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Continuing Higher Education Review, v74 p62-72 Fall 2010

Online programs and courses are established presences in higher education, and so are processes such as online registration. Prospective students routinely turn to the web for information to help them decide on the most appropriate programs for their situation. Digital public relations (digital PR) is rapidly becoming one of the cornerstones of an effective competitive strategy, and by efficiently combining marketing, search engine optimization, and digital PR to promote news about the professional and continuing education programs of the university, University Professional & Continuing Education Association (UPCEA) member institutions will reach millions of people searching for information online daily. In this article, the author, who is the director of marketing for Linfield College's Division of Continuing Education, relates how she employs digital PR to produce significant increases in visitors to the institution's website and to targeted webpages by prospective students conducting searches that are a close match with the university's professional and continuing education programs.

Descriptors: Continuing Education, Public Relations, Marketing, Program Descriptions, Student Recruitment, News Media, Web Sites, Search Engines, Internet, Computer Uses in Education

University Professional & Continuing Education Association. 1 Dupont Circle NW Suite 615, Washington, DC 20036. Tel: 202-659-3130; Fax: 202-785-0374; Web site:

Autor: Gifford, Janet


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