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Articles 1 - 3 of 3
Full-Text Articles in Public Relations and Advertising
The Alumni Base Holds The Institution In Their Heart: Alumni Decision Making And Communication Strategies During University Leadership Change, Brandy Cox Jackson
The Alumni Base Holds The Institution In Their Heart: Alumni Decision Making And Communication Strategies During University Leadership Change, Brandy Cox Jackson
Graduate Theses and Dissertations
The purpose of the research was to understand how alumni executives make decisions and formulate communication strategies during university leadership change. The research was based on the trends found by the American Council on Education that the tenure of the college president has been on the decline since 2006 and is currently 5.9 years. Multiple factors have been identified in the literature that have led to this decline. The research focused on the largest constituency of most universities, its alumni base, and provides context and a description of decision making and communication strategies for alumni executives navigating leadership change. The …
Symbolism Or Substance: Factors Influencing Campus Messaging Decisions And Their Alignment With Institutional Values, Laura Herzog Jacobs
Symbolism Or Substance: Factors Influencing Campus Messaging Decisions And Their Alignment With Institutional Values, Laura Herzog Jacobs
Graduate Theses and Dissertations
Historically, institutions of higher education (IHE) have been cautious and slow in making changes. Yet in today’s fast-paced and dynamic world of content availability and information flow generated by 24-hour news cycles and the ubiquity of social media present a challenging reality for colleges and universities in their public relations and communications approaches (Sands & Smith, 2000). Creating a harmonious and agile approach to managing these responsibilities against the backdrop of an incessant flow and public demand for information, including responses to national events often with seemingly little or no connection to the institution, suggested a need to examine the …
Preferred Methods Of Communication Of Millennial Alumni Of The University Of Arkansas’ Agricultural Education, Communications And Technology Department And The Impact Of Brand Community On Potential Philanthropy, Wells William Clark
Graduate Theses and Dissertations
Higher education institutions depend upon alumni support (Gaier, 2005). Understanding how those institutions communicate with alumni about methods of financial giving is necessary in securing their support. The concept of brand community, an idea formed through social relationships amongst consumers of a common brand, regardless of location, who acknowledge their overlapping interests and share traditions and a sense of duty related to the brand (McAlexander et al., 2006; Muniz & O’Guinn, 2001), can contribute to desired behaviors such as donations and engagement in alumni groups. Exploration of this concept was conducted in relation to young alumni (those graduating from 2008-2018).The …