UAB Department of Surgery Communication Specialist Emma Shepard’s paper titled “Digital presence as a communication tool for building reputation in an academic department” was published in the American Journal of Surgery (AJS) this month.

The paper discusses the importance of proper use of digital tools in building reputation in an academic surgical department. Specifically, Shepard notes that four key areas – proper website management, search engine utilization and optimization, captivating video media, and a targeted social media strategy - have proven successful. The paper adds to the limited literature on communications in academic surgery and offers clear and tangible reputation building opportunities that any surgical department could implement.

"I am delighted to have published this paper alongside my UAB Heersink School of Medicine colleagues," said Shepard. "The UAB Department of Surgery communications teams has many best practices and case studies to pull from, and I look forward to publishing more communications research on our proven techniques."

This paper is the second installment from the Department of Surgery communications team with the first being published in AJS in June 2020. Collaborators included communications professionals from the Department of Neurosurgery, Division of Trauma and Acute Care Surgery, and the Heersink School of Medicine.

“I am proud of our communications teams in the department, and in the school,” said UAB Department of Surgery Communications Director Marissa Keppley, MBA. “Publishing our findings and best practices not only provides much needed knowledge sharing, it also demonstrates that we are leaders in our profession.”

Authors associated with this paper include:

• Aubrey Joyner
• Tyler Furgerson
• Allie Hulcher
• Herbert Chen, MD
• Marissa Keppley