Why and how universities should develop a ‘network’ communications department

Abstract

Universities are increasingly evolving into network organisations 3.0. In these new organisations, hierarchically connected components are no longer the norm. Instead, departments and teams have their own internal and external relationships. To best support a network organisation 3.0, the focus of the communications department needs to shift to managing conversations and connecting the organisation with its surroundings. A communications department is best able to achieve this when it is itself structured as a network. In response to the network organisation 3.0, HAN University of Applied Sciences changed its communications department’s organisational structure from a central staff department to a matrix department with central and decentralised teams. The department also created specific centres of knowledge in which members of central and decentralised teams participate simultaneously. These centres have further developed into networks. Additionally, the communications department at HAN is part of an extensive regional platform of professionals who specialise in marketing, communications, science and creative design. Participation in the regional network ensures up-to-date expertise and great flexibility, while also fostering partnerships that arise as a result of mutual attraction between the parties.