The presentation helps university communicators: 1. Gain an understanding about the importance of having your key stakeholders communicate to external audiences on their own. 2. Discover the motivational levers that will get your colleagues excited about communicating your brand. 3. Learn new tools, frameworks and techniques that will make you more effective in training your colleagues to communicate to external audiences, pulling the levers of earned media (traditional media relations), owned media (content on owned channels, like a blog or podcast) and shared media (social media).