Type of Document	Master's Thesis
Author	Brogdon, Laurie L
Author's Email Address	lbrogdon@vt.edu
URN	etd-04302011-171808
Title	An Untapped Resource: Virginia Tech African American Alumni Engagement
Degree	Master of Arts
Department	Communication Studies
Advisory Committee	Advisor Name Title Waymer, Damion M. Committee Chair Holloway, Rachel L. Committee Member Tedesco, John C. Committee Member
Keywords	communication African American alumni public relations relationship management engagement alumni relations
Date of Defense	2011-04-18
Availability	restricted
Abstract A university has many valuable internal and external publics. It is beneficial for an institution to build, maintain, and leverage its relationships with both internal and external constituency groups. Examining the body of literature on relationship management can provide insight into previously established strategies that yielded positive outcomes and demonstrate the need for additional research about Black alumni, from predominately white institutions, and their feelings toward their alma mater. Relationship management is the notion of public relations as the management of relationships between an organization and its key publics (Ledingham & Bruning, 2000). The relationships that an organization has with its publics can impact many things including perceptions about the organization and organizational wealth.
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