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Role conceptions of university communicators: A segmentation analysis of communication practitioners in higher education institutions


Volk, Sophia Charlotte; Vogler, Daniel; Fürst, Silke; Schäfer, Mike S; Sörensen, Isabel (2023). Role conceptions of university communicators: A segmentation analysis of communication practitioners in higher education institutions. Public Relations Review, 49(4):102339.

Abstract

Higher education institutions (HEIs) are major players in public science communication. However, only a few studies have investigated HEI communication practitioners, who play an important role in shaping universities’ public relations and outreach communication. Building on the assumption that HEI communicators differ in their role conceptions, as well as professional and educational backgrounds, we surveyed 189 communicators from all 42 HEIs in Switzerland. Using segmentation analysis, we identified four types of communicators—(1) the leading all-rounder, (2) the generalist, (3) the science mediator, and (4) the service partner—who differ in their role conceptions, but also in their professional characteristics and organizational contexts.

Abstract

Higher education institutions (HEIs) are major players in public science communication. However, only a few studies have investigated HEI communication practitioners, who play an important role in shaping universities’ public relations and outreach communication. Building on the assumption that HEI communicators differ in their role conceptions, as well as professional and educational backgrounds, we surveyed 189 communicators from all 42 HEIs in Switzerland. Using segmentation analysis, we identified four types of communicators—(1) the leading all-rounder, (2) the generalist, (3) the science mediator, and (4) the service partner—who differ in their role conceptions, but also in their professional characteristics and organizational contexts.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
06 Faculty of Arts > Institute for Research on the Public Sphere and Society
Dewey Decimal Classification:070 News media, journalism & publishing
300 Social sciences, sociology & anthropology
Scopus Subject Areas:Social Sciences & Humanities > Communication
Social Sciences & Humanities > Organizational Behavior and Human Resource Management
Social Sciences & Humanities > Marketing
Uncontrolled Keywords:Marketing, Organizational Behavior and Human Resource Management, Communication
Language:English
Date:1 November 2023
Deposited On:30 Jun 2023 13:57
Last Modified:29 Mar 2024 04:45
Publisher:Elsevier
ISSN:0363-8111
OA Status:Hybrid
Free access at:Publisher DOI. An embargo period may apply.
Publisher DOI:https://doi.org/10.1016/j.pubrev.2023.102339
Project Information:
  • : FunderSNSF
  • : Grant ID174992
  • : Project TitleInvestigating the role of astrocytic vascular endothelial growth factor A (VEGFA) as a mediator of social stress induced blood-brain barrier disruption and depression-like behaviors in mice
  • Content: Published Version
  • Language: English
  • Licence: Creative Commons: Attribution 4.0 International (CC BY 4.0)