With constant changes taking place in the practice of public relations, evaluation and modification are requisite to maintaining a competitive degree program with competitive graduates. Whether a program is in the process of being developed or is being evaluated for certification or reaccreditation, it is critical to look to current and future…

The Department of Education at Eastern Washington University has used several marketing techniques to improve its relations and image that are aimed towards several audiences, including the local and regional community, the legislature, current and potential students, alumni, fellow educators within the university, and regional school districts.…

The paper provides guidelines to rural school districts developing community support and resources for their gifted education programs. The following seven questions are addressed: (1) Does your gifted/talented program and community need a formal community resource development team? (2) If so, how should it be developed? (3) How can you get other…

There is a growing awareness among students that public relations internships provide not only a means for testing skills, but also valuable experience that can be placed on a resume. This has created keen competition among students for internships, thereby providing practitioners with a considerable talent pool from which to select competent…

This document is a guide for a workshop on marketing college cooperative education programs. The guide takes the reader/workshop participant through the marketing process, from defining needs and resources to planning a marketing campaign, implementing it, and evaluating its success. Samples and sources also are provided. Topics covered in the…

In a review of the literature regarding the current and projected status of public relations degree programs and major trends in public relations practice in the United States, this paper analyzes aspects of the political/economic/social/cultural environment (PESCE) affecting the practice and teaching of public relations. The paper covers PESCE…

Modern marketing concepts and techniques are described as offering problem-solving and explanatory directions to the study of colleges and universities. In application to the administration of higher education, marketing is defined as an approach or philosophy of management and planning based on the conviction that those institutions that survive…

This paper discusses the development and evolution of the University of Maryland's UniversityCenter in downtown Baltimore since its conception in 1991. UniversityCenter is a geographic location, one of six downtown districts that resulted from Baltimore's latest development plan. It contains not only the University of Maryland's Baltimore campus,…

As various institutions compete to fill more roles in the educational process, they should ask themselves exactly what kind of clientele they wish to serve and what kinds of outcomes they wish to attain. Only then is it reasonable to consider strategies for using technology to support these goals. Educational institutions should plan future…

A marketing process was designed at Odessa College (Texas) to deal with declining enrollments. Marketing was defined by the administrators and faculty who designed the process as a combination of image portrayal, service adaptability, and the evaluation of how well service and promotion complement one another. The process used a task force…

From plans to rescue EuroDisney to blueprints for introducing the Intel chip, group projects in a public relations class can offer students invaluable lessons in real-world applications. This paper provides teachers of undergraduate, introductory classes in public relations with a primer on how to develop, supervise, and evaluate group projects in…

The first of a series, this publication consists of two symposium presentations. The first paper, "Annual Fund: Cornerstone of Development," by Robert L. Stuhr, defines the annual fund concept in the context of institutional development and provides five requisites for a successful annual fund: it must (1) be part of an ongoing…

In this workshop, the concept of marketing was applied to school library media programs by examining the relationship between library media programs, the marketing plan, public relations (PR), and promotion. Reachable goals, targeting the audience, advertising, and motivation and commitment of the staff were also considered, and successful…

A University of New Mexico program in Spanish for professionals began in 1981 as a Spanish and Portuguese program to provide language training for personnel in health care, business, law, and education. The program encountered early problems of uneven enrollments, funding difficulties, and some lack of interest from the campus professional schools…

A model is presented for constructing and evaluating an effective alumni volunteer program to aid in the student recruitment effort. A review of successful programs reveals certain common features and provides important touchstones for other schools looking for the principles and practices with which to organize their own efforts. The first…