Review: Promoting Strategies on a Budget: Internal PR

*Note: This review will appear in next week's "Preview/Review" column in Brief.

Sometimes when we think about communications we believe them to be the sole job of professionals with focused job titles like "communications specialist." But communications--helping others understand the value and role of an organization--are most effective and persuasive in numbers.

Anna Kucera, director of marketing and public relations with the Upper
Midwest Chapter of the National Multiple Sclerosis Society, had a clear
message for the several dozen attendees at the Oct. 20 UMCF event, "Promoting Strategies on a Budget: Internal PR."



Everyone in your department should be involved in communications, and
ultimately, everyone in your organization is anyway, she said. A
conversation is happening--online, in coffee shops, and in
backyards--people talk about work. Providing the tools to enable
employees to lead the conversation, and to advocate on behalf of [the
U], is ultimately a communicator's job.



"The people who work for the University need to be able to speak about what they do for the U and why it matters," Kucera said.



At her own organization, Kucera said "A lot of times our employees are
the people best connected to the communities we serve. We want to
empower them to get the word out about upcoming events, and our agenda."



Her advice was to train everyone, in the key messages (the value) of
the University, and in the use of social media (by holding social media
brown bags)--an inexpensive way to amplify 20,000 faculty and staff (and
60,000 students) who make up the U.



"Social media policy should be not only a list of what not to do, but
"to do's" and "how to's." Facilitate interactions among employees.
Empower them to reach out to their own networks in a way that
positively represents your organization," she said.



Certainly food for thought as the U approaches another important
legislative session, with tens of millions of dollars on the line.

 

One way to get involved is to join the U's Legislative Network, get informed, and get ready for action at the U's 2012 Legislative Briefing, coming Feb. 1.



Follow the U's new legislative network on its new Facebook page, and continue the conversation online.