The Role of the Communication Department in Knowledge Sharing in Higher Education Institutions

Abstract

Organizations, particularly those that are knowledge-intensive, such as educational institutions, increasingly recognize the importance of managing knowledge sharing (KS). Consequently, KS in universities is an emerging research area as the transfer of knowledge from universities to the socio-economic environment is growing in importance. This study investigates the relationship between the communication departments and KS in two Brazilian universities. To this end, fifteen interviews were conducted with institution managers, communicators, researchers, and stakeholders involved in KS projects. The interviews were transcribed and subjected to content analysis. The key findings suggest that while communication departments play a vital role in transferring knowledge to various stakeholders, they could be further leveraged. Challenges identified include the complexity of university ecosystems, academic language barriers, and the reluctance of researchers to provide access to the knowledge they generate. Students are identified as the primary recipients of university knowledge, followed by public/political bodies and companies. However, society at large is perceived as the most distant stakeholder. According to the interviewees, the involvement of communication departments in knowledge transfer hinges on the visibility of the projects they undertake. Limitations in this process include restricted access to researchers, limited understanding of the strategic role of the communication department and resource constraints. The research paves the way for more in-depth investigations into the integration of communication departments in the university environment, as well as the construction of more assertive guidelines for the work of communication departments, to enable all the stakeholders, including society in general to make the most of the knowledge generated by the HEIs.