Why university communications need to demonstrate impact
At the Ministerial Conference of the European Higher Education Area held in Tirana in May 2024, member states called on the E4 Group (ENQA, EUA, EURASHE, ESU) to update the ESG, the Standards and Guidelines for Quality Assurance in the European Higher Education Area.
The request was clear: accelerate the revision proposal by 2026 and finalise it for adoption at the 2027 ministerial conference. The purpose was to ensure that quality assurance instruments remain aligned with societal expectations and emerging developments.
The same communiqué also emphasised strengthening the contribution of higher education to society and local communities, along with synergy with the Sustainable Development Goals and the green transition.
In essence, the Tirana Communiqué conveys a single message while calling for an update to the ESG: the priority is not statements of benefit but evidence of impact.
Quality assurance in European higher education is now moving in a direction that does not simply document processes but also makes outcomes visible.
This shift has a direct effect on how universities should approach communication because it is no longer about speaking about societal contribution but proving it with evidence.
Hence a critical question emerges: are our communications truly communicating benefit, or merely expanding visibility?
Headlines have been strong in recent years. Project launches, cooperation protocols, competitions, and rankings all create a crowded showcase.
Yet months later, when we look back, we are often confronted by the same gap: what did this actually achieve? Did the prototype reach real users? Did appointment processes improve? Did the number of first-time applicants increase? Did waiting times shorten?
Sometimes a university announces a breakthrough in healthcare, accompanied by a polished video and striking messages. Reputable media outlets quickly amplify the story, creating international visibility and enhancing institutional reputation.
Yet what follows, in many cases, is nothing. The story ends there, overshadowed by inaccurate data, exaggerated claims or a project that never started. But who notices? There is no follow-up, no correction. The news is consumed, the image strengthens and a narrative of transformative miracles settles in.
However, this silence is the enemy of both scientific integrity and public trust. Silence widens the distance between visibility and real benefit, leaving even well-intentioned institutions vulnerable to the suspicion that they are merely engaging in publicity.
Small observable changes
Societal benefit is not a declaration but a result. And to see that result, we do not need grand reports or heavy documentation.
A small shift in people's lives is often enough to be convincing: an increase in screening appointments after a hospital protocol, a rise in students who actually complete a scholarship application, and a clear improvement in access following a local partnership. These small observable changes are what anchor all the words to real life.
This is exactly why we must rethink university communication. Announcements usually stop at 'what we did'. Strong communication, however, does not stop there; it also answers 'what happened' and 'what we are planning' as a result.
This approach is not just a strategic choice; it aligns directly with ESG principles on public information, student-centredness and continuous improvement.
Consider a university that signs an early diagnosis protocol with a regional hospital. This is the 'what we did' stage. Six months later, appointment waiting times are measured and publicly reported, showing a reduction from 10 days to four days.
This is the 'what happened' stage.
Afterwards, these results are discussed in online meetings with health professionals, students and local residents, and the institution commits to monitoring the system digitally and updating it based on stakeholder feedback. This represents the 'what we are planning' stage.
Such a sequence transforms an announcement into evidence and evidence into sustainability. Communication becomes not just the flow of news but a cycle of measurable impact reinforced by stakeholder participation and feedback.
Documenting impact
Every communication output should not only describe but also be measurable, verifiable and shareable with stakeholders. In other words, it must become a mechanism that produces evidence rather than mere publicity.
This is precisely the trajectory of the ESG revision: accountable, transparent communication that documents impact.
Ultimately, universities produce knowledge, educate people and improve lives. Communication should not only make these achievements visible but also make them usable.
In the new era, the issue is not how much we announce, but how much concrete benefit we demonstrate. As benefit becomes visible, trust grows, and the distinction becomes clearer between those who transform reality and those who simply perform it.
https://www.universityworldnews.com/post.php?story=20251127135038947