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Full-Text Articles in Education
Analyzing Public Relations As A Strategic Management Function At Sec Universities, Whitney Harder
Analyzing Public Relations As A Strategic Management Function At Sec Universities, Whitney Harder
MPA/MPP/MPFM Capstone Projects
A changing higher education landscape – rising costs, competition and skepticism – coupled with a changing media and communications landscape – a 24/7 news cycle with fewer local journalists, new technology and the expectation of instant and constant communication – have pushed universities to try to become more effective and efficient in telling their institutional stories to multiple stakeholder groups. Institutional leaders are concerned about how higher education and their institutions present public value and communicate their impact on both the students they graduate and their communities. But how are they using public relations and communications to deliver solutions for …
Source-Message-Receiver In Integrated Marketing Communication: A Study Of U.S. Institutional Advancement, Sharee Leblanc Broussard
Source-Message-Receiver In Integrated Marketing Communication: A Study Of U.S. Institutional Advancement, Sharee Leblanc Broussard
Dissertations
Because integrated marketing communication (IMC) research has traditionally been problematic, this study used an existing scale to determine that higher educational institutional advancement (alumni, marketing-communications, development) is an appropriate venue to study the process model. Responses from practitioners representing every department within advancement, every regional accrediting body and each of the baccalaureate to doctoral Carnegie Classification levels indicated the IMC process model is both understood and its tenets practiced by practitioners at all sizes and levels of institution. The study was of interest to the practitioners as more than half of the respondents requested a copy of the results. Additionally, …