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This 115-page report
examines the public relations efforts of 41 colleges and
universities, exploring annual budget trends, press release
practices, print and digital media monitoring strategies, and
the college's use of social media. The report details the
breadth of the college's public relations department,
determining how many such centers each college maintains as
well as staffing and administrative tendencies. With budget
figures for the past two academic years, as well as
projections for the coming year, users can see just how much
these colleges spend—per student—on an array of programs and policies, including press
release services, the publication of campus magazines, and
the use of outside public relations firms and consultants, as
well as salaries by position within the department. How many
colleges employ a public relations director or
"czar" to oversee all public relations operations?
What role does the public relations department play in
managing the college website? On which social media
sites—including Facebook, Twitter, Google+, and MySpace,
among many others—does the college maintain a presence?
The report presents a
wide range of data broken out by total student enrollment,
public or private status, and type of college.