How Internal Communication Shapes Behavior and Belonging: Perspectives from Marketing and Communications Staff in Higher Education

Effective internal communication is foundational to building trust, engagement, and organizational cohesion, especially within higher education environments. This study examined internal communication practices within higher education institutions, focusing on how administrative staff members perceive and experience communication from their supervisors. Administrative staff members play a vital role in institutional operations, yet their perspectives are often overlooked. They frequently operate within systems that do not reflect their communication needs or experiences. Their insights offer a valuable lens into how intuitions function and how internal communication affects day-to-day success. Central to these dynamics is the relationship between supervisors and administrative staff, which serves as the most immediate and influential communication channel. The tone, clarity, consistency, and accessibility from supervisors directly shape morale, trust, and engagement. These daily interactions not only reflect institutional culture but also influence how committed and connected staff are in their roles. The study investigated explored how administrative staff interpret and experience internal communication from their supervisors. Through qualitative interviews with staff in marketing and communications roles, four research questions were examined: how administrative staff interpret and perceive internal communication from their supervisors, what their specific perceptions and experiences are regarding leadership communication, how technology impacts internal communication and staff relationships, and what strategies higher education institutions can employ to improve communication practices. The results show when internal communication is clear, empathetic, and consistent, it builds trust and belonging. Participants valued face-to-face conversations for resolving complex or sensitive issues, while also recognizing the efficiency—and challenges—of digital platforms like email and Microsoft Teams. Regular feedback was seen as essential for improving communication, helping supervisors better meet staff needs. Participants also emphasized the importance of communication training and leadership development to equip supervisors with the skills to navigate both digital and interpersonal communication effectively. This research illuminated that internal communication is more than information exchange—it is a reflection of leadership, culture, and care. Institutions that prioritize transparency, personalized communication, and continuous feedback are better positioned to cultivate a supportive, engaged workforce and strengthen supervisor-staff relationships.

Grantor dc:publisher

University of Alabama Libraries

Year dc:date.issued

2025

Author dc:creator

• White, Jessika

Advisor dc:contributor.advisor

• Bray, Nathaniel J.

Contributors dc:contributor

• Beck, Paton
• Breaux, Arleene
• Meng, Juan

• Administrative Staff
• Higher Education
• Internal Communication
• Organizational Culture
• Supervisor-Staff Relationship
• Trust and Belonging

Statement dc:rights

• All rights reserved by the author unless otherwise indicated.

Language dc:language.iso

en_US, English

Dc Identifier Other

1171442

OAI identifier oai:identifier

oai:ir.ua.edu:123456789/17037