Increasing readership and interaction with internal stakeholders can seem like an uphill battle, especially when employees’ attention pulled in many directions. For internal content that captures attention and inspires action, adopt a newsroom approach. Leanora Minai, editor and executive director of communications for the Office of Communication Services at Duke University, and her team approach employee communications like journalists, offering “news you can use” to more than 38,000 employees across the “Working@Duke” print and digital platforms. In return, storytelling helps boost retention and job satisfaction. Take a page from the Duke team’s playbook on how to successfully tell stories and frame narratives in a way that ultimately underscores your organization’s best attributes and opportunities.
Executive director, communications
Leanora Minai is executive director of communications for the Office of Communication Services at Duke University and editor of the employee print publication Working@Duke and Working@Duke on Duke Today, the daily online news site. Prior to joining Duke, Minai was a reporter for the St. Petersburg Times, now the Tampa Bay Times. Minai is always looking for a good story that can make a difference and effect positive change. She received a certificate in documentary arts from Duke's Center for Documentary Studies after producing a short film about mothers who support each other after losing a child to murder.