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Why a strategic approach to science and university communications makes sense

Author

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  • Archut, Andreas

Abstract

It is not yet common for all academic institutions to organise their communications by following a general communication strategy. The creation of a communication strategy for a university is a complex process, owing to the many different stakeholders and objectives that must be taken into account, but it is worth the effort. With clear goals and a deeper understanding of target groups and key messages, communication becomes much more effective and scarce resources can be used more efficiently.

Suggested Citation

  • Archut, Andreas, 2017. "Why a strategic approach to science and university communications makes sense," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 2(3), pages 233-241, November.
    • Handle: RePEc:aza:jeam00:y:2017:v:2:i:3:p:233-241
    as

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    More about this item

    Keywords

    communication strategy; science communication; stakeholders; key messages;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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