Agenda-setting and gatekeeping functions in higher education: An analysis of the coverage of two state institutions by the state's two metropolitan newspapers

Image plays a significant role in the success of the university. The public relations (PR) departments of higher education institutions have a responsibility to maintain a strong public image by using the mass media. This study examined the PR delivery methods used by the two state research institutions when communicating to the state's two metropolitan newspapers and the criteria used by each newspaper's higher education writer in deciding what gets published about the universities. The study also analyzed the newspaper coverage of the two universities.; The questionnaire revealed that the university PR practitioners use fax and e-mail as their main delivery method when sending press releases to the media. The relationship between the two universities and newspaper was mutually respectful, and it played a role in the universities' garnering news coverage from the newspapers. The main criterion used by the two newspapers in selecting news was proximity (location) and timeliness.; The content analysis examined the coverage from the two state newspapers of the two state universities from 1998 to 2002. The results indicated that the newspapers' coverage of both universities was favorable; community-related events and research academics were the most typically covered story. Despite no significant difference in average story length between the universities, one university received nearly twice the total coverage than the other institution.; Implications for practice suggest that university PR practitioners should visit the newspapers more often during the year to strengthen the relationship with the higher education writers. The university PR department should consider developing a tracking system to determine the number of press releases being used by the newspapers. Finally, the newspaper should examine its tendency to use proximity as a strong criterion when choosing story ideas for the universities. The results indicated an imbalance in coverage, which may construe a misperception that the newspaper favors one university.