Boundary Workers: University Public Affairs Workers

Abstract

University public affairs offices at universities play the central role in determining the stories a university tells to itself and the outside world. These stories include what research and knowledge is most prized and who produces it, what activities happen at the universities and who participates. Universities tell their stories through legacy media, websites, social media, media releases, Facebook, YouTube, podcasts, and a plethora of other venues and use both earned media (stories they pitch and get media to cover) and paid media (advertising the university pays for). It is difficult to get exact figures for how much Canadian universities spend on marketing, branding, public affairs, and specific efforts to improve reputation rankings. Budget lines for student services, for example, can also include money for marketing as part of student recruitment.