The Scenario Approach to Establishing GR Communications in Higher Education Institutions
Abstract
Education and professional training are at the basis of human development and social progress. This strategic significance of education is enhanced manifold in the present-day age of information and economics of knowledge. A rapid development and technological upgrading of Russian higher education suggests the need for the implementation of modern information and communication technologies in higher education institutions and for the development of a communications system complete with a set of structures that influence their activities in this or that way.
Considering that the quality and efficiency of Russian educational organizations largely depend on the policies pursued by public and local authorities, there is a need in the organization and implementation of an effective way of interacting with them.
This article focuses on the nature of GR (Government Relations) communications in higher education institutions and carries out an analysis of the prospects and practical application of one of the GR technologies, namely, corporate social responsibility of educational institutions using the example of foreign universities. Furthermore, the study highlights the need and prospects for using the scenario approach when planning and implementing GR communications in educational institutions.
References
[2] Chermack, T.J., and Coons, L.M. 2015. Scenario Planning: Pierre Wack’s Hidden Messages. Futures, 73, 187-193.
[3] Coates, J.F. 2016. Scenario Planning. Technological Forecasting and Social Change, 113, 99-102.
[4] Heijden, K. et al. 2002. The Sixth Sense, Accelerating Organizational Learning with Scenarios. Chichester: John Wiley & Sons.
[5] ISO 26000 - Social Responsibility. International Organization for Standardization. (n.d.). https://www.iso.org/iso-26000-social-responsibility.html (accessed September 29, 2017)
[6] Kiselyov, K.V. 2013. GR: teoriya i praktika: uchebnik [GR: Theory and Practice: A Manual].St. Petersburg: Izdat. Dom S.-Peterb. gos. un-ta.
[7] Lindgren, M. 2009. Stsenarnoye planirovaniye. Svyaz mezhdu budushchim i strategiyey [Scenario Planning: The Link between Future and Strategy]. Moscow: ZAO Olimp-Biznes, pp. 256.
[8] Lochan, S.A., and Fedyunin, D.V. 2014. K voprosu stsenarnogo upravleniya prodvizheniyem produktsii predpriyatiya [Scenario Management of Promoting Company Products]. Nauchny zhurnal NIU ITMO. Seriya: ekonomika i ekologicheskiy management, 3, 288-295
[9] Rowland, N.J., and Spaniol, M.J. 2017. Social Foundation of Scenario Planning. Technological Forecasting and Social Change,124, 6-15.
[10] Seminur, T.R. 2009. CSR in Universities around the World. Discussion Papers in Social Responsibility, No. 0902. Social Responsibility Research Network. www.socialresponsibility.biz. (accessed September 17, 2017).
[11] Soste, L., et al. 2015. Engendering Stakeholder Ownership in Scenario Planning. Technological Forecasting and Social Change, 91, 250-263.
[12] The University Of Chester. (n. d.). http://www.chester.ac.uk. (accessed September 17, 2017).
[13] The University of Phoenix. (n.d.). http://www.phoenix.edu. (accessed September 17, 2017).
[14] The University of Sheffield. (n.d.). http://www.sheffield.ac.uk. (accessed September 17, 2017).
[15] The University of Westminster. (n.d.). http://www.westminster.ac.uk. (accessed September 17, 2017).
[16] Vanston, J.H., et al. 1977. Alternate Scenario Planning. Technological Forecasting and Social Change, 10, 159–180.
[17] Varum, C.A., Melo C. 2010. Directions in Scenario Planning Literature — a Review of Past Decades. Futures, 42, 355–369.
[18] Wright, G., Cairns G. 2011. Scenario Thinking: Practical Approaches to the Future. New York and Basingstoke: Palgrave Macmillan.
The Copyright Transfer Form to ASERS Publishing (The Publisher)
This form refers to the manuscript, which an author(s) was accepted for publication and was signed by all the authors.
The undersigned Author(s) of the above-mentioned Paper here transfer any and all copyright-rights in and to The Paper to The Publisher. The Author(s) warrants that The Paper is based on their original work and that the undersigned has the power and authority to make and execute this assignment. It is the author's responsibility to obtain written permission to quote material that has been previously published in any form. The Publisher recognizes the retained rights noted below and grants to the above authors and employers for whom the work performed royalty-free permission to reuse their materials below. Authors may reuse all or portions of the above Paper in other works, excepting the publication of the paper in the same form. Authors may reproduce or authorize others to reproduce the above Paper for the Author's personal use or for internal company use, provided that the source and The Publisher copyright notice are mentioned, that the copies are not used in any way that implies The Publisher endorsement of a product or service of an employer, and that the copies are not offered for sale as such. Authors are permitted to grant third party requests for reprinting, republishing or other types of reuse. The Authors may make limited distribution of all or portions of the above Paper prior to publication if they inform The Publisher of the nature and extent of such limited distribution prior there to. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in The Paper. This agreement becomes null and void if and only if the above paper is not accepted and published by The Publisher, or is with drawn by the author(s) before acceptance by the Publisher.