Provides a systematic framework for strategic counseling (as opposed to message production only) in public relations via careful study of client's social, political, and economic contexts. (SR)

Investigates academic course areas that public relations executives foresee as important to the practice of public relations in the 1990s. Finds major emphasis on areas traditionally outside public relations education. (SR)

Identifies and compares the perceived educational needs of advertising and public relations practitioners. Explores differences between practitioners in small versus large markets, and assesses practitioners' beliefs about integrated marketing communications (the merger of advertising and public relations under a single organizational unit). (SR)

Finds that members of the Issues Management Association were more positively involved with two procedures--"environmental scanning for emerging issues" and "developing communication plans about the issues"--than were other public relations practitioners. Finds that respondents were highly likely to use advanced communication…

Issues management in college public relations involves identifying issues and trends early, debating alternative responses, deciding on the best approach, and designing and carrying out an action plan. Experience at the University of Minnesota with the issue of animal rights has shown the method can be very useful. (MSE)

Eastern Michigan University's logo depicting a Huron Indian was discontinued in response to concern about use of American-Indian names and symbols. The process of developing a new logo design compatible with institutional values and goals illustrated that moral indifference in integrity and values is antithetical to institutional mission. (MSE)

Chronicles development and production of television series, "The Counseling Forum," that deals primarily with mental health counseling issues for broadcasting on Public Broadcasting Service, educational, and cable stations. Provides specific steps that mental health counselors can follow in development and production of television series as public…

Difficult financial times are not the time for college to allow fund-raising, alumni relations, and public relations efforts to slow down. If advancement has served the institution well, it can draw invaluable support from the alumni and friends it has already cultivated. (Author/MSE)

Examines the relationship between technical writers and their texts. Suggests the amount of ownership any writer has varies depending on context; therefore, in technical writing, the more a document represents an organization, the less likely the words and ideas are to be solely under the control of the writer. (NH)

Advice on creation of effective videotape recordings for use in alumni affairs is drawn from the experience of a number of colleges. Suggested uses include special events, lifelong learning, admissions, video magazines, and development. Specific do's and don'ts for production are also offered. (MSE)

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…

This theme issue includes 11 articles on public relations (PR) in special libraries. Highlights include PR at the Special Libraries Association (SLA); sources for marketing research for libraries; developing a library image; sample PR releases; brand strategies for libraries; case studies; publicizing a consortium; and a bibliography of pertinent…

Considers the proper relationship between the profession of public relations and the long national commitment to freedom of expression in the United States. Describes how that relationship and its ethical commitment should inform public relations activities. (HB)

Describes activities sponsored by some of the 28 state Centers for the Books, affiliated with the national Center for the Book at the Library of Congress, that were created to stimulate public interest in books, reading, and libraries. Highlights include electronic bulletin boards, satellite conferences, and children's book fairs. (LRW)

Finds that role as a technician, perception of public relations as a secondary function, organizational turbulence, and dependency on private gifts lead to the takeover of the public relations department by professionals from outside public relations. Theorizes about external and internal factors contributing to this. (SR)