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Reimagining research promotion: How to maintain visibility and momentum through an integrated approach
This case study provides an overview of how to effectively leverage social media, content platforms, media relations and creative visual assets to educate the public and key influencers about faculty expertise and cutting-edge research. This paper will outline how higher education institutions can utilise multimedia across multiple channels, owned and earned content, audience segmentation, strategic cadence and evergreen assets to shape, spread and sustain messaging for an overarching topic. The case study will detail fundamentals for successful implementation of each component in the comprehensive campaign. Each specific strategy outlined in this case study has been successfully applied to a wide portfolio of thought leadership and research promotion initiatives for different subject matter areas and faculty members across a major private research university. The reader will be equipped with tools and tactics for developing a dynamic, integrated amplification approach that achieves immediate results and long-term success.
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Molly Gluck leads Boston University’s integrated promotion strategy across priority research pillars to key stakeholders, internal and external audiences, and the general public. Specifically, she manages the university’s research and thought leadership-focused social media channels and amplifies university initiatives, research and faculty through targeted social campaigns, live social activations and media relations. She also oversees the BUExperts Medium channel, which aims to highlight the findings, viewpoints and expertise of Boston University faculty and researchers on trending and timely topics. Molly has been a public relations practitioner for eight years and joined Boston University from PAN Communications, where she led media relations and social media strategies for client accounts across higher education, cybersecurity, Big Data, cloud, enterprise software and financial technology industries.