To the brochure and beyond: an examination of the role of public relations in schools in south east Queensland

Lane, Anne B. (2004) To the brochure and beyond: an examination of the role of public relations in schools in south east Queensland. In University of Queensland - Education marketing conference, April, Surfers Paradise.

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This paper focuses on the under-researched area of the role of public relations in the direct communication between schools and their publics in south east Queensland. Using descriptive and exploratory research, it basically seeks to answer the question “What is the role of public relations in these schools?” The paper begins with an overview of what constitutes public relations and how this is relevant in the context of the schools surveyed. From this emerge four main descriptions that can be applied to the function of public relations in these schools – publicity/promotion, persuasion, the development of relationships, and the creation of partnerships. The latter two functions show how public relations theory and practice can be used to take schools beyond the brochure.

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ID Code: 10321
Item Type: Conference Paper
Refereed: No
Additional Information: For more information, please contact the author.
Additional URLs:
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2004 (please consult author)
Deposited On: 23 Oct 2007 00:00
Last Modified: 05 Jan 2011 13:33

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