University Relations
Mission
The mission of University Relations is to formulate strategies and undertake initiatives that will help to position the University of Alberta as an institution that is admired, respected, and trusted by our stakeholders. These stakeholders include students and their parents, faculty, donors and alumni, all orders of government, institutional partners, and the communities we serve.
Three "Rs" define our goals and responsibilities:
- Advance and protect the university's reputation by telling the university's story in ways that resonate with stakeholder audiences
- Build productive relationships that support the institutional mission
- Ensure the availability of adequate public resources
Three principles that guide our planning:
- That there often is significant overlap among key stakeholder groups, which demands a fully integrated strategy
- That relationship-building must move beyond communication toward genuine engagement, helping stakeholders and communities to understand that the University of Alberta is linked with their lives, culture, and society
- That informal and proactive outreach and communication must be included in our strategies to supplement the more formal reporting that we undertake to stay engaged with our stakeholder / audiences / communities -- including social media and our web environment