Different types of donors may respond better to different types of approaches. Models built for four major donor groups (alumni, nonalumni individuals, business organizations) are described. (MLW)

A managerial process for enhancing the image and public reputation of a higher education institution is outlined. It consists of five stages: market research; data analysis and market positioning; communication of results and recommendations to the administration; development of a global image program; and impact evaluation. (MSE)

A process for assessing and changing a college or university image is outlined. Steps include image assessment through any of several methodologies; identification of current problems, threats, and opportunities; formulation of the desired image; communication of the image with the public; and implementation and corrective action when necessary.…

President Richard M. Cyert of Carnegie Mellon University set establishing national visibility as a university-wide goal six years ago. The public relations office developed a hard-driving program centered on national media coverage. This program is described. (MLW)

The concepts of "image" and "image management" in higher education are relatively new outcomes of an overall debate about accountability. Competition for faculty, students, and resources demands that colleges and universities promote their faculty's good work. Public support and trust are critical to funding and understanding…

Development and application of the Educational Institution Image Instrument, designed to assess alumni perceptions of a higher education institution, is chronicled. Results showed it is a highly reliable scale containing five significant and interpretable subdimensions when applied to a random alumni sample. Implications for image measurement and…

Advice for colleges on how to identify, develop, and communicate a positive image for the institution is offered in this handbook. The use of market research techniques to measure image is discussed along with advice on how to improve an image so that it contributes to a unified marketing plan. The first objective is to create and communicate some…

The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and…

Improving college stature is an ongoing and essential process needed to regain public support and trust. Administrators can elevate stature through specific techniques in innovative planning, resource allocation, outcomes assessment, and image management, and they can communicate better with the public. (MSE)

Developing an effective communications program is crucial for the survival of colleges, universities, and independent schools because they must be well understood and have broad public support. This guide to media relations compiles articles from "CASE Currents" into five sections: "The Basics of a News Service" (17 papers);…

Pepperdine University's (California) 1980s fund-raising campaign was designed to raise overall institutional visibility, establish an image of quality education, improve institutional image in the business community, increase fund-raising momentum, and raise significant money for immediate capital needs. Theme, staffing, and advertising were key…