The University of Minnesota means many things to Minnesotans – from a leading healthcare provider and researcher of discoveries that change lives, to a business and agricultural incubator, a leading educator, an entertainment and arts venue, and a community partner.
However, the positive impact the U of M has on real Minnesotans, every day, often goes unnoticed or underappreciated in the current media and public environment. Mistrust of large institutions, significant competition for attention, and news consumers’ tendency to focus on negative news create barriers to a consistent, cohesive, and memorable narrative about the University and our mission-driven work for Minnesotans statewide. In addition, recent and recurring issues in the news (both specific to the U of M but also generally across higher education) have created rallying points for stakeholders raising questions—and critics raising concerns—about the University’s reputation, value, and the capability of its leaders.
As the interim president begins his work this summer, the University is operating from a place of strength. In addition to significant achievements and momentum on MPact 2025—the University’s comprehensive systemwide strategic plan—recent discussions about the U of M healthcare vision, research advances, student successes, and other notable accomplishments across the University’s five campuses and other locations present immediate opportunities to publicize the University’s achievements. The University must maximize these opportunities to reconnect with Minnesota opinion leaders, enhance public trust, and help connect University successes to what matters most to Minnesotans.
University Relations (UR), the University’s central Marketing and Communications team, is seeking Public Relations/Public Affairs assistance (either an agency or an independent business person) to complement work already underway by the University’s central Public Relations, Internal Communications, and Marketing teams, as well as the University’s Marketing agency of record.
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