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Public Relations in Education

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    Public Relations in Education Public Relations in Education Presentation 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
      • Larger Universities
      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
      • Buying equipment
      • Building student residence halls
      • Providing scholarships
      • Upgrading campus computer networks
      • Remodeling classrooms
      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:
      • Research
      • Planning
      • Action
      • Evaluation
      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:
      • Managing rumor
      • 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