Agenda-Setting and Gatekeeping Functions of Higher Education - An Analysis of the Coverage of Two State Institutions by the State`s Two Metropolitan N

ISBN-13: 9783639050189 / Angielski / Miękka / 2008 / 140 str.

David Nelson

Opis

Image plays a significant role in the success of the university. The public relations (PR) departments of higher education institutions have a responsibility to maintain a strong public image by using the mass media. With this in mind, many private and public organizations have focused a large portion of their attention and budget on perfecting their image. Typically, the imaging process is managed and maintained by public relations (PR). Over the past decade problems plaguing universities such as: rising tuition costs, scandals, academic quality concerns have forced administrators to acknowledge a need for a strong positive public image making public relations a core element of university administrative functions. This study examined the PR delivery methods used by the two state research institutions when communicating to the states two metropolitan newspapers and the criteria used by each newspapers higher education writer in deciding what gets published about the universities. The study also analyzed the newspaper coverage of the two universities and how the coverage may impact the universitys image.

O autorze

Nelson, David David Nelson has a B.A. in Radio/Television Communications, an M.A. in Communications and a Doctorate of Education with an emphasis in mass communication. He holds the position of Assistant Professor of Mass Communication and has 10 years of professional broadcast experience and 11 years in Higher Education.