Dear Colleagues,
As you know, how our national and international stakeholders, partners and communities perceive and engage with us is critical to the success of our new strategy and ambitions. For this reason, management of the KAUST reputation and communication is an essential enabler identified in our new Accelerating Impact Strategy.
Earlier this year, KAUST’s Board approved the new role, reporting to the President, of Chief Communications Officer. The creation of this role, extending to a new department that it will manage, is a recognition of the importance of strategic reputation management. The Chief Communications Officer role has been taken up by Emily Osborne, who joined us in late May.
Since the Strategic Plan launch, Emily has been working across the University to understand the current landscape of communications resources, platforms and strategy at KAUST.
From next week, the first phase of our new centralized structure will come into effect, with the Global Brand Communications, Research Communications, Core Labs Engagement, HR Communications and Innovation Marketing teams coming together in an interim structure.
The critical mass of professionals will continue to undertake existing commitments while supporting the University, led by Emily, to undertake activities such as:
· Developing a revised positioning for KAUST that reflects our strategy’s goals and our key audiences’ needs.
· Developing a KAUST Communications strategy encompassing our integrated brand, social, web media and PR.
· Establishing a governance model and processes for brand and communications.
· Undertaking a skills audit of the 100+ staff across all departments in the University engaged in communications, events and marketing to inform the new central communications organization design to be implemented in phase two. Planning for phase two will start next week and be completed by June 2024. Additional information on phase two will be communicated soon.
We must recognize the considerable work and organizational change needed to develop a mature and sustainable approach to strategic communications strategy and management at KAUST. Thank you in advance for your collaboration, patience and support while these efforts are undertaken.
Regards,
Tony F. Chan
KAUST President
