How a University in China Enhances Its Institutional Publicity

Abstract

The purpose of this chapter is to report on a study performed to investigate the strategies employed by a university in China to enhance the university publicity. The university has established longitudinal goals to be achieved. The university administrators asked the faculty members to promote the publicity of the university by demonstrating their achievements in attaining these goals. The faculty members have developed strategies to share their achievements with the public. A qualitative approach of case study was employed to review university documents to solicit the needed data for the study. University administrators were also invited to confirm the validity of the data. Results of data analysis showed that the faculty members did their best to enhance the university publicity through achieving the longitudinal goals.