An interview with Philip Kotler, the Harold T. Martin Professor of Marketing at Northwestern University, is presented. Three approaches to marketing are identified: product-oriented, hard-sell, and building satisfaction in a long-term clientele. (MLW)

Suggests several techniques principals can employ to increase media coverage and public knowledge of the positive side of local educational developments. (PGD)

An alumni survey is an unbeatable tool for realizing and tapping the potential of alumni. It can also help win recognition of the importance of alumni constituency. A comprehensive survey creates an effective database on each alumnus. (MLW)

Reviews the concept of campus image and provides examples of successful working relationships between colleges and potential employers. Points out considerations for building a comprehensive college relations program including careful research on individual campuses, accurate synthesis of information, thoughtful consultation with campus…

CASE's 1984 Volunteer of the Year award went to Frank Owen Heywood Williams for his work with Renbrook School, where he founded a Grandparents' Group six years ago. He has raised funds for colleges, independent schools, hospitals, ballet companies, music festivals, and political parties (MLW)

The Princeton Parents Project, a survey of Princeton parents, is described. The project was designed to strengthen communication with and activities for parents of undergraduates, and to acquire information that would be helpful to other institutions. (MLW)

Applies a marketing management model to the revitalization, or remarketing, of continuing education. Assesses the potential of continuing education as a higher education market. Suggests surveying present students, developing and quantifying hypotheses, applying new technology, promoting selected benefits, approaching areas of opportunity, and…

Attitudes about college marketing have hindered its progress. It is an informative process with strong feedback, including such elements as information gathering, travel, development of a marketing or public relations plan, organizational communication, institutional adaptation to the current market, and administrator input. (MSE)

Geography needs a good public image. This cannot be achieved through the geographer's traditional publishing channels. The media should be used. (RM)

Although research and evaluation are considered important to the successful execution of public information programs, this survey of top federal information officers reveals that almost no research or evaluation is conducted. Reasons for the discrepancies between theory and practice are discussed. (PD)

The author's advice on planning parent-teacher conferences to improve parent-school relations includes helping teachers develop better interpersonal skills, making sure parents know about the event in advance, scheduling with parents in mind, and taking extra care to make the school clean and attractive. (JBM)

A series of guidelines for generating positive relationships between publications' staff and the student body, faculty, administration, school board, and community. (CRH)

This discussion of reference service with cartographic materials focuses on the importance of public relations (analysis of user needs and available resources); communications (displays, acquisitions list); location of the collection; the reference process and interview; and reference services in the future. Twenty references are included. (EJS)

Research administrators can avoid falling into bureaucratic traps by (1) understanding what is important and what is subordinate to it; (2) becoming a better manager; and (3) improving public relations by being more accessible, soliciting complaints, consulting, supporting clients, making the rules work for clients, and educating clients.

Describes the methods a school board used to recruit students for its vocational education programs. Methods include buying radio time and running public service announcements on radio, newspaper advertisements, direct mail, billboards, newsletters, slide/tape presentations, brochures, displays at shopping malls, and promotional items (calendars,…