Public Relations in Education


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Public Relations in Education

  1. 1. Valerie O’Bar Comm 2330 11 Nov. 2010
  2. 2.  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
  3. 3.  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
  4. 4.  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
  5. 5.  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
  6. 6.  Top development and public relations specialists: must be part of the management team  Attending meetings is a must Faculty and Staff: o Success of a public relations program starts with pleasing the internal constituency. o Involve in decisions  Faculty serve as major public relations representatives because of how many people they come in contact with.
  7. 7.  Students make up the largest public relations arm Quality of teaching: greatest determinant of their allegiance to the institution. o Involving students in decisions that affect their campus lives is extremely important as well.  Pleasing the students leads to future support.
  8. 8.  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 o Total nongovernmental financial support: $31.6 billion in 2002 according to Giving U.S.A.  Colleges and universities raise money for : o Recruiting new faculty o Buying equipment o Building student residence halls o Providing scholarships o Upgrading campus computer networks o Remodeling classrooms
  9. 9.  State and federal government hold the key to funding  Large institutions hire individuals to monitor the state legislature, and do such things as: o Compete with other institutions for money o Defend proposed increases in budgets o Protect against cuts o Establish an institution’s identity in the minds of legislatures o Respond to lawmakers’ requests for favors
  10. 10. 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. o More colorful brochures and graphics o Use of the Web  Mailing lists to reach future students
  11. 11.  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
  12. 12.  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
  13. 13.  Primary publics of a school system:  Teachers  Children  Parents  Staff  The community Steps in reaching these publics include: Research Planning Action Evaluation
  14. 14.  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
  15. 15.  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
  16. 16.  William J. Banach’s “90-7-3 concept of school communication”  90% is: who we are and what we do 24 hours a day o How people think, act, and appear are key factors in marketing  7% of the marketing effort is: listening o Trying to find out what people like, want, and don’t want  3% of marketing is: outbound communication o Publications, posters, news releases, other visible and tangible items