Local superintendents must do an important job while equipped with, at best, modest authority. Superintendents are ultimately responsible for all the schools in their district, and they at least nominally supervise everything that happens in those schools. Yet superintendents cannot count on obedience or even support from the people who work for…

Advice for colleges on how to identify, develop, and communicate a positive image for the institution is offered in this handbook. The use of market research techniques to measure image is discussed along with advice on how to improve an image so that it contributes to a unified marketing plan. The first objective is to create and communicate some…

Discussion of the relationship between the character of the community and secondary schools in developing urban and suburban neighborhoods of Auckland (New Zealand) looks at such factors as location, transportation, and social/ethnic geography. Focus is on the political nature of school construction and recent evolution of national public policy…

In a university's time of crisis, reporters will often attempt to catch the president and board members in conflicting responses in order to develop a "gotcha" news story. It is important for leaders not to take the bait. In times of crisis, board members and institutional leaders must not only control the message and flow of…