Teresa Ruão, researcher at the University of Minho, spoke during the Colloquium of the XIX Congress of the Brazilian Association of Researchers in Organizational Communication and Public Relations
The mission of universities from the perspective of communication was the theme of the lecture “Communicate – the 4th mission of universities? A mission of responsibility, involvement and participation”, led by Professor Dr. Teresa Ruão, from the University of Minho (Portugal). The activity also included the participation of professors Dr. Daniel Reis (UFMG), Dr. Ivone de Oliveira (PUC Minas), Dr. Margarida Kunsch (ECA/USP), Dr. Cláudia Peixoto de Moura (Intercom/Alcar/Conferp), Dr. Fábia Lima (UFMG), Dr. Luiz Alberto Farias (ECA/USP) and Dr. Adriano Sampaio (UFBA). The mediation was carried out by Dr. Isaura Mourão Generoso (UFV).
According to Ruão, the internet has profoundly altered public interests, meaning that most educational institutions have not achieved a communicational impact comparable to that of companies, celebrities and influencers. In light of this, the author proposes a reflection on how universities can compete with all the noise present in contemporary societies, highlighting the importance of recognizing communication as a fourth communicational mission of these institutions.
Ruão believes that this focus on communication is essential to improve social perception of the role of higher education institutions as key actors for a democratic and sustainable future in the current geopolitical scenario. She suggests that, in addition to maintaining a traditional positioning through dissemination channels, universities should also adopt an affirmative stance, as a strategic pillar supported by ethical and political reasons. This action should aim to defend scientific truth and democratic values, constituting a counterpoint to populism and anti-intellectualism.
When describing the characteristics of this communication, the author highlights aspects such as proactivity — not limited to reactive responses in times of crisis —, transparency, with accountability, information and training, and strategic alignment with the institutional vision and objectives. As practical recommendations, he mentions the empowerment of strategic communication departments and the provision of training in scientific and institutional communication for all levels of the university.
The panel, composed of professors from the area, brought reflections that can strengthen more consistent communication practices in universities, highlighting the importance of integration between teaching, research and extension, the encouragement of extension projects and a broad and critical theoretical formation. The need for communication that is attentive to the demands of contemporary society, marked by a capitalist context that has inserted universities into a productivist logic, was discussed. In this scenario, the urgency of an ethical and critical reorientation of communication in the academic environment was highlighted.
