The University of Oklahoma is primarily known for athletics and followed secondly by academics. However, many people are unaware of the university’s desire to become a prominent research institution. I recently had the opportunity to visit with Jana Smith, Director of Strategic Communications for Research and Development about this issue.
Smith has always had a passion for research. She received both her bachelor’s and master’s degrees from Oklahoma State University in public relations and mass communication, respectively. After school, Smith soon went to work for the Department of Energy and then for the OSU Vice President of Research. She has only been at OU a year, but has worked diligently to build an identity for the research programs.
OU is the first university to create a research cabinet. This unique proposition oversees all research opportunities at OU. According to the Web site, the University of Oklahoma Research Cabinet “coordinates and facilitates research-related activities with local, national, and governmental agencies and with many small and large businesses.”
Smith is responsible for updating the Web site for research communications, meeting with various deans throughout the main and satellite campuses to learn about research programs and promoting the OU research enterprise through various practices. Recently, Smith has worked in conjunction with a local advertising agency to conduct market research in order to develop a brand and identity for OU Research. I asked her to explain the hardest part of her job and she said, “It is challenging to develop a unified message across all three campuses, because there’s different research areas, focuses and initiatives.”
Smith, like many public relations professionals, is concerned with the rise of social media and the need to reach segmented audiences. Although she primarily reaches audiences through trade journals and publications, Smith is looking into new media practices. She also suggested hosting science cafes to bring information to students. However, the most important thing is to promote research through credible agencies such as the National Science Foundation (NSF) in order to build credibility. No matter the avenue, Smith is determined to build a credible brand for OU Research.
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