ERIC Number: ED124002
Record Type: RIE
Publication Date: 1976
Reference Count: 0
To Harness Advocacy. An Informal Essay on the Current Decline in Public Confidence in Higher Education and Some Suggestions for an Enlightened Public Relations Strategy to Help Overcome It.
Pray, Francis C.
The problems of public confidence in higher education are addressed with emphasis on fundamental doubts about the efficacy of the higher education process, the proper role of colleges and universities, and their effectiveness with respect to rising costs, both to the tuition-paying parent and to the tax payer. Suggestions are made for (1) agreeing on basic principles about which there will be no negotiation; (2) focusing on known and identifiable audiences that matter, such as trustees, influential alumni, legislators, church leaders, student and faculty leaders, and employees; (3) planning specific programs tailored to specific relationships, responsibilities, and interests of known audiences; (4) emphasis of person-to-person communication at the highest possible level; (5) effective use of the mass media; (6) preparation for long-term planning; and (7) facing the issues with enthusiasm and conviction. It is concluded that the emerging new communities of higher education will be led by those who are successful in forming a coalition based on consensus, on fundamental principles that all agree are worth preserving, open for full and free communication and exchange of ideas for implementation, ready to allocate responsibility to competence, and with enthusiasm for the process. (LBH)
Descriptors: Accountability, Advocacy, Cooperative Planning, Educational Finance, Educational Responsibility, Higher Education, Mass Media, Organizational Communication, Public Opinion, Public Relations, School Community Relationship, Student Costs
Frantzreb, Pray, Fenner and Thompson, Inc., 1500 Wilson Boulevard, Arlington, Virginia 22209 (free)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A