Communications Department Guidelines

The CCHS Communications Department provides strategic communications services that articulate, promote, and advance the mission of the College to external audiences through content development and distribution.

The Department’s communications activities include printed materials, media relations, public relations, marketing, advertising, online content creation and management for websites and social media, advancement, external event management, photography, video, and oversight of CCHS and University Medical Center institutional branding. The department also administers and supports the College’s Continuing Medical Education efforts.

The goals and objectives of the department are to:

  • Increase awareness of the positive impact CCHS has on the community, state, and region.
  • Strengthen the sense of community, connection, and loyalty between CCHS and its key stakeholders.
  • Increase the value key stakeholders place on the ways CCHS fulfills its mission of improving health in communities.
  • Enhance CCHS’s ability to attract and sustain the resources it needs to continue to be successful.

Printed Materials

The Department works with CCHS faculty, staff, and medical student and residency administrators to prepare informational and promotional materials for distribution outside the College. The work includes magazines, informational brochures, recruitment brochures, patient brochures, advertisements, newsletters, etc. Services include concept development, planning, writing, editing, proofreading, design, illustration, coordinating photography, prepress production, and production supervision.

All printed materials external to the College must be developed, completed, and approved by the CCHS Communications Department and UA Strategic Communications.

Business Cards, Appointment Cards, and Stationary

The Department prepares and prints all business cards (academic and clinical), UMC clinic appointment cards, and all stationary (letterhead and envelopes) to conform with guidelines of the UA Division of Strategic Communications.

Media Relations

The Department provides comprehensive print and broadcast media relations services for CCHS, and works closely with local, state, regional, and national media to publicize College programs, events, and activities, as well as faculty, medical student, and resident expertise and research. The department writes press releases, oversees photo and video shoots, and works closely with UA Media Relations and UA Strategic Communications.

All media requests for interviews must be routed through the CCHS Communications Department.

Public Relations

The Department creates and oversees public relations efforts for CCHS, a strategic communication process that uses engagement to build mutually beneficial relationships between the College and its various stakeholders. WVUA Health Matters, OLLI Mini Medical School, promotion of health awareness months, and University Medical Center patient information booklets are among the current public relations efforts of CCHS.

Marketing and Advertising

The Department develops strategies and initiates marketing and advertising programs to advance the programs, work, and brand of CCHS. Services include:

  • market research and planning to help College departments and units understand and target their audiences
  • selection of colors, logos, and design elements that align with CCHS marketing and advertising initiatives and UA branding requirements
  • writing, design, and production
  • photography, social media, web, and video service
  • data analysis


The Department directs and oversees the web presence for the College, its clinical practice, and other divisions, including Residency, Medical Student Affairs, Rural Programs, and the Institute for Rural Health Research. The Department also creates specific program- and event-focused website pages, including for the UA-Pickens County Partnership, Rural Health Conference, Culinary Medicine, Primary Care Track, etc.

Social Media

Social media is one of the many communication methods used by CCHS to share information, engage with our audiences, and create a sense of community among our publics. This channel, unlike most others, provides the opportunity for instantaneous, two-way communication. Social media allows CCHS not only to share information, but also to raise awareness of our mission and values, and to build support within our local, state, and regional communities. CCHS primary social media platforms includes Facebook and Twitter.


The Department serves as the contact for advancement-related functions, including alumni relations, annual fund, Board of Visitors, and oversight and reporting of scholarship, stewardship, and gift funds. The Department:

  • highlights and promotes the mission of the College to key stakeholders, especially alumni, donors, and retired faculty
  • manages Board of Visitors membership to secure new donors
  • manages special events with alumni and donors
  • oversees advancement mailings and donor acknowledgment letters
  • creates reports to track donations and funds
  • works with UA Advancement to create and execute campaigns for the promotion of the College.


The Department directs, provides support for, and oversees activities related to medical student and resident scholarships and awards. Specifically, the Department:

  • maintains scholarship information, keeping accurate and up-to-date information about funds, including available spending balances, record of scholarship recipients, and historical information
  • maintains relationships with donors, notifying donors of scholarship recipients and providing annual stewardship reports
  • promotes scholarships on the CCHS website, formats applications, and compiles applications for the chair of the CCHS Scholarship Committee
  • publicizes scholarship recipients to donors, alumni, and friends of the College in letters, e-newsletters, and the CCHS magazine, On Rounds
  • provides applicants with notification letters and requests thank-you notes from recipients
  • tracks award payments and reimbursement through UA systems
  • produces and updates scholarship plaques and nameplates
  • provides support to the CCHS Scholarship Committee, including scheduling meetings, creating agendas, and taking minutes

External Event Management

The Department manages the College’s larger, external events, including: venue, logistics, and catering management; speakers and presenters (identifying, confirming, and logistics); activities and entertainment; publicity and promotion (web and social media promotion, events calendars, invitations and printed programs, signage, and media relations); registration; and sponsor and partner management.


The Department provides photography support to areas of the College that need images to reach their external audiences. In regard to copyright and usage:

  • All photographs produced by CCHS Communications are the property of the College and are copyright protected.
  • CCHS Communications reserves the right, at its sole discretion, to deny usage of any image.


Video is an effective and powerful way to engage audiences because content communicated via video has a more personal feel that resonates with audiences on an emotional level. The Department provides support to areas of the College that need video to reach their external audiences. Recent projects have included capturing the College’s history through video interviews with CCHS founding deans and faculty as well as recruitment videos for prospective medical students.

Continuing Medical Education

The Department provides administrative and other support for the College’s Continuing Medical Education (CME) efforts – noon lectures, endowed lectures, and other CME special events and conferences. Services include:

  • programmatic planning
  • venue, logistics, and catering management, including processing professional service and independent contractor agreements, travel and other expense reimbursements, and honorariums
  • logistics and management of speakers and presenters
  • publicity and promotion, including invitations, web and social media promotion, registration, signage, and media relations.

In addition, the Department applies for CME and CEU and processes CME and CEU for CCHS faculty.