Communication strategies to increase the visibility of the Geography program

Abstract

This article presents the Communication and Outreach Plan initiated by the Geography Department in the context of the Mandatory Preventive Social Isolation (ASPO) due to the COVID-19 pandemic. The main objective of the plan was to achieve greater visibility for the Geography Program and increase enrollment, while also strengthening digital communication channels and creating new spaces for interaction with students to foster a sense of belonging and provide guidance. The pillars of the communication plan are described, highlighting the dissemination of content related to the Geography Program and the discipline from the perspective of public science communication. One key strategy was the establishment of an Instagram profile, which complemented existing channels such as the Department’s website and the Facebook page. The article describes the target audience of the Instagram page, and both, internal and external communication. Strategies for generating engaging and relevant content are discussed, as well as interactions with followers and promoting geography through this platform. The article emphasizes the importance of integration and long-term sustainability of communication actions in order to achieve the proposed objectives.