While mega-goal fund raising campaigns are an increasingly popular strategy, the nature of the comprehensive campaign can be confusing to constituents. Trustees must be able to explain the goal, or the campaign might lose credibility. (Author/MSE)

Basic principles of designing a reunion gift program include beginning small, researching class prospects, gathering volunteers, determining the financial goal, communicating needs and intentions, organizing volunteers, advertising well, and making the donation at the reunion a major event. More ambitious plans can be tied into the program later.…

Contains suggestions to help vocational teachers develop and implement a placement plan that helps ensure and document their program's success. Suggestions concern the content and use of student files, development of employer files, cross references, various methods of public relations, matching students to jobs, and files on interviews. (CT)

A coherent, comprehensive communication plan to support college fund raising includes setting goals and objectives, determining target audiences, defining campaign themes, tying the plan to a campaign timetable and geographic priorities, determining the most effective tactics for delivering campaign messages, resolving cost questions, and…

Four basic models of the organization of college and university communications offices are described: advancement, news bureau model, agency, and marketing models. Pros and cons of each are discussed, and the structure of this function at the Virginia Polytechnic Institute and State University (Virginia Tech) is presented as an ideal…

Successful techniques for administering alumni associations are described, including a live mascot (University of Redlands, California, bulldog), ethical/social focus reflecting institutional mission (University of Notre Dame, Illinois), humorous gifts for board members resulting in high attendance and participation (University of Idaho), and…

A plan for college market penetration that has been successful in increasing the applicant pool for one institution is outlined and discussed. It includes development of performance objectives, a schedule, a promotional plan, market survey, and promotional activities including alumni, media, and other community resources. (MSE)

Outlines work accomplished at the 1998 National Communication Association Summer Conference, presenting a model for a professional master's-degree program in public relations that integrates outcomes, assessment, curriculum, and pedagogy. Outlines program outcomes, curriculum, essential curriculum-content areas, pedagogical approaches, and…

The guide is designed to help elementary school administrators and school communities in making decisions about FLES (foreign language in the elementary school) program design and implementation. An introductory chapter provides definitions of relevant program types (FLES, exploratory/FLEX, and immersion). The second chapter reviews the current…

This second volume of a two-volume manual provides a structure for the analysis of the design of cooperative education and the implementation of the design in terms of the 49 key elements of cooperative education. It is intended for use by persons responsible for cooperative education at state and local levels. Volume II is the heart of the…

This "Counselor's Recipe Book" provides activities, forms, and information to aid elementary and middle school counselors in improving services and programs for students. The first set of materials relates to designing the program, and includes materials for orientation, analysis of the individual, and curriculum input. Next comes a set of…

A method of designing and evaluating internship and cooperative education programs between colleges and industry is presented. The approach accomplishes college objectives of academic progress and positive community relations while allowing the student to develop skills and marketability. The principles presented have application to many…

A survey of almost 150 colleges and universities found many are beginning to use integrated marketing approaches. Institutions report the most significant increases in all targeted areas (annual fund, applicant pool, enrollment yield) when their integrated marketing programs have the support of an alumni or trustee committee. Other findings…

Presents work accomplished at the 1998 National Communication Association Summer Conference. Outlines reasons for theory-based education in public relations. Presents an integrated model of student outcomes, curriculum, pedagogy, and assessment for theory-based master's and doctoral programs, including assumptions made and rationale for such…

This manual is designed to aid school guidance counselors in creating and implementing a public relations (PR) program to educate those both inside and outside the school system about the purposes, operations, and unique characteristics of guidance and counseling. The manual contains six sections, plus a bibliography of public relations…