Role conceptions of university communicators: A segmentation analysis of communication practitioners in higher education institutions

Abstract

Higher education institutions (HEIs) are major players in public science communication. However, only a few studies have investigated HEI communication practitioners, who play an important role in shaping universities’ public relations and outreach communication. Building on the assumption that HEI communicators differ in their role conceptions, as well as professional and educational backgrounds, we surveyed 189 communicators from all 42 HEIs in Switzerland. Using segmentation analysis, we identified four types of communicators—(1) the leading all-rounder, (2) the generalist, (3) the science mediator, and (4) the service partner—who differ in their role conceptions, but also in their professional characteristics and organizational contexts.