The director uses audience research, analytics, usability findings, and institutional priorities to improve how prospective students and families, current students, patrons, alumni, donors, media, employees, and the public discover information, understand university messages, take desired actions, and engage with UNCSA. The Office of Strategic Communications bears primary responsibility for maintaining and safeguarding the university's public image through strategic marketing, public relations, media relations, news services, publications, executive messaging, and crisis and emergency communications.