It’s high time for a change in how we think about the practice of public relations in higher education. The prevailing model has been a “three-legged stool” — in which communications is a production-oriented job shop allied with alumni relations and development, and reporting to the institution’s chief fund-raiser. 

This model is based on an outdated and misguided understanding of public relations. It fails to recognize the strategic role of public relations as a high-level management function.

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