1. CHAPTERCHAPTER 21 Education

2. Topics Covered in Chapter 21 Colleges and Universities Elementary and Secondary Schools Other Educational Initiatives

3. The president (or chancellor) is the chief public relations officer of a college or university. He or she sets policy and is responsible for all operations, under the guidance of the institution’s governing board. In times of a crisis, the leadership of the president is particularly crucial. Colleges and Universities

4. Colleges and universities have several key publics, such as:  Faculty and staff  Students  Alumni and other donors  Government  The community  Prospective students Colleges and Universities cont.

5. The Council for Advancement and Support of Education (CASE) aims to:  Build public understanding  Step up the level of alumni involvement and support  Strengthen communication with internal and external audiences  Improve government relations  Increase private financial support Colleges and Universities cont.

6. Among CASE’s current objectives are: (1) Helping leaders at historically black institutions advance in their careers (2) Publicizing a code of ethics (3) Developing gift and expenditure reporting standards (4) Improving the communication of university research to the public (5) Studying the impact of new technologies Colleges and Universities cont.

7. The strategic planning and skillful execution of public relations programs have materially strengthened many of the nation’s elementary and secondary school systems during recent decades. Public relations has greatly affected the outcome of issues ranging from parental support for learning initiatives to voting for property tax increases to support schools. The primary publics of a school system are teachers, children, parents, staff, and the community. Elementary and Secondary Schools

8. A wide range of other nonprofit organizations involved in education have public relations concerns as well. Some provide funds to existing schools, colleges and universities; support scholarship through grants to students or programs; or operate schools or training programs directly. Other Educational Initiatives

9. Many corporations create nonprofit divisions with educational missions or enter into partnership with nonprofit organizations. Having a nonprofit foundation devoted to education serves the public relations purpose of showing that corporations are good citizens. Other Educational Initiatives