PR office is now UNMC Department of Strategic Communications

The department that leads UNMC’s communication efforts will now have a name that more accurately reflects its mission: The UNMC Department of Strategic Communications.

Karen Burbach	Stacie Hamel

The department, formerly the UNMC Department of Public Relations, also will undergo a structural change that will allow for a more streamlined, project-based approach to the department’s work. The restructuring will not increase the total state-supported budget of the department.

“This name change simply reflects more accurately the important role that this department fulfills, as professionals in our office protect and advance the image and brand of UNMC,” said Bill O’Neill, who will continue to lead the department as executive director. “This change also provides the department with an opportunity to more fully realize new approaches to communication and to be more nimble as trends evolve.”

The new name also more closely aligns the department with its colleagues at its University of Nebraska peers and those at other academic health science centers. The new website for strategic communications provides information about the department’s services and how to request those services.

As part of the reorganization, two members of the strategic communications department will serve in director roles. Stacie Hamel has been named director of projects & digital strategy, and Karen Burbach is the new director of communications & engagement.

In her new role, Hamel will lead digital projects that incorporate a cross-section of communication skills, from concept to launch, over weeks or months. The position will plan integrated communication projects, combining elements of paid, earned, shared and owned media. Hamel will oversee the web, creative services and photography/videography services. Ryan Shaw has been named a senior manager who will focus solely on the campus website. A search for a senior manager of creative services has been paused.

Burbach will lead the strategy and vision for several communication platforms — UNMC Today, Connect Magazine, social media accounts, media releases and press conferences. She also will anticipate and monitor public opinion and issues that may impact on operations and plans of the organization. Media, social media, events, outreach and writing staff will report to Burbach. Kacie Baum will continue to lead events and engagement efforts as the senior manager in those areas. A search for a senior manager of media/content will commence in the late summer.

“The UNMC Department of Strategic Communication will continue to collaborate with colleges, units and departments in advancing the mission of UNMC and our partners,” said Bob Bartee, vice chancellor for external relations. “This model puts Bill and his team in a better position to provide strategic counsel to UNMC leaders and others, as well as to execute on high-level initiatives, as the university moves to the next decade.”