By the Numbers: Strategic Plan - A Five Year Review

Executive Summary

Since launching its strategic plan, the College of Journalism and Mass Communications has made measurable progress across all eight strategic aims. Under Aim 1, the Experience Lab has become a signature program, with enrollment rising to 530 students and 100% of graduating seniors now completing a professional portfolio. Aim 2 has focused on aligning graduate programs with industry needs through new 4+1 pathways, graduate certificates, and efforts to revitalize enrollment and improve advising. Aim 3 has seen substantial growth in research and creative activity, including a 250% increase in peer-reviewed publications and a 511% increase in external funding. Through Aim 4, the college has expanded its commitment to media ethics, civic journalism and media literacy with new curriculum requirements, political reporting experiences and the launch of rural journalism internships.

Aim 5 has strengthened industry alignment through new minors, certificates and experiential learning in esports, media production and advertising sales. The college has advanced Aim 6 by expanding DEI outreach, achieving 100% participation in DEI training and increasing first-generation and underrepresented student applications. Aim 7 has fostered a culture of lifelong learning through leadership development, onboarding programs, governance reforms and climate surveys. Finally, under Aim 8, the college has enhanced alumni and donor engagement, increasing giving by 47%, establishing new scholarships and strengthening mentorship opportunities.

The following report details outcomes and progress toward each aim and corresponding performance targets.

Aim 1: Launch a College-Wide Experiential Learning Lab 

Since its launch in the fall of 2021, the Experience Lab has transformed into a defining feature of the College of Journalism and Mass Communications, embodying the college’s commitment to hands-on, industry-centric learning. What began with just over a hundred students in its inaugural year has expanded into an integral part of the student experience, with enrollment in the lab reaching 530 in spring 2025. This growth reflects the increasing importance of experiential learning in preparing students for their careers, as well as the program’s ability to attract and engage students across disciplines. 

A significant factor in the Experience Lab’s success has been its strong mentorship model. The number of Professionals in Residence (PIRs) has grown steadily, from 13 in 2021 to 21 in both the fall and spring semesters of 2023-2024. Sixty unique professionals in residence from 43 separate businesses and organizations have collectively donated more than 5,000 hours of mentorship to students. These professionals provide students with invaluable real-world insights, guiding them through projects that mirror industry expectations. At the same time, leadership opportunities within the lab have expanded, with students taking on roles as editors, producers, and team leads. In recognition of these efforts, the Matousek Award for Student Leadership was established, offering scholarships to Experience Lab leads who demonstrate exceptional leadership and commitment. 

The college has made significant strategic investments in infrastructure to support the expansion of experiential learning. In 2021, the college secured a 13,000-square-foot space to house The Agency, a dedicated workspace for advertising and public relations students, with the backing of 17 corporate sponsors. This facility mirrors the look and feel of professional agencies, giving students an authentic industry environment to develop campaigns and collaborate with clients. In 2022, the Don and Lorena Meier Studio underwent a full renovation, made possible by the Don and Lorena Meier Foundation and the Nebraska Broadcasters Association, transforming it into a cutting-edge production space for broadcast and multimedia projects. The following year, in March 2023, the Pepsi Unlimited Sports Lab opened, providing a high-tech facility where students could produce live and recorded sports content at a professional level. The lab was made possible through underwriting support from Pepsi-Co of Lincoln, further strengthening the college’s partnerships with industry leaders. These enhancements to physical spaces reflect the college’s ongoing commitment to creating immersive learning environments that prepare students for real-world careers. 

To expand the scope of experiential learning, the college launched a new Experience Lab program in the fall of 2023: Production House, a service-oriented program offering photography, videography, and livestreaming services to campus and community clients. At the same time, the Heartland Webzine underwent a strategic rebrand to become Heartland Pulse, shifting its focus from long-form storytelling to content marketing. These developments reflect an ongoing effort to ensure that experiential learning remains dynamic, responsive to industry trends, and valuable for students as they prepare for the workforce. 

As the Experience Lab continues to evolve, the college has taken steps to improve accessibility and visibility. In 2024, the websites for journalism and broadcasting programs—including Nebraska News Service, Nebraska Nightly, Unlimited Sports, and Heartland Pulse—were transitioned to a new webhosting platform, Blox Digital ensuring a modernized, user-friendly interface. Plans are underway to transition to Buoy and Production House, further integrating all Experience Lab programs into a centralized platform. 

