Title page for ETD etd-04302011-171808

Type of Document Master's Thesis
Author Brogdon, Laurie L
Author's Email Address lbrogdon@vt.edu
URN etd-04302011-171808
Title An Untapped Resource: Virginia Tech African American Alumni Engagement
Degree Master of Arts
Department Communication Studies
Advisory Committee
Advisor Name Title
Waymer, Damion M. Committee Chair
Holloway, Rachel L. Committee Member
Tedesco, John C. Committee Member
  • engagement
  • relationship management
  • public relations
  • African American alumni
  • communication
  • alumni relations
Date of Defense 2011-04-18
Availability unrestricted
A university has many valuable internal and external publics. It is beneficial for an institution to build, maintain, and leverage its relationships with both internal and external constituency groups. Examining the body of literature on relationship management can provide insight into previously established strategies that yielded positive outcomes and demonstrate the need for additional research about Black alumni, from predominately white institutions, and their feelings toward their alma mater. Relationship management is the notion of public relations as the management of relationships between an organization and its key publics (Ledingham & Bruning, 2000). The relationships that an organization has with its publics can impact many things including perceptions about the organization and organizational wealth.
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