Graduate alumna elevates reporting with UNC Hussman’s digital communication strategy certificate 

UNC Hussman’s online graduate certificate programs offer communications professionals a flexible way to sharpen skills, explore new areas and grow their careers. Whether they’re seasoned strategists, creative storytellers or aspiring media leaders, students are finding value in these three-course programs that blend academic rigor with real-world relevance. 

In this series, meet three professionals — Victoria Bliss, Meg Kinnard and Madeline Pace Miller — each pursuing a different certificate in Digital Storytelling, Digital Communication Strategy or Digital Media Management. 

When the Associated Press declared itself a digital-first newsroom, national politics reporter Meg Kinnard ’21 (M.A.) was already leaning into digital storytelling.  

During the 2024 election cycle, she hosted AP’s first-ever election night digital livestream programs — on Super Tuesday and Election Night — the latter of which broke AP’s livestream record. She was also the first AP reporter to appear on the organization’s TikTok account.  

Kinnard, who earned her Master of Arts in Digital Communication from UNC Hussman, recognized the shift in newsroom priorities and turned to UNC Hussman’s graduate Certificate in Digital Communication Strategy to deepen her expertise. 

“I had a really good understanding coming out of the master’s program,” Kinnard said. “But when I saw the certificate options, it felt like everything was aligning for a reason. I wanted to make sure I could contribute in the most valuable ways possible to the AP’s digital space.” 

Real-World Experience in the Classroom 

What sets UNC Hussman’s program apart for Kinnard is its faculty, which includes professionals with real-world experience. 

“I learn by doing,” she said. “And when you’ve talked to people who’ve been doing that professional work for a long time, that really works well with me.” 

She cited instructors like Assistant Professor Josh Carlton and Assistant Professor Renee Mitson as key influences, praising their industry perspective and hands-on approach. 

“Especially in communications, I love that that’s where it’s going,” Kinnard said. “It’s hiring professionals, not just academics, but people who’ve done the professional work.” 

Applying Coursework to the Real World 

Elements of Kinnard’s coursework have informed her approach at AP. In Professor Rhonda Gibson’s “MEJO 710: Psychology of Audiences” class, Kinnard created a best practices manual for political journalists aimed at increasing audience loyalty. In Carlton’s “MEJO 720: Communication Strategy and Planning” course, Kinnard developed a strategy to energize AP’s broader audience through intentional scheduling and content planning. 

“These projects helped me personally,” she said. “But I also hope they can be something AP can incorporate moving forward.” 

This fall, Kinnard is enrolled in “MEJO 713: Media Analytics” with Mitson. Students in the course earn certifications in tools like Google Analytics and HubSpot, which Kinnard says are already helping her better understand audience data and newsletter performance at AP. 

Investing in herself 

With the presidential election cycle behind her and travel demands easing, Kinnard saw an opportunity to invest in herself. The online graduate certificate program’s flexible structure made it possible to balance coursework with her reporting responsibilities and family life. 

“This is something that is important to me,” she said. “All of us need to take time to do things for ourselves, that’s not for our jobs, that’s not for other people. And when I’m doing these courses, that is my me time.” 

That personal investment also aligns with Kinnard’s long-term interest in teaching. Over the past several years, she has guest lectured at universities across the South and has invited students to join her on the campaign trail to experience political reporting firsthand. During the spring semester, Kinnard was a fellow at Georgetown University’s Institute of Politics and Public Service, where she led weekly discussion groups and shared behind-the-scenes insights from her career. 

“All of that together gets your juices flowing — being in an academic setting and thinking, I really enjoy this,” she said. “Academics — not studying for myself, but hopefully being part of someone else’s study — is definitely something that I’m interested in.” 

While teaching remains a future goal, Kinnard continues to report on national politics while carving out time for professional growth. She credits UNC Hussman with helping her push to the next level. 

“You reach a point where you’ve accomplished a lot professionally,” she said. “And you need something that’s going to push you further. For me, digital communication was that next level.” 

About the Digital Communication Strategy certificate   

UNC Hussman offers three graduate certificate programs: Digital Storytelling, Digital Communication Strategy and Digital Media Management. Each certificate consists of three courses from the school’s online master’s curriculum. With one course offered per term, students can complete a certificate in one year. Certificate credits may be applied toward the full master’s degree.   

The Digital Communication Strategy certificate helps students consider what communication initiatives an organization should pursue and why. Key concepts include audiences, data, strategy, planning and analytics. Learn more about the program.