Discusses three ways to improve and strengthen a school newspaper's image through effective public relations designed to (1) encourage readers to react; (2) solicit comments from parents, news sources, community leaders, and politicians; and (3) encourage the school board to respond. (RS)

Successful campus public relations requires: (1) segmenting the mass audience into categories according to demographics, interest, lifestyles, and other factors; (2) analyzing how members of each segment respond to various messages and media; and (3) designing a campaign tailored to specific segments of the general audience. (MSE)

Presents public relations ideas to earn community support for reading and writing programs. Suggests speaking to parent-teacher associations, writing a column for local newspapers, newsletters at the district level, speaking to local service organizations, and arranging volunteer programs at school. (RS)

Focuses on the preliminary process of corporate advocacy, which provides direction for issues management. Provides insights into: (1) the degree to which organizational spokespersons are willing to express a position on a variety of issues; (2) how such positions come to be advocated through organizational communication; and (3) how organizational…

Effective training is essential to maintaining product quality and serving customers. Active participation by management and staff is also required. (JOW)

Suggestions are provided for promoting positive school and community relations, including establishing a public relations committee and program which informs the community of school achievements and activities. (CB)

Compares the communication strategies of small communities having successful industry recruitment programs with small communities having unsuccessful recruitment programs. Finds that the existence of a marketing program positively relates to recruitment success, and that direct mail with brochures and personal contact were the most common…

Provides Philip Lesly's remarks from his opening speech at the 1988 conference of the Public Relations Society of America. Offers some insights on the problems and future of the field of public relations and the society. (MS)

Uses results from a survey of 105 not-for-profit organizations in the Cleveland Metropolitan area to show their public relations deficiencies. Argues that while not-for-profit organizations act much like for-profit businesses, they are not up to par in their use of professional public relations practices. (MS)

Discusses the value of name recognition for theater companies. Describes steps toward identity and recognition, analyzing the group, the mission statement, symbolic logic, designing and identity, developing a communications plan, and meaningful activities. (SR)

Finds that 71% of the students surveyed were pursuing a minor or second major to complement their public relations major. Lists academic minors chosen and discusses the most influential factors in selection of minor. (SR)

Discusses why corporate communications/public relations (cc/pr) should be benchmarked (an approach used by cc/pr managers to demonstrate the value of their activities to skeptical organizational executives). Discusses myths about cc/pr benchmarking; types, targets, and focus of cc/pr benchmarking; a process model; and critical decisions about…

Discusses how American public relations practitioners and scholars can incorporate intercultural communication into their work with Arab clients in the United States. Explains how several frameworks were used to develop a chart on "cultural communication preference" for Americans and Arabs, and that in Arab culture, the emphasis is on…

Arguing that young adult programing can provide benefits for the young people who participate as well as for the library, this article offers suggestions for young adult programs together with practical guidance for planning, publicizing and implementing youth services. (three references, six recommended readings) (LAE)

Veteran newspaper reporter shares some rules for dealing with the press that should help schools get coverage. First rule is to notify local reporter well in advance of scheduled event. Developing good sales pitch when talking to reporters is helpful, as is being sensible about what constitutes a newsworthy event. Quick prepublication copy…