Analysing the Strategic Role of Communication Practitioners in South African Universities

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.