Managerial processes used in developing programs to improve an institution's public image are outlined, drawing on both theory and experience in college administration and public relations. Eight case studies provide illustrations. A five-stage managerial plan is presented. (MSE)

Faculty can be helpful by providing commentaries to newspaper op-ed pages, but such a public relations program requires consistency, tact, good internal communications, thoughtfulness, and marketing skills. (MSE)

Local districts can assess public opinion concerning the schools by adapting the questions asked and the data analysis methods used in national Gallup polls for use in local surveys. A comparison of national poll results with results of polls in four Arizona cities illustrates the value of this concept. (PGD)

Anecdotes about fund-raising from the experiences of a variety of institutions reveals that communications problems, in various forms, are at the heart of many fund-raising problems. Among the ideas presented are the use of large donors to solicit other donations, trustee assistance, persistence in asking support, and alumni matching funds. (MSE)

Survey of public relations practitioners and educators shows strong agreement for (1) changes and improvements in public relations education; (2) more business courses and greater emphasis on social science research; and (3) separate degree programs, not public relations majors within a journalism degree. For journal availability, see CS 705 902.…

Develops a typology of corporate advocacy advertising and examines why corporations have begun to present their political perspective directly to mass audiences. Categorizes corporate advocacy ads as public interest, participation, patriotic, free enterprise, controversy, equal time, image, informative, advertorial, and recruitment. (PD)

An elementary school physical education teacher's approach to public relations with parents and with the school community is outlined. Public relations efforts include: (1) the ability and desire to communicate; (2) organization of special demonstrations where students can display their skills; and (3) a physical fitness program for children. (PP)

The use of computers at the news bureau at East Texas State University is described. With over 100 terminals all over the campus, some departments write their own press releases and send them to the news bureau electronically for editing and release. Stories can then be directly sent to wire services. (MLW)

Discusses factors involved in the decision to use electronic media in educational marketing. Explains the use of public service programing and paid commercials, including the information needed from the station, the possibility of in-house production, and methods of choosing the medium and air time to purchase. Mentions alternative media and…

In the Greenwich (New York) Central School District, after a complete engineering study determined the renovations needed, the superintendent and a citizens' committee sold the community on a bond issue to reroof four buildings with a silicone urethane system. The bonds will be paid back from savings on energy costs. (Author/MLF)

Few colleges and universities are putting enough emphasis on corporate support. Six actions aimed at raising money from corporations are identified: appoint a director for corporate relations, target corporations, cultivate corporations, make proposals, reward a corporation by informing it of project results, and recognize the corporation with…

A national survey reveals increasing attempts to challenge or restrict the books available to students. Schools need to establish a book selection policy, a method for dealing with complaints, and better communication with the public. (Author/JM)

Described briefly is a course on arts advocacy designed so that guest speakers representing a broad base of organizations and/or legislative oriented groups could create action and movement to enhance arts education through networking and other sophisticated strategies. The course became a consciousness-raising event. (KC)

Describes the characteristics essential to conduct a good public relations program for the school library media center. Negative views of libraries and librarians are discussed, and strategies for enhancing the school library media center image are presented. (Author/BK)

Alumni media experts were asked to donate their time and talents to the Wittenberg fund raising campaign. A Communications Advisory Committee was formed and a comprehensive public relations plan was proposed to penetrate media in selected areas. Some committee suggestions included faculty interviews, editorial support, public service time. (MLW)