ERIC Number: EJ902539
Record Type: Journal
Publication Date: 2006-Nov
Abstractor: As Provided
Reference Count: N/A
Is Communications a Strategic Activity in UK Education?
International Journal of Educational Advancement, v6 n4 p306-314 Nov 2006
This qualitative exploratory paper investigates whether communications/public relations is regarded by opinion formers in UK education as a strategic business activity or a tactical marketing tool. It is based upon depth interviews with 16 senior managers with strategic roles in UK higher or further education, or Government bodies, conducted between June and September 2004. The findings seem to suggest that communications/PR is ideally seen by leaders as a strategic function, but that there are limitations to this vision becoming a reality. The research goes on to offer initial conclusions on some of the issues surrounding perception, resource, and implementation of strategic communications/PR in UK education, with implications for practitioners considered.
Descriptors: Foreign Countries, Higher Education, Public Relations, Communication Strategies, Marketing, Interviews, Administrator Attitudes, Administrators, Institutional Advancement, Educational Policy
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A
Identifiers - Location: United Kingdom