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EXTERNAL RELATIONS
AND
COMMUNICATIONS


The effective projection of the university or college into the public arena is an essential activity for institutions in a competitive situation, whether they are competing for students at home or from abroad; for additional Government funding; for grants or contracts from business; or for general political and public support. The increasing use by Governments of "quasi-markets" as a way of allocating resources to institutions means that, for higher education, excellent presentation and communications are a necessity, not a luxury.

While this projection can be achieved through different means, the institution must have a clear external relations strategy part of its wider strategic plan - setting out what it wishes to achieve and how, or there is a danger than conflicting messages will be sent out. Communication within the institution is often overlooked, but is at least as important as communicating with the outside world.

Universitas has worked with universities and colleges in developing external relations strategies, and in training staff in areas such as media relations, political relations, alumni relations, advertising, internal communications, and publication design.


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