Teaching skills, knowledge and abilities appropriate for career-ready graduates and assessing learning are complex issues. Developing a valid and reliable approach is often by trial and error. Instead, the authors employed Deming's PDCA Cycle of continuous improvement as a systematic procedure to incrementally move closer to their goal. This paper…

Discusses the advantages for libraries of utilizing print media for public information and public relations. News releases, interest stories, and feature stories are described, and hints on writing style for each format and on getting items printed are offered. (MES)

This activity helps students understand the relationship between public relations (PR) writing and news writing by demonstrating how PR material gets used in the production of news stories. Considering that "more than 70 percent of daily newspaper copy emanates from PR-generated releases," it is important for students to learn how PR professionals…

Discusses the use of in-house company newsletters as an effective means of marketing day care centers. Describes benefits to the company, planning of the article, ways to contact company newsletter editors, and provision of information for articles. (RJC)

Provides specific information for vocational educators who wish to write feature articles highlighting their programs for the local print media. Topics covered include idea gathering, interviews, writing, manuscript preparation, and placement. (CH)

Tested the attitudes of newspaper editors and public relations professionals to determine how much they understand each other's goals. Found differences in their perceptions of the role of news releases and the relative status of their professions. Contends these misunderstandings are rooted in journalism education. (PD)

Analyzes employees' communication needs at a university-based research and development center. Defines three types of employees (information seekers and selective and nonselective information processors); describes their communication needs and habits. Suggests ways to enhance the existing communication program. (PD)

A story on the wire services puts an institution's name before editors and news directors at media outlets all over the state and region and maybe even across the nation. To get potential stories onto the wires, the development officer needs to have sound news judgment, the ability to write clearly, and tact. (MLW)

Offers school administrators eight suggestions for increasing the amount and quality of newspaper coverage, including writing a regular newspaper column, discussing educational coverage with the managing editor, inviting education reporters to observe school activities, using the district staff's writing talents, and holding news conferences.…

On becoming president of the University of Miami, Tad Foote began a long-term campaign of media access, making a point of being both honest and available. His experience as a former journalist helps him both understand the needs of news editors and write articles himself. (MSE)

Argues that the public relations and advertising disciplines are inextricably linked and should be related in a cohesive writing sequence. Emphasizes that beginning advertising and public relations students should develop their news writing skills. (MM)

One of the best communication tools for principals is the building-level publication. Suggestions for publications and points to consider in developing them are provided. (Author/MLF)

Examines how four newspaper characteristics and seven types of news releases related to publications. Concludes that weekly and twice-weekly newspapers print more releases than daily papers and that past events, features, and institutional news releases are almost never printed. (SRT)

Schools need to take responsibility if they want news about positive programs and events in their schools to be covered in the local media. Nine guidelines are provided for schools to follow to develop effective public relations with the press. (MD)

Writing press releases can help make students aware of the importance of reader orientation, because the same case and the same facts can be used for different audiences with different results. (RL)