Universities grapple with identity crisis over how to sell science
A study of communication staff at Scandinavian universities reveals deep confusion about their role—ranging from marketing experts to moral guardians to mere administrative overhead. The findings suggest institutions lack clarity on science communication strategy, risking ineffective outreach and misaligned institutional messaging.
Originaltitel: Metaphors of communication professionals in higher education: between the trivial and significant
<p>This study explores the evolving, however also “messy”, role of communication professionals in higher education institutions (HEIs), who are involved in organizational science communication. Despite substantial growth and professionalization within HEIs’ communication departments, limited research delves into these professionals’ own perspectives and their self-understanding. Our investigation employs a metaphors-in-use perspective, through 26 interviews in ten Scandinavian HEIs. The paper contributes to the research on organizational science communication by unraveling the metaphors used by communication professionals: the salesman, the marketplace-facilitator, the police, the missionary, the storyteller, and the overhead-cost, gaining an understanding of how communication professionals perceive their own role.</p>