Given that universities find themselves operating within volatile and dynamic environments, organisational communication becomes a priority in meeting stakeholder needs. The unstable status of the education sector has led higher education institutions in South Africa to reassess their position in society and remodel their communication strategies to attract, satisfy and retain students. The globalised world that we live in requires that individuals and organisations remain competitive and relevant. As such, universities are required to understand stakeholder needs, particularly students. Understanding student needs, developing effective communication strategies and maintaining institutional reputation are valuable to universities; however, research in this area remains underdeveloped. This chapter is based on research that examined organisational communication approaches influencing decision-making regarding students’ choice of university. A selected University of Technology in South Africa served as the case study and data was gathered through focus groups with students and interviews with employees. The qualitative methodological inquiry revealed that more rigorous media communication and face-to-face communication are needed. Participants suggested the establishment of adviser communities on social media to be responsive to students’ engagement patterns. This research offers insight into how universities can transform their communication processes to enhance student experience, strengthen their reputation and attract, satisfy and retain quality students.