The UTC Graduate School is pleased to announce that Margaret Reisser will present Doctoral (EdD) research titled, Representing the Brand: A Study to Examine The Best Practices for Structuring and Operating Communications Teams In Higher Education Institutions on 07/08/2026 at 2:00 p.m. ET in https://tennessee.zoom.us/j/82591468587. Everyone is invited to attend. 

Leadership and Instructional Practice

Chair: Dr. Jessica N. Taylor

Abstract:

As higher education institutions increasingly compete for students, faculty, funding, and recognition, academic leaders are recognizing the essential role communications and public relations professionals play in maintaining and promoting the value of their institutional brands. Much has been written about the value of communications professionals in brand management in the corporate arena. However, it appears less attention has been paid to their role in higher education. This mixed-methods study was undertaken to examine the best practices for structuring and operating communications and public relations organizations for optimal success in promoting the higher education institutions they represent. Communications and public relations professionals from multiple higher education institutions, including that of the researcher, were surveyed about the structure and operations of the communications organizations at their respective institutions. The responses from the 43 participants indicated organizational structure was not a critical factor in communications success. The respondents did identify operational factors that contribute to well-functioning teams, regardless of organizational structure. These include establishing a culture of trust and collaboration within the team, recognition by institutional leaders of the value of communications and public relations to institutional goals, and strategic alignment with institutional leaders. The findings from this study offer insight for developing operational practices that could improve the success of communications organizations at higher education institutions.