| Abstrakt: |
This paper presents the inquiry sought to investigate the relevant Public Relations (PR) strategies that Higher Learning Institutions (HLIs) in Tanzania deploy to illuminate their visibility. As competition among HLIs intensifies, institutions are increasingly turning to PR to distinguish themselves in the market. Effective Public Relations therefore, has become essential for the HLIs striving to attract key stakeholders who guarantee the survival of these institutions. These include students, lecturers, funders and other partners. The paper is based on in-depth interviews with PR professionals and Vice Chancellors from nine higher learning institutions in the country as well as documentary reviews of institutional reports such as the corporate strategic plans, PR materials and reports based on media coverage. Key findings reveal that HLIs in Tanzania primarily employ strategies centered on media engagement; it also identifies the strategic organization and coordination of public event and internationalization among others to boost their visibility. Thus, a multifaceted PR approach, integrating media engagement, event management and community relations, is crucial for illuminating the visibility of HLIs in Tanzania. Furthermore, for the HLIs to effectively compete in the national and international education markets, they should consider adoption of more integrated PR strategies that align with the unique identity and goals of each institution. [ABSTRACT FROM AUTHOR] |
