This study evaluates how effective colleges and universities are in presenting an accurate and positive organizational image via their open house events. The Open House Assessment for Higher Education Institutions (HEIs) © was developed to determine how institutional characteristics identified by potential members as influential to their decision to affiliate with a school were made relevant through the organizational image presented by the school. Open house events at twenty-four colleges and universities were assessed using the tool. Findings indicate that there are overall modifications to open house events that might benefit all schools, suggesting that the tool can be an effective self-assessment resource. Collective results and recommendations for improvement are discussed.
Pampaloni, A. M., & Vadaro Tucker, A. (2012). Assessing Organizational Image through the College Open House: A Tool for Success. Journal of the Association for Communication Administration, 31(2), 87-103.