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Engaging parents and families: They are an audience too

Author

Listed:
  • Garrido, Sonia

    (Director of Marketing and Communications for Student Affairs, Stony Brook University, USA)

Abstract

Parents and families play a key role in a college student's life. It is crucial for campus communicators to establish better lines of communication with this audience, provide them with information about services and programmes in easily understood ways and engage them as important members of the campus community. This case study analyses the strategies Stony Brook University's Student Affairs implemented to decrease the information gap with parents and families, how various communication channels were set up to help this audience stay informed and connected with the university, and provides a summary of insights and approaches helpful for other institutions looking to implement a similar programme.

Suggested Citation

  • Garrido, Sonia, 2023. "Engaging parents and families: They are an audience too," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 8(2), pages 109-122, October.
    • Handle: RePEc:aza:jeam00:y:2023:v:8:i:2:p:109-122
    as

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    More about this item

    Keywords

    parents; families; communications; best practices; campus resources;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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