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The Future of Communications in Higher Education Joseph Hice, APR, CPRC

The Future of Communications in Higher Education Joseph Hice, APR, CPRC Chief Communications Officer Associate Vice Chancellor NC State University. Trends that affect us all. Accountability to our various publics Challenge from the competition The rise of a new breed of Chancellor

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The Future of Communications in Higher Education Joseph Hice, APR, CPRC

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  1. The Future of Communications in Higher Education Joseph Hice, APR, CPRC Chief Communications Officer Associate Vice Chancellor NC State University

  2. Trends that affect us all • Accountability to our various publics • Challenge from the competition • The rise of a new breed of Chancellor • Changing role of communications

  3. Accountability • With increased competition for funding and the need to justify our contribution or value to all of our stakeholders, communications will have to lead message development and delivery • Different messages for different groups • Parents, students, civic leaders, business leaders, etc. • How does giving help?

  4. Challenge from the competition • Public & Private institutions • Differentiate or die • Point(s) of differentiation • For profit organizations • Driven by the bottom line • Aggressive • Kaplan’s “I’ve failed you campaign” • $20 million in marketing last quarter • University of Phoenix Stadium • $60 million/10 year sponsorship • $250 million last quarter!!!!!

  5. A new breed of Chancellor • Visionary • Openly & Consistently articulates a clear vision for the institution • Role model • Management by example • An Advocate • Champion for the institution • Champion for advancement

  6. A new breed of Chancellor • Business approach to running the institution • Internal communications challenges • External communications challenges • Media savvy • They recognize the power of the press (and the changes) and want to capitalize • They represent the values, purpose, and the integrity of the institution to key constituencies • Fundraisers • A different kind of support • Financial & Human capital

  7. Changing roleof communications • As a Counselor to the Chancellor and the university • Protect and enhance the reputation of the institution • Facilitate two-way communication with those who are key to your success • Help establish the Strategic direction • Communications planning across boundaries • Ability to generate bipartisan support for the plan

  8. Changing roleof communications • Disseminate the Chancellor’s vision and enlist advocates in its implementation • Engage the campus community in the communications and marketing effort • Create the “dialogue” for long-term communications

  9. Can we talk? • One voice, one message • The dialogue • Long term discussion starting at Point A and ending at Point Z • Planned out in the beginning. • Today I know what I’m going to say six months from now, 12 months from now, 5 years from now • Interactive communications – between you and me – is what differentiates good communications from great communications

  10. Fundamentals • The tools • Traditional • Print & Broadcast media/publications • The Web • Social Media • Facebook, Blogs, Twitter and tweets

  11. The power of the Web • Appx. 70,000 people a day visit either • www.ncsu.edu • www.news.ncsu.edu • More than 25.5 million a year are making the choice to visit one of our sites and seek out news & information about NC State University • 60% of those visitors are from outside NC State University (15.3 million) • Facebook, Twitter, YouTube, Foursquare, more

  12. Social networking 82% increase in time spent on social networking sites over the past year. Sites like MySpace, Facebook and others are where prospective and current students, alumni, donors, etc. gather 206.9 million unique visitors to Facebook in Dec. 2009

  13. Facebook 90% of full-time U.S. college students are members 97% at NC State 45,000 on NC State network Two-thirds visit daily 300 million active users

  14. Twitter Is Growing twitter.com had about 5 million site visits in December 2008 23 million in December 2009 75 million users (17% twittered last month)

  15. Blogs and higher education They’re everywhere Admission, alumni, students, faculty all have blogs on sites out there Millions of “citizen journalists” Blogs (189 million around the world)

  16. www.HiceSchool.com

  17. It’s all about Influence! • Influence is directly related to your following • Your following is your audience • Massive influence online translates to massive influence off-line • The goal is to become your own media channel, your own network • Today’s student/institution has started building his or her online network • Where will you/they be in 5 – 10 – 20 years

  18. Keep the web in your toolkit • Develop your strategies and goals first • There is no magic bullet • Know the technologies • Where is a new release or Blog appropriate? • Apply, measure, move on

  19. Not everyone is readyto treat the WebAs a community

  20. Questions to ask yourself • Are you ready to make the commitment? • It takes time and hard work to make it happen • Do you really want interaction and more transparency? • And does your boss? • The entry costs are low – but the cost of not following through can be great. • Sustainability

  21. Time for dialogue

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