Public Communication of Science (CPC) can be understood as a strategic dimension of university life. This study investigates how researchers from the Institute of Physics at the Federal University of Uberlândia, in Minas Gerais (Brazil), perceive and practice CPC, highlighting institutional tensions, institutional initiatives, and the role of university mechanisms. Based on interviews with nine professors and seven postgraduate students, results indicate a clear recognition of CPC’s social relevance. However, participation remains irregular and reactive, alongside a lack of awareness regarding existing institutional initiatives. We advocate for an institutional ecosystem that strengthens engagement and the social role of the university.