گرایش رسانه ای تصمیم گیرندگان دانشگاه آلمانی و اثر اجرایی روابط عمومی
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|42721||2013||7 صفحه PDF||سفارش دهید||4422 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Public Relations Review, Volume 39, Issue 3, September 2013, Pages 171–177
This study investigated the executive influence of public relations managers in the German higher education system. The study is based on a whole-population survey of German university decision makers (N = 1619). It provides evidence that the mediatization of German higher education offers an important opportunity for the empowerment of university PR departments. They can benefit from the New Public Management reforms in recent years as power shifts to management-oriented administrators and the public image of universities turns into a competitive asset. Nevertheless, an indispensable precondition for PR departments’ organizational advancement resides in professionalization. PR workers need to claim a status of expert boundary spanners between their universities and the public stakeholders.