The president is the chief public relations officer of the institution. Although the public relations staff is responsible for interpreting the institution and its programs, it is the president who must be able to communicate to each of the publics directly. (MSE)

Guidelines are presented for the various levels of the government relations effort, minimum programs, staff responsibilities, and the role of associations. Advice on the politics of transition--as higher education moves to a lower priority in the political process--is also given. (Author/MSE)

In response to the CBS Television program "Is Anyone Out There Learning?" the author focuses on some of the positive aspects of American education that don't often get publicized. (SJL)

Demonstrates the importance of the speech communication discipline in corporate advocacy or issue management. Characterizes an emerging field that reflects an ancient tradition of issue analysis; shows how effective advocates are trained through speech communication curricula; and suggests additional areas of help in educating effective issue…

Institutions need coordinated events programs that support institutional goals and are closely related to them, whether the objective is fund raising, student recruitment, or improvement of the college image. Carefully selected and planned events create news, affect perceptions, influence attitudes, spark emotions, and affect people's decisions…

A national poll of 337 community college presidents on 39 factors affecting institutional image indicates college student-related factors ranked higher in relative importance than factors usually associated with the public relations office. They include student word-of-mouth, student faculty relationships, and student success after college. (MSE)

The failure of a volunteer to perform is often due to the failure of staff to inform and manage. Ineffective volunteer management can result in the loss of qualified volunteers. Phonathons and personal area campaigns are discussed. (Author/MLW)

Alumni relations, it is suggested, must "fine tune" their alumni volunteer programs or risk misusing a unique institutional resource. The tradition of lay governance, the development of alumni relations, volunteers in alumni relations, recruiting, and the institutional image and pride of identification are discussed. (Author/MLW)

College and university fund-raisers are reminded that reunions are not only for alumni, but also for other constituencies: parents, grandparents, townspeople, local government officials, and volunteers. (MSE)

Summer programs of vocational agriculture can be both effective and accountable if they are well planned, placed into action, and publicized. Written plans should contain a daily list of activities. The effectiveness of the program will depend upon the efforts of the teacher. Public relations should continue into the summer months. (LRA)

Public relations and admissions are shown to be related. It is not necessary to use exotic PR tools to recruit students. Some suggestions include: the magic of marketing; national, local and hometown media; publications; filmstrips or cassettes; fairs and festivals; public service; and logo buttons, decals, etc. (MLW)

The design and findings of a communication audit conducted in the division of university relations at the State University of New York at Buffalo are discussed. (Author/SF)

An account is given of a highly successful sports, health, and recreation exhibit run by Rutgers University (New Jersey) in a public shopping mall. Organization and entertainment were the keynotes of the success. (LH)

The press has the power either to foster or to diminish confidence in the schools. Educators must learn some ways to use the news media to the schools' advantage. (JM)

New techniques being developed by college and university public information specialists to get their institution's news and features in the mass media are discussed, including personal contacts, op-ed pieces, media guides, tip sheets, and query letters. (JMF)