JANUARY 27, 2025 — The UTSA Office of University Strategic Communications has earned The University of Texas System’s top award for communications strategy for its storytelling about the university’s multifaceted space science and research initiatives.
UTSA University Strategic Communications received the Chancellor’s Excellence Award in Communications for the development and implementation of an integrated communications plan to reaffirm UTSA’s strategic positioning as an integral component of space science within Texas and the UT System.
University Strategic Communications’ efforts were timed to the run-up of the April 2024 total solar eclipse. Between January and April 2024, University Strategic Communications earned 757 space-related news media articles, including 22 national placements resulting in an estimated 341 million impressions at a value of $4.8 million. At the same time, its organic digital media efforts earned 1.4 million impressions and more than 56,000 engagements across its official social media platforms.
UT System Chancellor James B. Milliken presented the award to members of the University Strategic Communications team in Austin.
“University Strategic Communications is driven by an innovative team that leverages strategic relationships internally and externally to elevate UTSA’s visibility and grow its reputation,” said Joe Izbrand, UTSA chief communications officer and associate vice president for strategic communications. “Every day, UTSA faculty, staff, students and alumni are doing tremendous work. Through creative storytelling, our team raises awareness of these accomplishments and points of pride for our university.”
UTSA Strategic Communications’ eclipse communications plan outlined a comprehensive approach that included strategic messaging, compelling short and long-form storytelling, social media, podcasts, earned media placements and university publications.
To build awareness of UTSA’s work in space-related disciplines, for example, University Strategic Communications planned a 14-story series for UTSA Today leading up to the April 8, 2024 solar eclipse. This series featured UTSA faculty members discussing the science of the eclipse, eclipse-related research programs and outreach programs underway to make the eclipse an inclusive experience. These stories garnered more than 270,000 impressions and 5,312 link clicks.
Additionally, University Strategic Communications’ media relations team promoted these stories widely to the news media and offered UTSA faculty experts to reporters covering the eclipse. These efforts, pursued over the three-month period leading up to the eclipse, resulted in earned media coverage in almost every major media market in the United States, and three separate faculty members were placed on CNN to discuss the eclipse.
“The success of UTSA’s communications strategy for the April 2024 total solar eclipse reflects the incredible collaboration between faculty and the University Strategic Communications team,” said Angela Speck, professor and chair of the UTSA Department of Physics and Astronomy. “Their dedication to amplifying the scientific and educational impact of this extraordinary event was unparalleled. By working together, we were able to engage our community and beyond, highlighting the remarkable opportunities UTSA offers in science and discovery. This award is a well-deserved recognition of their visionary efforts and the power of collaboration.”
In spring 2024, University Strategic Communications also leveraged its relationships with the San Antonio Express-News to earn space for five eclipse-related op-eds leading up to the celestial event. These op-eds, bylined by UTSA faculty members, taught readers about the science of the eclipse, shared the educational opportunities afforded by the eclipse and encouraged people to embrace the unique experience of a total solar eclipse.
To make its content digestible for audiences, University Strategic Communications developed and produced a podcast series called Planet UTSA. The podcast featured four faculty members and a UTSA doctoral student discussing various eclipse-related topics, a project that has since led University Strategic Communications to produce and explore the creation of additional university podcast series.
Sombrilla Magazine Online served as a central hub for the team’s eclipse-related content, featuring additional space-related research programs and spotlights about the people leading them. It also invited readers to share their eclipse-viewing experiences; the UTSA Main Campus was located in the eclipse’s coveted path of totality.
In addition to amplifying all of this content on UTSA’s official social media channels, University Strategic Communications’ social media team found creative ways to engage students, alumni and other followers leading up to and during the eclipse. These efforts leaned heavily on compelling photography and videography, earning the university 1.4 million social media impressions and 56,000-plus engagements.
“The most impressive aspect of this communications approach was the ability of the University Communications team to use its collective strengths to elevate the reputation of UTSA across the board — at the local, national and international levels,” said Teresa Niño, UTSA vice president of university relations. “The value of University Communications contributions to the university cannot be overstated.”
Chris Packham, a UTSA astrophysics professor, added, “UTSA’s communications team played a pivotal role in facilitating our important work, forging invaluable connections with key media figures to ensure our message reached the widest possible audience.”
The UT System Chancellor’s Excellence Awards highlight initiatives that build awareness, relationships and philanthropic support within the UT System. This year’s Excellence in Communications category was highly competitive, receiving a record number of submissions from departments across its 14 UT System member institutions.
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