315 Articles
Medium 9781475836806

Higher Education Public Relations and Branding: Critically Interrogating Universities’ Rankings and AAU Aspirational Pursuits

Rowman & Littlefield Publishers ePub

Higher Education Public Relations and Branding

Critically Interrogating Universities’ Rankings and AAU Aspirational Pursuits

DAMION WAYMER

SARAH VANSLETTE

ABSTRACT: Universities engage in various public relations (PR) activities, including alumni engagement and student recruitment. While those activities are obvious examples, the authors argue that institutional branding warrants careful attention. Institutional branding is a significant practice in the higher education PR area, which has potentially adverse implications for institutions. The authors use case study as a method of analyzing institutional branding associated with Association of American Universities (AAU) membership. The authors find that the highly selective AAU serves, hegemonically, as an aspirational brand in the United States higher education landscape—shaping what rankings matter most, what specific areas institutions decide to strategically invest in, what areas get underfunded or ignored, and what areas get promoted. Implications of these findings are discussed.

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Medium 9781475836806

Embracing Family Diversity through Transformative Educational Leadership, the Ethics of Care, and Community Uplift in Schools

Rowman & Littlefield Publishers ePub

Embracing Family Diversity through Transformative Educational Leadership, the Ethics of Care, and Community Uplift in Schools

DWAN ROBINSON

IMRAN MAZID

ABSTRACT: This conceptual paper extends the understanding and application of transformative leadership through the lens of a feminist ethic of care and a community-centric perspective. The authors re-examine the transformative leadership style in relation to the emerging alternative family structures in the United States. The authors also consider the need for a novel transformative leadership approach that infuses the ethics of care to formulate new policies and practices. Finally, the authors provide recommendations for future research that promote care and justice as transformative leadership attributes in diverse school communities. This conceptualization brings community to the forefront of stronger school–community relations.

KEYWORDS: transformative leadership, the ethics of care, school community relations, Black womanist

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Medium 9781475836806

Do Bulgarian Schools Effectively Communicate with Their School Communities?

Rowman & Littlefield Publishers ePub

Do Bulgarian Schools Effectively Communicate with Their School Communities?

MILEN FILIPOV

DIANA POPOVA

MARIA ALEXIEVA

ABSTRACT: The article maps the state of educational public relations (PR) in Bulgaria and explores how Bulgarian public educational institutions (PEIs) (kindergartens, primary schools, and secondary schools (general, language and vocational ones)) effectively communicate with their school communities. The purpose of this study is to research how Bulgarian PEIs’ administrative and teaching staff understand and practice educational PR to build their school communities. It addresses Bulgarian public educational institutions’ ability to effectively communicate with their communities their achievements, attract external funding to improve their physical environment, and to solve problems and overcome crisis.

KEYWORDS: educational public relations, school community, effective communication, educational PR

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Medium 9781475836806

Collegiate Athletic Rebranding: Transforming the Visual Identity of Oregon State University

Rowman & Littlefield Publishers ePub

Collegiate Athletic Rebranding

Transforming the Visual Identity of Oregon State University

ALEXANDRA RUMPAKIS

COLLEEN C. BEE

JASON W. LEE

ABSTRACT: For many American universities, intercollegiate athletic programs operate as sources of national exposure and lead to the construction and continuation of favorable brand images (Toma, 2003; Toma & Cross, 1998). Effective branding strategies can significantly affect institutional objectives such as student recruitment, corporate partnership searches, and the facilitation of other development prospects with stakeholders (Gregg, Pierce, Lee, Himstedt, & Felver, 2013; Lee, Wilson, & Gregg, 2015; Lee, Miloch, Kraft, & Tatum, 2008; Toma, 2003; Weight, Taylor, & Cuneen, 2010). Framed in branding research and stakeholder theory, this case study assesses rebranding strategies employed by the Department of Athletics at Oregon State University.

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Medium 9781475836479

Enhancing Class Participation for First-Year Amharic Majors in Public Relations

Rowman & Littlefield Publishers ePub

Enhancing Class Participation for First-Year Amharic Majors in Public Relations

MEKONEN TEKA AYALEW

Abstract: Amharic is the major, widely spoken language in Ethiopia. In many public universities it is an alternative medium of instruction for a majority of courses in many cases. The purpose of this action research project is to explore why students may or may not participate in various activities during public relation classes. In order to identify the factors that affect student’s attitudes toward PR education and their motivation to participate in the classroom activities, the researcher administered a survey to a total of 40 students. Interviews were also conducted with students to clarify questions unanswered by the survey. The results revealed that a language barrier impedes students’ familiarity with the public relations topic and thus negatively impacts their willingness to participate in class. This language barrier exists because Amharic is the primary instructional language in Ethiopian public universities which has Ethiopian language and literature-Amharic Departments, but the public relations literature is not available in Amharic.

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