The Role of Senior Public Relations Administrators in Institutional Decision Making: Are They at the Table?

Anthony C. Peyronel

Journal of Marketing for Higher Education, 1999, vol. 9, issue 4, 25-35

Abstract: The literature in higher education public relations affirms that senior public relations administrators should be involved in institutional decision making at colleges and universities. However, public relations professionals are often stereotyped more as information processors and manipulators than as key members of an institution's senior management team. This study examines the role of senior public relations administrators in institutional decision making at the 14 universities in Pennsylvania's State System of Higher Education (SSHE). Based on the findings of this study, it may be concluded that SSHE senior public relations administrators are often not included in efforts to resolve important issues and influence institutional decisions.

Date: 1999
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:9:y:1999:i:4:p:25-35

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DOI: 10.1300/J050v09n04_02

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