Application of Factor Analysis in Determining the Dimensions of the Public Relations Model in Croatian Higher Education Institutions

This paper aims to determine the dimensions of the public relations model in Croatian higher education institutions by applying exploratory factor analysis, thereby pointing out the justification of its application in measuring the public relations model in higher education institutions. The empirical phase of the research was based on a quantitative approach, i.e. data was collected using the survey method. The research was conducted on a non-probabilistic purposive sample or a sample of experts, given that the sample consisted of persons responsible for public relations and communication at Croatian public and private universities, polytechnics, and colleges. Descriptive statistics were used to display the sample and process the results, and the examination of the factor structure was carried out by analysis of the main components concerning the Kaiser-Guttman criterion and Bartlett's test of sphericity. Factor analysis identified five extracted factors that represent different combinations of one-way and two-way models of public relations at Croatian higher education institutions. The variables, that is, the particles of the obtained factors are not fully consistent with the theoretical assumptions of the twoway symmetrical communication model, which represents an imperative for excellent public relations, and as such, enables maximum contribution to higher education institutions.