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Leah Holmstrom
Introduction to Public Relations
November 11, 2010
 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.
 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
 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
 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
 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.
 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
 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.
 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.
 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
 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
 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.
 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
 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
 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
 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

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Vani Magazine - Quarterly Magazine of Seshadripuram Educational Trust
 
Education and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptxEducation and training program in the hospital APR.pptx
Education and training program in the hospital APR.pptx
 

Education

  • 1. Leah Holmstrom Introduction to Public Relations November 11, 2010
  • 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.  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.  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.  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.  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.  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.  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.  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.  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.  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.  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.  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.  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.  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.  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