| Abstract: | SUMMARY The object of this article is to illustrate the extent to which continuing education can be applied as a public relations instrument in alumni relations. Alumni as a prime target group in any university's public relations programme can exert an influence on the university. Apart from their own direct involvement in the canvassing of funds and students, alumni can also exert a meaningful influence in the interest of the university as opinion leaders and decision-makers within the community. In carrying out a public relations programme, the public relations instruments must be made available to the university in such a way that alumni may be reached to best advantage. The connection between alumni and their university must be strengthened by involving them substantially in the prime concern of the institution – namely education. In the article, it is suggested that continuing educational programmes aimed at alumni are ideal public relations instruments for supplementing existing programmes. |
