Institutional Advancement: Communications and Marketing

Communications and marketing programs incorporate institutional or public relations, periodicals, publications and government relations. The goal of campus public relations is to keep interested audiences informed about the institution to influence their opinion and to build support for the institution.

An institution's publications convey its image to students, parents, alumni, faculty and the community, ranging from student recruitment tools such as the view book or Web site portal to the alumni reunion brochure or a flier promoting a campus open house.

Finally, government relations continues to be an important aspect of educational advancement. (AVC in the News Press Releases) As public dollars and programs diminish, more instituions must increase contact with federal, state, and local governments.