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Currently, the world is going through a pandemic, COVID-19, that affects the four pillars of organizational sustainability. At this point, institutions’ sustainability depends on how they handle crisis communication. It seems that institutions that can adapt themselves to changes regarding the usage of digital communication platforms are survivors, and even winners, of this crisis. The general belief concerning education in developing countries claims that these countries are slow in adapting to technological innovations. Being a developing country, North Cyprus has a multi-cultural environment due to the presence of international students in tertiary education. This study explores how two public and two private universities maintained sustainability in higher education during COVID-19 by discussing the public relations models (PR) that they have used regarding digital communication. This study uses a qualitative content analysis and a quantitative method. The paper asserts that the effective usage of digital communication contributes to the sustainability of universities during this crisis. The findings revealed that the posts (text/image/poster) and videos these universities share are more concentrated on either press agentry or the public information model. Yet, a two-way symmetrical model that maintains dialogue within stakeholders is practiced less than the other PR models. Hence, there is a need for the universities to listen to their stakeholders not only in face to face communication but more through digital communication platforms as well.
Umut Ayman; Anıl Kaya; Ülfet Kuruç. The Impact of Digital Communication and PR Models on the Sustainability of Higher Education during Crises. Sustainability 2020, 12, 8295 .
AMA StyleUmut Ayman, Anıl Kaya, Ülfet Kuruç. The Impact of Digital Communication and PR Models on the Sustainability of Higher Education during Crises. Sustainability. 2020; 12 (20):8295.
Chicago/Turabian StyleUmut Ayman; Anıl Kaya; Ülfet Kuruç. 2020. "The Impact of Digital Communication and PR Models on the Sustainability of Higher Education during Crises." Sustainability 12, no. 20: 8295.
There is a big question in the market whether companies are giving a real equity for public relations (PR) field in developing countries. In developing countries, unfortunately, managers are not giving full support for PR professional in their institutions. Companies apply some of the marketing communication (MC) elements while trying to reach their target market and focus on the elements that can show performance in a short term, mostly because they want to return their investment in a short term. Advertising and sales promotion activities are measurable in a short run, and PR and sales force performance are measured in a long run; hence, companies prefer to allocate their budget more for their shortterm activities than long‐term activities because they perceive all as extra cost, which is not true. Thus, managers have to believe that MC campaign is not an extra cost and that it is a type of communication investment for good corporate image and reputation for the public. This chapter is emphasizing what PR professionals are doing in their fields will be discussed in detail. Thus, this chapter is important because it is guiding the companies that have operations in developing countries about what they will expect from their PR professional when they build on their strategic communication.
Anıl Kemal Kaya; Umut Ayman. Repositioning of PR Field in Developing Countries. Promotion and Marketing Communications 2020, 1 .
AMA StyleAnıl Kemal Kaya, Umut Ayman. Repositioning of PR Field in Developing Countries. Promotion and Marketing Communications. 2020; ():1.
Chicago/Turabian StyleAnıl Kemal Kaya; Umut Ayman. 2020. "Repositioning of PR Field in Developing Countries." Promotion and Marketing Communications , no. : 1.
Anıl Kemal Kaya; Umut Ayman. Developing Countries’ Marketing Communication Role in School Culture. Open and Equal Access for Learning in School Management 2018, 1 .
AMA StyleAnıl Kemal Kaya, Umut Ayman. Developing Countries’ Marketing Communication Role in School Culture. Open and Equal Access for Learning in School Management. 2018; ():1.
Chicago/Turabian StyleAnıl Kemal Kaya; Umut Ayman. 2018. "Developing Countries’ Marketing Communication Role in School Culture." Open and Equal Access for Learning in School Management , no. : 1.