One of the most significant milestones in the past year has been the formalization of a portfolio requirement for all students, which was approved by the faculty in May 2024. Recognizing that a strong portfolio is key to securing employment in journalism, broadcasting, advertising and public relations and sports media and communications, the college has embedded portfolio development across multiple courses. Students now begin building their professional portfolios in JOMC 130, refine their work through major-specific writing courses, and submit a final portfolio in JOMC 098, where they receive feedback from industry professionals. By the time they graduate, students will have a polished portfolio that showcases their unique strengths and career aspirations. 

Beyond campus, international experiential learning is once again gaining momentum. After a hiatus, the Global Eyewitness program relaunched in January 2024 with a three-week trip to Vietnam, during which students produced in-depth multimedia stories on global issues. The program has also seen an overall increase in participation, with 28 students engaging in study abroad experiences in the past year. However, despite this progress, the college remains focused on growing these opportunities and ensuring that students from all backgrounds can access international learning experiences. 

The success of the Experience Lab has been accompanied by unprecedented growth in student interest and engagement, with fall 2024 marking a historic milestone for the college. The incoming freshman class grew from 142 students in fall 2020 to an all-time high of 215 in fall 2024, making it the largest in the college’s history. This surge in enrollment reflects the appeal of the college’s hands-on learning approach, as students are drawn to the opportunity to build their professional portfolios and gain real-world experience from day one. 

As incoming class sizes continue to grow, the college is well-positioned to stabilize and increase total enrollment in the coming years. The Experience Lab remains a key driver of this success, drawing students who are eager to build professional portfolios and gain industry experience from the moment they step on campus. With new experiential learning opportunities launching and the portfolio requirement becoming fully integrated into the curriculum, the college is reinforcing its reputation as a leader in preparing students for career success. 

Aim 2: Advancing the Field by Bridging Research and Practice in Our Graduate Programs 

The College of Journalism and Mass Communications continues to evolve its graduate programs to bridge the gap between academic research and professional practice. Over the past three years, the college has made significant strides in curriculum development, student engagement and faculty training, ensuring that graduate students are equipped with the knowledge and skills necessary to succeed in an increasingly complex media landscape. 

A major focus has been on expanding graduate program offerings to meet industry demands. The college successfully launched two 4+1 master’s programs, allowing undergraduate students to seamlessly transition into graduate education and complete both degrees within five years. This initiative provides a more accessible pathway to advanced education while strengthening retention within the college. In addition, the faculty approved a new graduate certificate in sports media and communication which will launch in fall 2025, further broadening the scope of graduate-level coursework. Certificate programs continue to be developed based on industry demand, ensuring that students gain specialized expertise in high-growth areas. 

The long-term vision of establishing a doctoral program for working professionals has made steady progress. Following an external market analysis, the proposed Ph.D. curriculum was vetted by consultants, confirming that the program would fill a significant gap in the academic and professional landscape. While the proposal continues to move through the approval process, the college has taken steps to optimize existing graduate programs by improving course rotation schedules and expanding online course offerings. Ensuring that students can plan their coursework efficiently has been a key priority, as has increasing faculty participation in online teaching training to enhance the quality of digital learning. 

The college has also prioritized improving the graduate student experience, implementing measures to strengthen advising, on-boarding and degree completion support. A dedicated Canvas course for online graduate students was developed, providing guidance on major program milestones, policies and best practices for navigating coursework. In parallel, a graduate exit survey was launched to collect data on student experiences and identify areas for improvement. Recognizing the critical role of mentorship, the college has worked toward formalizing a professional advising approach for graduate students.  

While securing additional graduate assistantships remains a priority, the college has successfully restored the number of funded graduate assistantships to 12 in 2024, following a decline to nine in 2022-2023. This rebound was made possible through grant funding secured by faculty, reinforcing the college’s commitment to supporting graduate students. Efforts to expand research assistantships continue, recognizing the vital role graduate students play in faculty-led research projects and the overall academic mission of the college. 

