An Investigation of Educational Student Services Reputation and Internal Stakeholders

By Julio A. Rodriguez, Caitlin Kirschbaum and Paul Ziek.

Published by Change Management: An International Journal

Format Price
Article: Print $US10.00
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

Change Management: An International Journal, Volume 14, Issue 2, August 2015, pp.1-8. Article: Print (Spiral Bound). Published Online August 21, 2015 (Article: Electronic (PDF File; 515.118KB)).

Julio A. Rodriguez

Instructor, Department of Communications, Journalism and Performing Arts, Division of Arts & Humanities, State University of New York (SUNY), Valhalla, NY, USA

Caitlin Kirschbaum

Adjunct Professor, Department of Media, Communication, and Visual Arts, Pace University, Pleasantville, NY, USA

Dr. Paul Ziek

Assistant Professor, Department of Media, Communication, and Visual Arts, Pace University, Pleasantville, NY, USA