The Board of Directors of the Northwest District, in October, 1942, recommended that Concordia’s Board of Control appoint a “public relations man” for the school to arouse greater interest in the school on the parts of pastors and congregations and to enhance enrollment. Subsequently, in the following January, the Board asked Professor Carl Nitz to add to his list of responsibilities outside contact work with congregations and pastors of the district. When Thomas Coates became President in 1946, the Board informed him that public relations would also be one of his duties. Robert Menzel was appointed Director of Recruitment and Public Relations in 1959 and served until 1969. Public relations, recruitment, development, and admissions to varying degrees were led out of the same office into the late 1970’s. A number of people have carried the responsibilities of the office.

In 1961 the Board of Control noted that “The Director of Recruitment and Public Relations is administratively in charge of choir tours.” Other student activities, such as drama, were also viewed as recruitment possibilities and so came under the administration of public relations. From 1979 to 1987 Glenn Herbold was Public Relations Director; by this time recruitment, development, and admissions were being administered out of other offices. The public relations responsibility of the school was gradually absorbed by the Concordia University Foundation.