An informal survey of 19 media relations firms whose clients include schools, colleges, and universities revealed that institutions can contribute most to the success of the consultant-client relationship by planning, establishing goals and expectations, building a team, and identifying worthwhile stories. (MSE)

Guidelines offered for working with college alumni volunteers in student recruitment efforts include enlisting local alumni leaders' help; communicating expectations and procedures; requiring up-to-date records on local schools; prompt response to volunteer communications; and recognizing volunteer contributions. (MSE)

College trustees evaluating transfer policies and practices should consider allocation of staff and resources for support services and articulation; institutional expectations and planning goals; transfer population trends in the institution; transfer management within the institution; transfer student characteristics; and self-evaluation of…

A former corporate public relations (PR) professional shares strategies for communicating and cooperating with the chief executive officer, and particularly for coping with differences in perceptions of the public relations officer's role. Basic attributes of a successful PR professional are outlined: good communication skills, an analytical…