Discusses a study designed to determine existing trends in the backgrounds and qualifications of public relations instructors and how these might affect public relations education. Available from: Public Relations Review, Ray Hiebert, Dean, College of Journalism, University of Maryland, College Park, MD 20742. (MH)

Defines and traces the origins of the consumer movement and uses communication theories to explain the effects of the movement. Available from: Public Relations Review, Ray Hiebert, Dean, College of Journalism, University of Maryland, College Park, MD 20742. (MH)

Defines and clarifies the role of educational public relations in relation to student achievement. This communications process, which improves organizational understanding and climate through broad community involvement, should be given top priority by educators and citizens. (CJH)

Presents an inventory to assess district-level and building-level employees' perceptions about management and communication in their school system. Includes an explanation of how to use the inventory for application to local concerns and a 10-item "climate inventory assessment factors" inventory. (CJH)

After South Lyon Community Schools (Michigan) lost their first tax levy campaign, a committee formed to interview voters and devise a new plan discovered that voter priorities had been overlooked. The solution--enlisting community support and communicating the importance of voters' priorities. An inset provides specific campaign techniques. (MLH)

Answers pertinent questions about the use of corporate communication policies, based on evaluation of written policies and in-depth interviews with corporate representatives. (JC)

Student interest in computing and computer services on campus is causing colleges to rewrite brochures, but student misinformation or lack of knowledge about computing remains a problem. (MSE)

Many institutions have adopted the guidelines on AIDS in "The General Statement on Institutional Response to AIDS," written by the American Council on Education in cooperation with the American College Health Association. Three steps for developing a campus response include designate campus committee, develop education program, and…

An effective level of public relations skills is recommended to be incorporated in the generalist undergraduate curriculum. A unit of study developed for a senior seminar field instruction course is described. (Author/MH)

A study of community college faculty and administrators' preferences for possible college directions and institutional images, their congruence, and their relationship to certain demographic variables, is reported. Support of the comprehensiveness of community colleges was found to be high. (MSE)

Ways in which public relations professionals deal with negative publicity are discussed, including: keeping cool, take charge of the story, designate credible sources, hide nothing, react carefully to errors, watch for reporting trends, take advantage of the attention, and communicate with constituents. The best measures are seen as preventive.…

The author reports student recruitment practices for vocational education that were identified through several studies on the recruitment question. Emphasis is on communication between vocational educators and students, parents, and counselors. (CH)

Indicates that communication students may not develop a particular skill because there are not enough courses to give attention to all the details. Presents techniques for developing the important skills journalism students must develop. (JK)

Catalogs various internal constraints under which many public relations practitioners work, including constraints on (1) access to management; (2) information collection; (3) dissemination of timely, accurate information; and (4) the public relations mission. Reports that most practitioners see organizational constraints as more of a problem for…

Based on recent bitter experience, this article tells districts how to prepare for a teacher strike. Administrators should assess their public relations program and the strength of their board, know their adversary (the union) and the bargaining process, asssess the management team, and plan strategically. (MLH)