Public Relations in EducationPresentation Transcript
Education Valerie O’Bar Comm 2330 11 Nov. 2010
Colleges and Universities Higher education is a business with many customers, which are students. United States: 16 million students are enrolled at more than 4000 colleges and universities
Development and Public Relations Offices President: the chief public relations officer of a college or university. Sets policy Responsible for all operations
Development and alumni personnel: Enhance the prestige of financial support Conduct meetings and seminars Publish newspapers and magazines Arrange tours Primary responsibility is to build alumni loyalty and generate funding
Public relations director: Supervises the information news service, publications, and special events Employees will do such things as: Writing Photography Graphic design Broadcasting Computer networking
The news bureau: the most visible aspect of a university public relations program. Active bureaus produce: Press releases Photographs Special columns and articles for print media
They also provide assistance and information to:
Reporters Editors Broadcasters affiliated with state, regional, and national media News Bureau
Top development and public relations specialists: must be part of the management team Attending meetings is a must Faculty and Staff:
Success of a public relations program starts with pleasing the internal constituency.
Involve in decisions
Faculty serve as major public relations representatives because of how many people they come in contact with.
Serving the Publics
Students Students make up the largest public relations arm Quality of teaching: greatest determinant of their allegiance to the institution.
Involving students in decisions that affect their campus lives is extremely important as well.
Pleasing the students leads to future support.
Loyalty and financial support from alumni and donors is crucial to ongoing operations at a college or university. Fund-raising has increased in recent years
Total nongovernmental financial support: $31.6 billion in 2002 according to Giving U.S.A.
Colleges and universities raise money for :
Recruiting new faculty
Building student residence halls
Upgrading campus computer networks
Alumni and Other Donors
Government State and federal government hold the key to funding
Large institutions hire individuals to monitor the state legislature, and do such things as:
Compete with other institutions for money
Defend proposed increases in budgets
Protect against cuts
Establish an institution’s identity in the minds of legislatures
Respond to lawmakers’ requests for favors
The Community and Prospective Students Community Institutions must maintain a good relationship with the community in which it is located. Faculty and staff members are encouraged to work with civic and other organizations in order to achieve community visibility Prospective Students Highly competitive recruiting methods Some institutions use print and broadcast media on billboards to advertise to prospective students.
More colorful brochures and graphics
Use of the Web
Mailing lists to reach future students
Recruiting Tactics To attract students to certain institutions, methods might be used that include: Offering scholarships or free tuition for four years Offering a private dorm room Guaranteeing priority registration
Education has become one of the crucial planks in political platforms for candidates. Some of the issues the education system has dealt with include: Integration and busing Accountability Book censorship Sex education Discipline Crime and school violence Drugs Response to Contemporary Issues
Primary publics of a school system: Teachers Children Parents Staff The community Steps in reaching these publics include:
Reaching the Publics
Students with low test scores and reading levels motivate schools and communities to get involved and make a difference. Some businesses and organizations provide free advertising Building Community Support
Crisis Communication A crisis communication plan should be in place to handle: Natural disasters Hazardous material spills Fires School shootings Bomb threats
When public relations teams are in the spotlight : Ex. Columbine High School shootings in Colorado. They had to do such things as:
Helping the community deal with the experience and images
Restore calm and confidence in the school system and community
William J. Banach’s “90-7-3 concept of school communication”
90% is: who we are and what we do 24 hours a day
How people think, act, and appear are key factors in marketing
7% of the marketing effort is: listening
Trying to find out what people like, want, and don’t want
3% of marketing is: outbound communication
Publications, posters, news releases, other visible and tangible items
Marketing of Public Schools
Information found in: Public Relations: Strategies and TacticsEighth Edition by Dennis L. Wilcox and Glen T. Cameron