Abstract

This article explores the role of senior-level communication practitioners in strategic planning in the higher education context. To achieve this, the literature on strategic communication was reviewed to ascertain the position of communication practitioners in the organisational structure of universities and their effectiveness in achieving the mission of the university. Using purposive sampling, all South African public universities were approached, and seven responded by availing their university planners and communication practitioners for interviews. The results were analysed using thematic analysis. It was found that most university communication departments were based in the office of the vice-chancellor (VC), and that those based in other offices wished to be moved to the VC's office. Communication practitioners are consulted when university strategy is developed, although the process was criticised as being top-down. The participation of communicators in strategic planning was limited to creating awareness and organising strategic planning sessions, and they had no direct input in the strategy content. Notably, when asked about their contributions to the strategic planning of their universities, most communication practitioners focus on the communication of strategy. The study recommends that communication practitioners should be trained in general management, with particular reference to strategic management and risk management. In order to help improve universities’ monitoring and evaluation mechanisms, communication practitioners should be more actively involved in evaluative research. This would empower communication practitioners to add value in the strategic planning process. This study makes a meaningful contribution to the scholarly debate on the practice of strategic communication in the higher education context.

摘要

本文探讨了高级沟通从业者在高等教育背景下的战略规划中的作用。为了实现这一目标，我们回顾了有关战略传播的文献，以确定传播从业者在大学组织结构中的地位及其在实现大学使命方面的有效性。使用有目的的抽样，所有的南非公立大学都被联系上了，有七所大学通过利用他们的大学规划师和传播从业者进行采访来回应。使用主题分析对结果进行分析。结果发现，大多数大学传播部门都设在副校长办公室（VC），而那些在其他办公室的人希望搬到VC办公室。在制定大学战略时会咨询传播从业者，尽管该过程被批评为自上而下。传播者在战略规划中的参与仅限于创造意识和组织战略规划会议，他们对战略内容没有直接的投入。值得注意的是，当被问及他们对大学战略规划的贡献时，大多数传播从业者都关注战略传播。该研究建议沟通从业人员应接受一般管理方面的培训，特别是战略管理和风险管理方面的培训。为了帮助改进大学的监测和评价机制，传播从业者应该更积极地参与评价研究。这将使传播从业者能够在战略规划过程中增加价值。本研究对高等教育背景下战略沟通实践的学术辩论做出了有意义的贡献。