Colleges and universities\u27 use of the World Wide Web: A public relations tool for the digital age

This study explores college and university Web sites to determine the extent institutions utilize the Web to accomplish public relations goals. A sample of the 129 best national universities in the United States compiled by the US News and World Report was used for analysis. Results show that schools with a small-medium level of student recruitment and alumni giving are more likely to actively utilize the Web. In this light, schools behind in school excellence strive to use the Web as an important public relations tool to overcome their inferiority to superior schools. © 2006 Elsevier Inc. All rights reserved