Change or the prospect of change can bring new life to an institution. In education's competitive marketplace, planned change (as opposed to change in response to a crisis) is both inevitable and necessary. Ways to sail smoothly through name changes, mergers, etc. are discussed. (MLW)

Synthesizes findings of American and British studies on the influence that government sources, particularly public relations and public information officers, have upon the mass media agenda. Concludes that the difference between the countries in media reception accorded government public information subsidies may be due to differences in the…

Increased student and teacher involvement has turned back-to-school night at Channel Islands High School in Oxnard, California, into an event that welcomes parents and community members to an informative and entertaining evening at the school. (MLF)

Updates the 1979 Public Relations Society of America (PRSA) benchmark survey of entitlement attitudes to which respondents in a national sample felt they were entitled to have 18 items--from crime-free communities to the right to use drugs for pleasure. The new survey reflects a heightened sense of well-being in 1984. (SRT)

Delineates steps involved in developing a solid public relations image in a community college library. Focuses on planning, logo development, and internal and external systems of communication (e.g., signs, displays, informational materials, and speakers' bureaus). (DMM)

To illustrate the sorts of ethical quandaries institutional advancement professionals face, five fictitious case studies were compiled, including the matching gift muddle, deception dilemma, public relations predicament, vexing vendor, and the plagiarism puzzle. (MLW)

Media relations efforts at Wittenberg University are concentrated on newpapers, magazines, and radio and TV stations that will heighten the institution's visibility in the areas of student recruitment and fund raising. The college president is seen as the institution's chief public relations officer.

Discusses various concerns of teachers related to program success: an adequate instructional environment in which to learn, ample support services for students and teachers, guidance and counseling services, curriculum and secretarial services, individualized professional development, the need for administrative support, teacher involvement in…

Elementary teachers can increase public awareness of the value of social studies by having students conduct a sidewalk fair in a local shopping mall. One exemplary fair used the "Revolutionary Times" in American history theme; students read stories, showed filmstrips, and sang songs. Considerations for implementing a fair are discussed. (RM)

The public's attitude toward public schools is the topic of this interview with George Gallup, in which he discusses the impact of the mass media and recent national education reports, the need for schools to improve their public relations efforts, and the role of the principal in this. (DCS)

The chancellor of the University of Nevada system believes in the personal approach--corporate executive officer to corporate executive officer--to cement the types of corporate-campus arrangements that both partners find profitable and beneficial. (Author/MLW)

How alumni can strengthen a government relations program is discussed. Any government relations program tries to communicate higher education's importance to the economic and social growth of both the state and the country. No group can be more effective than alumni in promoting higher education as a political priority. (MLW)

Football success is found to significantly increase athletic contributions. Athletic contributions were also found to depend significantly upon football attendance, affiliation with the Atlantic Coast Conference, bowl participation, basketball winning percentage, state population, and professional competition. (RM)

A parent orientation program at San Diego State University is described. Parents orientations are scheduled in conjunction with a freshman orientation and advising program sponsored eight times a year. A program evaluation form is included in the parents' handouts. (MLW)

Presents nine public relations programs developed for a Connecticut elementary school that were adapted from other schools and tailored to the school's specific needs. (MD)