Leveraging Multidimensional Communication Strategies to Enhance Research Visibility and Uptake in Advancing Sustainable Development Goals in Higher Education Institutions: A Case Study of KCA University

Abstract

Research visibility and dissemination remain key determinants of the competitiveness, credibility and societal relevance of Higher Education Institutions (HEIs). This paper examines the role of multidimensional communication in enhancing the dissemination and visibility of research output at KCA University, a private higher education institution in Kenya. Anchored on Stakeholder Theory and Diffusion of Innovation Theory, the study adopts a mixed-methods approach that combines quantitative data from 174 faculty, administrative, and communication staff with qualitative insights from eight key informant interviews. The findings reveal that integrating digital platforms, print media and public relations initiatives significantly improves the reach, accessibility and uptake of research outputs. While global universities leverage advanced digital ecosystems to disseminate knowledge, African universities such as KCA University employ blended approaches that creatively balance limited resources with the need for broader societal impact. The findings reveal a strong positive correlation between multidimensional communication strategies and effective research dissemination (β = 0.482, p < 0.01), highlighting the power of integrated communication in promoting visibility, engagement, and collaboration across diverse stakeholder groups. Digital and multimedia tools, including social media, institutional repositories, and online newsletters, were found to enhance research visibility, while public relations events such as the Annual Innovation Week and Industry Summit serve as key interfaces linking academia, policymakers, and industry actors. Traditional media, though less dominant, continue to play a vital role in reaching audiences with limited digital access, ensuring inclusivity in dissemination. However, the study identifies persistent challenges such as limited institutional capacity, resource constraints, and the absence of structured feedback mechanisms that hinder the optimization of communication initiatives. Despite these constraints, KCA University’s multidimensional approach demonstrates significant potential in bridging the gap between research production and its societal application. The study contributes to both theory and practice by demonstrating how strategic communication can strengthen the connection between African universities and their stakeholders, ensuring that research findings inform policy, industry practice, and community development. It recommends deliberate institutional investment in digital ecosystems, staff capacity-building, structured feedback mechanisms, and multimedia communication tools as pathways to align academic research with Kenya’s National Development priorities and the Sustainable Development Goals (SDGs).