By Anette Marcher, AAU Communication. Translated by LeeAnn Iovanni, AAU Communication

A new framework for Aalborg University's external communication will better support the university's communication. This applies in terms of research communication, the public debate, impacting decision-makers and partners, and when it comes to recruiting new students.

The new framework is described in a simple, concise communication strategy presented as a poster. The poster was prepared by AAU Communication with input from departments, faculties and Shared Services units, and was approved by the Executive Management.

Download the poster of the concise communication strategy. (in Danish)

According to the strategy, AAU should focus more on how the university can be relevant to the wider world, instead of predominantly communicating what we ourselves would like to do. Goals must be formulated for all communication activities, and whether the goals have been achieved must be evaluated.

- We must work strategically with communication and prioritise our resources to a much greater extent. And then we must communicate in an easily understandable and vivid way so that what we communicate can be used and makes an impression, says Susse Maria Holst, Deputy Director of Communication and refers to the eight focal points on the poster:

• We practice receiver-based communication
• We communicate strategically
• We communicate so that it is understandable
• We are a credible and vibrant voice
• Our communication reflects our distinctive features
• We have the courage to prioritise
• We set goals and evaluate
• We have a strong, professional communication environment

Susse Maria Holst emphasises that a number of things must be in place before the university can fully work with communication in a strategic and result-oriented way. Among other things, it is about developing common templates and about setting up a system that can measure and evaluate communication.

- We are looking at this at AAU Communication assisted by good people, internally and externally. Once this is in place, we will start talking about goals and target groups for communication at departments, faculties and Shared Services units. We are in the process of transforming the way we think about and work with communication. It may be that this process needs to be supported through workshops, courses or networking groups, says Susse Maria Holst.