Strategic Public Relations and University Entrepreneurship in Present European Context
Strategic Public Relations and University Entrepreneurship in Present European Context

Summary/Abstract: Mostly theoretical and following a descriptive - normative logic, with aspecific focus on the models of higher education institutions and practices, the presentpaper addresses the subject of entrepreneurship within higher education area, inrelation with current European policy context regarding higher education anduniversity entrepreneurship. It proposes a strategic public relations framework as anintegrating effective approach for actual opportunities and challenges that universitiesdeal with presently. Various theoretical approaches and concrete actions emerged,from the complex perspectives of triple helix (organic relationships and interactionsbetween universities, industry and government) to particular aims regarding thedevelopment of knowledge-based economy or to the European Union knowledgetriangle initiatives (education-research-innovation). The role of universities is expectedto be broader and its actions should be characterized by both responsibility andpragmatism within the context of sustainable decision making. However, mostly inpractice, there are limitations and criticism regarding a convergent model ofentrepreneurial university, even more in relation with issues related to ethics ofteaching and research and especially for universities with social and humanisticprofiles. In this context, a viable solution could come from the area of public relations,undertaken in their most advanced form: as strategic approach linking decisionmaking processes, stakeholders’ needs and interests and assuming long termresponsibility. The main aim and originality component of this paper is to propose andsupport such an approach presented both verbally and trough graphical modelling.

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