The energy spreads, even through Zoom. Sara Arvidson is at a leadership course, and during a break, we meet for her to talk about herself and her thoughts on communication.
“There are many people to get to know, but I think it’s important to talk to as many as possible. I will travel around the country and gather relevant individuals to discuss opportunities and challenges in communication”.
Sara also emphasizes the importance of efficient meetings and already has plans for communication efforts at SLU, aiming to unify communicators across all departments, think strategically on an overarching level, and focus on the organization's visions.
“It was a bit nerve-wracking to meet the management council, but it felt good, and working closely with the vice-chancellor and management is extremely important. My approach is that we who work in communication must help the organization follow its vision and see the bigger picture. We need to find ways for closer collaboration within the organization”.
A visionary with a news focus
Sara describes herself as a "university kid" from Lund, a driven visionary and a doer who completes what she deems most important. Occasionally a time optimist with too many focuses, which can appear chaotic, she admits.
“Being quick and sometimes a bit impatient comes from the news world”, Sara notes.
And the news world forms the foundation of Sara's career. From studying media and communication at Lund University to roles as a manager, editor, and presenter.
“During my studies, I had the opportunity to do an Erasmus exchange in London and joined the BBC. I earned a master's degree in political communication and later wrote a bachelor's thesis on news evaluation, “What Makes the News?” This became a common thread throughout my career”, Sara explains.
Her experiences include working for TV4 and the morning show with Bengt and Malou, followed by SVT's "Rapport" as a domestic and international reporter. Serving as the editor for the children's show REA, where kids acted as consumer reporters, trained her in coaching. Sara began mentoring early, including as an editor and a younger mentor for colleagues like Erik Fichtelius.
University world
“Then it was time for a career change”, says Sara. Her most recent positions were as Head of Communications, two years at Mälardalen University and before that, eight years at Örebro University. There, she could apply her expertise in strategic communication coaching and media training focused on leaders, managers, and researchers. In research communication, early involvement with communication support is essential for researchers to effectively share their work and demonstrate its societal value.
Why did You apply to SLU?
“I saw that SLU was looking for a Director of Communications and was drawn to the job description. I know that SLU offers important education connected to the earth and nature. I've also gotten a positive impression of SLU as a workplace, a friendly culture with passionate people. And I am interested in global issues and the idea that all of Sweden should thrive—these are significant, impactful topics that remain close to home”.
International perspective
Sara stresses the importance of a global perspective, especially in education. Referring to her education in London, she believes that more people should have the opportunity to go abroad, not just the most driven, and that we need to systematize foreign experiences and find paths to internationalization. This is where her passion comes to life.
“Rwanda and Africa are part of me! Since 2018, I have been involved in a SIDA project to develop research communication with doctoral students and the leadership at the University of Rwanda. This fuels my joy, gives me energy, and keeps me going”.
We’re dealing with someone who enjoys being in the thick of things and finds excitement in working with imperfect people. Supporting each other, having fun at work, and being true to oneself are central themes.
“But I am allergic to hierarchies when they turn into power plays and dominance techniques. Talk to each other, not about each other—everyone should get a chance to explain themselves, because, fundamentally, everyone means well”, says Sara. She spontaneously mentions what characterizes good communication:
“Being a good advisor and daring to play devil's advocate”.
Text: Vanja Sandgren
To Vårt SLU
