As the market for online communications evolves, it's hard to blame college administrators for feeling a bit deluged. Gone are the days of traditional media, where communications professionals relied on newspapers and print and radio advertising to recruit students and tell their stories. With more students embracing technology today--particularly…

Offers concrete suggestions for publicizing the "good work" of two-year colleges. (RS)

Suggests that educators lack understanding of the nature of marketing and the collegiate product. Establishes priorities for developing a marketing plan, identifies the potential benefits and inevitable problems of a marketing program, and offers examples of successful promotional activities. (DMM)

Presents strategies for a successful marketing plan for community college library services. States that aggressive marketing together with quality service is the key to clientele growth and a positive public reputation. Enumerates steps in developing a clear-cut marketing plan. (CBC)

Offers advice for those anticipating a career in public relations on maximizing media attention to speeches given by the boss. Suggests ways of meeting the needs of reporters from daily newspapers and professional journals (e.g., give reporters a copy of the speech, write stories about the speech in broadcast and newspaper styles). (DMM)

Outlines a successful approach for working with lay advisory committees. Recommends the use of written procedures, orientation activities, time to socialize, and recognition of the committee members' contributions. (DMM)

Describes the annual Paragon Award winners, representing 76 successful community college marketing efforts in the areas of overall promotion; best catalog, schedule, annual report, newsletter, news story, viewbook, brochure, poster, folder, postcard, outdoor advertising, print advertisement, radio advertisement, video promotion, photographs, media…

Urges community colleges to adopt pro-active public relations strategies. Examines the role of the public information officer in such areas as coordination of public relations and marketing activities, relations with media, and the development of a comprehensive public relations plan. (AYC)

Although institutional advancement is the area about which new college presidents are the least well informed, it will be one of their most important responsibilities during the 1980s. Two-year colleges and their presidents must build more complete and better advancement programs if the institutions are to prosper. (MSE)

Institutions must be prepared to handle the occasional media crisis. A truthful, authoritative spokesperson can keep a potential crisis from escalating into a media crisis. Attempts to mislead the media only produce antagonistic, disbelieving, suspicious public responses, which take years to counteract. (MSE)

Explains the reasons for changing the name of Henderson County Junior College to Trinity Valley Community College, and the successful education and public relations campaign that accompanied the phased-in name change. (DMM)

Underscores the importance of increasing public understanding and support of the community college mission in the 1980s. Suggests increased public relations efforts, community forums, the use of television advertisements, and efforts to gain the support of state legislators and officials. (AYC)

Peter Drucker defined marketing as "the promotion of a product or service from its inception through every step of its evolution and distribution until it reaches the satisfied customer." Inherent in this definition are the four components of marketing: pricing, product, place, and promotion. The product itself is the most important element and…

Essays by four public relations specialists--Fred Gehrung, Jane Johnson, and D. Richard Petrizzo and Marlene Stubler--discuss how community colleges can increase their coverage in the media. Suggests ways of improving relations with the press and bringing newsworthy stories to the media's attention. (DMM)

In the 1980's, the well-being and enhancement of community colleges will require not only instructional and programmatic excellence, but also a well conceived, continuous, and systematic program of public information to foster and maintain community support for the institution. The college president must create the climate, establish the…