Abstract
The purpose of this study was to develop a model for a public relations department in non-metropolitan community colleges and to examine the role of public relations directors in such departments. The study also examines means of evaluating the performance of a community college public relations department. The necessary information was obtained through use of instruments designed to gauge the perceptions of public relations departments and directors by public relations directors, community college presidents, and newspaper editors. Ninety-three per cent of Kansas non-metropolitan cities with a community college and served by a daily newspaper were represented in the study. One or more of the three professional groups -- public relations directors, presidents, and editors -- responded from 14 of the 15 cities, for 66.67 per cent (30 of 45) return. Analysis of variance was used to determine statistical relationships between actual and desirable factors involved in public relations programs and directors. Scheffe's tests analyzed statistical relationships among the three respondent groups. Perceptions of the three groups reveal that many non-metropolitan community colleges fail to receive adequate benefit from public relations departments. Public relations directors, where present, are too often hired on a part time basis and frequently are not properly trained for the diverse duties such positions demand. Greatly needed is attention to modern marketing principles, with a fuller understanding by presidents of the need for public relations and marketing practices at community colleges, regardless of size or location. Additional studies might explore the public relations role of community college presidents as perceived by presidents and public relations directors.
Bird, Allen Leroy (1978). Development and evaluation of a model public relations department for a non-metropolitan community college. Texas A&M University. Texas A&M University. Libraries. Available electronically from
https : / /hdl .handle .net /1969 .1 /DISSERTATIONS -195858.