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Communicating about communication

October 6, 2017

After a first year of stormy development of Aurora at the level of the presidents, the Institutional Coordinators and the working groups on the 4 key priorities as well as the many other priorities, it is high time to further develop and implement an Aurora communications strategy at the level of the network and of individual members.

In a meeting with the Aurora president Jaap Winter, senior communications officers from each member university will align their perceptions of  the overall narrative of Aurora as well as the narrative of the key priority areas: Diversity & Inclusion, Societal Impact and Relevance of Research, Innovation of Teaching and Learning, and Students’ Engagement in the Aurora project.

Communication on Aurora must start from a clear strategic objective of Aurora. The Communications’ meeting will work from the overall strategic objective of Aurora as:

  • Helping each other in being as good as you possibly can be in matching Academic Excellence with Societal Impact and Relevance, and
  • Showing the world that we are.

As Aurora is a very new and developing network, the Aurora communications strategy will need to be developed in phases, reflecting the phases of development of the network:

  • Phase one: the communications objective is that people in Aurora know, understand and appreciate the strengths that exist with Aurora universities in matching Academic Excellence with Societal Impact and Relevance
  • Phase two: the communications objective is that people in Aurora know, understand and appreciate how Aurora helps to learn from and with each other in further improving the match of Academic Excellence with Societal Impact and Relevance
  • Phase three: the communications objective is that people outside Aurora know, understand and appreciate how good Aurora members are in matching Academic Excellence with Societal Impact and Relevance and see the role that the Aurora network plays in this.

Where possible, work will already start on the communications objectives of phase two and three. But the first focus is on phase one, and then following the natural development of the Aurora network from a group of universities with common goals and strengths to a platform of real and productive collaboration.

In all phases, the achievement of the communications objectives will be built on real practice that is aligned with the interest and daily life of the people in Aurora: building on the work of academics, administrators and students that constitutes showcases of the Aurora messages of the matching of Academic Excellence and Societal Relevance in what each Aurora university does, in what Aurora partners do together, and in how Aurora impacts the societies in which the universities are rooted.

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