A little creativity can help produce positive perceptions of principals and their schools. Principals should bombard the news media, make positive phone calls, offer homework assistance, post assignments on cable television, use parent intervention, lure parents with special events, hold enrichment assemblies, set up a Hall of Fame, keep track of…

Outlines the development process and essential elements of a crisis communication strategy. Key steps include: (1) selecting a spokesperson; (2) publicizing the spokesperson's identity; (3) preparing a crisis notebook; (4) providing cell phones; (5) choosing a news conference location; (6) rehearsing crisis scenarios; and (7) obtaining interview…

Contends that the management of relationships with stakeholders, key publics, and clients is central to the practice of public relations. Explores whether these relationships can be managed effectively within the changing communication environment of e-mail and websites. Discusses the ways in which practitioners are adjusting to these changes both…

Examines technical communication programs outside the United States and comments on such features as their location in the university structure, links with public relations, the inclusion of internships or practicums, the balance of theory and practice, and typical course offerings. Lists a dozen major programs in seven countries. Concludes that…

Steps in developing a major college donor weekend program are outlined, including goal setting; tailoring events to reflect the best the institution has to offer; drafting an appropriate guest list; calculating costs; dealing with common problems such as low attendance, damaging media coverage, and guest list errors; and getting feedback. (MSE)

With newspapers facing the worst economic slump in the business since the early 1970s, less newspaper space and broadcast time mean less focus on education and harder work for campus public relations professionals who want to get their institution's story out. Several specific techniques and considerations are proposed. (MSE)

Examines the role of rhetorical strategies in repairing damaged corporate relationships. Demonstrates the utility of an integrated model (multiple-publics concept and strategies of apologia) to corporate public relations through a case study of Union Carbide's justification of the Bhopal gas leak. (KEH)

Television's confrontational reporting practices make media training necessary for administrators and public officials. Participants can learn to control anxiety and appear more credible in interviews. Personnel and public relations coordinators can develop inhouse media experiences or choose among external vendors of media training. (Author/SK)

Reports findings of a nationwide survey of public relations professionals to investigate the full extent of recent public relations research activities. Finds a growing recognition that research is an integral part of public relations planning, program development, and evaluation process. Reveals that most public relations research is currently…

Although individual school performance reports are fairly common and have varied uses, many administrators question their value, pointing to costs and the minimal impact they seem to have on parent participation. In fact, local new media and realtors show more interest in these reports than parents do. (MLH)

Matching the celebrity graduate to the celebration calls for careful coordination of styles, schedules, and expectations. In producing a star-studded extravaganza using alumni, make sure the campus has the right resources. Often the celebrity will take the initiative in shaping the nature of their commitment. (MLW)

The Senior Alumni Program at the University of Western Ontario is a logical variation on alumni special-interest groups. Currently with 500 members and 400 on the waiting list, the only problem is limited staff and meeting space. The group provides the university with a talented, active volunteer force. (MLW)

Offers suggestions for making urban communities efficient, attractive, safe, and supportive of education. Advises urban school leaders to set high expectations for students, build less bureaucratic administrative structures, initiate a comprehensive renewal program, and create a support network beyond the school. Includes 10 references. (MLH)

Ways to fund a publications office and the merits of charge-back systems are discussed. Every charge-back system differs. Some offices try to cover costs; others bill for overhead. Some alternatives to charging are described. (MLW)

Publications administrators can freshen stale publications by updating vision, methods, and attitude. Ways to avoid the staleness trap include: critique work systematically, pick the right boss, look at the best work around the country, staff with young people, etc. (MLW)