Because of real estate tax problems, most college stores are unable to advertise off campus, but at the University of Rochester the public relations department periodically prepares a news release that centers around the bookstore. Another public relations tool, a pamphlet with rules, procedures, and operational information, is reprinted. (MLW)

Six suggestions are made for initiating, improving, and strengthening intramural and recreational programing in high schools. (JD)

Describes Project Good News, a total media campaign to promote Minnesota's vocational education system. (JOW)

Outlines attempts to establish a code of ethics in the advertising profession. Contends that advertising ethical codes and self-regulatory mechanisms are designed to present the impression of professionalism and to combat perceptions of the need for outside interference, and thus serve as superficial public relations tools. (JMF)

Describes how a library cooperative can use marketing analysis and other tools to move successfully from an institution-based business to a network-based business that will better serve individuals who need information. (CHC)

Advertising is seen as an important part of any college marketing strategy. A well-planned advertising campaign can increase public awareness and reinforce the positive attitudes of current students toward the program. Objectives, reaching the right people, and marketing strategy are discussed. (MLW)

Reviewing the importance of close communication with legislators, this article provides guidelines for writing and providing information about vocational agriculture. Guidelines for planning a visit by the legislator to the local vocational agriculture program are also presented. (LRA)

Advocates development of libraries through statewide approach, using as an example the West Virginia library system where a conference on libraries was sponsored to increase citizen awareness and involvement. Workshops, outreach programs, open access, and library sharing are tools mentioned to make the library more useful to the individual. (SW)

Presents results of a Delphi study, conducted at the 1977 annual seminar of the National School Public Relations Association, to delineate the high priority tasks of a school district public relations officer or educational information specialist. (SJL)

The role of the school public relations director is rapidly changing from that of a journalist to a manager of a complex information system. (Author/MLF)

College and university public relation specialists are offered guidelines for getting stories published in magazines, including awareness of the market, characteristics of different publications, and tailoring the material to fit the publications. (JMF)

Methods for establishing an advertising budget are reviewed. They include methods based on percentage of sales or profits, unit of sales, and objective and task. Also discussed are ways to allocate a promotional budget. The most common breakdowns are: departmental budgets, total budget, calendar periods, media, and sales area. (JMD)

Rural senators were found to be more accurate in assessing their constituents' opinions and were more likely to vote according to the wishes of their constituency than were urban senators. (KS)

Examines the relationship between public relations practitioner and journalist in the transmission of the language of science to the public. The grammatical structure of original press releases was compared with the resulting newspaper stories for both science and nonscience releases to determine differences in syntax and editing. (Author/LRW)

Examines October 1992 press releases distributed by the public relations staffs of the major political parties to determine whether they established issue salience. Concludes that an active public played a pivotal role in issue ordering, helping determine the presidential election outcome. Posits that one reason for increased audience influence is…