Graduate enrollment has steadily declined in recent years, dropping from a peak of 90 students in 2021-2022 to 42 in 2024. In response, the college launched a comprehensive graduate program review in spring 2024, incorporating faculty and alumni surveys, input from the Dean’s Advisory Board, and a faculty task force charged with making recommendations for the program’s future. Additionally, the college engaged Jacht Agency to develop a promotional campaign, including targeted digital advertising, to boost applications and reinvigorate enrollment efforts. 

Looking ahead, the college is focused on stabilizing and revitalizing its graduate program through the recommendations of the faculty task force, insights from the Dean’s Advisory Board, and strategic recruitment efforts. Ensuring faculty teaching online courses receive pedagogical training remains a priority, alongside strengthening industry partnerships and securing sustainable funding for graduate assistantships. As the program evolves, the college remains committed to preparing graduate students as both scholars and professionals who can apply research-driven insights to address real-world challenges in media and communication. 

Aim 3: Emphasizing and Prioritizing Research and Creative Activity Across the College 

The College of Journalism and Mass Communications has experienced a transformative period of growth in research and creative activity, positioning itself as a leader in advancing scholarship within journalism and mass communications. Since 2020, the college has made strategic investments in research infrastructure, faculty development and student engagement, resulting in unprecedented increases in faculty publications, external funding and national recognition. 

One of the most significant advancements was the full revision of the promotion and tenure guidelines in 2022, which clarified expectations and provided a structured pathway for faculty success. This revision ensured that faculty pursuing research and creative activity had well-defined benchmarks for advancement. To further support faculty in securing research funding, the college implemented a grant incentive policy in 2021, encouraging faculty to pursue extramural funding opportunities. These efforts have yielded remarkable results, with faculty publications increasing by 250 percent, from 10 in 2020 to 35 in 2024. Despite this growth in research output, the number of tenure-track faculty has remained steady at 22 over the same period, underscoring the increased productivity and impact of the existing faculty. 

External grant activity has also seen substantial growth under these initiatives. The number of faculty submitting external grant applications increased by 57 percent over the past five years, while total external grant applications grew by 83 percent. The impact of these efforts is evident in the college’s funding levels: between 2016 and 2020, the college secured $30,900 in external sponsored program funding, but since 2020, that number has skyrocketed to $188,855—an increase of 511 percent. Internal funding has also been prioritized, particularly through participation in the Grand Challenges Initiative, with the average award amount increasing from $8,583 in 2020 to $651,166 in 2024. 

Building on this momentum, the college secured a $101,376 grant from the Nebraska Research Initiative in 2024 to establish the Social and Traditional Media Analytics and Research Tools Lab (SMART Lab). This new facility will serve as a cornerstone for social and traditional media research, fostering interdisciplinary collaboration and expanding media data analysis capabilities. SMART-Lab builds upon the success of the Public Insight Lab, which was launched in 2021, and has already demonstrated significant potential in large-scale media research. The lab is expected to enhance faculty and student research, attract additional external funding and create new industry partnerships that position the college as a leader in media analytics. 

Faculty engagement in research dissemination has expanded significantly. The number of conference presentations increased by 192 percent, from 14 in 2022 to 41 in 2024, demonstrating the college’s growing influence in national and international academic forums. To further support faculty participation in conferences, the Seacrest Travel Grant program was revised in both 2022 and 2024, increasing access to funds for presenting research at professional events. 

The college has also prioritized student engagement in research, ensuring that undergraduate and graduate students have opportunities to contribute to scholarly work. In 2022, new procedures were implemented for independent study courses, allowing students to work directly with faculty on research projects. This initiative has expanded opportunities for student involvement in creative activity, aligning with the college’s commitment to hands-on learning. 

Efforts to foster a collaborative research culture have included the establishment of rotating brown-bag workshops focused on writing, research, grant procurement, creativity, leadership development and personal growth. These sessions provide faculty with opportunities to share best practices, refine research agendas and explore interdisciplinary collaborations. 

