Presents a year-long study of the duties, skills, and knowledge required of business- and technical-communication professionals in Boston, Massachusetts. Focuses on six categories of practice: technical communication, publishing, public relations, marketing, development, and training. Suggests that in the next decade communication practitioners…

Video is growing in importance for campus communicators. Four articles are presented: "For Your Eyes Only" by William R. Wright (videos for specific audiences); "Twenty Questions" by Mark Edwards (hiring a producer); "Video News Releases" by Gary T. Honnert; and "Where the Money Is" by Russ Moore (funding…

With a powerful message and the right partners, the University of Utah convinced voters not to pass devastating tax cuts. Advice to institutions forced to defend themselves to the public is presented including: design a powerful message; be sensitive to the twists the debate is taking; etc. (MLW)

A planned giving recognition program lets donors know how much they are appreciated. The Forsyth Heritage Society at Texas A&M was formed in 1989 for donors who had their wills on file with the university. Recognition program descriptions include those at University of Miami, Amherst College, Dartmouth College, etc. (MLW)

Cost overruns of thousands of dollars on the president's official residence, the existence of a $70-million reserve fund, an administrator accused of embezzlement, and another official allegedly plagiarizing a speech were some of the controversies that have eroded the confidence in the University of Minnesota among legislators, alumni and the…

The development and current status of Friends of the Library groups in Canada and the United States are discussed. Suggestions for forming a group and fostering cooperation between the Friends and the library are offered. The resulting benefits to the library and the community are explored. (25 references) (CLB)

Argues that a college will make different uses of information about its distinctive features depending upon its stage of organizational development. Discusses the use of research findings in marketing, creating a positive institutional image, developing programs, and promoting institutional integrity. (DMM)

Effective promotion and communication of public library services is essential. The following questions are examined: (1) Why promote? (2) What should be promoted? (3) How much promotion/communication needs to be done? (4) What is the best way to promote/communicate? and (5) What are some of the potential pitfalls? Thomas Smith's "Hints to…

College and university public relations professionals offer advice on coping with campus crises. Suggestions include responding quickly, telling the truth to the media early, trading on relationships within the campus community, capitalizing on institutional credibility with the media, remembering internal audiences, understanding legal…

Five situations are posed in which a college advancement administrator must make an ethical judgment. They involve renaming a building named after a graduate, use of personal versus institutional funds for a sensitive information search, use of unrestricted gifts, respecting donor intentions, and candor in information dissemination. Readers are…

School and college fund raisers are offered suggestions for maintaining the momentum of the annual fund drive while undertaking a capital campaign. Professionals discuss their experiences and offer strategies, which include both clearly communicating the programs' different needs and handling the campaigns separately, and combining appeals to make…

Discusses a five-point approach for library media specialists about school-based management. The approach includes establishing priorities for the school library media program, developing strong community support and a public relations program, creating a support staff within the school, refining human relations, and using creative scheduling and…

College and universities are struggling to address a decline in public trust. College athletics can be used to enhance public perceptions of higher education by having coaches and players promote education; highlighting multicultural athletes' successful teamwork; and encouraging athlete participation in community service projects. (MSE)

This study analyzed the admissions materials sent by four major Midwestern research universities to each of four hypothetical prospective students (first- through fourth-year high school students). The material was analyzed on the basis of timeliness, personalization, pricing, image, and segmentation. (MDM)

Alumni programs can involve more minority group members by focusing on constructive change for the benefit of future alumni. Administrators should challenge minority alumni to participate, have strategies to deal with concerns and complaints, determine campus commitment to diversity, and send appropriate messages to alumni. (MSE)