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Raise Engagement and Your Organization’s Profile through

Powerful Storytelling

Presented by Leanora MinaiEditor & Executive Director of Communications

Communication Services at Duke University

July 30, 2019

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What we’ll talk about today …

• Internal communications infrastructure at Duke

• Journalistic approach

• Examples of stories aligned with Duke priorities

• Multi-platform campaign examples

• Why surveys matter

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A brief history of internal communications at Duke

Once upon a time …

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“…many members of the Duke community now feel overloadedwith e-mail messages, newsletters, and other information while, at the same time, feeling uninformedabout developments that affect their lives.”

Telephone operators 1914-17, Library of Congress.

#1 Guiding Principle: Make Internal

Communications a Central Priority

Established a Dedicated Office and Coordinated Approach

Lead communications for central administration:

• Duke Human Resources

• Facilities

• Campus Police

• Transit & Parking

• Sustainability

• Emergency communications …

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Internal Communications at Duke: Multi-Channel Approach

PrintCelebrating 13 years

Online Newsworking.duke.edu on

Duke Today

Social MediaFacebook, Twitter

E-Newsletter“Working@Duke

This Week”

New York Times newsroom, 1942. Library of Congress.

Powered by Journalism

Photo courtesy of Library of Congress, 1918.

Reporting

• Research

• User-generated content

• Gather data about your topic

🔎 from your organization?

🔎national surveys?

🔎government statistics?

“Photograph shows newspaper publisher William Randolph Hearst (1863-1951) on a boat in front of reporters with cameras.” Library of Congress.

Interviewing

• People.

• Ask open-ended, probingquestions – why? how?

• Gather color, details

• Shadow people

* Take pictures, ask for pictures, and capture audio/video.

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• Why does the topic/message matter?

• Why are you sharing the news now?

• What are the themes?

• What’s the point?

• What does the story say about your organization?

Framing/focusing your content

Harris & Ewing, photographer, 1925. Library of Congress.

Your organization has priorities and goals.

Tip: Tell powerful stories to help achieve them.

Working@Duke Print Publication

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Institution Priority: The value of working

at Duke

Tip: Use data.

Tip: Send us your news! Solicit story participants.

Institution Priority: Healthy Duke

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Redacted sample of a non-Duke affiliated open enrollment communication.

Tip: Go deep.

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Excerpts from Bonnie’s diary.

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Response to Bonnie’s story

“I especially thought the article on

Bonnie McManus was powerful …

It made for a compelling read and

communicated well the value of the

Duke health benefits. It also placed a

strong reminder that I needed to think

about my current insurance choices.”

- Duke employee

Open enrollment communications for this year?

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Institution Priority: Diversity and Inclusion

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Online News Siteworking.duke.edu

on Duke Today

Tip: Think like a “tailor.” Inspire and engage with useful, relevant content.

Inspire:Emma lost 60 pounds!

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Tip: Mine evergreen content for golden nuggets to re-purpose.

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Special delivery …

Library of Congress.

“Working@Duke This Week”E-newsletter

Special delivery to 50K

• Events

• Emergencies

• Cross-promotion

• Snapshots of campus

• Behind the scenes

Social Media

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Our strategy for Facebook

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6,500+ likes

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Integrated campaigns:Two multi-platform

examples

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Example 1:#DukeTimeOff

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500+ submissions

Ernest Hemingway, 1957. Photo courtesy of The Met.

Shoes, 1888. Vincent van Gogh. Photo courtesy of The Met.

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Example 2

For sale: baby shoes, never worn

Nearly 550 submissions –with little promotion!

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Why these campaigns worked?

We asked, they answered

Re-purposed compelling content

Not stale - something different on each platform

Incentive for participating

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Tip: Let your audience tell you how you’re doing.

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“I read Working@Duke”

80

% 82

%

76

%

75

%

78

%

77

%

68

%

80

%

85

% 86

% 87

%

2008 2009 2010 2011 2012 2013 2014 2015 2016 2 0 1 7 2018

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“I feel like the publication helps demonstrate Duke's high level of commitment to its employees in terms of providing a good and productive work environment.”

- Duke employee

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Some results of engagement …

Thank you!Leanora Minai

Leanora.Minai@Duke.edu@LeanoraMinai

LinkedIn: leanoraminai919-681-4533