The public information office at Pennsylvania State University targeted news features to newspaper special supplements beginning in 1979. Editors rarely have enough stories for their special editions, and any institution has faculty who are good sources for features in these sections. (MLW)

In politics concerning the federal government's support, higher education must either play the political game to the fullest extent or work to change the rules. To do otherwise is to betray a commitment and to hide from the realities of a complex society. (Author/MSE)

Tests the appropriateness of the Grunig models of public relations for describing and predicting current public relations practices in the state government of Louisiana. (FL)

Outlines 11 suggestions for guiding boards in selection of a new superintendent. Important in the process are: setting aside the time and resources, establishing qualifications, and ensuring confidentiality and objectivity during the search. (MD)

Formal college and university marketing programs are challenging to develop and implement because of the complexity of the marketing mix, the perceived inappropriateness of a traditional marketing officer, the number of diverse groups with input, the uniqueness of higher education institutions, and the difficulty in identifying higher education…

Noting sharp increases in numbers of women choosing public relations as a career, this survey of Canadian women in public relations reports high job satisfaction, although they mirror the same handicaps as U.S. practitioners: less authority, lower salaries, and fewer senior management positions than men. (PD)

Argues that teachers should become "cheerleaders" for the educational reform movement. Cites a number of ways they can do this, including (1) writing letters to the editor of the local newspaper, (2) writing to parents, (3) inviting parents to class on a daily basis, and (4) speaking to local service clubs and organizations. (FL)

The South Euclid-Lyndhurst School District, Ohio, organized a week-long demonstration of actual classroom activities at the local shopping mall that increased sales on the mall and publicity for the schools. (MLF)

Contains titles and annotations of 2,257 relevant articles, books, and unpublished theses that were produced in 1983. (PD)

Planning a college president's inaugural ceremony is discussed. A timeline, an invaluable tool for planning an inauguration, is provided.(MLW)

Identifies five reporter publics for corporate public affairs programs, some of whom are motivated by personal interests, others by institutional factors. (FL)

Discusses a number of strategies educational administrators can use to make schools and school districts more accessible and responsive to individual citizens. (JG)

Specific steps can be taken to improve the amount and nature of school district news in the local papers, but school administrators must take the initiative. (Author)

Condenses the report made by the Commission on Public Relations Education to the Public Relations Division of the Association for Education in Journalism, recommending steps to improve college public relations curriculums. (RB)

This book is about understanding people's behavior and changing that behavior using a discipline called "social marketing." It is based on the idea that all marketing is an exchange: if you want people to change their behavior, you have to offer them something, be it security, information, an image, or a feeling of belonging. The book…