For too many decades, the function of public relations in higher education has been one of reaction rather than one of assertion. Regarded as merely a discretionary convenience for administrators to be used to combat poor images of the institution, or to extoll the V1rtues of its management, public relations was relegated to an innocuous post in the management construct. Contemporary crises in diminishing enrollments, financial shortfalls, identity losses and credibility gaps, have precipitated higher educational institutions to take a cue from business and industry and to consider exploiting the persuasive potentials of sound public relations programs. Becoming aware of social responsibility, higher education is beginning to recognize the fact that it owes the community in which it operates a profound obligation. It can no longer function under the archaic nineteenth century self-inflicted edict of "the public be damned." It is apparent that the public is its mainstay in society and it had better communicate with this constituent on a realistic basis. Institutional leadership and institutional identity have been challenged in recent years to the extent that many colleges and universities have been forced to introspectively analyze their positions. To combat these adversities, administrators are being forced to reevaluate the tools available to them. One such tool, public relations, this thesis maintains, offers an institution the channels for self-assertion through self-identity. The thesis also cites the history of educational public relations, the abuses to which the discipline has been subjected, and evolves an aggressive futuristic posture.California State University, Northridge. Department of Education.Includes bibliographical references (pages 131-132
