Offers advice for college communications officers in dealing with the media. Tips include: "bring in the big guns", "play show and tell", expand the media circle, understand reporters' jobs and respect deadlines, "keep it real", "stay in touch", and "hedge your bets". (EV)

Successful campus public relations requires: (1) segmenting the mass audience into categories according to demographics, interest, lifestyles, and other factors; (2) analyzing how members of each segment respond to various messages and media; and (3) designing a campaign tailored to specific segments of the general audience. (MSE)

Using a hypothetical case study told in the first person, a fiftieth reunion chair illustrates sure-fire ways to lure reluctant alumni back to the campus. The techniques emphasize the personal and sentimental touch in mailings, other communications, and at the reunion itself. (MSE)

The six-stage diffusion process, with choice of the right media, makes a vital strategy for public relations because it goes beyond informing to stimulating action. (MSE)

College and university public relations officials need to be aware of the potential problems associated with institutional research programs using animals and conflicts with animal welfare activists. Steps to take include anticipating and planning for a crisis, knowing campus research projects, and educating the various constituencies affected,…

The public's increasing frustration with many social and economic issues is finding a target in higher education. So far, higher education has not adequately anticipated or responded to these high-profile problems. College and university public relations specialists would do well to expend some effort on anticipating problems and planning to…

Understanding reporters' needs and devising solid programs to meet them have done much to enhance the public relations office of the Texas Health Science Center at Dallas. A lot of time is spent hunting for new sources, developing good media lists, and keeping these lists up-to-date. (MLW)

A survey to learn how publications offices market themselves on campus is discussed. The responses indicate that many use brochures and handouts, rather than formal meetings. Some of the ways publications managers tell the campus of their offices' skills and service are presented. (MLW)

Most major donors don't need another plaque or formal dinner. Development officers need to be more imaginative and less materialistic in expressing their institution's thanks, personalizing them by tying the gesture in with something distinctive about the institution or the gift. Development office teamwork and care help promote donor…

College production of a college newsletter for planned giving prospects is compared to production by a vendor in terms of advantages (it projects character, permits control, promotes credibility, provides connection, and produces confidence) and disadvantages (it preempts calling, demands copy, requires competence, adds costs, and brings…

Relationships between scientists and campus communicators are often poor because the two inhabit very different worlds. Bridging the gap depends on improving communication, which in turn can have far-reaching benefits for both. Efforts to reconcile the two worlds are essential. (MSE)

Suggestions on how to improve first-contact recruitment mailings are provided: involve experts in planning, include cover letter, target messages, find a great writer for brochure and cover letters, keep it short, sell location, print brochure in colors, eliminate evidence of computer-generated messages, etc. (MLW)

With increased media scrutiny has come the need for better public relations in higher education. Some rules and practices for crisis communications are presented, including: make sure the staff speaks one language, review what can and cannot be said, help reporters out, treat reporters fairly, be accessible, etc. (MLW)

The University of Wisconsin-Madison's news service's responsiveness is described. Its philosophy is to supply the media what it needs when it needs it, despite low budgets and inconvenient geography. Releases, wire service contacts, resource services, broadcast services, and personal contacts are discussed. (MLW)

An effective first step toward creating new media opportunities is internal education. These include encouraging top college administrators to involve the public relations department in pre-planning; increasing access to newsworthy, appropriately targeted stories; and educating faculty about effective media relations. (MLW)