Marketing plans for student organizations should include (1) an identification of the publics served by the groups, (2) an exposition of the relationships with these publics, and (3) a basis upon which marketing ideas may be evaluated in terms of the target markets served. (SK)

Discusses the use of marketing by not-for-profit institutions, focusing on its role in libraries. Ten truths relevant to library marketing at present and in the future, which deal with programs and services, marketing professionals, users' needs and concerns, and library budgets, are presented. (EJS)

Effective public relations is a vital part of successful continuing education programing. Program directors should be able to identify whom they wish to serve, what their objectives are, why the consumer should choose their programs, and what the unique characteristics or "personality" of the institution are. (SK)

Discusses the use of radio and television in publicizing vocational education programs. Gives information on resources, writing broadcast releases, and types of programs conducive to vocational education publicity. (JOW)

Public relations for media centers has two requirements: an exemplary media program and communication of that program. (BD)

Describes litigation public relations (LPR) as use of public relations techniques by attorneys to advance clients' interests. Surveys Kansas litigators about LPR; suggests that LPR is more accepted in theory than in practice and seems not to be in widespread use. Finds LPR use among litigators in organizations employing large numbers of attorneys,…

Interview with Darrell Rud, president of the National Association of Elementary School Principals and an elementary school principal. Rud shares his views about the role of the elementary principal in school public relations. (PKP)

Advocacy for the counseling profession has received little systematic attention. A national plan for advocacy is needed, the effectiveness of which depends on achieving consensus concerning professional identity, promoting a positive public image, establishing effective intraprofessional and interprofessional collaboration, and obtaining the…

Recounts the author's experiences in 1951-52 when assisting in the nomination campaign for Dwight Eisenhower as Republican candidate for United States President. Discusses the application of public relations tools, devices, and techniques to advance the Eisenhower cause. (SR)

Discusses the advantages of using video presentations as marketing tools. Includes information about video news releases, public service announcements, and sales/marketing presentations. Describes the three stages in creating a marketing video: preproduction planning; production; and postproduction. (JOW)

States that issues management has been around for 20 years, but has failed to achieve the widespread attention it deserves. Offers possible reasons for its failure, including being a victim of its own success. Provides an updated literature survey on the subject. Reviews how public policy process works and how issues develop. Describes various…

Points out that consumer product recalls are a pervasive phenomenon of enormous consequence: (1) product recalls are quantitatively and qualitatively significant; (2) product recalls vary in effectiveness; (3) numerous variables influence recall effectiveness; and (4) despite the great variance in recall outcome, and the plethora of variables, it…

Argues that, since international journalism has recently shown inadequacy in connection with two major conflicts and public relations agencies have appeared as a new element in news manipulation, the monitoring of media has become crucial. Presents and clarifies some dimensions to be taken into account in any effort to establish a system of media…

Discusses how organizations can cope with opposition and thwart unsound pressures for change. Advocates knowing the situation and the climate, knowing the people involved, knowing the adversaries, knowing what to do, and knowing how to do it. (SR)

Interviews 18 public-relations professionals to provide grounding and refinement of the contingency theory of accommodation in public relations. Supports a continuum from pure accommodation to pure advocacy and a matrix of variables affecting the continuum. Concludes that the practitioners' view of their communication world offers validity to the…