Managing Institutions of Higher Education: A Case for a Public Relations Programme

The times ahead are going to be difficult for most of the institutions of higher education for reasons like rising costs of running the institutions, limits on revenue from the fees, declining numbers of applicants, rising public expectations, rising faculty costs, non-availability of good faculty resources, curriculum and pedagogical-controversies. There are opportunities available too. Public faith in formal education is well established and growing. People are willing to pay for better education. Public acceptance for private institutions is increasing. The economy is on the upswing creating sufficient jobs for the kind of people which such institutions turn out. There will be four external areas to consider in the future for survival and growth of these institutions: Freedom, Funds, Federalism and Freshers. Key internal areas have to be identified for close monitoring, control and nurturing. Some of them are—Courses, Facilities and Faculty. Institutions would have to recognise, nurture, pamper and seek support from their public.