Tuesday 9th October, 2012
4:00pm to 5:30pm
Promoting faculty scholarship can seem like an esoteric challenge without immediate payoff, but it’s a battle worth fighting—and the web helps to even the field. Research is one of the most powerful ways that universities can elevate their reputation and rankings—which heavily impact donor development and recruitment efforts, on both the graduate and undergraduate levels. But how do you take “boring,” “stuffy” research and interpret it for the modern, pulsating digital media landscape so that it appeals to prospective students, practitioners, and peer schools alike? You must carefully determine how to talk about faculty research in a way that translates your school’s strengths, and build an engaging website and deliver in a variety of formats. Content plus strategy equals success. As people become increasingly sophisticated consumers of information, our tactics to pique their interest must follow. The challenge is to turn academic prose into digestible, thought-provoking stories. By building a content repository, you can feed the many beasts that come begging. And with content in hand, you can identify the most effective channel(s) for your primary, secondary, and tertiary audiences—keeping in mind that they may differ. In a rapidly-changing world, practitioners are looking for efficient ways to keep up with the latest thinking: our research. And if it’s not packaged as news and delivered with an outstanding user experience, the audience won’t read it. But if we succeed, we create high value for students and attract supporters who want to make a difference.
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