Public University Modes of Communications: A Study of Student Preferences

Abstract

While there has been a plethora of research in higher education concerning how instructors communicate directly with students in their classes, there has been a paucity of work regarding the subject of the present study, which is how do - and how should - universities most effectively communicate with current students bout non-instructional information and news. The present study took place at a publicly-funded, regional state university in the Southeast United States and incorporated an extensive email sampling of students. The findings showed that today’s largely Gen Z students have important communication preferences that need to be taken into consideration by university leaders as they consider how to best communicate non-instructional messages to them. The study has important implications for university leaders to consider as to how to most effectively make use of text and email, as well as social media platforms, in their communications strategy for non-instructional matters and university news.