The Power of Internal Communications in Building a Research Communication Culture in Higher Education

Many universities invest considerable resources promoting research externally through media relations, public engagement, and research communication. Yet many overlook one key element: internal communication within their own academic community.

Easier said than done.

The challenges are clear:

• Faculty are overwhelmed by information overload while also potentially feeling disconnected from institutional priorities (Knobel & Reisberg, 2022)
• Communication professionals often work in silos, with limited coordination between central offices and departments (Schafer & Fahnrich, 2020), and often are understaffed.
• Universities often have disconnected communication approaches, with limited coordination between central offices and department-level activities (Entradas et al., 2023).

The digital evolution and COVID-19 pandemic forced universities to transform how they communicate internally, highlighting both opportunities and challenges in building effective communication cultures (Elken et al., 2018).

These challenges and opportunities can help jumpstart how universities approach internal communications, particularly in developing a stronger research communication culture. Effective internal communication is so much more than information dissemination; it's about building relationships and fostering a shared understanding across the institution (Watermeyer & Lewis, 2018).

In this article, I'll explore what internal communications means in the university context, why it's crucial for developing a culture of research communication, and how to implement it effectively.

What is Internal Communications and Why It Matters for Research

Internal communication is a complex process that includes both formal communications and informal workplace interactions (Schafer & Fahnrich, 2020). In universities and in the research communication context, this encompasses all communication activities between leadership, faculty, staff, and researchers.

So why does internal communications matter for developing research communication culture in a university?

It Boosts Awareness and Facilitates Collaboration

• Helps faculty become aware of research efforts across departments
• Creates platforms for interdisciplinary knowledge sharing
• Sparks collaboration opportunities and joint projects
• Connects researchers with overlapping interests (Elken et al., 2018; Colbeck & Weaver, 2008)

It Strengthens Institutional Identity

• Helps researchers feel connected to the university's mission
• Fosters a shared sense of purpose
• Encourages researchers to contribute to wider communication goals (Schafer & Fahnrich, 2020)

It Builds Support Systems

• Ensures researchers feel supported by the institution
• Enhances motivation to engage in research communication
• Offers opportunity for researchers to practice research communications with a wider audience (i.e., the internal university community)
• Combats the "disengagement crisis" often seen in universities (Knobel & Reisberg, 2022)

How to Build a Research Communication Culture Through Internal Communications

Internal communications are critical to developing a research communication culture within a university. Here are strategies higher ed leaders can implement to jump start their internal comms.:

Create Dedicated Infrastructure

• Establish a dedicated budget line and team for internal research communications (Elken et al., 2018)
• Design inclusive communications by default: include captions on videos, provide transcripts of audio, follow accessibility guidelines for digital content, and offer materials in multiple formats
• Create templates, systems, and tools that make it easier for researchers to share their work internally

Establish Knowledge-Sharing Platforms

• Launch an internal research showcase digital platform where faculty can post updates, preliminary findings, and collaboration opportunities in an informal way (Letlatsa, 2022)
• Create a peer-to-peer community and network for research faculty to share, exchange ideas and best practices, and learn from each other?(Schafer & Fahnrich, 2020)
• Host research showcases, talks, and events to promote current and ongoing projects across the university
• Create a research-focused internal newsletter that goes beyond announcements to feature in-depth profiles and behind-the-scenes looks at research projects
• Build an internal expert database that helps researchers find potential collaborators across disciplines

Align with Strategic Goals

• Map internal communications efforts directly to university research priorities and show how they support bigger institutional goals (Lim & Chuah, 2022; Schafer & Fahnrich, 2020)
• Create clear metrics to measure both quantitative reach (e.g., readership, engagement) and qualitative impact (e.g., researcher feedback, collaboration outcomes) of the internal comms approach (Elken et al., 2018)

Foster Two-Way Communication

• Create multiple (informal and formal) feedback channels to gather ongoing input regarding internal communication activities (surveys, focus groups, informal chats, listening sessions; Schafer & Fahnrich; 2020)
• Share back what you've heard and how you're responding to build trust in the feedback process (Schwetje et al., 2020; Lovell et al., 2021)

Recognize and Celebrate

• Create space to showcase early-stage and emerging research, not just completed projects
• Celebrate different types of research communications and impact, from policy change to community engagement
• Make internal recognition a stepping stone to external visibility opportunities (Schafer & Fahnrich, 2020)

Lead by Example

• Have senior research and communications leaders actively participate in internal platforms like writing blog posts and hosting informal Q&As
• Model transparent communication by sharing both successes and challenges in research initiatives (Lovell et al., 2021; Schafer & Fahnrich, 2020)
• Practice empathetic communication, especially in digital spaces where messages can be misconstrued (Lovell et al., 2021)

Conclusion

Building a strong research communication culture starts within. While implementing these strategies takes time and sustained effort, even small steps toward better internal communication can create meaningful change. The key is to start somewhere and build from there based on your faculty's needs and feedback.

By investing in internal communication today, you're building the foundation for more impactful research communication overall.

What steps can you take to strengthen internal research communication at your institution?