Sayurin, Victoria N. 4 0
Public relations practices in selected colleges and universities in Metro Manila / 6 6 Victoria N. Sayurin. - - - xii, 75 pages 28 cm. - - - - - . - . - 0 . - . - 0 .
Thesis (M.A.) -- Pamantasan ng Lungsod ng Maynila, 1988.;A thesis presented to the Graduate School of Arts and Sciences and Education, in partial fulfillment of the requirements for the degree in Master of Arts in Communication Management.
5
ABSTRACT: Public relations as a management concept is considered as an effective tool in generating intended audiences goodwill and support. Today, institutions of higher learning are confronted with crises regarding or recapturing its internal and external publics support. This study determines the present status of public relations practices in selected colleges and universities in Metro Manila. Findings revealed that there is no general agreement among the public relations practitioners in these colleges and universities as to what is the real public relations concept and how it can be effectively utilized by higher education. This lack of understanding led to the mismanagement of public relations resulting in understaffing, misappropriation of budget, and the implication that these :PR offices are utilized as publicity agents. The general recommendation that befits this conclusion is that there is a need for the top management people in these colleges and universities to create a REAL public relations office with qualified and competent persons to perform exclusive public relations work and backed up with a regular budget corresponding to its needs. Specific recommendations were given regarding upgrading of the knowledge and skills of the present public relations practitioners in these colleges and universities, reorganization scheme in the delineation of proper duties and responsibilities including staffing and budgeting, assigning of PR as separate and independent office, improvement to and centralization of communication networks among the colleges and universities publics, and the improvement of relations with the press and other public relations professionals. Further suggestions were given on the reorganization scheme that can be applied to these colleges and universities.
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Public relations practices in selected colleges and universities in Metro Manila / 6 6 Victoria N. Sayurin. - - - xii, 75 pages 28 cm. - - - - - . - . - 0 . - . - 0 .
Thesis (M.A.) -- Pamantasan ng Lungsod ng Maynila, 1988.;A thesis presented to the Graduate School of Arts and Sciences and Education, in partial fulfillment of the requirements for the degree in Master of Arts in Communication Management.
5
ABSTRACT: Public relations as a management concept is considered as an effective tool in generating intended audiences goodwill and support. Today, institutions of higher learning are confronted with crises regarding or recapturing its internal and external publics support. This study determines the present status of public relations practices in selected colleges and universities in Metro Manila. Findings revealed that there is no general agreement among the public relations practitioners in these colleges and universities as to what is the real public relations concept and how it can be effectively utilized by higher education. This lack of understanding led to the mismanagement of public relations resulting in understaffing, misappropriation of budget, and the implication that these :PR offices are utilized as publicity agents. The general recommendation that befits this conclusion is that there is a need for the top management people in these colleges and universities to create a REAL public relations office with qualified and competent persons to perform exclusive public relations work and backed up with a regular budget corresponding to its needs. Specific recommendations were given regarding upgrading of the knowledge and skills of the present public relations practitioners in these colleges and universities, reorganization scheme in the delineation of proper duties and responsibilities including staffing and budgeting, assigning of PR as separate and independent office, improvement to and centralization of communication networks among the colleges and universities publics, and the improvement of relations with the press and other public relations professionals. Further suggestions were given on the reorganization scheme that can be applied to these colleges and universities.
5
2 = =
2
2 --0------
6 --0-- 2 --------
0 2 --
--20------
--------20--
--------20--
----2
/ 2
/ 2
/
/