Strengthening the awareness of and appreciation for Georgia State’s distinctive identity requires incorporating as many of the key messages that compose the university’s position statement, as appropriate, in every communications channel.
These communications channels run the gamut—from printed materials and audio-visual programs to the university’s website, advertising, presentations and speeches, media relations, special events and other activities.
Communicating the university’s distinctive identity is not intended to be limiting. Georgia State is a large and complex set of units, each with varying target audiences, messages, strengths and differentiators. Share examples and tell your stories in your own words, but remember that aligning them with at least one of the key messages increases their value by building on the equity created by other similar communications.
The positioning statement and key messages will allow more vigorous and productive communication that supports all of Georgia State, while at the same time establishing common threads that can be reinforced in unit communications to maximize the impact of Georgia State’s distinctive position. We hope you’ll align with the university’s position as appropriate to your unit-level goals and the university’s overall strategic plan.
While creative concepts and communication tactics can be refreshed frequently, the university’s distinctive identity is enduring.
It bears repeating that while the university’s public relations and marketing communication team is responsible for the strategic communications positioning of the university, all members of the Georgia State community are responsible for:
- Understanding the promise of Georgia State’s identity, why it’s important and what it means to them;
- Living up to the university’s promises in their daily activities;
- Reinforcing Georgia State’s distinctiveness in every interaction and communication with key audiences; and
- Making strategic operational decisions and ensuring that appropriate tactics and activities reinforce the university’s distinctive position.
If the story also involves students with scholarships, who then graduate and begin careers with multinational companies or even move outside the U.S., that story also could support the university’s commitment to student success and its global connections.