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)