UNIVERSITY PARK, Pa. — In a strategic move to strengthen two critical functions that shape Penn State’s reputation, the University is centralizing its research writing and external engagement and also its web and digital functions within the Office of Strategic Communications. This restructuring is designed to deepen partnerships in ways that reduce fragmentation, improve visibility and strengthen the overall Penn State brand experience across all audiences.
“This shift is about more than structure — it’s about strengthening collaboration across the University,” said Rachel Pell, vice president for strategic communications. “By working together more intentionally, we can raise the visibility of Penn State's research strengths and faculty expertise. Centralizing these functions within communities of practice allows us to be more deliberate, efficient and impactful in how we share our stories. This benefits not only our researchers and colleges, who will see improved visibility for their important work, but also prospective students, families, alumni, donors and the public, who rely on clear, accessible and engaging content to appreciate Penn State’s strengths, opportunities and impact.”
The centralization effort follows a comprehensive evaluation of Penn State’s communications and web infrastructure, which revealed fragmented structures, inconsistent messaging and reputational risks. Strategic Communications, in close collaboration with college leaders to consider their unit’s goals and priorities, will now lead research writing and web strategy, driving quality control, editorial consistency and alignment with President Neeli Bendapudi’s goals. This is not an effort to broadly centralize communications and marketing.
A unified web and digital ecosystem
The web and digital centralization initiative aims to create a more consistent, unified brand experience that builds confidence and trust across the University’s thousands of websites. In pursuit of this opportunity, Strategic Communications is creating a central web and digital group that will:
- Establish a tiered, coordinated structure for University websites.
- Develop shared content and technology strategies to promote quality and accessibility.
- Provide centralized expertise in areas such as web design, content strategy, search optimization and performance analytics.
- Collaborate with Penn State IT on web development and hosting.
- Support compliance with federal privacy and accessibility (ADA) requirements.
This effort will not include internal information systems or tools, workflow or productivity platforms, learning management systems, specialized research databases, or regulated clinical or high-security applications.
The new framework will be guided by an updated University web policy that clearly outlines standards, responsibilities and site management practices. Exceptions will continue to be available for units with unique needs if they meet security, accessibility and brand requirements.
An integrated research writing and external engagement function
The research writing and external engagement centralization initiative aims to create a more cohesive and strategic approach to promoting the University’s research excellence and amplifying the impact of faculty and student discoveries. As traditional media outlets contract and key audiences increasingly turn to digital platforms, such as podcasts, blogs and social media, Penn State must adopt a unified storytelling strategy to effectively showcase its research impact.
As part of this transformation, the University is launching a fully integrated, research writing and external engagement model that will:
- Implement comprehensive communications plans that support long-term visibility and recognition for Penn State’s research strengths.
- Maximize impact through coordinated media outreach, expert positioning and strategic storytelling that aligns with University priorities and amplifies Penn State’s presence in national and global conversations.
- Clearly and accurately communicate research and its impact to the public, national media, funding agencies and industry partners.
- Improve efficiency by streamlining workflows, reducing duplication and enabling proactive planning across units.
- Support commercialization by promoting innovations and industry partnerships.
- Maintain close college connections through regular engagement with leadership, faculty members and lead communicators.
The transition, which supports Bendapudi’s goal to grow Penn State’s research excellence, will occur in phases beginning in January 2026.