Central Mindanao University Academic Paradise of the South
Strengthening the University’s digital presence through more intentional, relevant, and engaging storytelling was the focus of the two-day Content Audit and Creative Planning Session held on September 2–3, 2026.
The activity gathered the OPRI team’s communications specialists to assess existing materials across the University’s website and social media platforms, identify areas for improvement, and develop a more strategic direction for future content production.
In her opening message, Office of Public Relations and Information (OPRI) Director Mayflor D. Prantilla-Arambala emphasized the importance of taking time to evaluate the University’s current communication practices amid the growing reach and responsibility of OPRI.
“What is working? What is no longer serving us? What stories are we missing? And how can we be more intentional, more consistent, and more creative moving forward?”
The content audit examined the strengths and gaps of existing digital content, including areas requiring improvement, refinement, and stronger presentation. It also provided an opportunity for the team to determine whether current content remains aligned with the University’s communication goals and audiences.
The creative planning sessions focused on refining content pillars, sharpening key messages, developing creative directions, and planning institutional video concepts, storyboards, and a content calendar.
Information Officer Iyren Dalipe-Neri emphasized the need to move beyond activity-based posting toward more purposeful institutional storytelling. The approach encourages content that explains why an initiative matters, identifies whom it serves, and demonstrates the difference it makes in the University and its communities.
The team also explored ways to connect national observances and advocacy campaigns with existing University programs, research, extension initiatives, student activities, and community engagements.
Meanwhile, OPRI Web Developer Glenn Larie A. Suerte highlighted that content auditing helps identify website areas that need improvement, while creative planning provides direction for making content more organized, engaging, and visually appealing.
Suerte also underscored the importance of collaboration, noting that the different skills, perspectives, and expertise of team members contribute to better content and an improved user experience. He further emphasized continuous review and refinement to ensure that the University’s digital platforms remain clear, relevant, professional, and visually effective.
The second day centered on institutional video planning, where participants developed and presented concepts, themes, storyboards, and content calendar entries. The outputs are expected to serve as a roadmap for more coordinated and consistent content production.
Prantilla-Arambala encouraged participants to view the activity not as an exercise in finding shortcomings but as an opportunity to collectively improve the quality of the University’s communication.
“This session is not about finding fault—it is about building excellence together.”
She further called on the team to “audit with purpose, plan with creativity,” and move forward with a clearer vision and stronger institutional voice. The activity contributes to Sustainable Development Goal (SDG) 4: Quality Education by strengthening the communication of educational initiatives and knowledge resources; SDG 9: Industry, Innovation and Infrastructure through digital innovation and the promotion of research and knowledge; and SDG 16: Peace, Justice and Strong Institutions by advancing transparent, accessible, and responsible institutional communication. [Iyren Neri]
