Public relations : the process of communication between a higher education institution and its environment : the case of the Wroclaw University of Economics

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V. Foreign Higher Education and Education Systems, International Relations, Bilateral Relations
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Author	SZYMANSKA, Aneta
Title	Public relations : the process of communication between a higher education institution and its environment : the case of the Wroclaw University of Economics
Publication year	2003
Source/Footnote	In: Higher education in Europe. - 28 (2003) 4, S. 471 - 485
Inventory number	17364
Keywords	Ausland : Polen : einzelne Hochschulen ; Hochschule und Öffentlichkeit ; Hochschulmarketing
Abstract	This article presents the practical application of the public relations process through an analysis of its consecutive phases with reference to the Wrocl^aw University of Economics, Poland. The author examines the four phases of the process (research, action, communication, and evalu ation), concentrating on the first phase, situation analysis. The diagnostic phase is based on research that was carried out among students of the university that gave rise to a sample consisting of 1,123 respondents to a questionnaire. The main aim of the research was to identify the opinions and attitudes of students in regard to their university, their evaluation of the way it functions, and their perceptions of its image. (HRK / Abstract übernommen)