Faculty can be helpful by providing commentaries to newspaper op-ed pages, but such a public relations program requires consistency, tact, good internal communications, thoughtfulness, and marketing skills. (MSE)

The use of computers at the news bureau at East Texas State University is described. With over 100 terminals all over the campus, some departments write their own press releases and send them to the news bureau electronically for editing and release. Stories can then be directly sent to wire services. (MLW)

A regular and well-managed program providing commentary articles for the op-ed page of local and regional newspapers can increase an institution's exposure and impress alumni and prospective students. Suggestions are given for starting such a program and for successful media relationships. (MSE)

Personal qualities of a good news director at a college are identified: good news sense, personal integrity, strong verbal communication skills, initiative, and versatility. Characteristics of creative spirit, news judgment, confidence, a sense of timing, and the ability to make even the mundane come alive are described. (MLW)