Recognition for faculty research excellence has also continued to grow, with numerous faculty members receiving prestigious national awards and fellowships. Among the many notable honors: 

• Maria Marron received the Donna Allen Award for Feminist Advocacy from AEJMC in 2021. 
• Ciera Kirkpatrick won the University of Nebraska Research Slam in 2021, was awarded the Kopenhaver Fellowship from the Lillian Lodge Kopenhaver Center for the Advancement of Women and was named AEJMC Emerging Scholar in 2023.  
• Valerie Jones won the University of Nebraska Research Slam in 2022 and was named a Fulbright Global Scholar that same year. 
• Cory Armstrong was recognized as the Outstanding Woman in Education by AEJMC in 2023. 
• Ryan Tan won the University of Nebraska Research Slam in 2023. 
• Brian Petrotta received an ESPN Fellowship in 2024. 

The progress made over the past several years demonstrates the college’s deep commitment to strengthening its research culture, securing funding and providing students with meaningful research experiences. With the addition of SMART-Lab and continued investments in faculty and student research, the college is further solidifying its national reputation as a center for innovation and scholarship in journalism and mass communications. 

Aim 4: Embracing and Protecting the Ethical Pursuit of Truth to Uphold Democracy 

Over the past five years, the College of Journalism and Mass Communications has strengthened its commitment to ethical journalism and media literacy, ensuring that students are prepared to uphold truth and integrity in their professional careers. Through curriculum enhancements, industry engagement, student-driven reporting initiatives, and new programs addressing critical gaps in local news, the college has expanded its reach and deepened its impact across Nebraska. 

A cornerstone of this effort has been the expansion of media literacy education. In the first year of the strategic plan, faculty approved a requirement for all students in the college to take JOMC 222: Social Justice, Human Rights, and the Media. This course, which fulfills ACE 8 and ACE 9 requirements, introduces students to the critical role of media in shaping democracy and social justice. Since then, it has been regularly offered, ensuring that every student in the college receives a foundational education in media literacy and ethics. 

Beyond the classroom, the college has created meaningful opportunities for students to engage in ethical discussions and real-world reporting. Industry partners and professionals in residence (PIRs) now participate in ethics roundtables, which were first introduced in year two of the strategic plan and have since become a regular feature each semester. These discussions expose students to the ethical challenges faced by media professionals and provide a space for critical engagement with issues of transparency, fairness, and public responsibility. Additionally, ethics and inclusive language modules were incorporated into the student leadership training program, reinforcing ethical decision-making for students leading projects within the Experience Lab. 

The college has also prioritized covering democracy and democratic processes, providing students with opportunities to report on major political events. More than 80 students participated in live election night coverage hosted in Andersen Hall in 2022 and 2024, including presidential elections. In 2024, students traveled to cover the Iowa Caucus, gaining firsthand experience in political reporting. The college has also played a role in facilitating political discourse, hosting a congressional debate in 2022 and a mayoral debate in 2023. These initiatives allow students to develop critical skills in political journalism while contributing to civic engagement and informed public discourse. 

Student organizations have played a critical role in fostering ethical journalism. The college successfully established the Nebraska chapter of the Society for Professional Journalists (SPJ) in 2023, providing students with professional development opportunities and connections to national networks. In the years that followed, the chapter has grown in membership, and the college remains committed to hosting a regional SPJ meeting, further integrating Nebraska students into broader conversations about the future of ethical journalism. 

One of the most significant areas of impact has been the expansion of the Nebraska News Service (NNS) and its role in delivering high-quality journalism to communities across the state. Since the strategic plan’s launch, the number of NNS clients and published student work has steadily increased, with a particular focus on providing rural communities with multimedia news coverage. The integration of Nebraska Nightly and KRNU into the practicum requirement has further expanded the multimedia storytelling capacity of student journalists, ensuring that they gain hands-on experience across multiple formats. 

The college has also significantly strengthened its Depth Reporting program, with the hiring of two Deepe Chairs in Depth Reporting in 2023-2024. This has allowed the program to offer annual investigative courses focused on critical social issues. In spring 2024, students investigated missing and murdered marginalized women, producing in-depth reporting on a topic with both state and national significance. In 2025, the course shifted its focus to Nebraska’s prison system, providing another opportunity for students to engage in rigorous investigative journalism that holds institutions accountable and informs the public. 

