The Communicative Challenges of Polish Higher Education Institutions: organisational structures and channels of communication

Abstract

The social responsibility of science and universities imposes particular obligations on higher education institutions. The fundamental ones include contributing to social development and building a knowledge-based economy. The fulfilment of these tasks is made possible through the advancement of scientific research and the enhancement of the quality of education. No less important, however, is the effective and professional conduct of social communication: informing the public about institutional intentions, activities, and achievements, which at the same time constitutes one of the conditions for meeting the criterion of social impact. The aim of this article is to present the ways in which Polish universities communicate with their external environment in terms of the organisational structure of units responsible for public relations, promotion, and marketing. A broad study, which had not previously been conducted in this area, included 35 representative universities affiliated with the Conference of Rectors of Academic Schools in Poland (CRASP), with the participation of 42 representatives of higher education institutions: employees of communication units. The results point to significant communication challenges, among which the most important are: the dispersion of promotional and informational activities across various administrative units within universities, an organisational structure that does not correspond to the needs of effective action, and a lack of trust in external information channels.