Reaching out, inviting in
By Linda Evans
Editor, RichmondNow
John McCulla believes that the more involved people are with the University of Richmond, the more deeply they come to appreciate the contributions of the University in the Richmond community and the breadth of engagement of faculty, staff and students.
 |
|
John McCulla |
"Unfortunately, Richmond residents who are not currently interacting with the University do not get exposed to the large number and variety of University events and activities that directly benefit the Richmond community" said McCulla, the University's new coordinator of community relations.
"We have an amazing array of community service activities supported by our people. Our University community commits over 100,000 hours annually of volunteer service in the greater Richmond area. While this commitment drives an incredible amount of good in the community, we need to keep getting the word out about our interest and involvement in our city and its citizens," he said.
McCulla's observations are based on more than 50 discussions and interviews he has conducted with community and university leaders since joining the University Communications staff in October. Those discussions have involved business executives, as well as faith, civic and nonprofit leaders. "The discussions not only were informative regarding impressions of the University, but also pointed to a number of areas for the University to act in community relations," he said.
As a result, McCulla has developed a set of goals designed to enhance the University's engagement with the community. They include inviting businesses, civic groups, faith leaders, governmental officials and local citizens to interact with Richmond more often. He hopes to create a greater sense of "invitation" and "openness" to the University and to provide a stronger link for the community to access the University's resources. As an example, the University has invited and will host the fall meeting of the Greater Richmond Chamber of Commerce's Chairman's Circle, a group of about 100 local CEOs and presidents of local businesses.
Among McCulla's first stops after arriving on campus were the Center for Civic Engagement, the Chaplaincy and the Office of Student Activities.
"We have an amazing array of community service activities supported through our people. The Build It program will focus the efforts of students, faculty and staff on improving the Highland Park neighborhood in Northside over the next two years. Our Carver Promise volunteer program for reading literacy just celebrated its 15th year. Our Bonner Scholars commit to volunteer service as part of their learning experience, and our law clinics are providing critical legal support for the needy of our city," said McCulla. "It is important for the community to understand both the University's formative role in making these initiatives a success, as well as its sustained commitment to these programs across the years," he said.
In his first few months on the job, McCulla participated in numerous civic meetings and events sponsored by such organizations as the Council on America's First Freedom, the National Coalition for Community and Justice, Leadership Metro Richmond and Hope in the Cities. He is representing the University with the Greater Richmond Chamber of Commerce and the Greater Richmond Partnership of Virginia. He has met with City Councilwoman Ellen Robertson and has talked with Mayor Douglas Wilder and Governors Tim Kaine and Mark Warner about the University.
"We need to further strengthen our community relationships, build new partnerships in the community and enhance community awareness of the University," he explained. This includes strengthening the outward flow of information about the University and its community involvement.
To that end, McCulla is building on the University's communications tools by publishing an electronic newsletter, CommunityWeb, which is e-mailed once a month to about 10,000 individuals in the local area. The newsletter provides positive news about the University, promotes upcoming events and announces academic programs available to the community. The first issue was sent in March. (Visit http://www.richmond.edu/ about/community.htm to subscribe.)
Other plans include using local media to highlight key community initiatives sponsored by the University and the development of a presentation and creation of brochures that "tell Richmond's story about its community involvement."
Also, McCulla has developed a survey that will be used soon with area leaders and community groups to gauge their perceptions about the University. It will provide a set of measures and metrics needed to assess change in the future.
McCulla also envisions the University establishing a series of discussion forums, hosted by alumni, trustees and friends of the University at key locations in the region. "Those sessions would provide visibility for Richmond and its strategies, progress and initiatives," said McCulla. "Meeting themes could vary from location to location, but would always include our key message regarding community involvement." Also, McCulla would like to see an annual awards program designed to honor individuals and organizations at both the local and national levels that have excelled in their fields and have strongly contributed to society or community.
Above all, McCulla hopes to create "a greater sense of awareness and perception that the University is involved, engaged and active in the Richmond community."
|