In 2024, the college launched the Rural Journalism Internship Program, funded by a grant from the Stanton Foundation, to address the decline of local journalism in Nebraska’s rural communities. The initiative placed students in small newsrooms and community organizations across the state, allowing them to contribute directly to local news coverage while gaining hands-on field experience. Under the leadership of Dean Shari Veil and Associate Professor Rick Alloway, students worked in diverse roles, from reporting on local issues to strengthening digital media strategies for community publications. The program has been widely praised by industry leaders, including the Nebraska Press Association and the Nebraska Broadcasters Association, for its innovative approach to strengthening rural journalism. Following its successful first year, the college plans to expand the program to provide more students with opportunities to contribute to rural news ecosystems. 

As the college looks forward, its focus remains on strengthening media literacy, expanding experiential opportunities in ethical reporting, and continuing to support students in navigating the challenges of truth-seeking journalism. The expansion of the Depth Reporting program and the Rural Journalism Internship Program demonstrates the college’s ongoing commitment to both educating future journalists and strengthening Nebraska’s local news landscape. These efforts ensure that students are equipped to serve their communities with integrity, transparency, and a deep commitment to democratic values. 

Aim 5: Helping Solve Challenges Critical to Our Industries 

Over the past five years, the College of Journalism and Mass Communications has expanded its curriculum, experiential learning opportunities, and industry partnerships to prepare students for careers in a rapidly evolving media landscape. By introducing new courses, redesigning existing offerings, and strengthening collaborations with industry and academic partners, the college has positioned itself as a leader in training the next generation of media professionals in emerging fields such as media production, sports promotion, advertising sales, and strategic communication. 

A key focus has been on aligning coursework with industry demands, ensuring that students graduate with the skills necessary to succeed in competitive job markets. In response to the increasing demand for professionals in sports media, the college has expanded course offerings and experiential learning opportunities in sports promotion and media production. The Pepsi Unlimited Sports Lab, which opened in 2023, has provided students with hands-on experience in sports broadcasting, positioning them for careers in play-by-play announcing, live production, and digital sports media. These efforts have contributed to a steady increase in student employment in sports media roles post-graduation. 

The advertising sales course was redesigned to focus on social influence and value proposition, providing students with a modernized understanding of sales, fundraising, and underwriting in media industries. Additionally, a pop-up course on freelancing and entrepreneurship in media and strategic communication was developed to give students insight into building independent careers. To further support students interested in media entrepreneurship, the college has partnered with UNL’s entrepreneurship programs, helping students refine ideas and develop business models for media-related ventures. 

The college has also emphasized expanding opportunities in media production and broadcasting, both through curriculum enhancements and strategic industry partnerships. To support student training in media production, the college has prioritized hiring a full-time technical director to oversee TV studio operations and mentor students in production roles. The renovation of the Don and Lorena Meier Studio and the expansion of Nebraska Nightly and KRNU’s multimedia capabilities have further enhanced student training in broadcast media, ensuring that graduates are prepared for careers in live production, studio management, and technical direction. 

In fall 2023, the college launched a minor in advertising and public relations, initially enrolling six students. Interest in the minor grew rapidly, reaching 115 students by spring 2024, reflecting strong demand for strategic communication education among non-majors. This expansion has contributed to greater interdisciplinary engagement across the university, allowing students from a variety of academic backgrounds to develop expertise in advertising and public relations. 

To prepare students for careers in esports media, broadcasting and marketing, the college gained approval in spring 2024 to offer an undergraduate certificate in esports, launching in fall 2025. The program will provide specialized training in esports production, event management and digital content creation, addressing the growing demand for professionals in competitive gaming and sports communication. 

This certificate expands the college’s sports media curriculum, complementing hands-on learning opportunities in the Pepsi Unlimited Sports Lab and live sports production. It also supports interdisciplinary interest in esports across campus, positioning the college as a leader in esports education and media production. 

In addition to these efforts, the college has incorporated Special Topics and Pop-up Courses as a strategic part of the curriculum to address industry trends. These courses offer students opportunities to explore emerging and cutting-edge fields, such as drone journalism, player branding in esports, and advertising in healthcare. Since 2020, the college has offered 21 unique pop-up courses, with 1,013 students enrolling, equipping them with skills needed for success in industries such as esports, digital media, and healthcare advertising. 

