This guide is one in a series of publications addressing a variety of topics related to both management and instruction in continuing education. Based on an earlier study, the guide shows how a number of effective continuing education managers have turned the challenge of survival into opportunities to become valued parts of their institution. Of the themes developed in the publication, one is central: understanding the problems of other units and managers in the institution and determining how a continuing education division is particularly suited to addressing these problems. The guide is organized in six short sections that outline the important steps in building support for continuing education within the institution: (1) presenting the "self," i.e., showing how the self-interest of the continuing education division serves the self-interest of other university divisions; (2) maintaining regular contact with influential members of the institution; (3) adapting to the institutional context; (4) serving the institution through collaboration; (5) building relationships in the institution; and (6) turning challenge into opportunity by relating division strengths to institutional problems and priorities. Ten references are included in the booklet. (KC)