Notes that a developing multimedia network to connect three campuses allowed students in a Media, Religion and Cultural Identity course, national spokespersons, editors, and journalists to discuss the role of mediated religion, its impact on public opinion and on popular culture. Considers how a learning community was created. Argues for…

Presents a marketing-based approach to college recruitment publications based on three steps: defining the audience; creating the concept or message; and developing the call to action. Fifteen basic axioms for making publications more effective are provided. (TE)

Describes the appointment and charge of a statewide marketing committee to study trends and issues related to declining enrollments in North Carolina's community college system. Reports on the committee's recommendations, the initiation of a statewide promotional campaign to implement them, and the campaign's impact on enrollments. (DMM)

Stewardship is seen as an essential part of the fund-raising cycle of identification, cultivation, solicitation, recognition, and looking after the gift. Sometimes referred to as donor relations, stewardship covers the entire relationship between a donor and the institution. (MLW)

Examines the steady extension of the issue purview in the corporate world from micro (company specific) to macro issues. Discusses the Allstate Insurance Company's Forum on Public Issues, established in 1987, which has involved governmental and corporate leaders in dealing with two major issues: AIDS and public education. (KEH)

The goal of institutional history should be to "place the institution in the context of American collegiate and cultural history." Two types of institutional histories exist: scholarly ones and public relations accounts. Guidelines for writing a history include begin at the beginning, decide on institutional image, etc. (MLW)

A science column featuring University of Kentucky research projects is offered to community newspapers in Kentucky free of charge. Suggestions for similar projects include emphasize personal contact, maintain the column's focus, establish a local tie-in, keep the piece short, edit carefully, make a professional presentation, etc. (MLW)

Examines the status of women as reflected by 60 college-level public relations textbooks. Finds a paucity of references to women in these texts, and notes that the representation of women in public relations textbooks does not reflect the status of women in society and in the public relations industry. (MM)

Effective student recruitment writing can evoke a sense of what an institution stands for, who the students and faculty are, and what it's like to study on the campus. Clear and accessible information can give prospects the nudge they need to read on--and then apply and enroll. (MLW)

Argues that Music in Our Schools Month (MIOSM) activities can serve as an excellent public relations tool to strengthen community support of school music programs. Points out that a musical performance offers opportunities for good publicity. (LS)

Broadens the concept of a special event from its narrow function as publicity to a cultural event. Presents a framework to explain special events. Uses a case study of the Olympics to illustrate the framework. (MS)

School climate can be improved by focusing attention on the groups that make up the school community. Suggests ways to recognize students, faculty and staff members, parents and community members, and school board members. (MLF)

A solid school public relations plan benefits the school, students, and community. The plan need not be elaborate. A four-step process of research, planning, communication, and evaluation is described here. (Author)

Many daily and some weekly newspapers have developed online services that colleges and universities may use to their advantage for disseminating campus news. To use these public relations opportunities, campus information personnel must become comfortable with the technology, investigate commercial online vendors, forge relationships with the…

Ways in which colleges and universities have made connections within their local communities that have enhanced local fund raising are described. A central theme in successful programs has been presenting a purpose that is meaningful to the community. (MSE)