Exploring the evolving roles of communications personnel in educational settings

This research paper was completed and submitted at Nipissing University, and is made freely accessible through the University of Toronto’s TSpace repositoryThis study explores the diverse and changing roles of Communications department personnel in educational institutions, specifically in district school boards and universities. The purpose was to determine the responsibilities, qualifications and attributes of Communications personnel and how they are required to represent their institutions in very contentious situations. The methodology used was a triangulation of data collected from three sources: a comprehensive literature review resulting in a qualitative meta-synthesis, an analysis of content related to job descriptions of communications personnel, and an environmental scan of current media articles and websites. The findings of this study indicated that the complex responsibilities of communications personnel include : marketing the institution's brand, collaborating with partners, communicating strategically, managing the institution's social media, utilizing interpersonal skills and applying strong written and verbal skills in communications. An unexpected finding of the study was that the qualification requirements for most jobs require substantial previous experience in digital media rather than a background in education. The environmental scan revealed that Communications personnel in educational institutions currently face public scrutiny related to issues such as security threats, intellectual property, inclusion, along with physical and mental wellness. Recommendations include: increased and specified training for Communications personnel at the undergraduate/graduate levels and in employment settings to ensure adequate preparation and sensitivity to educational issues