|Published Online August 21, 2015||$US5.00|
The purpose of the current study is to examine how measurements of educational institutional reputation can act as the foundation for models of communication. It is a mixed method study where both survey data and content analysis of news coverage was used to determine the reputation of the department of student accounts at a mid-sized university in the northeast. The results indicate that the department had a communication issue related to how stakeholders perceived the department, not how the department handled stakeholder requests and problems. Stakeholders were satisfied with how their questions and issues were handled yet they communicated back negative views and inferences about the department. These results were then used to develop a long-term communication management plan that focused on problems ofperception. The implication of the current study is that it speaks to how reputation can be used as a foundation for models of communication management in education.
|Keywords:||Internal Stakeholders, Student Services, Reputation, Communication Management|
Instructor, Department of Communications, Journalism and Performing Arts, Division of Arts & Humanities, State University of New York (SUNY), Valhalla, NY, USA
Adjunct Professor, Department of Media, Communication, and Visual Arts, Pace University, Pleasantville, NY, USA
Assistant Professor, Department of Media, Communication, and Visual Arts, Pace University, Pleasantville, NY, USA