The college has also introduced 113 unique special topics courses, covering subjects like live streaming content creation, data analysis for media professionals, and Google News tools for journalists. With 2,214 student enrollments since fall 2020, these courses have provided students with essential industry knowledge, preparing them for the fast-paced and ever-changing media landscape. 

As the media landscape continues to evolve, the College of Journalism and Mass Communications remains committed to preparing students for dynamic careers in media production, sports promotion, advertising sales, and strategic communication. By strengthening partnerships with industry leaders, expanding experiential learning opportunities, and aligning coursework with emerging career pathways, the college is ensuring that its graduates are not only prepared for today’s job market but are also well-positioned to lead the future of media and communication industries. 

Aim 6: Prioritizing Community Building That Recognizes and Celebrates Diversity 

Over the past five years, the College of Journalism and Mass Communications has made significant strides in fostering an inclusive and welcoming environment for students, faculty, and staff. By prioritizing diversity, equity, and inclusion (DEI) in its curriculum, student involvement opportunities, faculty recruitment, and hiring practices, the college has expanded access to journalism and mass communications education for underrepresented and first-generation students. These efforts have strengthened the college’s commitment to building a more diverse and representative media workforce. 

A central focus of the strategic plan has been attracting and retaining a diverse student body. Recruitment efforts aimed at underrepresented populations have expanded, including new partnerships with Nebraska high schools and student organizations. These partnerships provide hands-on workshops led by college faculty and ambassadors, giving future college students opportunities to explore media careers while developing skills in storytelling, broadcasting, and strategic communication. Since 2020, the college has completed 310 workshops at 63 schools and 18 partner organizations in 42 communities across six states, extending its impact beyond Nebraska to build stronger pathways for students from diverse backgrounds to enter journalism and mass communications fields. 

Recognizing that faculty and staff diversity is equally critical to fostering an inclusive learning environment, the college has taken concrete steps to enhance its recruitment and onboarding processes. In 2020, a faculty hiring webpage was launched to provide prospective applicants with detailed information about the college, helping to attract a more diverse pool of candidates. In 2021, the college established an onboarding program for faculty and staff, ensuring that new employees feel welcomed and supported as they transition into their roles. Further strengthening the hiring process, the college implemented the Diversity Ambassadors initiative in 2022, where ambassadors trained by the Office of Diversity and Inclusion served on search committees until ODI’s dissolution in 2024, to help ensure equitable hiring practices. This initiative has had a direct impact, with four out of six faculty hires in 2022-2023 coming from underrepresented groups. 

To ensure that all students, faculty, and staff feel welcome, the college has prioritized climate assessments to monitor and improve the college environment. In 2021, the college launched an employee climate survey, providing insights into faculty and staff experiences and identifying areas for improvement. In 2024, a student climate survey was introduced to assess student experiences and guide action to foster an even more inclusive community. These efforts demonstrate the college’s commitment to listening to its members and taking proactive steps to create an environment where everyone feels valued and supported. 

To support first-generation and underrepresented students once they arrive on campus, the college has worked to develop a strong mentorship and advising structure. The JOMC 100 Mentorship Program has been expanded to integrate ambassador and high school mentor pairs, ensuring that first-generation students receive guidance from peers as they transition into the college. In addition, the college is revamping workshops on applying for continuing scholarships into instructional videos that will be incorporated into both JOMC 100 and JOMC 20. These videos will coincide with an instructional campaign, ensuring that students have accessible resources to help them secure financial support throughout their academic journey. 

The college has also made curricular changes to ensure a strong focus on DEI issues. As part of this effort, faculty have revised syllabi to incorporate diversity, equity, and inclusion principles, reinforcing the importance of inclusive storytelling and ethical reporting. Additionally, DEI training has been integrated into monthly all-college meetings, providing faculty and staff with ongoing access to resources that promote inclusivity and equity 

Student-led initiatives have played a vital role in advancing DEI goals. The Multicultural Students in Media organization was established to provide a space for students from diverse backgrounds to connect, network, and advocate for greater representation in media industries. The Buoy and Heartland practicum programs have also been actively engaged in telling the stories of underrepresented communities, ensuring that student work reflects the diversity of the audiences they serve. 

