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• W1523366172 abstract "The Perception of Public Relations in Academe Most senior managers prefer that their organizations operate without the constraints of the external environment (Gruning & Gruning, 1991). In this respect, university administrators and researchers are no different. Pressures in recent years have combined to increase the need for public relations activities. First, public mistrust of university integrity has reached all-time highs due to press coverage of misuse of funds (Barinaga, 1992, February 21; 1992, January 24). The funding arena continues to evolve, both in response to defense conversion initiatives and technology reinvestment programs developed under the Democratic administration and to budget rescissions and program downsizing initiated with Republican control of the Congress. Researchers continuously struggle to maintain or increase their funding, often turning to private donors or corporations for support (Levine, 1988; Wall Street Journal, 1993). These changes offer opportunities, but researchers must be able to diversify their scientific inquiries - and their constituencies - to continue their academic research. Public relations, if considered at all in the university setting, is commonly used for damage control. This is a very narrow use of a potentially powerful tool that can enhance a university's reputation if used ...at the outset, rather than at the outcry (Kinkead & Winokur, 1992). Lessons From the Corporate Sector The growth of MCI Communications Corporation in the last two decades is a good illustration of the successful use of public relations to enhance an organization. In the early 1970s, MCI did not even exist. Bell System owned and operated all the local telephone systems and enjoyed a closely held monopoly of long distance services. By 1991, MCI had grown to an over $8 billion corporation and was the second largest long distance company in the country, with a world-wide presence in more than 50 countries (Goodrich, 1991). Public relations played a critical role in this growth. Bernard Goodrich at MCI noted, In order to survive and grow, we had to overcome the dominance and acceptance of a hallowed competitor; we had to fight and win over regulatory obstacles, court battles, and legislative problems - all the while trying to build financial stability in a highly competitive capital intensive industry ... public relations had a major part in gaining the public recognition and empathy that has helped to get us where we are today. For MCI, obtaining public relations support meant getting press attention for their products. Public relations became a critical tool in their marketing efforts. It was credited with both supporting ongoing sales and laying the groundwork for future introductions of new products. Public relations also positioned the company and its management as an industry leader and an authority. Most importantly, though, public relations helped give MCI credibility. Articles in the general press, trade press, vertical publications, and stories that run on various radio and television programs carry a lot of weight. Positive media coverage gives your product or service something money can't buy - the credibility you gain by being recognized as being newsworthy or noteworthy (Goodrich, 1991). The MCI experience is not unique. Many corporations have begun to rely more heavily on public relations as an important component of their marketing efforts. In an article published in 1988, 20 of the top 50 advertisers with Hill & Knowlton's marketing communication division indicated that they were using public relations more than they had 5 years ago (Phillips, 1988). In the health-care industry, for example, a 1972 survey showed that only about 30% of hospitals had an organized public relations program. In a similar survey performed in 1985, 78% of those responding reported a formal public relations department or program (Gruning & Gruning, 1991). …" @default.
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• W1523366172 title "The Potential for Public Relations Techniques to Increase the Growth and Financial Stability of Research Activities at U.S. Universities." @default.
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