It is argued that well-conceived college and university mission statements can be useful in setting objectives for planning and for public information dissemination and marketing. The experience of the University of Calgary (Alberta) illustrates a successful process of drafting and reaching agreement on such a document. (MSE)

A survey of 791 college admissions officers investigated the use and perceived effectiveness of 15 marketing techniques: publicity; target marketing; market segmentation; advertising; program development; market positioning; market research; access; marketing plan; pricing; marketing committee; advertising research; consultants; marketing audit;…

Two studies evaluated college student response rates to mail surveys. One found that enclosure of raffle tickets improved response rates but only for students living in campus housing. The second study showed that nonrespondents who were telephoned before receiving a second questionnaire mailing were more likely to respond. (Author/MSE)

This tongue-in-cheek committee report from a fictional liberal arts college illustrates how college ranking scales, projects for image enhancement, and similar activities that preoccupy today's college administrators detract from the main business of undergraduate teaching and liberal education. (Author/MSE)

College public relations officers are urged to incorporate regular and systematic evaluation into program administration. The process of planning public relations activities would include qualitative research to identify issues; audience-specific surveys to gauge attitudes; action to accomplish objectives; and measurement of that action's…

Ten keys to strengthening advancement efforts in small colleges include clarifying institutional mission; knowing and articulating your market position; maintaining a long-term focus; staying aware of global trends; establishing total institutional commitment; allocating adequate resources; promoting leadership; building a selectively…

Reasons and techniques for encouraging planned giving among baby-boomers are outlined, and one approach is detailed. This involves recruiting a volunteer financial services team of alumni to host financial presentations for fellow alumni in their local areas, and developing a newsletter for the target alumni population. The fund-raising program at…

Many two-year colleges assume that an alumni program is not feasible and that transfer students will take their loyalties to the four-year institution. However, alumni are important to two-year colleges for their voting power, activism, and financial support. Careful, thorough planning can make a successful two-year college alumni association.…

Describes efforts by the Lawrence (Massachusetts) Public Library to expand their services and use of their facilities to the minority groups in the community. Topics discussed include use of library space for community college classes; literacy programs, including English as a Second Language (ESL); adult basic education; and videocassettes. (LRW)

Discusses community involvement in public library planning and decision making and the role library leadership must have to ensure financial feasibility and the protection of intellectual freedom. An open letter to Madonna concerning her book, "Sex," provides an example of leadership and successful public relations. (EA)

The author discusses some of the conditions that lead to racial tensions, examines the impact of racial incidents, presents a chronology of a specific racial incident at a large, midwestern public university, and describes the strategy used to manage the aftermath of the incident. (MLW)

Reports on the Division of School Media Specialists of the Association for Educational Communications and Technology (AECT). Highlights include the mission statement; publications; board members and committee chairs; activities at the AECT conferences; and future concerns, including public relations and marketing plans for media specialists and…

Proposes three models of course-specific curricula and a content-curriculum model for undergraduate public-relations education, and proposes core and elective areas for a master's of public-relations curriculum. Agrees that public-relations curricula should have a broad liberal arts and science basis, and recommended more attention to ethics,…

Describes the Library Electronic Text Resource Service (LETRS) at Indiana University and examines public relations efforts to build support and interest among the faculty and graduate students. The most successful publicity efforts were based on an understanding of how humanists conduct research. (LRW)

A study investigated the nature and extent of "impression management" strategies used in Queensland (Australia) school publications and advertising, particularly for private schools, through semiotic analysis, which highlights the degree to which symbolic processes are influenced by context and changing market forces. (MSE)