Public Relations and Fundraising in Universities. A management model proposal
Keywords:
Communication, fundraising, responsibility, social, university
Abstract
The article discusses the fundraising from the perspective of public relations management in the framework of a two-way symmetrical communication model. This work covers the period 1994-2010 and provides lessons learned from implementing a strategy of action research methodology over sixteen years of experience, reviews and reflections on the model implemented to raise funds for the University of Alicante. The systemic approach has been a constant order to ensure a balanced communication. Applied and tested models are presented in chronological order after the considerations about theoretical foundations and the state of the art.Downloads
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How to Cite
Torres Valdés R. M. (2011). Public Relations and Fundraising in Universities. A management model proposal. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 5(1), 183-202. https://doi.org/10.5209/rev_PEPU.2011.v5.n1.36929
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