Discusses a variety of fun activities that college and universities can develop as alumni fund-raising events: a golf tournament; scholarship auctions (silent, on-the-spot, live televised, and live); charitable raffles; duck dashes; themed banquets; and a tuition raffle. (MSE)

Increasing skepticism was identified as a key trend in a recent American Journalism Review assessment of media coverage of higher education. However, this trend is hardly new, as American colleges and universities have been subjected to intense media scrutiny for at least the last two decades. This article examines the frequently adversarial…

Effective communication and public relations are recognized as core competencies for school administration as evidenced by national standards guiding preparation and licensing in most states. Even so, surprisingly little research has been conducted by doctoral students and professors on these two subjects. This article presents a case for…

Collaborations between law enforcement agencies and elementary and secondary schools focus on the provision of education to students, the safety and security of school property, and public relations efforts aimed at changing youths' attitudes toward the police both inside and outside of schools. The use of police officers in school settings…

One of ACTE's goals is to improve the image of career and technical education (CTE) through outreach to the media. As media relations manager, the author receives calls from reporters asking questions about the types of students who participate in CTE. Reporters often have a misconception that CTE students are troubled or "at the bottom of the…

This case, based on actual events, was developed for a course in educational leadership or media management. Students will test their own processes for ethical leadership through this complex crisis in which a superintendent must decide whether to take public responsibility for questionable decisions made by his staff. This case highlights the…

The term "tuition driven" no longer pertains only to private colleges. As state appropriations to public universities dwindle, more colleges are relying to a greater degree on keeping classes full in order to generate revenue. The fact is, virtually all institutions are essentially tuition driven. Although trustees generally understand what being…

This qualitative exploratory paper investigates whether communications/public relations is regarded by opinion formers in UK education as a strategic business activity or a tactical marketing tool. It is based upon depth interviews with 16 senior managers with strategic roles in UK higher or further education, or Government bodies, conducted…

Canadians live in a world of mega-spin where public relations corporate lobbyists play an increasingly larger role in news-making. To resist this trend, I have studied political ideology to understand the relationship between corporate media and systems of social, economic, and political power, and their hegemonic function, and indicate the bias…

Public relations textbooks and the literature in public relations do not discuss issues management (IM) in terms of nonprofit organizations, focusing instead primarily on corporate activity. Yet nonprofits have serious need for IM, particularly since it is the nonprofits that will be providing the leadership in diversity and multicultural efforts…

Noting that many public relations practitioners are increasingly recognizing the value and use of theory and theory building as a foundation for understanding, researching, and writing about organizations, this paper examines the marriage of theory and practice of writing public relations materials for a client. The paper begins with a discussion…

Recruitment of participants is a long-standing practice for many programs serving children and families, although the way in which it is approached varies greatly. This volume is presented as a practical tool for practitioners to use in systematizing their recruitment efforts. Section 1, "Reaching Diverse Families," contains an…

A case study analyzed a special event, AmeriFlora '92, held from April 1992 to October 1992 in Columbus, Ohio. AmeriFlora '92 was established as a temporary organization covering nearly 8 years of planning, operations, and dismantling. The lack of attendance and the resulting financial impact inspired a major effort to examine the role of public…

Teaching public relations from an American perspective should be reconsidered: current textbooks barely mention multicultural and international concerns except in most cases as a secondary issue. The current paradigm emphasizes the media with the first amendment serving as the cornerstone of the emphasis. The American approach to international and…

Public relations has been caught up in the drive to internationalize business. Organizations are now dealing with global constituencies on a more frequent basis, which increases the demand for international public relations. One concern raised by this development is whether or not theory and research are keeping pace with the international needs…