Finds that key issues recurring in articles regarding public relations firm-client relations were concerns over knowing each other's businesses, contributing to a consistent communication flow, finances, and "chemistry." Finds that conflict issues for public relations firms parallel those for advertising firms as reported in the advertising agency…

To promote positive relationships between communities and schools, programs must find a way to communicate with an increasingly diverse audience. The role of a community education/school community-relations director should be envisioned as a series of processes that complement one another. (JOW)

Deals with public relations education in the People's Republic of China. Discusses historical precedents, the evolution of this new field, public relations curricula, problems and challenges, and needs and considerations. (SR)

Outlines briefly the history of this special issue on education in public relations, noting that its articles represent summaries of the work and findings of the National Communication Association 1998 Summer Conference. Notes the structure of the task force and task teams which carried out the work of the conference. (SR)

Presents a review of the developments which led to the establishment of the public-relations occupation in Britain. Discusses themes of democracy and totalitarianism, propaganda, bureaucracy, and professionalization. (RS)

Incorporates the management literature on crisis to create a model that can be used to assess the seriousness of crisis. Extends the model for use by public-relations managers. Concludes with suggestions that will modify approaches employed and improve the effectiveness of public-relations professionals in their role as crisis managers. (RS)

Uses participant-observation, key informant interviewing, and document analysis to generate a broad understanding of the ways in which counselors advocate for their profession--the elements of an advocacy effort, the possible strategies for advocating, and the people or organizations counselors target when advocating. Compares research results…

Explores students' perceptions of gender issues in public relations. Finds that there were no statistically significant differences in male and female students' desires to perform managerial activities, but there were statistically significant differences in several areas (i.e. female students expect to earn less money starting out and to be…

Print public relations (calendars, newsletters, and annual reports) are not enough. Schools need effective two-way public relations programs that are high-priority, have adequate budgets and staff training, capitalize on new technologies, involve local education reporters, and feature board meetings and informal luncheons held throughout the…

Outlines a framework which uses the rhetorical approach of generic criticism for the analysis of issues-management campaigns (instances of public relations discourse in which an organization makes explicit efforts to influence public policy). Outlines organizing principles, situational requirements, and substantive and stylistic characteristics.…

Contends activists have a new weapon (the Internet) which can change the organization-stakeholder dynamic. Uses recent development in stakeholder theory to explain how the Internet, when used effectively, can allow activist groups to become more powerful and to command the attention of organizations. Illustrates the theoretical points presented…

Discusses how Columbia University is rethinking its judicial code after being embarrassed over criticism led by the Foundation for Individual Rights in Education (FIRE), a civil liberties group with a flair for public relations. (EV)

Customer service can help increase camp enrollment, set the camp apart from competition, and improve camper retention. Strategies include encouraging parent and camper feedback; using proper telephone etiquette; handling complaints professionally; increasing parent contact; and surprising families with gifts, discounts, and other special offers.…

Reports on an exploratory study that seeks to build theoretical understanding of how public relations practitioner involvement in one type of strategic organizational decision making--strategic issue diagnosis--is related to shared values with top management, diagnosis accuracy, strategy pursued, and the power of the public relations function. (TB)

Public opinion polls document rising concern about college costs among average families. Educators feel the media have misled the public on this issue. Others feel the media have simply accepted at face value the message supplied by colleges and universities and painted in black and white a complex reality that has many shades of grey. (MSE)