This presentation was presented as part of the Integrate 2011 conference hosted by the WVU IMC program, http://integrate.wvu.edu
Presented by Stephen Ward - http://imc.wvu.edu/about/faculty/stephen_ward
How can institutional "data gurus" and "spin doctors" collaborate when their traditional opinions of one another aren't quite as enlightened as they ought to be? In public higher education, increasing demand for institutional assessment and accountability coupled with the rise of professional marketing communications practices has created opportunities for integration that are also common within other kinds of institutions and organizations. Finding the fit for assessment and accountability data within brand building requires two administrative areas with historic misperceptions of one another to see each other in a new light. This presentation looks at some success from higher education that likely parallels potential experiences within other organizations, both public and private sector. The discussion also includes results of a six-state study of how higher education policy analysts and marketing communications professionals view each other's role in telling their institution's story.
To learn more about the WVU IMC program visit http://imc.wvu.edu