Erskine hires new chief communications officer

DUE WEST, SC – December 9, 2010 – Erskine College and Seminary has hired a veteran communicator to lead its marketing and public relations efforts.

Cliff Smith, who has more than 15 years experience and proven leadership in strategic planning and execution for internal and external communications across diverse industries, began his duties as Erskine’s first chief communications officer on Monday, Nov. 15.

Erskine President Dr. David A. Norman said, “I am excited to have Cliff join us as our first chief communications officer. Although it will take time to develop and implement, I am grateful for Cliff’s leadership in our effort to coordinate Erskine’s communications efforts into a clear, consistent, honest and proactive strategy.”

Smith currently lives in Greenville with his wife Sharon and their three sons, Conor (11), Fisher (10) and Aidan (5).

He was a consulting partner with Ontario-based Thinkx Intellectual Capital Inc. just before coming to Erskine.  Before that, he worked for RBC Insurance as senior communications and marketing manager.

“I have a real appreciation for the process of idea generation and management,” Smith said.

A graduate of The Masters College in California, Smith is familiar with small, Christian liberal arts institutions of higher learning. He also worked as an admissions counselor and assistant director of career planning and placement at The Masters College after graduating.

“I’m thrilled to be back in an academic setting,” Smith said.

Both of Smith’s parents, the late C.W. and Kathy Smith, were college professors. “I couldn’t overstate the role my parents played in my development,” he said. “Our dinnertime conversations were spirited, full of dialogue and showed us how to value people enough to listen to their opinions, whether you agree with them or not.”

In addition to teaching, Smith’s father also served as interim pastor for various churches. “When I was growing up, I experienced the diversity of living in larger academic metropolitan settings and very close, rural church environments,” Smith said.

He described his father as being “one of those people who embraced life.” Through his interests in everything from food to friendships to travel to opera and theater, Smith’s father believed that “part of our role in being God’s children is to enjoy what He has given us.”

Smith said what most appealed to him about the opportunity to work for Erskine is the Christian academic environment.

The challenges looming ahead for Smith are identifiable, he said.

“The biggest challenge is to develop a long-term sustainable communications strategy,” Smith said. “That strategy should tell the story of Erskine to a broader audience than we currently have.”

Smith said the communications message should reveal the “distinctiveness” of the institution.

“The question is: How do you tell the story of Erskine in an authentic and meaningful way? We need to make sure that we are message-driven and method-flexible in our communications strategy,” he said. “We need to be respectful of the history and academic integrity. It’s especially important that we be authentic, genuine and clear. There’s a lot of good that has yet to be told.”