MARKET FOCUS: EDUCATION PR - Campus counselors. PR departments at colleges and universities are struggling to gain adequate budgets - and respect - from their administrators. Ana Vargas reports
With bruising competition for new students, PR is more important
than ever for colleges and universities. But it maintains a precarious
position on campus. Administrators want good press but don’t want to
seem too eager. Their ambivalence is reflected in the small PR budgets
many such institutions allow. PR pros are being asked to do more -
including getting into new areas like community relations, crisis
management and, especially, recruitment - with less.