Public Affairs: Changing Tactics to Demonstrate How Universities Are a Force for Good
Public perception of universities' engagement with communities is mixed.
Sadly, the stereotypical view of the "ivory tower" or “elitist” institution still exists despite the many examples of best practice in the sector of universities working closely with their local communities to address societal challenges.
Communications and public affairs experts recognise the risk of becoming irrelevant if we fail to demonstrate our contributions to solving real-world problems and highlighting our impact.
I attended a conference recently where experienced public affairs experts reiterated the need for universities to change their tactics to demonstrate how they are a force for good. In this article, I explore insights from my practice as Head of Corporate Communications and External Relations at Edge Hill University, including the new strategies we have adopted and our key takeaways and learnings.
Understanding the Needs of Communities
At Edge Hill University, we decided to do just that: change our tactics. So, we took a different approach to engaging with our communities on the topic of climate change.
Rather than make presumptions, we took the time to actively listen to our key stakeholders and understand in more detail about what barriers local authorities faced to deliver on their climate action plans.
In-depth conversations with councils identified that they struggled to engage with community groups, a gap which they knew could impact on the successful delivery of the 2050 Lancashire Vision.
It became clear that we needed to bring key players and community groups together across the county to commit to work together and agree a shared vision.
As a university, we acknowledged we could lead the way and we organised a county-wide event, which was the catalyst to bring people together - many who had never crossed paths before - to explore ways of mutually supporting each other’s work.
The event has been the driver for stronger community cohesion and has resulted in the formation of the permanent group, Lancashire Community Climate
Action Network (LancsCAN), which includes academic experts, key climate action groups, organisations and councils.
LancsCAN is providing a real platform for genuine dialogue. The group has a stronger voice within the political arena and is working to inspire and educate communities across Lancashire.
Furthermore, we have been able to educate people about the positive work of our university on climate action in a way that demonstrates how our work benefits “them” and not simply the institution.
Taking the initiative to truly engage and listen has been a real driver for change.
The Power of Listening
What can we learn from this initiative?
By actively listening to community concerns, universities can identify pressing social, economic, and environmental issues that their research and expertise can address.
Community input is invaluable for developing impactful solutions. Universities can partner with local stakeholders to co-create and implement initiatives that truly benefit the community.
A university actively engaged with its community fosters a sense of shared purpose and strengthens its social impact reputation. This can help to attract students - and even potential external funding.
Strategies for Effective Listening
My top takeaways for more effective listening strategies are:
Make the time to listen - it takes time, but the results are worth it.
Move beyond one-way communication and embrace ways that encourage participation and dialogue.
Make the most of technology. Online platforms, surveys, and social media can be valuable tools for gathering feedback and fostering ongoing communication.
Embrace diversity and actively seek input from diverse community members to ensure a broader range of perspectives are heard.
Don't just listen, translate feedback into action.
In Conclusion
By moving beyond siloed research and self-serving narratives, universities can demonstrate how they are actively listening to their stakeholders and providing solutions to societal challenges to enrich the lives of those around them.
There are really encouraging signs that many institutions are making great strides in this direction to transform themselves into public-facing hubs that are driving innovation and social impact.
Ultimately, by actively listening to our communities, focusing on solutions to real-world problems, and effectively communicating our impact, I believe universities can build public trust, attract talent and funding, and solidify our role as a force for good in society.
