Strategic Management of Public Relations in Education

Konstanca Mitrovic () and Milan Draca ()

Interdisciplinary Management Research, 2009, vol. 5, 245-254

Abstract: Public relations is the strategically focused two-way communication to achive a certain goal. PR department plans and implements strategies to inform and gather support for the relevant public. The role of public relations in building knowledge societies is also sensitizing citizens and create a positive social climate for the acceptance of new programs and projects in the wider public, as well as ensuring the active participations of target public and the construction of the positive publicity, which allows PR in proactive action to prevent the emergence of conflict situation. If, however, demonstrate the need, PR department implements integrated communication strategy with the aim of reducing the negative publicity.

Keywords: public relations; education; knowledge societies (search for similar items in EconPapers)
JEL-codes: I21 (search for similar items in EconPapers)
Date: 2009
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