Obsession with institutional image, encouraged by the yearly rankings published by a major national news magazine, has led many colleges and universities to use questionable statistics to bolster public relations efforts. Manipulative reporting goes beyond standardized test scores to include athlete graduation rates and any other image-enhancing…

Many higher education institutions have allowed market fragmentation by permitting their names to be used in many forms and many ways. Specific techniques can be used to discover the power and value of the institutional name, identify what it communicates, and learn how to use it to convey identity effectively. (MSE)

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)

This proceedings presents the discussions, business meetings, lectures, and speeches delivered at the 104th Annual Meeting of The National Association of State Universities and Land-Grant Colleges, including the organization's financial statements for December 31, 1990 and 1989. In addition, the proceedings lists the past elected heads of the…

Although nearly all the world's cultures value philanthropy, few have a recent history of giving to education. If colleges and universities make the effort to motivate their international constituents today, these alumni, families, and friends can have a significant impact on the institution's future. The first step is for institutions to examine…

The "U.S. News and World Report" rankings of colleges do not affect institutions equally; the schools impacted most are those that have the most to lose because they benefit from, even rely on, the rankings for prestige and visibility. The magazine relies on the rankings for substantial sales revenues, and has garnered considerable power…

A school fund-raising drive for a young cancer victim at Twality Junior High School in Tigard, Oregon, became a legal hassle with the involvement of a professional fund-raising organization being investigated for mishandling funds. Advises making a thorough background check before letting anyone take custody of funds raised through the school.…

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…

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…

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)

Describes the way in which Wilfrid Laurier University (Ontario), an institution that had worked hard to improve its programs and reputation, addressed a disappointing ranking in a national news magazine. In cooperation with other educators, administrators, and institutional researchers, the university undertook a successful project to have the…

Two representatives of popular magazines that publish controversial rankings of colleges and universities respond to criticism of the rankings. Issues addressed include the need for third-party comparisons, the importance of institutional reputation, cooperation with the higher education community, changing methodology, data integrity, reader…

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…

It is argued that research testing the reliability and validity of college and university reputational studies should be conducted, a concern not raised by consumers and publishers. Two studies of "America's Best Colleges," published by "U.S. News and World Report," raise questions about the guide's validity and suggest that…