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Is communications a strategic activity in UK Education?

Chapleo, C., 2006. Is communications a strategic activity in UK Education? International Journal of Educational Advancement, 6 (4), 306-314.

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DOI: 10.1057/palgrave.ijea.2150038


This qualitative exploratory paper investigates whether communications/public relations is regarded by opinion formers in UK education as a strategic business activity or a tactical marketing tool. It is based upon depth interviews with 16 senior managers with strategic roles in UK higher or further education, or Government bodies, conducted between June and September 2004. The findings seem to suggest that communications/PR is ideally seen by leaders as a strategic function, but that there are limitations to this vision becoming a reality. The research goes on to offer initial conclusions on some of the issues surrounding perception, resource, and implementation of strategic communications/PR in UK education, with implications for practitioners considered.

Item Type:Article
Group:Bournemouth University Business School
ID Code:18986
Deposited By: Dr Chris Chapleo
Deposited On:09 Dec 2011 15:02
Last Modified:14 Mar 2022 13:41

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