Public Relations in Higher Education

The Question of Reassurance

 

To take up the last point on the above list, there is more to NU Focus than its overt 

functions: that at a subtextual level it plays a role of reassurance, which is crucial in 

the uncertain and often confusing transitional changes that NU and the rest of the 

country is undergoing. For example, NU Focus has two columns called Focus on 

Excellence (regular) and Honorary Graduates (yearly), where academic work of high 

calibre and outstanding contributions to society are recognised. Thus, in this way, NU 

Focus reassures especially its feepayers, donors and advertisers that despite the 

chaos being inflicted on the rest of society, the University is still maintaining 

academic excellence, research and growth. According to Gillian Rennie, acting editor 

of NU Focus, this is not one of NU Focus's main reasons for existence, although the 

Winter 1992 (Vol.3 No.3) issue was about the University and was an attempt to 

reassure people that it still knows what it is doing (Interview with the 

author:10/9/92).