ERIC Number: EJ930875
Record Type: Journal
Publication Date: 2004-Feb
Abstractor: As Provided
Reference Count: 0
Media Scrutiny of Higher Education: An Ongoing Challenge and Long-Term Trend
Peyronel, Anthony C.
International Journal of Educational Advancement, v4 n3 p264-270 Feb 2004
Increasing skepticism was identified as a key trend in a recent American Journalism Review assessment of media coverage of higher education. However, this trend is hardly new, as American colleges and universities have been subjected to intense media scrutiny for at least the last two decades. This article examines the frequently adversarial relationship that exists between higher education and the media, concluding that despite increasing media skepticism, media relations should still be a key component of an institution's integrated marketing efforts.
Descriptors: Higher Education, Marketing, News Reporting, Mass Media, Conflict, College Administration, Trust (Psychology), Educational Trends, Public Relations
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Authoring Institution: N/A