Suggestions for learning to take photos that bring faculty members to life and reveal as much as possible about what the subject is really like, include: establish rapport, keep eyes open, do homework, strike the right pose, pick the perfect setting, shoot plenty of film, and go to class. (MLW)

Four direct mail pieces show how alumni associations find their way to reach former students. The schools are Emerson College, Episcopal High School (VA), Emory University, and University of California, Santa Cruz. (MLW)

While mega-goal fund raising campaigns are an increasingly popular strategy, the nature of the comprehensive campaign can be confusing to constituents. Trustees must be able to explain the goal, or the campaign might lose credibility. (Author/MSE)

High School and college coaches are offered tips for better coach-media relations. Suggestions are given for making the media's job easier, thus resulting in better coverage. A sample format for a Post-Game Fact Sheet is included. (IAH)

The promotional campaigns of three colleges who attract nontraditional students are described. Metropolitan Community Colleges (Missouri) showcase alumni success stories and faculty profiles. The University of Maryland University College uses ads in regional newspapers. The University of Richmond University College uses advisory boards made up of…

Reexamines the assumptions and conclusions of "The Velvet Ghetto" data and other gender-related research on public relations salaries, roles, and status, in an attempt to identify counter-arguments or attempts to change the issue with respect to gender. Suggests how to examine the counter-arguments qualitatively and quantitatively. (MS)

Most news organizations today are ill-prepared to write about higher education. Colleges and universities must learn to recognize what reporters need and work to educate them. (MSE)

On becoming president of the University of Miami, Tad Foote began a long-term campaign of media access, making a point of being both honest and available. His experience as a former journalist helps him both understand the needs of news editors and write articles himself. (MSE)

Since 1985, when Memphis State University was cited as having the lowest graduation rate in the nation for basketball players and was accused of exploiting Black athletes, academic and athletics administrators have instituted a strict academic support program for all athletes, with encouraging results. (MSE)

Argues that the public relations and advertising disciplines are inextricably linked and should be related in a cohesive writing sequence. Emphasizes that beginning advertising and public relations students should develop their news writing skills. (MM)

Since the media seldom feature good news about education, principals need to highlight elementary school children's reading and writing accomplishments. Principals can hear students read aloud in the hallway, send interesting compositions to the superintendent's office, and post creative writing efforts on the walls of local banks, pizza parlors,…

Examines (1) definitional hegemony as one of several rhetorical options available to issue managers; (2) the post-accident rhetorical context of the Three Mile Island nuclear crisis; and (3) the specific strategies utilized to deal with this crisis. Assesses the nuclear industry's public relations efforts. (MS)

Public relations offices are playing a major role in management by providing more forecasts and analysis. A checklist is provided to help public relations offices evaluate their contribution to management. The list is designed to point out weak and strong points. (MLW)

Surveys members of the Sierra Club to examine the link between two theories of public relations: a situational theory of publics; and an organizational theory of the relationship between environments and the public relations behavior of organizations. Reports that findings support the situational theory of publics. (MM)

Urges Catholic educators to develop a crisis communication plan to ensure that all communication with the press and public is handled promptly and thoroughly by a designated spokesperson. Describes workshops which simulate real-life challenges as a means of testing crisis management plans. Offers guidelines for the development of a crisis…