The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)

Three successful college-community relations programs include weekly televised conversations between president, students, faculty, and staff (University of Michigan); a neighborhood outreach and college awareness program (Virginia Wesleyan College); and a conference to help campus and community understand motives of and reactions to prejudice and…

Discusses the institutional image of community colleges from a marketing perspective. Suggests ways community colleges can quantify and thus better understand their image in particular marketplaces. Describes a preliminary study conducted by university marketing majors to assess the image of a community college among local high school students.…

Reminiscences of the author's years as Director of the National Archives of Zimbabwe, 1981-90, include the situation of the archives at independence; publications; exhibitions and public relations activities; the Oral History Programme; establishment of a new records center and decentralization of records management; introduction of new…

A survey of 254 college public relations (PR) officers that focused on their relationships with their presidents is reported, and results are compared with an earlier survey of presidents. Differences in the two groups' perceptions of the PR officer's role in policy formation, lines of authority, and title are highlighted. (MSE)

A dramatic, carefully planned, and well-timed campaign will convince voters to vote "yes" on school bonds. Outlines a 10-step program that will ensure winning at the polls. (MLF)

Results of a national survey of colleges and universities concerning alumni involvement in off-campus community service programs indicate a broad variety of activities. Steps to take in establishing and managing an alumni association community service project are outlined. (MSE)

The creative solutions found by four colleges and universities to specific student recruitment dilemmas are described. Two dilemmas involved clarification of the campus' geographic location, one addressed recruitment of minority group engineering students, and the fourth concerned recruitment of exceptionally gifted 13- to 16-year-old girls to an…

The revival of exhibitions has been occasioned in part by a wave of renovations taking place in libraries across the country. Exhibitions of library materials promote awareness and use of library collections and can serve as a "hook" to stimulate reading. Public response to library exhibition programs in major cities is enthusiastic. (SD)

To win voter support for school taxes, school boards should (1) study the economic and political climate; (2) use the media; (3) explain the budget; (4) recruit supporters; (5) remind people of school services and benefits; and (6) get out the vote. (MLF)

Issue management is the tracking of social change and the forecasting of the effect it will have on a school district. Explains seven requirements in setting up an issue-management program in schools and offers tips on communicating with the community. (MLF)

The problem analysis technique can help colleges understand students' salient needs in a competitive market. A preliminary study demonstrates the usefulness of the approach for developing strategies aimed at maintaining student loyalty and improving word-of-mouth promotion to other prospective students. (Author/MSE)

A study that was the first systematic attempt to develop guidelines for comparing college fund-raising costs was conducted by the Council for Advancement and Support of Education and the National Association of College and University Business Officers. The figures in the study cover the period 1986-88. (MLW)

Outlines work accomplished at the 1998 National Communication Association Summer Conference, presenting a model for a professional master's-degree program in public relations that integrates outcomes, assessment, curriculum, and pedagogy. Outlines program outcomes, curriculum, essential curriculum-content areas, pedagogical approaches, and…

A Kettering Foundation survey of Newark citizens found that the only consistent supporters of public schools view them as partners in educating children and building community. Schools' standard public-relations techniques (directing messages exclusively to parents and stressing customer satisfaction) are misguided. Ameliorative strategies are…