By working with the media, educators can turn adverse situations to their advantage and create better school-media-community relations. Nine basic rules of thumb are presented for dealing with the media, and advice is provided for keeping the media informed and for crisis management. (Author/TE)

In the push for excellence in education, administrators may forget that dissatisfied teachers may weaken the educational program. Basic public relations principles and techniques can help administrators meet teachers' needs. (Author/TE)

Campus and alumni publications editors from a variety of colleges and universities offer suggestions for coping with issues of editorial control and conflict with administrators and readers, based on personal experiences. Trends in reader attitudes and administrative constraints are examined. Recommendations include editorial advisory boards,…

An effective camp marketing strategy should address both parents' and children's concerns that influence decisions about camp. Includes strategies for developing a targeted message through print media or video that addresses these concerns and persuades families to choose camp. Stresses the importance of following up with parents and children. (LP)

A foundation official offers practical advice for making a grant application more appealing. Pointers are given for the preparatory stage (planning a precise request, setting priorities, selecting proposal writers), making the presentation (precision, punctuality, polish), and preventing awkwardness in style and tone of writing. (MSE)

Based on experience with the 1994 earthquake, staff members of California State University at Northridge offer advice on coping with the aftermath of a crisis. Suggestions focus on early information dissemination both on and off campus, follow-up communication, finding things to celebrate, and remaining flexible and psychologically prepared for…

Large, flashy college fund drives may be falling out of favor with alumni and friends of the institution. Advancement professionals recount their experiences and suggest ways to adapt campaigns to new needs and environments. Inherent problems with large campaigns are enumerated, and the importance of clear communication to audiences on and off…

An informal survey of college editors via electronic mail (e-mail) found that many felt inter- and intrainstitutional e-mail was an efficient method of communication but also elicited some concerns. Some respondents noted it did not replace face-to-face communication; flaming and overload were also noted as negatives of e-mail. (MSE)

This article discusses the ways that universities deal with controversial issues that are widely publicized in the popular press. Citing specific cases involving the University of Virginia, the University of Utah, the University of Pennsylvania, and Brown University (Rhode Island), it examines institutional public relations in the wake of…

Outlines a five-step, reality-based process for dealing with special-interest groups: (1) value controversy; (2) know the school district's mission; (3) identify the interest groups; (4) choose an appropriate strategy--evasion, conciliation, bargaining, opposition, or consensus; and (5) periodically evaluate how the district has handled issues.…

In the probusiness 1980s, marketing and public-relations schemes were characterized as legitimate contributions to the curriculum, helpful teaching aids, or effective school-business cooperation models. By the late 1980s, commercialism in schools had become so rampant that Channel One was regarded as a school-reform proposal. Today, profit-making…

Cornell University (New York) president Frank H. T. Rhodes has been a highly successful fund raiser for the institution through his personal attributes and loyalty to the university. Rhodes postponed retirement to see the current fund drive almost to its end. Other accomplishments also distinguish his tenure as president. (MSE)

Posits that organizations in crisis situations must address multiple audiences with distinct needs. Analyzes the public communication offered by Jack in the Box restaurants during a food poisoning outbreak. Finds that ambiguity may provide organizations with a means for satisfying the divergent needs of their audiences--even where these distinct…

This interview with the executive director of the National Association for Gifted Children documents responses to questions about gifted program advocacy, including opposition to differentiated education for gifted students, effective lobbying techniques, and relationships with legislators and the business community. (DB)

Principles for college market research include (1) only ask relevant questions; (2) ask key questions often; (3) compare responses; (4) ask important questions of many people; (4) keep the research simple; (5) don't cut corners; (6) listen to the customer through focus groups and complaint systems; and (7) share the information with people who can…