Challenges four commonly held myths about advertising and marketing effectiveness. Establishes the framework for a more comprehensive program of marketing communication involving traditional public relations, advertising, sales promotion, special events, along with new uses for public affairs work in marketing. (MG)

Finds little or no difference in the interest of small market advertising and public relations practitioners in professional courses. Lends support to the idea of a common curriculum (an Integrated Marketing Communications program) to fulfill the educational needs of both groups. (SR)

Outlines a model shift in public relations between those who use only symbolic activities and those who use substantive behavior. Investigates and deconstructs the meaning of image. Suggests that organizations focus on more precise concepts of symbolic objectives and evaluate their success in achieving them. (HB)

Relationships between scientists and campus communicators are often poor because the two inhabit very different worlds. Bridging the gap depends on improving communication, which in turn can have far-reaching benefits for both. Efforts to reconcile the two worlds are essential. (MSE)

Campus public relations professionals offer advice for improving the effectiveness of public relations efforts by (1) setting behavioral goals; (2) targeting audiences carefully; (3) focusing appeals by making messages explicit; (4) connecting the public relations message with larger societal issues; and (5) reaching internal as well as external…

Presents a 15-item annotated bibliography of conference papers and research reports published since 1987 concerning ethics in business communication. (SR)

A study of content of seven major daily newspapers found coverage of higher education (excluding athletics) in 1990-92 higher than in 1987-89. Most commonly covered were students, faculty and research, budget and finance, and race relations. Editorial comment focused on cost and access. Article length remained relatively stable. (MSE)

Contends that the 1998 Summer Conference of the National Communication Association, and the massive formative research in preparation for it, were seminal in examining current public-relations practice and education, in advocating education norms for the future, and in contributing to a much-needed ecumenism among the diverse public-relations…

Argues that newly developed theory in crisis public relations suggests a shift is necessary in the way practitioners view crises. Notes that the new paradigm defines excellent crisis public relations very differently from the literature of the past 20 years. (RS)

Investigates data reported in "Where Shall I Go to Study Advertising?" over the last five years and measures growth and decline of degrees granted, level of those degrees, and changes in enrollment and faculty. Finds that the number of advertising programs dropped 6.1% while public relations grew by only 5.1%, and joint programs…

Examines key public members' perceptions of the personal, professional, and community relationships they have with a bank and relates those perceptions to evaluations of satisfaction. Finds members' perceptions of their personal and professional relationships significantly influence evaluations of overall satisfaction. Discusses implications for…

Surveyed 390 Ohioans who rated five concepts as to closeness of linkage with osteopathic medicine. Finds, as suggested by the storage-bin concept in construct accessibility theory, that those who had experience with these concepts were most apt to use them in assessing osteopathic medicine--this held even though most respondents reported no…

Frames the role of public relations in a self-governing society. Discusses three environmental factors that affect the practice of socially responsible public relations. Reviews the historical media philosophy of eastern Europe and the former Soviet Union. Examines media practice occurring during the region's transformation and implications for…

Interviews seven women from a major Midwestern public relations firm. Finds four initial clusters of experience and reduces these clusters to create two thematic clusters: the struggle with the changing role of women in society, and the experience of being a woman in public relations. (SR)

Studies public relations practitioners in school districts in South Carolina. Utilizes survey research to investigate several questions relating to public relations role enactment, hierarchical level of the public relations function, salary, job satisfaction, and encroachment into public relations. Finds that practitioners fulfill both the manager…