In the fast-evolving world of higher education, effective communication plays a pivotal role in shaping institutions’ reputations, engaging stakeholders, and ensuring student success. Recently, I had the privilege of speaking with David Ogul, a long-time journalist who has made the move into community college marketing, most recently as interim Director of Communications for San Diego College of Continuing Education.
Here are a few things we discussed and how they apply to the world of community college marketing.
The Power of Storytelling:
Journalists are trained storytellers, and this skill proves invaluable when communicating complex information in higher education. Whether it’s sharing student success stories or, as David says, “sharing bad news,” the ability to craft compelling narratives is a cornerstone of effective communication and a marketable skill.
Key Takeaway: In an era when institutions are becoming more community-oriented and digital, communication professionals must be adept at storytelling and adapt to new platforms and tools.
Adaptability:
David highlights how his journalistic background equipped him with the ability to “pitch” stories to his editor, a transferable skill that proved to be crucial as he took on more marketing-focused communication roles within academia.
Key Takeaway: Professionals entering higher education communication must stay updated with the latest technologies and trends in marketing remain effective.
Building Trust:
Trust is paramount in higher education, says David, and “your reputation follows you.” Emphasizing journalists’ commitment to accuracy and fairness naturally translates into trust-building in communication roles. David also emphasized how being transparent and credible fosters positive relationships with the broader campus community.
Key Takeaway: Trust remains the bedrock of successful higher education communication. Building and maintaining trust should be at the forefront of any communication strategy.
Navigating Difficult Transitions:
David talked intimately about his move from newspapers to academic communication and emphasized the importance of being open to learning new things even after years of experience.
Key Takeaway: A willingness to learn new things is an important skill in a world where technology and tactics are evolving daily.
Navigating Crisis Communication:
In higher education, crisis situations can be complex and multifaceted. Drawing from his journalistic experience, David stresses the significance of clear, concise, and timely communication during such events, which often involves communicating on behalf of academic leadership.
Key Takeaway: Higher education institutions frequently encounter crises. The ability to respond effectively and transparently is vital to protect the reputation of the institution.
As my conversation with David highlights, succeeding as a community college PIO isn’t easy, but recognizing a few fundamental truths can be a lot easier. The truth is, recognizing the power of storytelling, embracing adaptability, nurturing trust, and remaining open to learning are skills that can not only help us in marketing but also in life.
Diary of a Recovering College MarComm Director
This article is based on an episode of Higher Ed Conversations, a podcast featuring higher education experts to discuss trends in marketing, communications, advancement, and student success. Subscribe via Apple, Spotify, or wherever you listen to podcasts so that you don’t miss future episodes!
