About this paper

Appears in:
Pages: 3671-3676
Publication year: 2009
ISBN: 978-84-613-2953-3
ISSN: 2340-1095

Conference name: 2nd International Conference of Education, Research and Innovation
Dates: 16-18 November, 2009
Location: Madrid, Spain

THEORY OF ADMINISTRATIVE LEADERSHIP: THE PUBLIC RELATIONS MODEL

M. Drumm

Texas Christian University (UNITED STATES)
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.
@InProceedings{DRUMM2009THE,
author = {Drumm, M.},
title = {THEORY OF ADMINISTRATIVE LEADERSHIP: THE PUBLIC RELATIONS MODEL},
series = {2nd International Conference of Education, Research and Innovation},
booktitle = {ICERI2009 Proceedings},
isbn = {978-84-613-2953-3},
issn = {2340-1095},
publisher = {IATED},
location = {Madrid, Spain},
month = {16-18 November, 2009},
year = {2009},
pages = {3671-3676}}
TY - CONF
AU - M. Drumm
TI - THEORY OF ADMINISTRATIVE LEADERSHIP: THE PUBLIC RELATIONS MODEL
SN - 978-84-613-2953-3/2340-1095
PY - 2009
Y1 - 16-18 November, 2009
CI - Madrid, Spain
JO - 2nd International Conference of Education, Research and Innovation
JA - ICERI2009 Proceedings
SP - 3671
EP - 3676
ER -
M. Drumm (2009) THEORY OF ADMINISTRATIVE LEADERSHIP: THE PUBLIC RELATIONS MODEL, ICERI2009 Proceedings, pp. 3671-3676.
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