ERIC Number: ED205232
Record Type: RIE
Publication Date: 1981-Apr
Reference Count: 0
How Do You Spell Survival? P-U-B-L-I-C I-N-F-O-R-M-A-T-I-O-N.
Eaton, John M.; Guy, Kathleen E.
In the face of declining enrollments, the small rural community college can no longer afford not to include a full-time public information officer on the administrative staff. An investment in a public information office, with an expert officer supported by a full- or part-time secretary, can build a valuable cadre of college advocates in the political, donor, and student arenas. While there is merit to paid advertising, especially when a consortium of colleges shares media costs, the public information can also effectively serve the college by: (1) securing publicity in news releases, media public service announcements, church newsletters, and other communication channels; (2) professionalizing college publications; (3) maintaining contacts with staff in various college departments through, for example, an internal newsletter; (4) developing a college marketing program that includes community surveys and a reevaluation of the college mission in light of survey findings; and (5) performing a variety of other functions such as attending board meetings and serving as historian for the college. The success of the public information function will depend on presidential support and upon the information officer's qualifications. The officer should report directly to the president, sit on the president's cabinet, and have a bachelor's degree and background in non-profit public relations. He/she should, in short, be a super-human; for the sake of the college, no less should be expected. (JP)
Publication Type: Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Educational Marketing; Public Information Officers