In this week's edition of "Mastering the Message," we had the pleasure of speaking with Karyn Brown, the Assistant Dean for Communication & Media for the College of Arts & Sciences at Mississippi State University. With a career spanning decades, Karyn brings a wealth of experience and insight into the ever-evolving world of communications.
From Academia to Administration: A Unique Perspective Karyn's journey into her current role is a testament to her deep understanding of both the academic and communication landscapes. "I've been at Mississippi State teaching public relations and broadcasting since 1993, and in my current role since 2014," she shared. Her dual experience in teaching and administration allows her to bridge the gap between theory and practice, bringing real-world examples into the classroom and academic insights into her communication strategies.
Navigating the Changing Landscape of Higher Education When asked about the biggest challenge in hiring an effective communications professional, Karyn highlighted the rapidly changing landscape of higher education. "Academia today is not the same as it was when I started in 1993. The funding models are different, the students are different," she explained. Understanding these changes and being able to adapt quickly is crucial for success in her field.
The Importance of Social Media and Audience Engagement Karyn stressed the importance of strong social media skills and the ability to create engaging content. "We have a podcast, a TV show, and social media accounts on Instagram, Facebook, and X (formally known as Twitter). Each of those audiences is different," she noted. Hiring a diverse team that includes younger members who understand current trends has proven invaluable. A student worker, for example, created a social media reel that reached 1 million views, demonstrating the power of staying current with trends.
Building Effective Media Relationships With a background in journalism, Karyn understands the pressures reporters face and the importance of providing clear, concise information. "I remember sitting at the news desk, going through stacks of news releases. If it was too difficult to understand, it didn’t get looked at," she recalled. Building relationships with reporters and providing them with the information they need in a format they can quickly use is key to securing media coverage.
The Value of Expertise in Communication One of Karyn's main frustrations is the misconception that anyone can be a communication expert. "Just because you use social media doesn't mean you're a social media expert," she emphasized. There is a science to effective communication, and it requires a deep understanding and strategic approach.
A Golden Rule for PR Karyn's golden rule for PR is rooted in honesty and transparency. "Honesty at all times. And we often forget about internal public relations. It has to come from the inside out," she advised. Building trust and maintaining reliable, honest relationships are fundamental to successful public relations.
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