Germany's universities are undergoing a transformation: New tasks such as internationalization, alumni relations, and networking, as well as the pursuit of sponsors and the best students and professors, present significant challenges. Communication is a key factor in this process. But are the press and marketing departments of universities even prepared for these tasks? In their nationwide representative study, Heike Bühler, Gabriele Naderer, Robertine Koch, and Carmen Schuster investigate the extent to which public relations and communications at German universities are addressing this development. They describe the goals, strategies, and perspectives, as well as their impact on the personnel and financial situation, the tools used, and the target audiences addressed.