THEORY OF ADMINISTRATIVE LEADERSHIP: THE PUBLIC RELATIONS MODEL

University public relations and university community relations are two important areas of knowledge and concern needed for successful university operations. University public relations are primarily focused on informing and interacting with various publics about the university or university system, doing so in the most favorable manner possible. In contrast, university community relations, is concerned more with involving stakeholders in collaborative efforts and activities that are ultimately intended to bringing about university improvement and financial support. A mission of a university leader, using the public relations model, is to work to ensure the university is a part of the local community, involving community leaders in supporting the university and being a service to those interested in helping promote the university.

Donors shape the everyday opportunities for all students and faculty members. Gifts enable le the university to meet current needs for student scholarships, faculty recruitment, new academic initiatives, and improvements to campus living and learning environments. Being a leader that uses a public relations model of leadership strengthens the relationship between the university and donors. By engaging faculty, students, the community, alumni and other clients through communication, and acting on their needs, encourages them to give financially.