumni publication, or a paragraph in the NY Times about efforts to improve student retention? • A communications professor interviewed about paranormal research on the Today Show, or a hometown placement about an honorary degree recipient? • Responding to a USA Today request for a bioterrorism expert, or meeting with the head of campus life to develop a story about the student body? • Completing key stakeholder polling about the university, or developing a fact sheet for the president to send to stakeholders? • A story in our faculty and staff publication about getting involved in elections, or one about a large research grant?

  7. Plan utility • Organizational: in support of strategic plan and mission • Event or initiative specific • Opening a building • Launching a new academic program • Issue driven • Post-riot • Health benefit changes • Long term • Short term

  8. Elements of a communications plan • Articulates departmental goals and priorities (situation analysis) • Sets goals • May include messages • Identifies key audiences • Articulates strategies to achieve your goals • How you’ll work (vs.. what you’re doing) • Articulates tactics • What you’re doing (e.g., the specific communications vehicles you’ll use)

  9. Strategies and tactics • Strategy: Advance university research and education mission by supporting resource acquisition efforts. • Tactics: • Develop, coordinate and manage external message surrounding legislative request • Bring legislators to campus to learn about the university • Tell stories that demonstrate the university’s value • Internal publications • External publications / media relations

  10. Conclusion • Planning is valuable, helps identify goals and if you’ve achieved them • Planning should be strategic • Planning elements include: • Goals • Audience • Strategies • Tactics

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