Reflections on the NAFSA IE Competencies: Communication

Editor’s note: This article is one in a new series for 2023 that explores one of the 12 International Education Professional Competencies 2.0 in each issue of International Educator. Each written by a NAFSA member, the articles cover how that competency is critical to the future of the field and what it looks like in practice.

As a marketing professional in a large public university’s education abroad office, I believe that effective marketing and communications strategies are vital for all international educators. Good communication serves as the basis for attracting international students, promoting study abroad programs, and engaging different audiences throughout all the stages of a student’s experience (e.g., brand awareness, introduction of products and services, going abroad, returning to campus).

Keeping in mind three key principles will allow international educators to develop the core competency of communication.

1. Be concise.

It’s essential to convey information succinctly. Students have limited time and attention spans that seem to shrink by the day. However, everyone—not just students—benefits from clear and concise messages. By practicing conciseness and creating well-planned content sequence models, we can streamline communications and convey messages effectively.

Imagine the different steps that we take to purchase a car. Which information is presented to you during a TV commercial compared to when you walk into a dealership showroom? Giving audiences the small amount of information that they need at each specific juncture allows them to make an informed decision and react to our calls to action.

It’s essential to convey information