Describes development of a Public Relations Advisory Council composed of practitioners for the purpose of evaluating the public relations program at the University of Florida. (HTH)

Presents a list of suggestions for using the telephone that intend to make the most of opportunities to strengthen the bond between the school and the community. (EL)

Underscores the important role played by the case statement in a comprehensive resource development program. Looks at themes to be addressed and offers suggestions for preparing case statements to encourage individual and corporate financial support for the school. (DMM)

Tested the attitudes of newspaper editors and public relations professionals to determine how much they understand each other's goals. Found differences in their perceptions of the role of news releases and the relative status of their professions. Contends these misunderstandings are rooted in journalism education. (PD)

Analyzes employees' communication needs at a university-based research and development center. Defines three types of employees (information seekers and selective and nonselective information processors); describes their communication needs and habits. Suggests ways to enhance the existing communication program. (PD)

Ten rules for presidents who want to stay cool under hot TV lights are presented including: be yourself, be likable, prepared, enthusiastic, specific, correct, and anecdotal, listen, bridge from where you are in a discussion to where you want to be on topics of your choice, and be cool. (MLW)

To counter negative news about education it is important to make sure that positive school activities receive their fair share of exposure in the news media. Presents tips on how to generate positive public relations. Includes a list of newsworthy activities ideas. (MD)

Surveyed public relations managers to estimate the amount of time they devoted to technical versus planning/managing tasks. Found that the planner/manager role is becoming more dominant in public relations practice. (PD)

Offers suggestions to people in academic theatre on how to deal with controversial plays. (PD)

The authors state that the U.S. Department of Agriculture should be considering productive alternatives for the American farmer, exploring ways to use or export the excess fat, and should be spending at least half of its resources to convince the consumers of the value they are getting from agricultural products. (CT)

Reporting on a survey of southwestern school principals' public relations practices, the author implies that training in public relations activities is needed to improve public confidence in education. A table of survey findings is included. (MD)

Microcomputers enable school public relations professionals to serve the educational community more effectively than ever. Successful computerization requires reliable state-of-the-art hardware and software, competent service, and knowledgeable/available consultation. Information is provided about word processing functions, the modem, and various…

Discusses the marketing value and strategic necessity of planned and promoted customer education. The article examines customer training by the manufacturer as a definite trend in the microcomputer industry. Elements of a good customer training program are described along with suggestions for starting such a program. (CT)

The 121st Engineers of the Maryland National Guard volunteered their time to repair, renovate, improve, and build school facilities for Howard High School in Ellicott City, Maryland. (PGD)

An effective first step toward creating new media opportunities is internal education. These include encouraging top college administrators to involve the public relations department in pre-planning; increasing access to newsworthy, appropriately targeted stories; and educating faculty about effective media relations. (MLW)