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EDUCATION
Valerie O’BarComm 233011 Nov. 2010
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
Colleges and Universities
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
Development and Public Relations Offices
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: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.
Serving the Publics
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.
Students
Loyalty and financial support from alumni and donors is crucial to ongoing operations at a college or university.
Fund-raising has increased in recent yearso Total nongovernmental financial support: $31.6 billion in
2002 according to Giving U.S.A. Colleges and universities raise money for :
o Recruiting new facultyo Buying equipmento Building student residence hallso Providing scholarshipso Upgrading campus computer networkso Remodeling classrooms
Alumni and Other Donors
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 moneyo Defend proposed increases in budgets o Protect against cutso Establish an institution’s identity in the minds of legislatureso Respond to lawmakers’ requests for favors
Government
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 graphicso Use of the Web
Mailing lists to reach future students
The Community and Prospective Students
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
Recruiting Tactics
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 ActionEvaluation
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
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
Crisis Communication
William J. Banach’s “90-7-3 concept of school communication”
90% is: who we are and what we do 24 hours a dayo How people think, act, and appear are key factors in marketing
7% of the marketing effort is: listeningo Trying to find out what people like, want, and don’t want
3% of marketing is: outbound communicationo Publications, posters, news releases, other visible and tangible items
Marketing of Public Schools
Information found in: Public Relations: Strategies and Tactics
Eighth Edition by Dennis L. Wilcox and Glen T. Cameron