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An example of how communication aims and objectives relate to overall strategic aims

Stage 1 One of AUC’s overall strategic aims is to achieve full university status.

Stage 2 One of the criteria for achieving university status is having 4000 students (AUC currently has 3000 students). The UK Government caps the number of European Union (EU) undergraduate students AUC can recruit, so the viceprincipals recognise that one of the things AUC needs to do to become a university is to recruit more postgraduate and overseas students. So the communication director considers how communication can help achieve this and sets a communication aim of increasing enquiries from suitable overseas and postgraduate students (note that the aim here is not to recruit more students – that is not achievable by public relations alone, as enrolling a student depends on many factors outside the control of the public relations department, so the aim is focused only on what communication can achieve).

Stage 3 The public relations team recognises that the website is an important communication channel and sets an objective geared towards ensuring that at least 90 per cent of postgraduate and overseas students considering applying to AUC are able easily to access information that is useful and pertinent to them via the website.

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This week’s first discussion forum will focus on the population of abused individuals. Abuse is a pervasive problem in our society. Although the forms of abuse, as well as the intensity and duration can vary from case to case, each abused person is tasked with dealing with the scars left from the abuse. As you can imagine, this task can be very challenging to say the least. Using research to help you form an opinion, which form of capital (social or human capital) do you feel will have a greater influence over resources accessible to the abused? Discuss which form of capital you would rely on for emotional support and help through difficult times if abused. Explain your rationale. Chapter 3 of the course text defines these terms in more detail. Your initial contribution should be 250 to 300 words in length. Your research and claims must be supported by your course text and at least one other scholarly source. Use proper APA formatting for in-text citations and references as outlined in the Ashford Writing Center.

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