It is easy to underestimate the value of the hours invested in trade fairs, upper secondary school events, podcasts, social media, and meetings beyond the university’s walls. Someone is staffing a booth at SkogsNolia. Someone is recording a podcast about the role of forests in the climate transition. Someone is answering questions from upper secondary school students about what it is like to study at SLU. Each individual effort may seem small, but together they build something far greater – trust, visibility, and knowledge.
This year, the number of first-choice applicants to our forestry programmes has increased significantly, while the faculty’s podcasts and social media channels are reaching growing audiences with research and environmental monitoring and assessment findings. The faculty’s participation at SkogsNolia was also highlighted in the local press, where SLU was described as a university “at the absolute forefront” (Västerbottningen).
There is no single explanation for why a university earns a strong reputation. Reputation is built on high-quality education and research, but quality alone is not enough if no one knows about it. A university must demonstrate why its knowledge matters – to society, industry, and future students.
That is why our involvement in SkogsNolia, Elmia Wood, upper secondary school events, and IUFRO is so important. Encounters between people build trust in what we do; they make research understandable, show that our educational programmes are relevant, and demonstrate that SLU takes responsibility for societal development. Every podcast, trade fair, and school event contributes to something larger: the public image of our university. At a time when trust cannot be taken for granted, this work is more important than ever.
We would therefore like to extend our sincere thanks to everyone who contributed to making SkogsNolia and the faculty’s exhibition stand a valuable experience for visitors. Every conversation and every meeting matters. It is through the commitment of our staff and their willingness to share their expertise that the university becomes visible, relevant, and credible beyond campus.
At the same time, this work must be a shared responsibility. If we are to maintain our presence in these arenas over the long term, we need to distribute efforts more evenly, continue developing our approaches, and make participation as straightforward and rewarding as possible. Taking part in external activities is not something separate from the university’s core mission – it is a natural and essential part of our role as a world-leading university.
Ultimately, this is about more than an exhibition stand at a trade fair. It is about building relationships, sparking curiosity, and strengthening trust in research, education, and knowledge. And this is work we do best together.
As we conclude this final column before the summer break, we would like to wish all of you a restful and enjoyable summer holiday!
Göran Ericsson, Dean, and Pernilla Christensen, Deputy Dean
