Description
Communication is often an overlooked responsibility of community colleges, which is unfortunate because there is so much to talk about. Understanding the factors that contribute to successful communication is important if community colleges are to have success in the political arena, explaining their evolving mission to policymakers and the community, and informing potential students of new requirements. This study was conducted to learn what communication strategies are in place at selected California community colleges and to inform college leaders about strengths, weaknesses, opportunities and threats related to current communication practices. It seeks to provide useful information about current practices, identify problems with existing forms of communication, and suggest improvements. This study used the data collected to attempt to predict what the future might look like in terms of communication needs and how the state's community colleges can meet them. Results of the study indicate that the messages and target audiences of community college communication professionals have shifted substantially. "Welcome, come look around" has been replaced by "prepare and declare," a reflection of looming legislation to require California students to declare majors and have a Student Education Plan in order to receive financial aid. Opinion leaders are now the primary communication targets of the public information officers interviewed. Messages focus on financial stewardship and sound management during a challenging financial time. Community colleges should develop strong and effective communication offices led by experienced communication professionals to reach out to prospective students, community leaders, potential partners and elected officials. Communication during times of competition for resources is particularly important, and community colleges should intensify their efforts to communicate and establish working relationships with local, state and federal elected officials and administrators. Community colleges that fail to do this risk a diminished share of funding and influence in an increasingly competitive environment.
