Research on Public Relations Activities and their Impacts on Student Recruitment by Higher Education Institutions

Abstract

Context: In an era of heightened competition within the realm of higher education, institutions are increasingly leveraging strategic public relations (PR) initiatives to not only attract but also retain students.

Purpose: This article conducts an in-depth exploration of an extensive body of research dedicated to investigating the pivotal role played by PR activities within higher education institutions and their profound impact on student recruitment.

Methods: This study adopts a mixed-methods approach, incorporating semi-structured interviews with 39 key stakeholders alongside with some qualitative cases study analysis.

Findings: From the semi-structured interviews revealed that PR activities significantly influence prospective students' perceptions of higher education institutions, playing a vital role in shaping their enrollment decisions. The qualitative case study analysis provided rich insights into the complexities of PR strategies, showcasing their multifaceted impacts on student recruitment.

Conclusion: Drawing upon a diverse range of studies conducted across various regions and institutional types, this research synthesizes critical findings while identifying emerging trends. The ultimate goal was to furnish readers with a holistic understanding of how PR initiatives wield a significant influence on the enrollment outcomes of higher education institutions.

The significance and contributions of this study lies in its ability to inform higher education institutions and practitioners about the effectiveness of PR activities in the highly competitive landscape. By comprehending the nuanced ways in which PR strategies impact student recruitment, institutions can tailor their approaches more effectively, ultimately enhancing their ability to attract and retain students. Moreover, this research contributes to the broader discourse on the evolving landscape of higher education marketing and communication strategies, offering valuable insights for scholars and policymakers alike.