Strategic Communications Builds Credibility and Drives Connection

Effective communications is more than just messaging. It is the engine behind brand reputation, media visibility, and meaningful audience engagement.

Years of leading communications and media strategy in higher education and beyond have taught me that success comes from clear storytelling, consistent outreach, and strong relationships with the press.

• High-quality content is the foundation. Clear, strategic press releases and media outreach enhance visibility and strengthen brand reputation.

• Strong media relationships are essential. They expand your reach, ensure message control during times of crisis, and protect public credibility when it matters most.

• Write like a pro. In today's media environment, many newsrooms are understaffed and looking for well-written content they can run with minimal edits. Press releases written in Associated Press style are far more likely to be used as-is. If an editor has to rewrite it, it may get passed over. But if your release is clean and ready, it might just land on page one. It is always better to tell your story than to have someone else tell it for you.

• Every story should serve a purpose. Aligning messaging with marketing goals ensures that storytelling reinforces brand value and mission.

• Earned and owned media work hand in hand. Balancing traditional media coverage with direct communications builds authority while staying true to your voice.

• Volume and strategy must coexist. Producing and distributing hundreds of press releases a year requires discipline, structure, and purpose. Each release should be timely, relevant, and audience-focused.

• Organize with intent. Refined news platforms and categorized press releases improve user experience, highlight major announcements, and ensure consistent access to information.

Communications is not a support function. It is a strategic pillar that builds trust, advances your mission, and keeps your message clear and consistent in a noisy world.

In today’s fast-moving media landscape, the organizations that rise above the noise are the ones that communicate with clarity, consistency, and purpose. Strategic communications is not just about getting attention. It is about earning trust, reinforcing your mission, and building lasting relationships with the audiences who matter most. When you take control of your story and tell it well, you do more than inform. You lead.