This study explores how public relations (PR) can give universities an edge in today’s competitive landscape. By examining past research, conducting interviews in 10 diverse cities in Vietnam, and analyzing case studies, it reveals the powerful link between PR strategies and student involvement. The research shows that well-crafted PR activities, tailored to different student groups and utilizing digital platforms, significantly impact student perceptions and enrollment decisions. It delves deeper than simply confirming PR’s effectiveness, offering insights into how specific PR tactics can resonate with student needs and expectations. Furthermore, it explores how PR influences student retention, highlighting the long-term benefits for universities. This research is a valuable tool for institutions seeking to thrive. By understanding the power of PR in shaping student decisions, universities can tailor their outreach efforts more effectively. Additionally, the study emphasizes the lasting advantages of a strategic PR approach, contributing to a broader discussion on its importance in higher education. Ultimately, these findings benefit both institutions and students, who can expect improved transparency, engagement, and communication within their academic communities.

This study is aimed at exploring the degree of association between workforce diversity dimensions and the academic performance of four universities in Ethiopia. The diversity management attributes were diversity, climate, values, and organizational justice; identity, schemas, and communication adapted to the contexts of higher education institutions. The universities were selected purposively, and stratified and systematic sampling techniques were further used to identify respondents. Quantitative and qualitative data were collected to achieve the purpose of the study. Correlation and regression analyses were used to analyze the data. Results from correlation analysis revealed that there are statistically significant positive relations between the dimensions of workforce diversity and academic performance. This implies that the organizational performance of higher education institutions can be significantly influenced by existing diversity. The freedom to express one’s own identity in the university workforce landscape was also observed to be limited in the universities studied, and this has to be improved. A democratic work environment is critical for the productivity of the staff, and an effort has to be geared towards the goal of creating such an environment. The regression analysis indicated that diversity, climate, organizational justice, identity, schema, and communication have statistically significant effects on the academic performance of higher educational institutions in Ethiopia. Finally, academic leaders are advised to apply the transformational leadership style, as it moderates the relationship between diversity management and academic performance.