"If I applied to universities of simiiilar rank and got in, I wouldn't choose Dongguk University (DU)." Have you heard a disappointing remark like this? It comes from an examinee who applied for the special admission to DU. According to a recent issuen of a daily newspaper, DU ranked 18th in the reputation category. What is worse, DU was not seen in the top 30 of the total evaluation category.
In the last special admission selection, DU recorded a 7.5 competitive rate. Compare with K University, which scored 24.78, DU's competitive rate was very low.
Even though students could apply to both Universities, the number applying to K University was pretty high. It means that students prefer K University.
There are various reasons why the preference for DU is low: lack of campus space, decrepit of facilities, old-fashioned administrative policies and so on. But we can not deny problems of public relation's (PR)............Ed.
Everyone knows that, PR controls the image of a company. That is why most enterprises invest money to improve their image. In the case of K University,it's status improved concomitantly with the amount of money invested in PR. Therefore, the importance of PR cannot be overemphasized.
DU officials are now asking journals to publish DU-related articles, distributing campus tidings to Donggukians and holding an recruiting event for high school teachers. These efforts are common. We need a more specific strategy. Lastly, the press reported that DU was in debt as a result of misappropriated funds. This only made DU's situation worse.
To improve the declining image of DU, we have to omprove PR.
Lack of funds
A budget for one year of H University earmarked four billion won for P.R. and S University spent two billion won. But DU's PR budget for a year is only 200 million won. The average University's PR budget is above 500 million won. DU's budget is very low. The School Authority should appropriate more funds for P.R.
Times need professionalism. Every university has it's own special image and tries to link it to a PR strategy. A lot of universities are relying on professional advertising. DU needs to consult with marketing experts even when they produce something as simple as publicity poster.
S Women's University had good results after putting their publicity posters in subways stations. The name recognition of S Women's University increased five fold. From this case, we can see that DU should make an effort to gain more effective place where to be decorated with their advertisements with an given budget. For better situation, the P.R. budget should be managed specially such as the extra fund for advance.
Taking advantage of Donggukinas
The press of DU could help improving the DU's image. Original tasks of the school press are delivering the school news and analysing the school's policies. At outside of school, it can be a useful means of P.R.. For example, the Dongguk Post contributes their articles to domestic English newspaper. This activity could help DU to be known generally.
DU students and faculties also can supply their help on improving the image as take part in various social activities. It is good example of the problem, a faculty of DU is active as a consultant of a television program. To our surprise, not a few nations don't know the existence of DU. To let they know about DU, Donggukians should frequently be showed up on the mass media.
To be given wider publicity, DU has to meet the men in the street directly. In K university case, they holds a basketball tournament that targets high school students and this event held at a public place, DaeHakRo, annually. Also the K university held a concert made by their students every wednesday. It obtains two excellent results. The one is providing opportunities to practice for the students and the other is inducing participation of neighbors.
The entrance presentation is also an unmissable chance. A presentation made by a preparatory institution shows high participation of several prominent universities. DU should contrive to join the major presentation events.
Activities via Web
Internet is considered as a source of information. Many kinds of P.R. activities via Web already existed such as banner ad, pop-up ad and sending e-mail. These methods take little costs and are a soft job. Fortunately, DU attain superiority in the information and communication engineering field. So DU should boost this merit and adopt on P.R. via Web. DU can get supporters through revamping their homepage to an web portal such as Daum and Naver. Also sending e-mail would help to inform DU tidings without big labors and money.
Strengthening one's ability
Apart from all sectors, the most impactive way to improve the DU's image is showing each Donggukians' ability. All DU students and alumni should do their utmost in their present position. The students should study to improve one's knowledges in one's major and the alumni should show their abilities what they learned from DU at their field. It would turn the public's perspective on DU more positive. Again, DU should pay attention to get students who has an outstanding results in an university admission examination.
Kim Hyun-ah Kimyang@dongguk.edu
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