Assessing Public Relations Efforts in Algerian Higher Education: International Students’ Perceptions and Satisfaction

Generally, the main goal of public relations (PR) is to build and maintain good relationships between an organization and its key audiences. However, the principal objective of PR in higher education is to create good linkages between the university and academics, administrative staff, alumni, and current students, and to increase the visibility and reputation of the university. In fact, the present study attempts to assess public relations efforts based on the international students’ perceptions and satisfaction at two public universities. This study employed a qualitative approach, collecting data through semi-structured interviews with 40 international students. The participants were from 20 countries (Africa and Asia). The data was analyzed through deductive and inductive approaches. The NVivo program was used to facilitate data analysis. Findings show that Algerian universities offer scholarship programs to promote their image and to attract students. Our findings also illustrate the lack of guidance and orientation, especially for students with English speaking. Participants also show their satisfaction with the teaching system and life in university residence halls. This research paper strives to contribute to the public relations literature by identifying how to assess the public relations efforts within higher education institutions based on international students’ perceptions and satisfaction.