Petra Kuhar, Antonia Tomaš: SUSTAINABLE UNIVERSITY: THE POWER OF STRATEGIC COMMUNICATION OF PUBLIC UNIVERSITIES IN THE REPUBLIC OF CROATIA
Original Paper
Petra Kuhar, University North, Croatia
Antonia Tomaš, University North, Croatia,
DOI: https://doi.org/10.59014/YOUG4538
Keywords:
analysis and synthesis method, sustainability, public universities, public relations strategy, qualitative research
Abstract
Institutions of higher education are becoming more and more significant in society,
and their success largely depends on the practical implementation of strategic public
relations and two-way symmetrical communication. Higher education institutions
and other stakeholders must maintain positive connections and constant, open communication
since doing so promotes respect and goodwill among the general public
and helps to shape society. Public relations has become essential for educational institutions
to operate effectively in the current environment, where they frequently
confront several obstacles.
In the context of public universities, this study examines the function, structure, and
potential of public relations, with a focus on tactics that support their competitive
edge and long-term viability. Strategic communication and public relations are essential
components for upholding and improving institutions’ reputations, drawing
in students, and resolving the financial and spatial obstacles that higher education
faces in today’s world.
The aim of this paper is to investigate how public relations strategies can contribute
to the sustainability of public universities in the Republic of Croatia, by examining
the challenges they face as well as the potential that this type of communication
offers. Through the lens of sustainability, we will analyze how strategically managed
public relations can assist universities in overcoming challenges and achieving longterm
success in the ever-changing educational landscape.
The research will be based on a qualitative methodology. We will explore current
theoretical considerations and analyze the diverse experiences of public universities
in the Republic of Croatia. The aim is to look deeper into the complexity and context
of specific situations that impact public relations at public universities. The method
of analysis and synthesis will be used to thoroughly investigate and connect information
from various sources. In contrast, the comparative method will be employed
to compare different approaches to public relations at public universities, identifying
similarities and differences and drawing lessons from successful experiences.
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