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Position Paper 3

 


The University of Arkansas is located in northwest Arkansas in the town of Fayetteville. It was established in 1871. The university of known widely for their athletics, with the Razorback football team getting the most attention as part of the SEC. The Arkansas Razorbacks, also known as the Hogs, includes eight men’s and eleven women’s National Collegiate Athletic Association Division 1 sports teams. The university clearly has no issued attracting attention and enrollment as it is home to over 29,000 students. That being said, it does not hurt to have a continuous comprehensive public relations plan in order to gain attention, awareness, publicity, and increased enrollment.

When Googling ‘the University of Arkansas,” four initial questions pop un in the ‘People also ask” section. The first question is “What is University of Arkansas known for?”. “The university is known for its traditions, including Calling the Hogs at sports events, and the Senior Walk etched with the names of all UA graduates since 1871.” Although not controlled by the university, this response is rather helpful for potential students. The next question is “What GPA do you need for University of Arkansas?”. This response links to the university’s website itself, stating, “New freshman applicants should have a high school grade point average of 3.00 or higher on a 4.00 scale.” The third question listed is “Is University of Arkansas a party school?”. This response links to an article from 2012, so the accuracy is questionable. “Arkansas was ranked No. 4 on the “Fifty Shades of Cray,” a list of the top party schools as complied by college ranking website Unigo.com and The Huffington Post.” The last question of the four that are listed initially is “How many degrees does the University of Arkansas offer?”. The final question links to the university’s website again, stating, “The university offers more than 200 degree programs, many among the nation’s best. Choose from 70 bachelor’s programs and dozens of master’s and doctoral programs.” The University does not have control over the questions that are displayed within this section, and if they did, they most likely would change the thirst question and response. It is very helpful that two of the responses link back to the university’s website. Other than that, the other questions and brief answers are relatively helpful.

Within the Division of Student Affairs, there is a Center for Community Engagement. Not only does this look good for the public relations image of the university, it is a great way for the students to get involved within the university. This center kills two birds with one stone. “The Center for Community Engagement was established as a University of Arkansas Department in 2011. We serve as a catalyst between the campus and the community through our core values of being Relationship Focused, Student Driven, Service Minded. We support a network of student leaders, local agencies and University of Arkansas departments to create sustainable solutions through leadership experience, collaboration, and service.”

The University of Arkansas Instagram page has 62.9 thousand followers and houses a variety of content. The Arkansas Razorbacks Instagram page has 207 thousand followers. They also have a Razorbacks Football Instagram page that has 196 thousand followers. Their university Twitter page is followed by 68 thousand people. The Arkansas Razorbacks Twitter page has 281 thousand followers. The difference between these two pages, both within the platforms of Instagram and Twitter, are quite different. The university’s Instagram page posts content relating to campus. Recent posts include a post publicizing a ‘National 1st Generation Student Celebration’ in their Union Connections Lounge on November 8th. Another recent post included a photograph of a student from 1888, with a caption discussing her history as the first Native American student to graduate from the U of A. This page also posts cute pictures form around their campus. Their University of Arkansas Twitter page is a little more in-depth. 

The Arkansas Razorbacks’ Instagram page includes content about their athletics. They stay away from posting solely about their football team, with recent posts including highlights of their cross country team and their band. Their Twitter page does the same, posting about their variety of athletic teams. They often retweet content from team specific pages. They have a pinned tweet at the top of their page that includes a video and has the caption, “It’s a new era of college athletics, and we intend to lead the way here at the Flagship”. 

I truly believe that the University of Arkansas could sit back and not do any marketing and not prioritize publicity and still be an extremely successful school. Their athletics, football specifically, are a key part in their success and these help carry the school. The location of the school also makes it very desirable- Fayetteville is a very beautiful town and has everything students need. The public relations of this university just make the college as a whole a sought-out place to attend. Their social medias are clear and highlight the beauty of the campus as well as their successful athletics programs. Their website is easy to navigate. As a whole, the university is doing everything right when it comes to attracting attention and maintaining it.

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