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...