Strategic Communication of and for Sustainability in Higher Education Institutions: Conceptional Considerations and Results of a Case Study

Mira Rochyadi-Reetz () and Jens Wolling ()
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Mira Rochyadi-Reetz: Department of Economic Sciences and Media, Group for Media Research and Political Communication, Technical University of Ilmenau
Jens Wolling: Department of Economic Sciences and Media, Group for Media Research and Political Communication, Technical University of Ilmenau

A chapter in Strategic Sustainability Communication, 2025, pp 217-234 from Springer

Abstract: Abstract In this chapter, conceptual considerations on strategic communication of and for sustainability in higher education institutions are presented and discussed in light of the results of a case study. The chapter defines key aspects such as sustainability in higher education institutions, sustainability communication, strategic communication, and the importance of a “whole institution approach” for sustainability transformation in Higher education institutions (HEIs). The case study analyzed the first years of a transformative research project at a HEI, revealing that effective strategic sustainability communication should be flexible, opportunity-driven, and often interpersonal rather than public. It emphasizes the importance of aligning strategic communication with the values and interests of stakeholders.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-031-89486-2_13

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DOI: 10.1007/978-3-031-89486-2_13

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