While institutions do not often have a hook as compelling as an eagerly awaited movie, great content is critical for media relations success--and coupling it with the right distribution channel can ensure the story finds the right audience. Even better, retooling it for several media platforms can extend the life and reach of a story. The changes…

Civic engagement has become an essential learning goal for institutions throughout higher education. Communication scholars employ various pedagogical tools to foster civic engagement. For instance, service learning has been shown to increase political and community engagement in courses such as family communication and public relations. Teachers…

Introduction: There are published criteria for identifying educational influentials (EIs). These criteria are based on studies that have been performed in developed countries. This study was performed to identify criteria and characteristics of EIs in Iran. Methods: The study was conducted on residents, interns, and clerks at a major educational…

The purpose of this study was to analyze opinions of selected school district stakeholders regarding potentially critical factors in school bond referendum success and failure in Kansas during the years 2004-2007. Of the 72 eligible school districts, one district was randomly selected from each of six groups formed through a stratified random…

Conferences and colleagues can provide some guidance to those who are searching for new ways to understand their alumni and those who are looking for insights into fundraising, ideas for coping with change, or new approaches to their career in advancement. However, the author suggests that sometimes it's best to turn to that age-old source of…

When it comes to keeping an organization on the cutting edge, there is one thing that effective leaders cannot afford to neglect--and that is relationships. To support a quality public relations program in school districts, one of the most important relationships to cultivate is that with building principals. Talk to any seasoned school public…

Many professional library associations and affiliates "strongly encourage" the marketing of libraries and their wares. These organizations present awards, certificates, and monetary enticements to honor outstanding marketing programs. For most individuals or teams who are already working on and implementing marketing programs, the added effort of…

"National CrossTalk" is a publication of the National Center for Public Policy and Higher Education. The National Center promotes public policies that enhance opportunities for quality education and training beyond high school. The primary purpose of "National CrossTalk" is to stimulate informed discussion and debate of higher…

Preparation for a career in the field of public relations (PR) is based on a set of unique core competencies typically found in liberal arts. Though PR professionals rarely gain business degrees, they acquire knowledge, skills, perspectives, and strategies well-suited to executive-level positions in business. Additionally, managerial positions in…

The education market is becoming more competitive and far more crowded. The economic downturn has caused many families to reconsider their priorities, re-evaluate their budgets, and refocus their attention. Once considered one of the dark arts, whose very tenets were unacceptable in a mission-based environment, branding is now widely regarded as…

The pedagogy relevant to work-integrated learning (WIL) has formed a significant component of most educational processes and has become a necessity for the public relations industry in South Africa. Properly planned, designed and monitored programmes expose students to professional culture and workplace practice. This paper outlines the pedagogy…

This study assesses an assignment for incorporating diversity into the principles of public relations course. The assignment is tailored to the challenges of using an active learning approach in a large lecture class. For the assignment, students write a goal, objectives, strategies, an identification of tactics, and evaluation plans for either…

As fiscal, accountability, and enrollment pressures rise, community college presidents need to work more closely and effectively with elected officials at the local, state, and federal levels in order to advocate for their schools and students. Colleges will be expected to carry an even greater burden in meeting demands for both increased student…

As web applications play a vital role in our society, social media has emerged as an important tool in the creation and exchange of user-generated content and social interaction. The benefits of these services have entered in the educational areas to become new means by which scholars communicate, collaborate and teach. Social Media and the New…

This white paper reports on a study exploring the views of chief fundraising executives at private colleges and universities about the relationship between public relations and fundraising. The research focused on how fundraising executives define public relations and use public relations tactics and strategies within their institutions'…