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Education Education Presentation Transcript

  • Education
    Leah Holmstrom
    Introduction to Public Relations
    November 11, 2010
  • Colleges and Universities
    Higher education is big business in the United States.
    16 million students are enrolled at more than 4000 colleges and universities.
    Almost every one of these institutions has personnel working in public relations, marketing communications and fund-raising.
  • Development and Public Relations Offices
    The president, or chancellor, is the chief public relations officer.
    Large universities: the vice president for development and university relations is responsible for:
    Supervising the office of development
    Division for alumni relations
    The office of public relations
    Smaller institutions combine these functions
  • Development and Public Relations Offices
    Development and alumni personnel:
    Seek to enhance the prestige and financial support of the institution
    Conduct meetings and seminars
    Publish newsletters and magazines
    Arrange tours
    Maintain a public relations web page for the institution
  • Responsibilities of Personnel
    Build alumni loyalty
    Considered the major foundation of any fund-raising effort
    Fund-raising has increased in recent years.
    $31.6 billion in 2002, which represents 13% of charitable giving that year.
    Generate funding from private sources
    Donors who are not alumni
    Donations based on their interest in a particular field of study
  • News Bureau
    Most visible aspect of a university public relations program
    Produces hundreds of news releases, photographs, and special columns and articles for the print media
    Prepares programs of news and features about faculty activities and personalities for stations
    Provides assistance and information for reporters, editors, and broadcasters affiliated with the state, regional and national media
    Responds to hundreds of telephone calls from news media and public seeking information.
  • Serving the Publics
    Public relations specialist must be a part of the management team of the institution
    Attend all top-level meetings involving the president and other administrators
    Learn the whys and wherefores of decisions made
    Lend counsel
    Develop action programs
    Respond to questions from the publics those programs concern
  • Faculty and Staff Involvement
    Able college presidents involve their faculty in decision making to the fullest extent possible.
    Faculty and staff serve as major public relations representatives.
    Communication through:
    Internal newsletters and newspapers
    Periodic meetings at which policies are explained and questions are answered.
  • Faculty and Staff Involvement
    Faculty and staff who fully understand the institution’s philosophy, operations and needs generally will respond with heightened performance
    Example: The University of Georgia sought $2.5 million in contributions from its faculty as a part of an $80 million bicentennial enrichment campaign. The faculty contributed nearly $6 million dollars, more than double what the school had anticipated.
  • Student Involvement
    Students make up the largest public relations arm that an institution has.
    Determinants of students allegiance to an institution:
    Quality of teaching
    Sound administrative attitude toward student body
    Involving students as much as possible in decisions that affect their campus life
    Student publications
    Broadcast stations
  • Government Involvement
    State and federal governments hold the vital key to whether or not an institution is receiving sufficient monies to maintain facilities, faculty and programs.
    Large institutions have someone, a government relations coordinator in most cases, who regularly monitors the state legislature.
    This person’s work involves
    Competing with other state institution for money
    Defending proposed increases in higher-education budgets and protecting against cuts
    Establishing an institution’s identity in the minds of legislators
    Responding to lawmakers’ requests for favors
  • Community Involvement
    Colleges and universities must maintain a good relationship with the community in which they are located.
    Faculty and staff are encouraged to achieve community visibility through work with civic and other organizations.
  • Prospective Students
    Many institutions have turned to highly competitive recruiting methods to lure prospective students.
    Extensive advertising in print and broadcast media and on billboards
    Brochures with four-color, slick materials that use bright graphics and catchy headlines
    The web
  • Elementary and Secondary Schools
    Public relations professionals at this level are faced with many contemporary issues.
    Necessity for sound community relations.
    Primary publics:
    The community
  • Building Community Support
    When an issue is brought forward it is the public relations professional’s job to come up with a plan that can include:
    News releases
    TV and cable messages
    Fliers or brochures to parents and community members
  • Crisis Communication
    For any type of emergency such as, sudden loss of utilities, fires, school shootings, bomb threats, a communication plan should be in the ready.
    The public relations professional(s) should be prepared to:
    Deal with various media outlets
    Help the community deal with any tragedy
    Restore calm and confidence in the school system