Student-run advertising, public relations or integrated communications agencies at colleges and universities give students hands-on client experience, help them develop their professional skills and provide students with an understanding of how to work within an agency structure. For faculty advisers, managing a successful student-run agency can…

Alumni administration is an activity of a college designed to allow alumni to exercise their rightful role in the governance and support of the institution. It is an asset of tremendous worth to the president and can help meet the various problems of higher education today. (MSE)

David Clavier advances four arguments for placing administrative control of public relations education programs in the hands of journalism departments: (1) tradition, (2) professional associations, (3) essential skills, and (4) resources. However, there is a trend away from teaching public relations in journalism departments because such curricula…

Strategies used at Oberlin College to justify a budgetary increase for alumni programs are outlined, along with suggestions for budgetary planning. Alumni program coordination with other important programs--such as recruitment, career exploration, and attracting experts to campus--is suggested. (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)

Five veteran college alumni directors share strategies for creating an effective association: deciding what program aspects must be measured; assessing the program realistically; listening to customers; stretching program resources to hold down cost and work more efficiently; and remembering the value of the human touch in program design and…

An informal survey of college editors via electronic mail (e-mail) found that many felt inter- and intrainstitutional e-mail was an efficient method of communication but also elicited some concerns. Some respondents noted it did not replace face-to-face communication; flaming and overload were also noted as negatives of e-mail. (MSE)

The ways in which advancing technology will affect college and university public relations and the mass media in the next century are examined, and a survey of 60 campus public relations specialists and 40 journalists concerning predicted changes is reported. Implications for campus communications with the media are also discussed. (MSE)

Anecdotes about fund-raising from the experiences of a variety of institutions reveals that communications problems, in various forms, are at the heart of many fund-raising problems. Among the ideas presented are the use of large donors to solicit other donations, trustee assistance, persistence in asking support, and alumni matching funds. (MSE)

Recommendations made as a result of a Wingspread Colloquium on college marketing and student recruitment are reported. Abuses and specific remedies in recruiting, providing information, pricing and financing, student selection, and performance obligations and guarantees are outlined. Focus is on ethical and public interest issues. (MSE)

Six college and university alumni and development professionals comment on problems and potential of computer software for program administration. They look at current problems with software, discuss capabilities they would like to have, and make predictions for the future of software abilities, hardware uses, sales, and other issues. (MSE)

Institutional advancement is a management process that requires coordination, not only of how resources are acquired but also how they are allocated, utilized, evaluated, and accounted for. The president cannot tolerate poor performance by any member of the development team. (MSE)

Since planning is a continual process, the college public relations manager plans for what could occur and prepares for it. The manager's responsibilities include working with the board and president, budgeting, setting objectives, innovating, representing, staffing, coordinating, and directing. (MSE)

A professional, effective, and efficient college alumni office is the key to linking loyal alumni and campus. A wise alumni administrator will also increase alumni participation through communication, become involved and influential in campus affairs, gain the support of the president, and offer a program valuable to constituents. (MSE)

Factors in effective research program administration are discussed, and administrators are urged to focus on understanding and supporting what's important, and subordinating all other organizational functions to that; using good managerial skills (effective planning, organization, staffing, delegation of duties, control, creativity, and positive…