Purpose: Many recent articles discuss the increased marketization of higher education, but few examine whether such practices are executed at their optimum level of efficiency and efficacy. This study addressed the significant lack of research in this area and answers the central question of how optimally public relations and marketing departments…

This paper examines the idea of using advertising to facilitate difficult conversations about diversity, politics, race and gender in the classroom. In our current tense political climate, I explore how cultural competence can be developed in the classroom by introducing topics related to diversity through the viewing of Super Bowl 2017…

Thirty-four undergraduate public relations majors participating in a problem-based service-learning project at a Hispanic-Serving Institution executed an event that attracted more than 100 low-income Hispanic families to campus. The purpose was to help parents prepare their children for college. From primary and secondary research, the students…

No institution relishes reliving the dark moments of its history, but addressing legacies of discrimination can strengthen campus inclusivity, embody shared values, and communicate how and why the institution has evolved over time. Colleges and universities with complex histories can benefit by exploring that history. No matter how a project…

The logo controversy was sparked by an article on the "San Jose Mercury News"' website that was promptly picked up by other news outlets and shared across social networks. Under the headline "University of California introduces a modern logo" sat a blurry, low-quality image of the new monogram next to the 145-year-old UC seal.…

"Earned media" is exactly what one thinks it is. The people who do the necessary work to earn coverage of their issue or battle are the ones who will get their story out to the public. Earning media coverage involves giving careful attention to the mechanics of reaching out to news outlets. Most people can learn the mechanics through…

Fight songs such as "The Victors" and "Notre Dame Victory March" have become part of the American music lexicon. Along with their sister songs, alma maters, they stir memories of carefree college days, elicit feelings of pride, and sometimes--especially fight songs--poke fun at athletic foes. They are the embodiment of…

The literature describes various approaches that community colleges use to achieve institutional effectiveness; however there is no information about how Hispanic Serving Institutions (HSIs) go about this process. The purpose of this article is to review some principles and processes of accountability and to describe the strategic review and…

In a world ruled by digital communications, it can seem like there are almost as many methods, tools, and platforms to communicate with internal audiences as there are opinions and perspectives on how to do it effectively. Organizations of various sizes are struggling with how to reach their audiences' divided attention, and higher education…

Educational institutions understand the importance of having a positive image among their target audiences, but the process of creating, enhancing, and managing that image remains challenging to many. Confusion over what branding is only adds to the challenge. Consultants define "brand" as promising an experience and delivering on that…

This article reports on the results of a two-year project to strengthen and enhance alumni relations programmes at European universities. Members of the "Alumni go Europe" partnership include CASE Europe, the University of Linz in Austria, the University of Navarra in Spain, and the University of Siegen in Germany. The project is funded…

Purpose: The first purpose of this study was to determine the extent to which students in university capstone public relations classes who receive teamwork training demonstrate effective team behaviors, produce quality work, experience satisfaction in the teamwork process, and engender client satisfaction. The second purpose was to determine the…

Is your campus primed for the next big emergency? The National Campus Safety and Security Project (NCSSP), led by NACUBO, sought to help colleges and universities develop comprehensive emergency management plans that address the four phases of emergency management: prevention/mitigation, preparedness, response, and recovery. A major component of…

A concern of the public and of local school districts is that of staffing well-qualified teachers for the education of America's youth. Staffing, however, is a multistage process that involves attracting a viable candidate pool and retraining those selected. To determine if attraction and retention are sequential or related administrative…

How a college show on a commercial station benefits 15 schools in California. (Author)