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)

Three high-technology approaches are suggested to make college and university development efforts more efficient: (1) use of automated systems for phonathons; (2) use of local area networks to speed access to databases; and (3) exchange of information on electronic bulletin boards. (MSE)

The University of Missouri's alumni association is using technology to recruit new members, increase retention, and provide benefits and services. Examples include the use of members' electronic mail for communication, use of personal barcodes on membership renewal notices, and automatic membership renewal using credit and debit accounts. (MSE)

Many daily and some weekly newspapers have developed online services that colleges and universities may use to their advantage for disseminating campus news. To use these public relations opportunities, campus information personnel must become comfortable with the technology, investigate commercial online vendors, forge relationships with the…

Ways in which college alumni officers are using emerging technology to enhance regional programming and distance communication are described, including World Wide Web sites, electronic mail, and satellite and video technologies. Suggestions are made for getting started: defining goals, doing research, offering inexpensive connections, and…

A variety of strategies for college public relations professionals to improve communication with the news media is offered, based on the experiences of a number of institutions. They include providing a workshop about the institution for reporters, personal contact between administrators and reporters, making information about the institution…

The potential of CD-ROM and floppy disks in college student recruitment is explored. Benefits, research strategies, selection of format, creation of content, production values, and details of delivery are discussed. It is argued that carefully planned and effectively produced CD-ROMS and floppy disks can supplement computer network capabilities as…

Four common difficulties in development and maintenance of a World Wide Web site are those of capturing control of the ever-changing medium and providing product consistency; providing relatively easy and rapid access for users; coping with copyrights when there are so few legal guidelines; and preserving privacy for use of credit cards. Solutions…

Four innovative ways in which a college (Bryant College, Rhode Island), two universities (University of Maryland and Chapman University (California), and a preparatory school (University Preparatory Academy, Washington) have made the most of media coverage are described. Ideas include using information technology to spread news, using…

Use of the World Wide Web, a set of connections that organizes the Internet for users, is suggested as one way to enhance college or university information systems. Possible practical applications include student recruitment, alumni relations, media relations, advertisement of institutional specialties, and interactive communications with specific…

College development specialists predict trends in corporate matching gifts including increased competition, reduction in gift size, more diversity, more employee input, sophisticated use of technology, more global and democratic giving, gifts reflecting the general economic climate, and larger gifts for top recipients). They recommend better…

Six technology-based strategies for colleges and universities to use to address market pressures are described: behavioral research to help the institution build relationships; blind consumer surveys concerning perceptions of the institution; secret shopper research, in which unknown "shoppers" go through the enrollment process, keeping…