integrated technology services publications and communications strategy
In September 2006, Integrated Technology Services (ITS) at the University of New Brunswick (UNB) refocused their Publications and Communications position in an effort to better communicate their mission, vision, goals, and values to the UNB community and external audiences. ITS recognized that the UNB community did not understand the importance of what ITS does, how ITS supports UNB's mission and vision, and where ITS is going. This understanding is critical to ITS's success. The first step to improve understanding was to develop a communications and publications strategy. The development of this strategy is the focus of this pape. The ITS Publications and Communications Strategy documents ITS's current situation, available communication channels, and accessible evaluation methods. The strategy clearly identifies the overall objectives ITS will achieve after the strategy has been implemented. Seven core values or behavior principles of ITS staff were defined. These values drive the strategy. A number of communication attributes were described, and target audiences were identified. Based on where ITS was and where ITS wanted to be, the department developed a list of recommendations describing how to move ITS forward. They created action plans for reaching each target audience, outlining ITS's objectives, key messages, required resources, current communication channels, available evaluation techniques, and staff responsibilities. Finally, ITS identified general communication training needs for its staff. The ITS Publications and Communications Strategy took several months to develop. It will serve as a map to guide ITS in daily communication activities, providing consistency and direction.
communications strategy values audience channels evaluation objectives messages customer service medium image measurement public realtions