"Many university public relations strategies are still predominantly built for a traditional media ecosystem that has dramatically changed over the years. As op-ed placements shrink and newsrooms continue to contract, higher education communicators should consider helping faculty build durable, direct publishing platforms through tools like Substack and LinkedIn newsletters. Faculty-led content platforms have the potential to: Reach audiences institutional channels may never touch Attract journalists, collaborators and prospective students Add depth, diversity and timeliness to school narratives"
"Traditional media relations efforts shouldn't be abandoned but complemented with faculty-led direct publishing and engagement strategies. For many communications departments, this requires a shift from controlling messages to enabling voices; from pitching stories to amplifying scholars; and from measuring success by placements to focusing on sustained reach, relevance and engagement. Below are ways that communicators can enable this shift."
""The posts could be reaching students that are interested in the work being done at Harvey Mudd and thus benefit Admissions; they could be reaching faculty at other institutions working in similar spaces and be a vehicle to share best practices and encourage collaboration," explained Hussey. "This kind of faculty public scholarship truly broadens the reach and impact of the college's work.""
University public relations strategies often target a traditional media ecosystem that has contracted, reducing op-ed placements and newsroom capacity. Communicators can help faculty build durable, direct publishing platforms on Substack and LinkedIn newsletters to reach audiences institutional channels miss, attract journalists, collaborators and prospective students, and add depth, diversity and timeliness to institutional narratives. Faculty-led public scholarship broadens institutional reach and impact. Traditional media relations should be complemented by enabling faculty voices, shifting from controlling messages and chasing placements to amplifying scholars and focusing on sustained reach, relevance and engagement. Support must respect faculty workloads and align with individual goals.
#higher-education-communications #faculty-public-scholarship #direct-publishing #media-relations-strategy
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