Senior researcher at the Human Sciences Research Council, Moeketsi Letseka, hits the nail on the head when he says that historically disadvantaged universities are not doing enough to market themselves or to change how the labour market regards them.
There is a perception among industry that graduates from historically disadvantaged institutions are substandard because they come from an environment where protests rather than education are the order of the day.
Historically black universities have much work to do to dispel these perceptions. It is up to these universities to arrange high-profile meetings with employers, informing them about the programmes they offer and the accreditation status they hold.
It also makes sense for these universities to get feedback from employers on the quality of the graduates they produce.
Employers could be quizzed on the content of courses that would feed into the quality of graduates in the working environment. Naturally this feedback could be used advantageously.
Hard, straight talk is required from employers to ascertain whether these universities produce students who can apply their knowledge.
Employers owe this to universities and should be fair in the employment of graduates, without relying too heavily on loyalty to their alma maters or protecting an old boy’s club.
Led by vice-chancellors and deans of the different faculties, continuous interaction between universities and industry should be encouraged. This should not be left to junior staff.
By hosting employers on campus, universities can illustrate that student anarchy is not the norm and teaching and research takes precedence.
In the past many universities spent little on advertising, believing that their reputations would attract students. Following the mergers of South Africa’s 36 public institutions into 23 universities and the current 92 legal private higher-education institutions, there are more players in the market and competition is tough.
They all compete for about 20% of the 600 000 matric candidates eligible to study at tertiary institutions.
The average South African might not know what a university of technology does or what a comprehensive university offers.
It is common to hear people refer to ML Sultan Technikon (now Durban University of Technology after its merger with Technikon Natal) or they confuse the University of Venda (which has not been merged) with the University of Limpopo (a merger of University of the North with Medunsa).
It is imperative that universities market themselves and inform the public about what they are and where they position themselves in the market.
There is no university in the country that can claim to have the best faculties, with the best academics who offer sterling leadership, the best lecturer-student ratio.
Marketing experts say institutions cannot afford not to advertise anymore and complacency amounts to foolishness. How do they intend to attract quality students if the communities they serve have no idea about their degree offerings and their international links?
Very few universities use the media to their advantage. When a university receives major funding for infrastructure upgrades, often the media are not informed.
But university management does clash with the media over negative coverage of student protests or staff disputes. There are other opportunities to communicate with the media.
It is in the interest of universities to publicise new policy decisions or when an academic makes a major discovery.
Professors sometimes revel in getting their groundbreaking research published in international journals, but do not tell local media.
Academic journals are not on the grocery list of Joe Soap, so how is he going to find out what academics are achieving in tertiary institutions right on his doorstep?
The few universities that communicate regularly are those who take their public image seriously. Some even pay media monitoring companies up to R25 000 a month to track nearly everything that is mentioned about them in all media and to keep an eye on their competitors’ media ratings. They are also quick to respond to media inquiries.
Some vice-chancellors take time to meet media when necessary. Frederick Fourie of the Free State University met media in Johannesburg last year to talk about innovations at the university and discussed the Freedom Front Plus’s opposition to the university’s revised residence policy.
The university communicated regularly with the media last year about the issue. Vice-chancellors Derrick Swartz (Nelson Mandela Metropolitan) and Mahlo Mokgalong (University of Limpopo) also make time to talk to the media.
It is up to vice-chancellors to inform their communications officers about policy or funding issues and to help them convey this. It is also up to them to listen to advice from their communications staff. Being a vice-chancellor does not mean you’re an expert in all subjects, including the media.
Proactive interaction does not mean the media will turn a blind eye to negative issues, but it helps to balance the way the sector is portrayed.