By fostering an inclusive learning environment, expanding access to international experiences, strengthening mentorship and advising programs, and implementing best practices in faculty hiring and retention, the College of Journalism and Mass Communications is ensuring that its graduates enter the workforce with a deep understanding of diverse perspectives and a commitment to inclusive storytelling. These efforts not only enrich the student experience but also contribute to the development of a media landscape that truly represents the whole state and the broader world beyond it. 

Aim 7: Establish a Culture of Life-Long Learning and Professional Development 

Over the past five years, the College of Journalism and Mass Communications has made significant strides in fostering a culture of continuous learning and professional development for students, faculty, staff and alumni. With an ever-evolving media landscape, the college has prioritized initiatives that equip students with foundational skills and emerging industry knowledge while supporting faculty and staff growth. 

The college has expanded student organizations and learning communities, with registered student organizations playing a crucial role in professional development. Since the launch of the strategic plan, the college has established the Society of Professional Journalists chapter, the Multicultural Students in Media Club, the Nebraska eSports Club and the Open Lens Camera Club, providing students with a variety of opportunities to engage in industry-focused learning and networking. Additionally, four new funds have been established at the University of Nebraska Foundation to directly support college student organizations, ensuring that these groups have the resources needed to grow and sustain meaningful programming. 

Leadership training for student leaders and faculty advisors remains an ongoing effort. In 2023, the college launched a leadership retreat designed to equip student leaders with the skills needed to effectively manage organizations, mentor peers and build professional networks. The retreat features prominent alumni, including industry leaders like Charlie Arnot, who provide direct training and mentorship to student organization leaders. 

The college has committed to supporting faculty and staff career growth through various initiatives. Professional development opportunities have expanded with the Faculty Innovation and Exploration (FIE) program, which launched in 2023 and was rebranded in 2024 as the College Innovation and Exploration (CIE) program to encourage broader participation from staff and graduate assistants. 

In 2021, the staff introduced the Learn@Lunch series, a monthly brown bag program that brings in guest speakers to present on a variety of topics relevant to college staff. To provide clear career advancement pathways, the college developed a professional development policy for staff, which was approved by the executive committee in May 2024. Additionally, the faculty and staff onboarding process, initiated in 2021, has been successfully implemented, ensuring that new hires feel supported and integrated into the college community. 

A key component of professional development and institutional leadership has been the revision of the college’s bylaws, policies and procedures to strengthen shared governance. During the 2021-22 academic year, the college undertook a comprehensive update of its bylaws and policies, which were approved by the faculty in March 2022. These updates clarified roles and responsibilities while ensuring faculty and staff were engaged in decision-making through 14 standing committees. Regular committee meetings provide a structured avenue for faculty, staff and student employees to contribute to long-term planning and policy decisions. According to a 2023 climate survey, a high percentage of faculty, staff and student employees reported feeling adequately informed about the college’s long-range plans and confident that their opinions were represented in decision-making processes. 

As part of its governance improvements, the college also formalized the appointment and evaluation process for administrators. Administrative evaluations were conducted in 2022-23 and 2024-25, providing structured feedback on strengths and areas for improvement. Additionally, college administrators have engaged in leadership development programs to enhance their skills, ensuring stable and effective leadership for the unit. 

The annual faculty and staff awards program, launched in 2022, continues to recognize excellence in teaching, research, industry engagement, student advocacy, staff support and inclusive excellence. 

To assess the work environment and engagement levels, employee climate surveys have been conducted annually since 2021. The 2024 survey has highlighted strengths in leadership, professional development and employee recognition. 

The college has expanded access to its career development services to include alumni, offering resume reviews, interview preparation and access to the weekly jobs and internship newsletter, the Career Bulletin. This initiative aligns with broader efforts to increase alumni participation in professional development opportunities. 

The college has continued to support Kudos, a digital peer-to-peer recognition program that allows faculty, staff and students to recognize outstanding contributions. Since 2020, more than 1200 Kudos have been submitted, demonstrating a strong culture of appreciation and support within the college. Additionally, the college has introduced regular informal gatherings for faculty and staff to discuss ideas, explore new methods and build a collaborative culture. These gatherings complement structured professional development efforts and contribute to a positive workplace environment. 

