Crafting compelling narratives and producing impactful content
Effective communication plays a pivotal role in shaping the identity and visibility of universities, especially in today’s competitive academic landscape. Mbarara University of Science and Technology (MUST) in Uganda recently embarked on a transformative journey by training its communications officers to enhance their skills in content creation, storytelling, and branding. This training was designed not only to elevate the university’s image but also to foster a deeper connection between the institution and its diverse stakeholders—students, faculty, alumni, and the wider community.
The focus of the training was clear: sharpening the skills needed to craft compelling narratives and produce impactful content. In an age where universities are vying for attention in an increasingly digital world, standing out requires more than just academic excellence; it demands strategic communication that resonates with audiences.
Participants were equipped with practical tools and techniques to enhance their storytelling capabilities, learning how to convey complex academic and research-oriented content in engaging, relatable ways. This was not just about writing press releases or posting updates on social media, but about creating a story-driven narrative that reflects the university’s mission, vision, and values. Through storytelling, the goal was to humanize the university, showcasing not only its academic prowess but also the vibrant culture, innovations, and successes that make it unique.
Branding, too, took center stage in the training. The communications officers were guided on how to effectively position MUST’s identity within the public sphere, ensuring consistency across all platforms while highlighting its strengths in science and technology, community engagement, and innovation. This cohesive approach to branding is vital for building a strong, recognizable presence in the global academic community. Ultimately, this training marks a significant step towards improving MUST’s visibility both locally and internationally. With skilled communications officers at the helm, the university is poised to enhance its reputation, attract more students, and foster deeper connections with key stakeholders—ensuring its continued growth and success in the years to come.
