Voters in Starkville, Mississippi, passed an $9.8 million bond issue last year despite opposition by the local chapter of the NAACP. The election returns reflect that the district already was committed to a policy of finding and hiring qualified black teachers and administrators and district leaders were willing to commit themselves to the…

This study examined how eight metropolitan newspapers in five states covered their local public research universities in 1994. It looked at the editor's role, how competition and ownership affect coverage, how university public relations (PR) professionals are adjusting to changing coverage, how PR professionals deal with negative or unfair…

Ten ways to improve college annual fund letter campaigns include integration into a comprehensive communication plan, building long-term donor relationships, framing the case in donors' terms, creating an inviting envelope, getting names and honorifics correct, readability, providing supporting material that involves the potential donor, making a…

A homemade video graphically displayed a rural Wisconsin school district's cramped and deteriorating condition. Voters approved a 5.5 million dollar plan to expand and modernize the existing 3-story building that links the elementary school and high school. School officials believe the grassroots video helped convince voters in favor of the…

Discusses a focal issue in the public relations field: the way that practitioners use academic theories. Offers an exploration of the possible modes of use of academic or scientific theory in public relations practice. Notes that the premise of this model is that scientific knowledge is seldom used in an unaltered form in practice. Closes by…

Improving a school's Q4C quotient (quality control, customer commitment, and communications) during election planning hinges on district mission, a culture of high expectations, basic skills mastery, commitment to customers, continuous feedback, healthy working relationships, broad community involvement, high- level strategic planning and…

The "U.S. News and World Report" rankings of colleges do not affect institutions equally; the schools impacted most are those that have the most to lose because they benefit from, even rely on, the rankings for prestige and visibility. The magazine relies on the rankings for substantial sales revenues, and has garnered considerable power…

School leaders must develop communication campaigns to influence public policy--not just send out letters requesting legislative action. Public relations should support a school or district's overall objectives. Administrators must research issues, target key people, and deliver messages. Strategies include sharing students' work and hosting…

Professionals spend thousands in design, production, and distribution of marketing brochures for tourist information centers, yet have no proof that the brochures work. Explains how to market heritage attractions by better understanding the intended visitors. Includes questions for identifying markets, ways to generate new market groups, trends in…

Analyzes two sources of information supplied to members of the Society of Environmental Journalists (SEJ): public relations materials mailed to SEJ members, and story tip sheets assembled by SEJ staffers. Finds the preponderance of materials promoting an environmental backlash agenda stem from just a few public relations sources; and the public…

In March 2003, a total of 394 media specialists throughout the state of Kentucky completed an online survey regarding the professional development needs. The public relations subcommittee of the Kentucky School Media Association Board of directors generated the questions and collected data from the three parts of the survey-demographics,…

Should we hire a sport management intern in our organization or department? What role will the intern play? How will we benefit? What can we expect from sport management interns in terms of preparation and commitment? How easy is it to find, select, and work with an appropriately prepared intern? Professionals ask all of these questions when they…

Branding in universities is a topical issue, but arguably few UK universities have fully developed "successful" brands in the manner of commercial organizations. This qualitative paper explores the opinions of 40 opinion formers on which UK universities have successful brands and the associations these brands have. Current literature on…

Charter schools represent one of the most intriguing developments within public education in the past decade. Although they vary widely among themselves and differ from regular public schools in some regards, they also show many similarities. Consequently, many of the public relations strategies that work for other schools should also be useful…

Christian schools, like all private schools, face the challenge of building and maintaining the confidence of parents and other stakeholders. Their public relations efforts should be rooted in institutional mission and core values, factors that influence parents to elect this educational option. Administrators and others often overlook the fact…