5. The task for communication in terms of strengthening the link to sustainable development

Communications objectives

The description of the objectives for communication is derived from one of KTH’s sustainability goals (which are in turn shaped by Vision 2027). Convey a clearer picture of KTH as a leading institute of technology in the field of sustainable development through communication, dialogue and collaboration with the community around us. Taking on board that aim, what we have learned from the analysis of the current situation, and why and how we should communicate, we describe below the framework for communications objectives that will support specific targets in our communications plans.

Most academic institutions are described as leading players in sustainable development. However, that cannot be said to be a perception that is fully shared, and the leading positions are not yet spoken for.

• Communication should strive to position KTH as a leading player.

A common understanding ultimately helps to create the most powerful perception of a brand.

•  Communication should strive to be coherent, consistent and integrated.

Communication around sustainable development needs to provide clarification.

• Communication should strive to highlight the why, how and what of KTH’s work in sustainable development.

Communication around sustainable development needs to be engaging and meaningful for the recipient.

• Communication should strive to provide the recipient with value.

Target groups

Each target group includes both national and international players.

• Prospective students
• Existing students
• Alumni
• Adjunct staff
• Employees
• Academic institutions
• Formal and informal decision-makers in politics, authorities and agencies, industry and the media
• Researchers
• Research funding bodies

Messages

KTH’s vision and principal message make clear the link to sustainable development. Our aim is to highlight this wherever KTH is mentioned. Where relevant, existing or new messages around KTH and sustainable development can be linked to KTH’s existing principal message “Brighter tomorrow”.  

Existing messages around KTH and sustainable development currently being used are “The environment and sustainable development are issues of strategic importance to society as a whole and to KTH” and “KTH works actively to create a sustainable future and a sustainable campus”. While the content of both of these messages continues to be important and true, the mode of expression is passive and rather cautious. KTH’s messages around sustainable development should clearly indicate its responsibility, have a more assertive tone and state a position.

Working constantly towards a sustainable future:

• our researchers find solutions and challenge contemporary thinking
• our students have opportunities to shape the future
• our role in society has an impact both today and tomorrow

Types of channels

• We list below communications channels that can be used more extensively on the basis that they are able to reach multiple target groups and complement channels already in existence ( the exact channels to be used and how they are constructed will depend on the specific goals, target groups and activities).
• Integration and inclusion in KTH’s presentational contexts
• Integration and inclusion in KTH’s introductory contexts
• Integration and inclusion in KTH’s recruitment contexts
• Integration and inclusion in partnerships involving KTH
• Activities on campus
• National and international movers and shakers (for example formal and informal decision-makers in the media)
• Fora for decision-makers, international players and future players

Framework for activities

• Develop creative communication – dare to be different
• Fill the internal vacuum – conquer the closest target groups
• Undertake profile-raising jointly with other academic institutions – promote the importance of the sector
• Communicate as a unit – create a shared narrative
• Focus on students – shape the future in our role as educator
• Play a role in society – influence the trend in debates and decisions
• Repeat over and over – set a course and stick with it for the long term