New college fundraisers are encouraged to be optimistic, act confident, ask for a specific amount, and expect a positive answer when requesting a donation. Anecdotal evidence illustrates how effective this approach can be, and how the benefits extend beyond achieving a fundraising goal to inspire others about the college. (MSE)

Qualitative critical analysis examines how competing identities are managed within the environmental movement. Both mass media and in-house publications of environmental organizations served as data. Identifies and assesses primary identity problems and management strategies for each activist constituency. Discusses the implications of image…

Research projects within the European Community (EC) have used different strategies and instruments for information dissemination and lobbying on national and international levels. The scientific community must have stronger autonomous representation in Brussels as an equal partner of the EC bureaucracy, similar to that in some member states.…

It is proposed that developing a new institutional image can be 95 percent politics and 5 percent design but that a well-managed program can amplify and unify thousands of visual contacts with the college's publics. Eight steps are offered to guide development of a meaningful and effective identity program. (MSE)

An informal survey of 27 Kansas public and private 4-year institutions of higher education revealed most did not have aid information packets designed for marketing; the quality of materials and response time was unrelated to institution size; many did not respond satisfactorily; and financial aid offices did not take a team approach in…

Argues for the importance of weaving disability issues into all the courses in a journalism curriculum. Discusses ways to do so in classes on the news editorial, on public relations and advertising, and on mass media history, policy, and ethics. (SR)

Finds that most students spend 10% or less of their MBA education on communication topics. Argues that, although there has been an increase in communication offerings, MBA programs are remiss in reshaping curricula to conform to the new skills required of business managers and leaders. Offers suggestions for public relations faculty involvement in…

Americans understand little about college costs, in part because mass media report the issue inadequately. If colleges want their stories told better, they must be more open with information, even answering uncomfortable questions or explaining embarrassing facts. If journalists see that institutions are making efforts to control costs and relieve…

Discusses the active advocacy role of teachers of gifted children. Describes basic principles of advocacy, the importance of effective communication and transactional communication, the need to focus on single issues and keep the message simple, letter-writing and phone calls, and dealing with the media. (CR)

Discusses strategies for success used by the seven libraries that have won the Library of the Year award sponsored by Library Journal and The Gale Group (formerly Gale Research Inc.). Highlights include self-promotion; recognition for innovative planning and programs; fundraising benefits of winning; public-relations benefits; community benefits;…

Proposes, in general terms, three interrelated actions to begin to address the problems facing higher education English departments: (1) an enhanced public relations campaign for higher education; (2) greater collaboration with secondary schools and community colleges; and (3) an elevation of self-image and healing of the internecine stresses…

The Greendale (Wisconsin) School District uses sophisticated, two-way communication and marketing strategies to find out community concerns, gain a better understanding of all the groups in the district, create trust, and put constructive criticism to good use. "Relationship" marketing actively seeks out input from both supporters and…

Finds that a majority of advertising and public-relations interns found their internships successful. Indicates that successful internships depend on predictors given the least attention by school programs: quality of supervision was the most important single predictor variable, followed in importance by organizational practices/policies, positive…

Prevention/intervention approaches such as violence-prevention curricula and conflict resolution are insufficient security measures. Three reasons for conducting school-security assessments are to prevent violence or prepare to manage it effectively, reduce risks and liability, and improve public relations by communicating commitment to school…

Public confidence figured significantly in the Rockwood (Missouri) School District's improvement efforts. Rockwood's public-engagement strategy is based partly on meeting people where they live and work and partly on Spotlight Productions, a conceptual visual and performing arts/community-education center that allows observation of school programs…