Through these initiatives, the college continues to build a strong foundation for lifelong learning, career readiness and professional growth, ensuring that students, faculty and staff are prepared to adapt, innovate and excel in a rapidly evolving media industry. 

Aim 8: Create a Robust Alumni, Donor, and Community Engagement Program 

Over the past five years, the College of Journalism and Mass Communications has expanded its alumni and donor engagement efforts, strengthening its connections with graduates, industry leaders, and supporters. The college has developed robust alumni affinity groups that regularly connect and engage with college activities in regional communities and online, including the Dean’s Advisory Board, which was established in 2023 to provide industry insight and guidance on curriculum and experiential learning initiatives. The board meets quarterly, with three meetings held via Zoom and one in-person meeting in Lincoln the day before Homecoming.  

In 2024, the board established the Dean’s Advisory Board Fund to support strategic priorities within the college. In its inaugural year, the fund was dedicated to supporting faculty travel to further professional development and the dissemination of faculty research, reinforcing the board’s commitment to advancing the academic and professional success of the college. 

The college has also prioritized hosting alumni-centered events to maintain strong relationships with graduates. Notable events include Drinks with the Dean receptions in key cities like New York, Denver, Chicago, Washington, D.C., Kansas City, Lincoln and Omaha, as well Nebraska Reception's at prominent national and international conferences in our fields like the Association for Education in Journalism and Mass Communication and the International Communications Association. The college has also maintained its annual Homecoming alumni party, reconnecting alumni with faculty, staff and students. Additionally, alumni networking events were hosted during the NYC Media Tour and at Husker football road games, such as the Nebraska Tailgate in Denver. 

To further engage alumni in the student experience, the college has expanded the Experiential Learning Lab (ELL) by integrating professionals-in-residence and alumni mentors and invited many alumni to return to campus to share insights, including Ronald Ng, Global Chief Creative Officer for MRM, Dionne Searcy, a New York Times reporter, Jeff Zeleny, National Affairs Correspondent for CNN and Wendy Guillies, former CEO of the Kauffman Foundation.  

The college has also strengthened student-donor connections through events like the annual Scholarship Brunch, which pairs student recipients with the donors who fund their education. The event allows students to express gratitude and showcase their academic achievements.  

While donor participation has fluctuated, fundraising efforts under Dean Veil’s leadership have resulted in a 47.2% increase in five-year fundraising totals, rising from $5,165,204 (2016–2020) to $7,605,754 (2021–2025). Several transformational gifts have provided substantial support for faculty, students and experiential learning programs. The Deepe Family Endowed Chairs in Depth Reporting, announced in 2022 with a historic $4.65 million gift, established two faculty positions dedicated to teaching investigative depth reporting. This endowment also supports student participation in the Society of Professional Journalists and travel to national journalism conferences. In 2023, alumna Jane Olson donated $2 million to establish the Jane T. Olson Endowed Deanship, marking Dean Veil as the first endowed dean in the college’s history and providing ongoing support for experiential learning initiatives. 

Scholarships remain a critical focus of fundraising efforts, with 15 new scholarship funds established since 2020 to support students across the college. Among them, the Bailey Lauerman Fund for Student Opportunity, created in 2020, provides a $5,000 scholarship for advertising and public relations majors involved in organizations that promote diversity. Recipients also receive the opportunity to intern at Bailey Lauerman. In 2023, the Matousek Award for Student Leadership was launched, awarding $1,000 to students who demonstrate leadership as a lead in the Experience Lab. 

Corporate sponsorships have also played a key role in sustaining experiential learning opportunities. Since 2020, the college has secured 17 corporate sponsors, ranging from local businesses like Pixel Bakery to national brands like Pepsi, contributing support of CoJMC students. 

To ensure financial sustainability and expand its fundraising efforts, the college launched a Comprehensive Campaign Committee in 2022 to support major fundraising initiatives. This committee, part of the university’s “Only in Nebraska” campaign, aims to raise $14.7 million by 2027 to support scholarships, faculty development, and strategic initiatives. 

Looking forward, the college remains committed to increasing alumni engagement, expanding student mentorship opportunities, and growing its donor base to support future generations of journalists and strategic communicators.