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Why a strategic approach to science and university communications makes sense
Journal of Education Advancement & Marketing,
2
(3),
233-241
(2017)
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.
Keywords: communication strategy; science communication; stakeholders; key messages
The full article is available to subscribers to the journal.
Author's Biography
Andreas Archut has been press officer of the University of Bonn since 2000. In 2013, he was appointed head of the department for university communications. Archut studied chemistry in Bonn and Los Angeles. He received an MSc degree from the University of Southern California and a PhD from the University of Bonn. During his academic career he worked as a freelancer for local newspapers and radio. From 1998 to 2000 he worked as a science editor in the press and public relations department of the German Research Foundation (DFG). Andreas Archut is chairman of the Bonner Media Club and lecturer in science communication at the University of Ulm and Bonn-Rhein-Sieg University of Applied Sciences.
