Integrating Power and Gradual Institutional Change in Public Relations History: The Case of the People's University in North Carolina After the Civil War.

This article examines post-Civil War college education reform in North Carolina through the lens of the theory of gradual institutional change, which explains how institutions evolve via incremental adjustments despite entrenched power structures. It focuses on the University of North Carolina during Reconstruction, where reformers, including the university president and Republican newspapers, sought to promote inclusive education under the ideal of "the people's university" amid strong opposition from resident elites who controlled political, economic, and communicative power. Due to harsh institutional conditions—characterized by strong veto power and limited discretion for reformers—the reformers employed a layering strategy, introducing new educational rules alongside existing ones while maintaining a calm, objective tone in hostile media environments. Although these reform efforts faced short-term setbacks, including the university’s closure and political backlash, the study argues they contributed to long-term gradual institutional change in higher education access. The findings highlight the role of communication and strategic public relations in navigating power dynamics to effect social change over time.