An institutional advancement administrator draws on experience running an office with limited resources to offer suggestions to others, including putting basics in place first, then fine-tuning them, and developing a do-everything publication, a plan for special events and fund-raising, an annual giving structure, and a strong core of volunteers.…

Surveys American public relations practitioners and finds that the majority of those surveyed said that their practices were not yet affected by globalization. Notes a strong perception that the impact will be realized in the future. Finds also a perceived need to develop a better understanding of the international marketplace and to upgrade…

Intelligent, abrasive, and combative, Baltimore County School Superintendent Stuart Berger is committed to fighting hard for change. Charged with implementing the district's ambitious educational objectives, Berger has pushed for all-day kindergartens, school breakfast programs, an office of family services, improved middle school programs, and a…

Explores the difficulties of crisis decision making and reveals how Exxon employed the maladaptive crisis response pattern of hypervigilant decision making during its initial response to the 1989 Exxon Valdez spill. Offers procedural changes which would benefit crisis management personnel facing a similar catastrophe in the future. (SR)

Finds few offerings of university courses emphasizing international public relations across the United States, despite global trends underlining increased internationalization. Argues that individuals and organizations must take account of those trends to stay abreast of the changing environment. (SR)

Describes a community awareness program exhibit used to inform the public about the role agricultural plays in society and in individuals' lives. (JOW)

A year ago, a small Maine high school used cutting-edge instructional methodology, aggressive public-relations strategies, and community input to place its art department at the center of school improvement. Implementation of an interdisciplinary art, business-education, and computer-science course has elevated the art department's status and…

Administrators are missing access to endless information and support if they disregard library media specialists (LMSs)' expertise. LMSs offer access to research, periodicals, and statistics benefiting the entire school community. They can contribute to public relations, facility planning, curricular tie-ins, technology training, grant-writing…

Examines the crisis-communication strategies employed by Odwalla, Inc. during its juice contamination crisis, a crisis whose impact on public health and safety gave it the potential for developing into an issue that required public policy relief. Finds that public-relations response strategies dominated legal response strategies, followed by mixed…

Offers principles for resolving ethical dilemmas in college alumni relations, based on a theory of decision-making using four ethical dilemma paradigms (truth vs. loyalty, individual vs. community, justice vs. mercy, short-term vs. long-term). Practitioners are urged to use quiet moments to reflect on and discuss ethical issues among the staff.…

Attempts to design a multiple-item, multiple-dimension organization/public relationship scale. Finds that organizations and key publics have three types of relationships: professional, personal, and community. Provides an instrument that can be used to measure the influence that perceptions of the organization/public relationship have on consumer…

An exploratory study surveyed 59 colleges and universities concerning their advertising practices, specifically media usage, importance of communication objectives for institutional messages, and the importance of audiences targeted for advertising. All major media were used by most of the institutions. Communication objectives mentioned most…

Discusses the importance of higher education public relations professionals playing a key role in institutional decision making and not being limited to the role of communication technician or information processor. Reviews studies on relationships between higher education and the media and between public relations professionals and…

Conducts a content analysis of web pages to examine 26 United States Masters degree programs in public relations for their degree requirements, core courses, public relations courses, and optional courses. Finds a lack of adherence to the recommendations of the Foundation for Public Relations Research and Education. (NH)

Reviews and analyzes (1) Congressional efforts, from l967 to 1973, to limit and control military public relations; and (2) the use of legal counterstrategies by the military that contravened the intent of Congress. Suggests that elected officials have limited power to control public relations programs in government agencies. (NH)