Using public relations to address diversity issues on campus: A case study in goals, image and relationships

This paper offers a case study of how one United States university handled diversity issues. Specifically, relationships, organisational goals, and institutional image are examined. The case study demonstrates several ways in which the depicted university has failed to use typical ‘best practice’ public relations techniques successfully in order to build meaningful relationships with publics, achieve organisational goals, and create a positive institutional image. Suggestions are made for how institutions of higher learning around the globe can learn from this situation and more wisely use their public relations efforts.