If you are ready to head on to and institution of higher learning, be sure to do your research! University recruitment counselors are well paid to sway parents and future students to come to their schools as opposed to any of the competitors, yet at the same time they are bona fide sources of most valuable information. Sure, left to their devices they will most certainly tell you that you cannot do any better than coming to the school they are representing, but if you have done your research, university paid admission counselors will have inside information to add to the facts you might have gleaned elsewhere that is truly one of a kind.
As a matter of fact, when you are doing your research, university public relations depend very much on the questions you might be asking! Consider for a moment that the declared goal of any public relations department worth its salt will have to be an anticipation of questions potential students may ask and thus will seek to answer them succinctly in their literature, downplaying any disadvantages, and ensuring that the advantages of their institution of higher learning will indeed be coming to the forefront.
How research, university PR, and future student success depend on one another is far from just being a symbiotic relationship but also somewhat of an adversarial one! Even though by and large students and their parents have to rely on the readily available information about the schools of their choice, the very fact that each and every school is offering up such information has led to an increasingly more aggressive marketing campaign. Yet at the root of this kind of marketing must be a marketable product and so in many ways this has led to increasingly more competitive educational programs both online and with respect to brick and mortar schools.