An Exploratory Approach of the Current Public Relations Framework in the Romanian University Environment

Abstract

The opportunity to study such a subject is granted by the need identified in Romanian universities to align to the standards of the international academic environment. As far as the Romanian university environment is concerned, public relations can be a valid strategic option since the communication resource exploitation processes are supported by university management by means of initiating and carrying out actions in which the interests of the institution and the principles of university ethics are harmoniously combined. The causal configurations presented in the results of the present study may represent a decision-making support for the public relations/communication managers who have the chance to understand how they can exploit the social media interactions in their strategies regarding university reputation developmen