At colleges and universities across the nation, intercollegiate athletics is a key element of campus community. Almost since the first intercollegiate competition, athletic competition has brought students together as athletes and spectators in a manner different from the intellectual pursuits of the classroom, yet similar in embodying the core…

Marketing mass communication is a quite recent reality of Italian (mainly public) university system. Up to the last decade, these institutions had a certain reluctance to use marketing in order to raise funds and acquire students. The change was made possible through a variety of factors, among which the extension of mass university, a higher…

Like the other books in the A-Z series, this book provides practical tools and activities that can be used immediately to improve your practice. This guide offers specific strategies that will help you become a more effective principal. There are 26 chapters in this book, one for each letter of the alphabet. Contents include: (1) Achievement is…

Today's engineering graduates will solve tomorrow's problems in a world that is advancing faster and facing more critical challenges than ever before. This situation creates significant demand for engineering education to evolve in order to effectively prepare a diverse community of engineers for these challenges. Such concerns have led to the…

It is essential for a school public relations professional to be familiar with disability competency as it relates to counseling programs within the schools and community. This article is an introduction to disability competency in such settings. The initial discussion highlights a historical perspective of the treatment of persons with…

Standards-based student achievement scores are used to assess the effectiveness of public education and to have important implications regarding school public relations and human resource practices. Often overlooked is that these scores may be moderated by the characteristics of students, the qualifications of principals, and the restraints…

Diversity should be first understood from an individual's own culture. Yet few public relations professionals have had a course in interpersonal communication. If public relations is viewed as a profession where the management of people is important, then knowledge of diversity in the workplace seems imperative. The multicultural, intercultural,…

The public relations educators in the university departments that house public relations must be aware of key issues that have an impact on the quest for status and effectiveness. Failure to adhere to these concerns may turn out students who will be trapped and have a much lower level of job satisfaction. These concerns are as follows: (1)…

Political communication has influenced greatly the study of modern public relations. The development of modern public relations can be traced back to the Ancients of Greece. The definition of "political communication" when applied to public relations is typically corporate in nature. That is, public relations defines the role of…

The Advertising and Public Relations section of this collection of conference presentations contains the following 17 papers: "Using the FCB Grid and the 'Lost Quadrants' to Write Advertising Strategy" (Johan C. Yssel); "Antitrust and the Marketplace of Ideas: The Continuing Problem of Issue Advertising Access to Broadcast…

This guide offers those who wish to establish a charter school some of the fundamentals of accessing, establishing relationships with, and working with the media. The first step is to appoint a key spokesperson or contact authorized to speak to the media and then give that person your school's mission statement. When dealing with the media, it is…

Literature reviews have indicated there is a lack of data on public relations curriculum development for communication and business departments. Observations have been reported of "spectacular" growth in public relations courses in communication (Grunig, 1989). The first multi-disciplinary survey (3,201 college and university catalogs)…

The 1988 vice presidential campaign became a quagmire for Dan Quayle and the National Republican Party. To regain their footing and rehabilitate Quayle, the Republicans adopted two classic strategies for coping (often studied in the academy): rhetorical apologia and minimal exposure. During the campaign, an accusation was made that Quayle used his…

A national survey of 371 public relations officers in four-year colleges and universities examined environmental constraints, style of research, and certain personal characteristics to determine if they differentiate between female and male practitioners. First, with regard to constraints, it was found that female public relations officers were…

Improving the inferior image that marketing education has developed can only be accomplished through the professionalism and dedication of each marketing education teacher and through efforts of marketing officials to upgrade program quality at every level. Eight suggestions are offered to stimulate ideas: (1) get students involved in fund-raising…