About this paper

Appears in:
Pages: 6153-6157
Publication year: 2020
ISBN: 978-84-09-17979-4
ISSN: 2340-1117
doi: 10.21125/edulearn.2020.1613

Conference name: 12th International Conference on Education and New Learning Technologies
Dates: 6-7 July, 2020
Location: Online Conference

IMPLEMENTING UNIVERSITY’S SOCIAL MISSION THROUGH THE ANNIVERSARY PR CAMPAIGN

J. Sarupiciute, G. Druteikiene

Vilnius University (LITHUANIA)
Tough competition between higher education institutions demands to strengthen universities’ visibility through the online and social media presence, benchmarks, or creative campaigns. Yet, the role of comprehensive public relations remains equally important, especially at local and regional levels. However, traditional marketing and PR techniques used in business are often perceived as being rather aggressive in the context of higher education. Universities are expected to implement the approach of ‘giving back’ to society by leading in the openness, social inclusion, and accessibility of studies and research.

The aim of the article is to analyze the PR campaign of the 440th anniversary of Vilnius University, which was implemented by carrying the university’s social mission in two main areas: openness to the society, and enhancing the accessibility of studies. We discuss the risks associated with running the campaign using only internal human and financial resources.

We present the techniques used in the implementation of the anniversary campaign and their links to the university’s social mission goals. We present the results of the implementation of the social mission through the anniversary PR campaign by measuring the impact on the university’s visibility and stakeholder engagement.
@InProceedings{SARUPICIUTE2020IMP,
author = {Sarupiciute, J. and Druteikiene, G.},
title = {IMPLEMENTING UNIVERSITY’S SOCIAL MISSION THROUGH THE ANNIVERSARY PR CAMPAIGN},
series = {12th International Conference on Education and New Learning Technologies},
booktitle = {EDULEARN20 Proceedings},
isbn = {978-84-09-17979-4},
issn = {2340-1117},
doi = {10.21125/edulearn.2020.1613},
url = {http://dx.doi.org/10.21125/edulearn.2020.1613},
publisher = {IATED},
location = {Online Conference},
month = {6-7 July, 2020},
year = {2020},
pages = {6153-6157}}
TY - CONF
AU - J. Sarupiciute AU - G. Druteikiene
TI - IMPLEMENTING UNIVERSITY’S SOCIAL MISSION THROUGH THE ANNIVERSARY PR CAMPAIGN
SN - 978-84-09-17979-4/2340-1117
DO - 10.21125/edulearn.2020.1613
PY - 2020
Y1 - 6-7 July, 2020
CI - Online Conference
JO - 12th International Conference on Education and New Learning Technologies
JA - EDULEARN20 Proceedings
SP - 6153
EP - 6157
ER -
J. Sarupiciute, G. Druteikiene (2020) IMPLEMENTING UNIVERSITY’S SOCIAL MISSION THROUGH THE ANNIVERSARY PR CAMPAIGN, EDULEARN20 Proceedings, pp. 6153-6157.
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