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  1. 1. Leah Holmstrom Introduction to Public Relations November 11, 2010
  2. 2.  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.
  3. 3.  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
  4. 4.  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
  5. 5.  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
  6. 6.  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.
  7. 7.  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  Then  Develop action programs  Respond to questions from the publics those programs concern
  8. 8.  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:  E-mail  Internal newsletters and newspapers  Periodic meetings at which policies are explained and questions are answered.
  9. 9.  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.
  10. 10.  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  Communication  Student publications  Broadcast stations
  11. 11.  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
  12. 12.  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.
  13. 13.  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
  14. 14.  Public relations professionals at this level are faced with many contemporary issues.  Necessity for sound community relations.  Primary publics:  Teachers  Children  Parents  Staff  The community
  15. 15.  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
  16. 16.  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