Background

In the past decade, Universities have been faced with a myriad of challenges ranging from sustainability, student recruitment and retention, and relevance among others. In particular, the dwindling funding of higher education institutions locally and globally provide a strong case for the strengthening of strategies and tools for University advancement. The role of communications, media relations, public relations and marketing personnel who understand these new imperatives becomes crucial, as arguably, the place of communications and public relations in an institution have evolved from that of window-dresser, to the more serious and engaging task of being the chief driver of institutional strategy by creating communal purpose amongst all institutional stakeholders for the realization of Universities’ mandates. The Marketing, Information, Communications or PR office is also now, more than ever tasked with the ominous task of being the bedrock of people and resource mobilization, crucial to the University’s sustenance and sustainability.

Concurrent to the above also is the application of new age information technologies in strategy. The huge explosion in social media provides higher education institutions with an exciting opportunity for growth and development. Fundamental questions arise on the role of the Communications and Public Affairs office in effectively utilizing social media and the attendant technologies to improve brands as well as to reach out to a broad spectrum of stakeholders. Another area clearly related to digital technology is the need for practitioners to fully comprehend issues of cyber security, its genesis and evolution and how best they can be equipped with knowledge and skills relating to the management of issues pertaining to cyber security in so far as they relate to their jobs.

HIT with its partners is therefore mounting this training workshop where participants will discuss and dialogue with key experts in communications and public affairs both in academia and practice to examine new and emerging trends, reflect on their current roles and strategise to empower and equip them for new age universities.