In an analysis of the public relations aspects of the position of administrative assistant as perceived by college and university presidents, questionnaires were mailed to 1102 college and university presidents. A cover letter instructed the presidents to fill out the questionnaire with reference to "a person deemed the administrative assistant on his staff." They were cautioned to respond to the questionnaire in terms of the situations current at their institutions, not ideal situations. Results indicated that the administrative assistant has an active role in the total public relations effort of colleges and universities. Data regarding the personal and professional characteristics of administrative assistants were also analyzed. (EE)