THE POTENTIAL FOR PUBLIC-RELATIONS TECHNIQUES TO INCREASE THE GROWTH AND FINANCIAL STABILITY OF RESEARCH ACTIVITIES AT US UNIVERSITIES

Public relations and marketing are words which traditionally cause dis comfort in the minds of most faculty researchers. Administrators recog nize the need to manage conflict, and many support a proactive approac h to educating the public about their organizations. Yet few faculty r esearchers realize that actively seeking public approval, support, and input into the organization's functions can ultimately lead to financ ial support for the organization's activities. This paper identifies s ome key elements of public relations that may apply to the research en vironment and uses examples from the private sector to explore the rel ationships between public relations, growth, and financial stability. Practical suggestions are provided for those wishing to begin a public relations program.