Public Relations from the Ivory Tower: Comparing Research Universities with Corporate/Business Models
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Public Relations from the Ivory Tower: Comparing Research Universities with Corporate/ Business Models Received (in revised form): May 15, 2003
Margarete Rooney Hall is an associate professor in the Department of Public Relations, College of Journalism and Communications at the University of Florida. She teaches philanthropy, fund raising, strategy, and theory. Dr. Hall spent nearly 20 years as a fund-raising and public relations professional in higher education, most recently as vicepresident for institutional advancement at Gallaudet University in Washington, DC and previously at Mount Saint Mary’s College and the University of Maryland. She received her Ph.D. from the University of Maryland.
Gail F. Baker is the Vice-President for Public Relations at the University of Florida. She previously served as the University’s Director of Communications and chair of the Public Relations Department, and chair of the Advertising Department at the University of Missouri-Columbia. Dr. Baker holds a doctorate from the University of Missouri-Columbia. She has held positions with IBM and International Harvester (now Navistar) and has consulted scores of business, government, and nonprofit clients. She is the author of Advertising and Marketing to the New Majority and co-author of Exploding Stereotypes: Milestones in Black Newspaper Research.
Abstract The study explored the practice of public relations in higher education. It measured the characteristics of public relations programs at a set of research universities against known characteristics of excellence in public relations in businesses and other organizations. It asked whether the chief public relations officers at the research Author’s Contact Address: Margarete Rooney Hall, Ph.D. Associate Professor Department of Public Relations College of Journalism and Communications University of Florida, Gainesville FL Tel: +1 352 392 3951 Fax (G. Baker): +1 352 846 3908 Email: [email protected]fl.edu
universities highly value strategicmanagerial characteristics and historicaltechnical ones, whether university structure or individual demographics affect chief public relations officers’ perceptions of the characteristics, and whether the research universities provide support for excellent public relations. The data suggest that chief public relations officers at research universities do believe that the characteristics known to indicate excellence in public relations are very important; however those beliefs are not necessarily reflected by the priorities the public relations officers set. Also, the data show that the universities often exhibit the indicators of organizations and
THE CASE INTERNATIONAL JOURNAL OF EDUCATIONAL ADVANCEMENT. VOL.4 NO.2 127–154 ª COUNCIL FOR ADVANCEMENT & SUPPORT OF EDUCATION/HENRY STEWART PUBLICATIONS 2003. ISSN 1467-3657.
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Margarete Rooney Hall and Gail F. Baker
corporations that provide appropriate support for excellent public relations. Demographics affect chief public relations officers’ perceptions in only a few areas, but they are interesting ones.
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