The news that what is being called the first “Super University” is being launched in the South East of England should come as a surprise to nobody after years of headlines about the financial stresses facing Universities up and down the country. However, the communication of this news reflects the challenges that prestige-driven organisations such as UK Universities face.

Tweets and Facebook posts from the local MP, Rosie Duffield – herself famously elected on the back of student votes - saying she found out about it from a soundbite on the Today programme was probably not the ideal start for a project that will need the support of stakeholders at every level to succeed.

When so much public debate and concern is focused on whether Universities are too dependent on international students, the branding of the new combination of Kent and Greenwich as the London South East University Group looks firmly set to target that market. Remarkably there has not been a major University merger since the 2004 combination of Manchester Universities under the Blair Government and few in the sector will dispute that more are likely to follow. What the CEO of Universities UK described as “radical collaboration” is likely to be a model for more across the sector.

But Universities who have sold themselves as engines of growth and social mobility in their local areas must be careful to bring their communities with them, as well as to attract new sources of finance and investment. Their partners will be watching closely and their links with local schools, councils, colleges and communities are a vital part of their offer.

They need to show that what they do, whether focused on teaching, research or a combination of the two, will be strengthened, not weakened by merging and just like public companies, they need to demonstrate that there are both synergies and a strategy behind their coming together. So far Government has been supportive of the move but criticism from the unions and from local politicians, not to mention affected staff and students may yet build. After 14 years as MP for a University City and as a former Chairman of the Education Select Committee, I understand the consternation and the range of issues and audiences that need to be addressed.

Cardew Group has decades of experience in supporting companies communicating mergers, combining media, public affairs and digital, we understand the complex nature of stakeholder relationships that Universities need to maintain. Planning carefully for any announcement, preparing the ground and reaching out to the right people at the right time is vital. As more Universities consider their options for the future, we can help.