Unraveling Communication Dynamics of University Outreach

Abstract

This qualitative investigation examines the communication dynamics of university outreach from the perspective of higher education administration, addressing the notable gap in how non-traditional scholarship and outreach activities are recognized and communicated within academic settings. Insufficient communication and recognition of diverse scholarly contributions can misalign academic output and impede institutional objectives, creating a discrepancy between institutions’ emphasis on societal benefits of outreach and its valuation for faculty tenure and promotion. Rooted in the American Public Land-Grant Universities’ call for supportive environments valuing publicly impactful work, this study analyzes the structure and channels used to describe and recognize university outreach, aiming to improve communication and acknowledge non-traditional scholarship. Guided by the central question, “How does higher education administration describe university outreach?” the research employs a phenomenological approach to capture the lived experience of outreach messaging alongside Actor-Network Theory to analyze the intricate network of human and non-human actors influencing communication structure. Data from document analysis of land-grant institutions’ websites and supplemental interviews with executive leadership unraveled how mission, vision, and promotion themes define outreach through service, engagement, policies, and recognition mechanisms, primarily conveyed through institutional websites. Findings emphasize valuable insights for strategic management supporting clearer articulation of university outreach operations, ensuring alignment with the institutional mission and vision, and strengthening relationships with campus stakeholders and alternative forms of community engagement.