Four challenges facing America are identified: to build a stronger economy with greater competiveness, productivity, and growth; to foster equal opportunity and full integration of poor and minority groups; to improve the quality of life by reducing poverty, cleaning up the environment; and to strengthen values and moral standards. (MLW)

Provides a selected annotated bibliography of articles on mass communication published in January, February, and March 1987 in trade, scholarly, and general publications in the U.S. and abroad. Includes the topics of advertising, editorial policy and methods, history and biography, women and media, and visual communication. (MM)

The high school students studied were unaware of the range of opportunities in agricultural careers. It was recommended that the University of California, Davis initiate a public relations campaign, with television advertising, movies, and/or public service announcements focusing on exciting, high-tech agricultural research and enterprise. (CT)

Offers a sequential model of futures research techniques that is applied to a hypothetical situation to indicate its applicability as a means by which public relations professionals can approach the task of saying today what may happen tomorrow. (SRT)

Explores areas of middle management in which community/junior college librarians could be more involved and productive (e.g., planning, coordination, and public relations). Offers guidelines for effective group decision making. (DMM)

Reports on a study of factors perceived by faculty from 15 Massachusetts community colleges as having the most effect on college image and of faculty roles in image-enhancing activities. Finds faculty in agreement that high-quality, well-designed academic programs, plus good student-faculty relationships, enhance the external image of the college.…

A monthly TV program called "Arizona Alumni Forum" is described, which was part of the University of Arizona Alumni Association's total communication strategy. Getting started, figuring the budget, getting on the air, being the perfect host, and taping the program is discussed. (MLW)

By combining phonathons with direct mail, colleges can make their solicitation more personal and more effective. The use of student callers is advocated, and the use of the telephone-direct mail program by St. Louis University is described.

Realities of space limitations, microform availability, paper copy loss, and mutilation require that library patrons accept use of microforms. A public relations campaign, appropriately timed and involving staff training, displays, events, and publicity, can be used to inform and instruct patrons in availability and use of microform collections…

A study by Andrew M. Greeley and Joe Spaeth in 1972 that offered clues about why people support higher education institutions was used by Brown University to improve their alumni program. A survey of Brown's seniors provides data on student attitudes about Brown and their involvement as alumni.

Experiences at the time that George Mason University launched its first major corporate relations effort with the establishment of the George Mason Institute of Science and Technology are discussed. (MLW)

Describes a school's attempt to increase local community involvement in all levels of school life through a "Community Week" format. Project goals and the daily events for the week are explained and program results are reviewed. Implications for future involvements are also discussed. (ML)

Discriminant analysis reveals threat as a dimension in a public relations practitioner's environment. (FL)

Presents results of a survey of public relations professionals indicating that poor writing ability is the biggest weakness of college graduates entering public relations and recommending that students receive instruction in writing and journalistic skills, as well as business and public relations practice. (HTH)

It's up to school board members to communicate they want schools to improve academic scores and standards while increasing their holding power. Outlines ways superintendents can act to reinforce such policy. (MD)