The University of Alberta officially launched its brand journalism site today, a key element in strengthening our ability to tell our story to a wider audience. I couldn't be more pleased.
folio.ca will share stories that combine the writing style of journalistic pieces that you might see in publications like The Edmonton Journal and the Globe and Mail with the experiences of our U of A experts.
The stories that appear on folio.ca will be the type of articles that are intended to appeal to a broad but curious audience, making the knowledge of our researchers, educators, students, and staff more accessible for the community at large. Its mission is to share expertise from the University of Alberta that informs, stimulates thought and debate, and challenges opinion, something we will accomplish by providing a credible, relevant news source with content that empowers, surprises and provides solutions to its engaged readers.
While we are continuing to tell our institution's story - your stories - through our traditional methods including media relations, this added tool will be key in strengthening our ability to share the U of A story with a global audience that is increasingly accustomed to seeking news channels on their own, and increasingly savvy about fake news and alternative facts.
In addition to the team in Marketing & Communications that has led the development of folio.ca, over the past year, communicators across the university have been highly engaged in discussing ways in which they can actively participate in folio.ca and have their stories posted on the site. A series of workshops were offered to faculty and unit communicators to explain the editorial mandate of folio.ca and to learn more about the specific journalistic techniques that we have begun to use in folio.ca stories.
I want to thank faculty and unit communicators for their strong interest, support and participation. I also want to thank the staff in MarComm for their all their efforts, as well as the other University Relations team members who have provided advice and assistance on analytics, related ualberta.ca changes, internal communications and so much more.
I hope you enjoy exploring the site and share the articles that interest you most with colleagues, friends and family!