Tuesday, August 11, 2009

Going to a higher place

'Going to a higher place' is the headline in an op ed in the VET section of Campus Review this fortnight which aptly summarises the dilemma that VET is facing under pressures for higher education reform. It suggests that VET needs to undergo a realignment of cultures to survive in the higher education sector but that universities have a role to foster a new kind of culture that is more inclusive.

Are VET and universities strange bed fellows or can they co-exist, complement and enhance the education experience? What role does public relations play in communicating this new culture and do PR professionals from both camps have to cooperate for it to succeed? Given that universities have a tradition of exclusivity - and may fear an association with VET providers that may drag their reputation down - this might be a tough sell for education reformers.

1 comment:

  1. In regard to the need for a more cohesive working relationship between VET and universities, public relations needs to play a key role in communicating a new culture, as PR deals with changing opinions and beliefs.

    I think it's time that both VET and universities come together and promote their core business of education, instead of competing for students and providing a one-size-fits-all approach to education.

    More choice needs to exist in the education system, and communication would be the key component to promote these changes suggested by the Bradley Review.

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