Encompassing both the practical and the scholarly, this annotated bibliography on public relations aims to provide a window into some of each of the offerings in academic and business journals, as well as in trade and professional journals published in 1997. The introduction notes that many entries in the bibliography deal with the Internet, the…

Applied communication research should be used by communication professors, communication departments, and colleges as an important tool for strengthening their relationships with their communities, students, and communication practitioners. Professors spend a great deal of time doing research and teaching people about research. Public…

A national survey of 175 public relations managers documented fund-raising encroachment (subordination of public relations functions to fund-raising) at 23% of their charitable organizations, with variation in vulnerability among different types (e.g., the public relations function is managed by fund raising at 50% of the private colleges and…

This collection of guidelines for the Kent School District (Washington) Management Team addresses ways to develop good communication skills and interpersonal communication as they apply in interviews with broadcast journalists, members of the news media, and other public relations agencies. Specifically mentioned are: the development of personal…

Suggestions for marketing independent schools are presented in this handbook, which revolves around the basic marketing model of defining mission/strategy, using the "5 P's" (product/services, price, place, production/delivery, promotion) and monitoring. Chapters by 18 contributors offer information on the following topics: basic marketing theory,…

This manual documents a family literacy program developed by Mississippi Gulf Coast Community College and conducted at a local elementary school. It describes how the program combined General Educational Development (GED) courses for parents with a preschool program for their 3- to 4-year-old children. Based on the Kenan Family Literacy model…

The case study method has received increased attention at both the graduate and undergraduate levels in a number of public relations programs. Unlike the Harvard managerial-oriented case studies, the approach useful in large, introductory public relations courses stems from a simplified team approach to classroom projects, case studies in the…

This paper establishes a rationale for international public relations courses in the curricula of university public relations education in the U.S. and outlines the content of such courses. Disagreements between practitioners and educators on a blueprint for public relations education are documented. Developments pointing to a crucial need for…

Graduate programs preparing practitioners in educational administration typically include a course in school and community relations. This is examined in the context of the views of administrator practitioners, professional organizations, university graduate courses, and public opinion. Students generally are not provided opportunity to experience…

The law relating to charitable gifts to schools is described, and fund raising considerations are addressed. The first of four chapters, "Education Fund Raising in the Legal Context," reviews the history of the law of charity over the past 400 years (i.e., law in England during 1500-1800 and law in America during 1800-1900). "The Donor and the…

A 1983-84 marketing plan is presented for Northern Virginia Community College (NVCC), which is designed to maximize the effective use of shrinking resources to meet the needs of the college's clientele. After introductory material discusses the problems and challenges facing NVCC and the role of marketing in understanding the environment in which…

Designed to provide an overview of the range and quality of services provided by the Alabama Public Library Service (APLS), this annual report focuses on the 1986 activities of APLS; the state's public library directory and statistical report will be published separately. A discussion of the activities of the Library Development Division includes…

Business and education representatives must identify mutual concerns to work together toward the delivery of education. Six regional trends were identified: (1) projections of a shrinking labor supply means untrained youth are a loss of needed human capital; (2) competitive edge increasingly relies on brain power, but students are poorer, more…

Over the past decade, a significant shift occurred in the language used by the Reagan administration in the fight against youthful drug abuse. This shift reflects a change both in the "moral climate" regarding drug use as well as a reconception of the appropriate way to confront the issue--the "just say no" philosophy. This…

The 17 short pieces in this guide advise librarians how to enhance the profile of their organizations through increased interest in the media and more visible involvement in the community, and how to address budgeting, planning, and evaluating a public relations program. Fourteen rules of thumb for preparing and using news releases are described…