Naslov
The role of public relations models in universities communication. Case study of University North

Autori
Kuhar, Petra

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
The Impact of Public Relations on Organizations and Society, BledCom 2020 27th International Public Relations Research Symposium July 3, 2020 / - Ljubljana : University of Ljubljana, Faculty of Social Sciences, 2020, 99-100

ISBN
978-961-235-920-1

Skup
27th International Public Relations Research Symposium (BledCom 2020)

Mjesto i datum
Ljubljana, Slovenija, 03.07.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
public relations models, universities, visibility, case study

Sažetak
Introduction and purpose of the study Due to the importance of education in society today, public relations are extremely important for the successful functioning of each educational institution. Almost all universities are faced with a number of problems, such as inadequate and uncertain financial support, student competition is fierce and expensive, state restrictions and regulations make it harder and more difficult to lead the university, academic freedom and the issue of persistent vocational qualifications affecting external stakeholders (Broom, 2010: 455). In addition to that, universities are also faced with public relations problems other than anything in the past. It takes a lot of time to manage reputation and strengthen the image of the university, which involves building trust with key audiences. The progress of communication technology requires universities to respond faster than ever before. In order to achieve the goals, public relations programs at universities generally focus on the following key public: students, teaching staff, rectors, faculty deans, administrative and expert councils, administrative staff and expert services, alumni, student families, student associations, cities and local self-government, media, other universities, government, community. In this regard, the purpose of the paper is to identify and describe the public relations models in promoting and strengthening the visibility and reputation of universities with an emphasis on public dialogue. Literature review The theoretical framework of this paper is based on Grunig and Hunt’s work Managing Public Relations (1984), which describes four public relations models: the model of a print agent, a model of public information, a two-way asymmetric model and a two-way symmetric model. Models explain the role of public relations in organizations and are described with the help of two concepts: the nature of communication (one-way vs. two-way) and the purpose of communication (persuasion vs. mutual understanding). While the press agentry model is moderate to the creation of publicity, or to causing media attention (Wilcox et al., 2001: 43), a model of public information is used by “home journalists” to disseminate objective information through mass media and controlled media. Both models are one-way and their communication programs are not based on research and strategic planning. The two-way symmetric model uses two-way communication, but the flow of information between organizations and the public is still unbalanced (for the benefit of the organization). Feedback is used solely for manipulative purposes (Newsom et al., 2000: 18). According to Grunig and Hunt (1994: 8), the two- way symmetric model implies a mutually balanced communication aimed at understanding and using dialogue and negotiation between the organization and the public. Although, Grunig advocated the symmetric model as the only ideal form of public relations, driven by criticism, he developed a new, general situational model of excellence in public relations. This model is a mix of asymmetry and symmetry that is used to make organizations and the public a win-win zone, an area where both sides are victorious. Methodology The case study method was applied in the research. The University North case study aims to identify and describe which existing offline public relations models are used in university communication and to explore and analyze the application of operational-technical and managerial-strategic roles of public relations (Broom & Dozier, 1984, Van Ruller & Vercic, 2002 ; Steyn & Bütschi, 2003). The main question of this research is: is there a significant difference in the use of an offline model of public relations between operational-technical and managerial and/or strategically oriented public relations services at the University North. Results and conclusion The results of the conducted research have confirmed that public relations play a vital role and contribute to enhancing the visibility and the reputation of the university. Moreover, it is evident that public relations are of the utmost importance in accomplishing objectives that universities set: develop two-way communication between universities and key publics, raise awareness of educational issues, strengthen and maintain the image and reputation of universities among the most targeted public. Also, the analysis of public relations modeling in the work process and the performance of public relations services at the University North showed that although the public relations model is applied in the communication environment, the public information model for one-way dissemination of information is still the most widely used. Practical and social implication The results serve as an indicator that universities, whether private or public, need to devote more attention to the role and importance of public relations model in the higher education system. In addition to that, the results serve as an indicator that public relations can contribute to maintaining two-way and transparent communication between universities and the public, and helping them achieve their goals.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA