The challenges of the strategic communication of the Portuguese public universities in the internationalization processes / Los desafíos de la comunicación estratégica en los procesos de internacionalización de las universidades públicas portuguesas

Celene Fidelis Frias Ferreira

Resumen


Abstract

The main goal of this article is to drive organisations’ communications managers to pay more attention to internationalisation processes at higher education institutions (HEIs) and uncover new opportunities for action focused on academic mobility. From a theoretical viewpoint, there is a discussion on the phenomenon of internationalisation Portuguese HEIs and the strategic relevance of recruiting international students are put into context, with a reflection on how communication can improve that process provided it is duly integrated into the institution’s management and mission. The complexity of the decision-making process is highlighted, along with factors that influence international students when they look for and choose a host country and institution. The conclusion is reached that students prioritise reputation when choosing the country and the institution, which reflects a great opportunity for the public relations as a strategic management function of organization image and reputation.

Keywords: Internationalisation of higher education, academic mobility, recruitment of students, public relations, strategic communication, reputation

Resumen

El objetivo principal de este artículo es provocar en los responsables de la comunicación una mayor atención a los procesos de internacionalización de las Instituciones de Educación Superior (IES), con respecto a su dimensión institucional, y revelar posibles oportunidades de acción, especialmente en relación con la movilidad académica. Desde una perspectiva teórica, ha sido posible debatir sobre el fenómeno de la internacionalización, contextualizar las IES portuguesas y la planificación estratégica que han dirigido para el reclutamiento de estudiantes internacionales, y discutir cómo la comunicación puede optimizar este proceso, siempre que esté debidamente integrada en la gestión y la misión de la institución con la internacionalización. Nos referimos a la complejidad del proceso de toma de decisiones y a los diversos factores que influyen en el estudiante internacional cuando debe buscar y elegir un país y una institución educativa. Finalmente, confirmamos que el estudiante prioriza la reputación tanto para la elección del país como de la institución, lo que resulta en una gran oportunidad para las Relaciones Públicas como una función estratégica a la hora de gestionar la imagen y la reputación de la organización.

Palabras clave: internacionalización de la educación superior, movilidad académica, reclutamiento de estudiantes, relaciones públicas, comunicación estratégica, reputación

http://dx.doi.org/10.5783/RIRP-18-2019-10-179-196


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