Communication gains ground to advance social leadership

Lluis Serra’s candidacy proposes actions that contribute to connecting and projecting the ULPGC with society, “to regain lost leadership and be a benchmark of knowledge and responsibility, which contributes to the development of the Canary Islands”, and channels them through the Vice-Rector’s Office of Social Projection and Communication, which will be directed by Suny Beerli Palacio, professor of Marketing and Market Research, specialized in marketing and communication.

“Our main objective is to professionalize the Vice-Rectorate for Communication, I believe that this area must be managed with much more professionalism, because one of the things that worries us most is that the University regain the leadership that from my point of view has been lost in the last years. The ULPGC has to be a benchmark for society, not only of knowledge, we have to recover the prestige, the confidence that canaries can have in the University, in addition to leading much more the necessary transformation that there must be in the economic context in Canarias ”, said Professor Beerli Palacio.

Beerli: “We have to attract the company, give seminars and pose us professional challenges”


One of its priorities is to raise the communication channels between the University and the business community. “Something in which I think we are failing is that there is no connection, effective communication with companies, and that communication has to be in both directions, we have to contribute to companies, but they also have to contribute, You have to attract them, come to our classes, give us seminars, even pose professional challenges for us. This connection allows creating synergies that benefit both the University and the companies themselves ”.

Promoting more active communication with teachers and students, involving them in the institution’s decision-making, is another of the proposals of Lluis Serra’s candidacy. “Students and teachers have to participate through the co-creation of proposals that add value. The University lacks customer orientation, because the student is our true customer, and I see that the University is not oriented to meet the true needs of current and potential students, with more up-to-date degrees, ”he stressed.

Maintain the University’s contact with its graduates, through a network of graduate students that fosters a continuous relationship, both at the level of offering specific training programs that allow them to update their knowledge; as giving them the opportunity to share their experience.

“We must also start from the more professional development of a communication plan that integrates all that is internal and external communication media, and also starting from very clear objectives, not only corporate, but there is greater horizontal coordination that integrates all the functional areas of the Corporation, which also promote a culture of collaboration among all vice-rectors ”.

On the part of Rafael Robaina’s candidacy, after the last four years in the area, María Jesús García repeats as Vice-rector for Communication, Social Projection, although in the proposal for the next four years she also assumes the field of University Culture. “I face this new stage with great enthusiasm because we must strengthen all the projects that have started and tackle some challenges that are already here and that will be essential in the coming years. Communication at the University, as a public institution, has a very high degree of social responsibility because it contributes in a very important way to shaping public discourse because what it communicates is done with prestige. That prestige and that importance has to be accompanied by a great responsibility ”.

García: “The role of the University in shaping public discourse is very important”


The purpose of the strategy designed in this area is to address a communication that is “responsible, efficient, specialized -according to the audiences to which it is addressed-, technologically adapted to new media and communication styles, and that is aligned towards transparency, cohesion internal and social projection ”.


Its roadmap includes actions such as responding to the accessibility requirements of the Web Accessibility Observatory of the Ministry of Economic Affairs and Digital Transformation; and consolidate the areas of institutional communication, through the web, of the relationship with the media, social networks, design, advertising, photography and the graphic archive. “It has two dimensions, on the one hand, it shows the University to society and, in addition, it establishes a graphic and news record, the day-to-day life of the institution and constitutes the archive and history of the University.

He also highlighted the importance of continuing the advance in scientific dissemination through platforms such as The Conversation that allow the dissemination of research and academic activity to all parts of the world; as well as through the publications service with the new collections of scientific dissemination. “The University is not a vertical pyramidal structure, it is horizontal, transversal, and communication arises from a multiplicity of origins that must be attended to and it must be ensured that all this horizontality flows from one side to the other.”

University culture and complementary curriculum

The cultural area is the third leg that is integrated into the Vice-Rector’s Office for Communication, Social Projection and University Culture in the candidacy of Rafael Robaina, with María Jesús García at the helm. A plot that addresses through cultural classrooms “that allow interaction between the university community and society in general.” From these classrooms the active participation of the student body will also be promoted, based on the new guidelines of the CRUE -Conference of rectors of Spanish universities-, which address the complementary curriculum -cultural activities, cooperation, sports-, “understanding that universities They are responsible for the academic curricular formation, but also the integral formation of the boys and girls of the future. And this complementary curriculum will be evaluated, accredited, and will allow any university to value this complementary trajectory of the student ”, pointed out Professor García. He insisted that the area of ​​university culture has recently been created by the CRUE, “understanding by university culture that the University has a specificity within the general sphere of culture and it is its obligation and responsibility to address this type of culture.” | MJH


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