Marketing professionals offer these suggestions to college communicators: segment audiences; convey the campus' position on issues; express the same theme in various communications; frame the message in the context of meeting the audience's needs; let editorial content guide design; use sophisticated but cost-effective design; solicit opinions;…

A survey of 1,967 alumni of a college school of business was designed to enhance strategic institutional planning. It had four objectives: (1) to identify skills developed or enhanced by the program; (2) to identify program strengths and weaknesses; (3) to determine levels of expectation and student satisfaction; and (4) to identify issues for…

A veteran school leader advises aspiring superintendents to focus their job search according to desired geographical area, type of community, and salary range and to prepare thoroughly for interviews. On-the-job success strategies include watching professional image, finding out about predecessors, communicating educational goals, honing public…

Presents a multipart exercise developed to facilitate a semiotic approach for teachers of journalism courses concerned with feature writing and photography, in advertising copywriting classes, and for public relations projects involved with image development. Notes that the lessons for each sequence are based upon a process of discovery through a…

Examines the role of marketing in the management of libraries. The role of public relations (PR) in the total marketing concept is discussed, surveys that have explored PR efforts in academic and public libraries are described, and changes affecting libraries that marketing efforts could help to manage are discussed. (seven references) (LRW)

Conferences, conventions, and publications aimed at HPERD professionals seek to improve the public image of physical education and its related disciplines. Adopting a marketing approach offers a framework and stimulation to accomplish such a task. (Author)

Two retired university public relations professionals (Ray Colvig and Bob Beyers) are profiled, and their reflections on changes in higher education and campus public relations are offered. Both argue that uncompromising commitment to integrity, support of administration and colleagues, making oneself available, and making academics a priority are…

Planning can help college public relations officials make the most of their time and energy. One approach includes reviewing institutional mission and strategic plan; setting department goals; identifying and targeting audiences; establishing interdepartmental links; and setting out action, crisis, budget, and evaluation plans in writing. (MSE)

Describes the growth and maturation of public relations education in the United Kingdom up to 1987. Discusses the first academic programs, certificate and diploma programs, and in-house public relations training. (SR)

This article discusses reasons why a number of colleges and universities are privatizing (having outside sources take over) some administrative and support functions such as publications as well as reasons why other institutions have rejected this growing trend. In each case, true costs of the change are a central consideration. (MSE)

The ways in which advancing technology will affect college and university public relations and the mass media in the next century are examined, and a survey of 60 campus public relations specialists and 40 journalists concerning predicted changes is reported. Implications for campus communications with the media are also discussed. (MSE)

Links ethical theories to the management of the product recall of the Perrier Group of America. Argues for a nonsituational theory-based eclectic approach to ethics in public relations to enable public relations practitioners, as strategic communication managers, to respond effectively to potentially unethical organizational actions. (SR)

Discusses the gradual rise of free print media, Western-style advertising and marketing, and limited public relations in Hungary in its first four years of democracy (1990-94). Notes how Hungary's first democratically elected government failed to understand the public relations implications of a free press, made one public relations mistake after…

To help sell a school bond issue in Akron, Ohio, the district recruited speakers that the voters could identify with: coaches, school board members, ministers, parents, senior citizens, and key school staff members. Speakers were brought together for a training session to go over presentation skills and the key selling points identified by the…

Uniform reporting standards and better communications about how college development campaigns and endowments benefit the institutions can thwart public resentment of higher education fund raising. Institutions must be scrupulously honest and fair minded in reporting gifts and assure that the public knows the reporting is ethical. (Author/MSE)