A Consensus Development Committee (CDC) was charged with responsibility for assessing the level of consensus on issue statements. The intention of the conference was to reach consensus on as many issues as possible related to curriculum and standards for marketing eudcation. Prior to the conference, authors of conference presentations and the…

A communication audit was conducted to diagnose and evaluate communication in a New York school district and to make general suggestions for improving communication. Based on pilot interviews of district and school staff and the general public, and on material from a Gallup Poll of the public's attitudes toward public schools, a mail survey was…

The Department of Education at Eastern Washington University has used several marketing techniques to improve its relations and image that are aimed towards several audiences, including the local and regional community, the legislature, current and potential students, alumni, fellow educators within the university, and regional school districts.…

This paper describes the contingent media relations policy employed by Rockwell International, the prime contractor of the United States space shuttle program, following the 1986 destruction of the Challenger, and evaluates that policy in terms of its utility to Rockwell and its impact on public dissemination of information about the shuttle…

Institutional stature, its development and determination, and strategies for its enhancement in colleges and universities are discussed. Focus is on the fundamental dimensions of stature, how it is affected by the external environment, and what colleges can do to improve it. Chapters are as follow: "Definition and Dimensions of Stature" (higher…

In 1987, a study was conducted through the Marketing Efforts of Community Colleges in America (MECCA) project to assess the scope and status of marketing/institutional advancement efforts among two-year institutions. Questionnaires were mailed to marketing officials at 331 community, junior, and technical colleges, requesting information on…

A guide to using public relations techniques to promote both everyday services and special events at libraries, this handbook describes and suggests ways to use library displays; in-house printing; the local media, e.g., radio spots and cable television; library programs; marketing and promotion; and fundraising, including the formation of a…

This paper reviews the historical experience of a new public relations program housed in a speech communication department (rather than in a journalism department, which is traditional), discusses some of the internal and external struggles experienced in the implementation and administration of the program, and reports on the placement of its…

This document examines the public relations activities occurring in K-12 and intermediate school districts, needs for other activities, and how Michigan School Public Relations Association (MSPRA) can assist. Written surveys were mailed to 394 K-12 and Intermediate School District (ISD) superintendents. Analysis showed that very few school…

A study explored whether public relations practitioners in one-way environments (press agentry/publicity and public information) and in two-way environments (asymmetric and symmetric) have different general attitudes toward research and whether they use social science techniques differently. A mail survey of 200 randomly chosen public relations…

A study examined structural determinants of opinion expression by merging two theoretical perspectives: the "spiral of silence" model advanced by Elisabeth Noelle-Neumann, and the structural approach to communication research offered by Phillip Tichenor, George Donohue, and Clarice Olien. The study also distinguished between different…

The role of the teacher in a positive school-community relationship is extremely important since it is the teacher who is the backbone of the educational system. Although school boards create school policy and administrators interpret these policies, teachers are the personnel who implement school policy. Teachers must also be prepared to make the…

With the increased interest in public relations education, it is important for educators to be aware of options available for enhancing the effectiveness of teaching in this area. A number of nonprint learning resources are available, including internships, in-class campaigns, and national competitions. Public relations internships are essentially…

Designed to assist public relations personnel deal effectively with print and non-print media, this booklet contains guidelines for: (1) analyzing an audience and selecting the appropriate media; (2) developing persuasion techniques; (3) writing for public relations; (4) determining newsworthy events; (5) detailed planning; (6) assessing results;…

This workbook was prepared for those interested in starting their own business, as well as business owners with many years experience who have never developed an organized promotional program. Introductory sections explain how to use the workbook and stress the need for promotion. The next sections outline the steps and ask users to respond to…