Support and core? The changing roles of communication professionals in higher education institutions

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review Pub Date : 2024-10-05 DOI:10.1016/j.pubrev.2024.102510

Hogne Lerøy Sataøen , Daniel Lövgren

{"title":"Support and core? The changing roles of communication professionals in higher education institutions","authors":"Hogne Lerøy Sataøen , Daniel Lövgren","doi":"10.1016/j.pubrev.2024.102510","DOIUrl":null,"url":null,"abstract":"<div><div>In recent decades, the role of communication and PR within higher education institutions (HEIs) has grown in significance, marked by the expansion of communication departments, diversified work assignments for communication professionals, and an increasing focus on reputation and visibility. This study examines 203 job advertisements targeting communication professionals in Swedish HEIs from 1999 to 2022. Our analysis identifies a substantial shift in the expectations and roles of communication professionals. It reveals a pronounced trend of increasing expectations, necessitating candidates to possess a broader and deeper skill set to manage a wider spectrum of responsibilities in HEIs. Furthermore, while our findings signal a noteworthy transformation in the communication profession, it also shows the evolvement from a supportive function to a strategically integral role in aiding and forming institutional management and leadership. Moreover, this study highlights communication departments as particularly flexible sites for receiving and incorporating external trends and ideas in university organizations.</div></div>","PeriodicalId":48263,"journal":{"name":"Public Relations Review","volume":"50 5","pages":"Article 102510"},"PeriodicalIF":4.1000,"publicationDate":"2024-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Public Relations Review","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0363811124000894","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

Abstract

In recent decades, the role of communication and PR within higher education institutions (HEIs) has grown in significance, marked by the expansion of communication departments, diversified work assignments for communication professionals, and an increasing focus on reputation and visibility. This study examines 203 job advertisements targeting communication professionals in Swedish HEIs from 1999 to 2022. Our analysis identifies a substantial shift in the expectations and roles of communication professionals. It reveals a pronounced trend of increasing expectations, necessitating candidates to possess a broader and deeper skill set to manage a wider spectrum of responsibilities in HEIs. Furthermore, while our findings signal a noteworthy transformation in the communication profession, it also shows the evolvement from a supportive function to a strategically integral role in aiding and forming institutional management and leadership. Moreover, this study highlights communication departments as particularly flexible sites for receiving and incorporating external trends and ideas in university organizations.

查看原文本刊更多论文

支持与核心？传播专业人员在高等教育机构中不断变化的角色

近几十年来，传播和公关在高等教育机构（HEIs）中的作用日益重要，其标志是传播部门的扩大、传播专业人员工作任务的多样化以及对声誉和知名度的日益重视。本研究调查了 1999 年至 2022 年瑞典高等院校针对传播专业人员的 203 个招聘广告。我们的分析发现，人们对传播专业人员的期望和角色发生了重大转变。它揭示了一个明显的趋势，即人们的期望越来越高，要求应聘者掌握更广泛、更深入的技能，以管理高等院校中更广泛的职责。此外，我们的研究结果表明，传播专业发生了值得注意的转变，同时也显示出传播专业在协助和形成院校管理和领导力方面，正从一种辅助性职能演变为一种战略上不可或缺的角色。此外，本研究还强调，传播部门是大学组织接收和吸收外部趋势和思想的特别灵活的场所。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Public Relations Review Multiple-

CiteScore

8.00

自引率

19.00%

发文量

期刊介绍： The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.