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…

The president of the Council for the Advancement and Support of Education talks about why college advancement officers need to rethink, restructure, and communicate better about their fund-raising campaigns, in light of public perceptions that the institutions are greedy and not managing resources efficiently. Emphasis is on carefully defining…

Describes the use of a public opinion research study to repair relationships at Mary Washington College (Virginia). Also offers case studies of how "town-gown" relations were fostered at four other higher education institutions and their local communities: Beloit College (Wisconsin); Oglala Lakota College (South Dakota); Midwestern State…

As college alumni become more diverse, alumni associations are finding that special interest groups are increasingly popular. Gay, ethnic, and racial clubs may spark controversy and require that alumni administrators address concerns tactfully while nurturing the affinity group. (MSE)

Two articles look at higher education public relations issues. The first reviews three studies of public opinion of higher education, undertaken through broad survey, focus groups, and a survey of civic leaders. In the second article, five college and university public relations professionals reveal their battle plans to respond to public…

Instead of differentiating themselves by building "brand identities," colleges and universities often focus on competing with price. As a result, fewer and fewer institutions base their identities on value, the combination of quality and price. Methods of building two concepts to influence customers' brand image and brand loyalty are…

The CASE National Task Force on Higher Education and the Public Interest examined the adequacy of communication between higher education and its on- and off-campus publics. The group was charged with helping institutions improve communication with the American public about the role and performance of higher education in society. (MLW)

Americans believe in the importance of a college education, but it is difficult to raise money among alumni and communities are less responsive than in the past. Three sources of resistance include: changed set of economic expectations and presumptions, attitudes of Baby Boomers, and the erosion of international competitiveness. (MLW)

The former president of Harvard University (Massachusetts) argues that college and university public relations specialists must attempt to understand what underlies the public's concerns about higher education, rather than simply to react to individual complaints. To reclaim public trust, higher education's leaders must consider carefully how they…

Ways in which college public relations officers have addressed public concerns about higher education are detailed. Campus communicators are encouraged to cooperate within and among institutions to encourage public appreciation of higher education's role in society. (MSE)

A study by Andrew M. Greeley and Joe Spaeth in 1972 that offered clues about why people support higher education institutions was used by Brown University to improve their alumni program. A survey of Brown's seniors provides data on student attitudes about Brown and their involvement as alumni.

The ways in which the University of Colorado helped to fight a statewide tax limitation measure are presented. The initiative would have severely inhibited the state's economic development and have mired the government in extensive litigation while trying to clarify conflicting interpretations of the proposal. (MLW)

With a powerful message and the right partners, the University of Utah convinced voters not to pass devastating tax cuts. Advice to institutions forced to defend themselves to the public is presented including: design a powerful message; be sensitive to the twists the debate is taking; etc. (MLW)

A professional, effective, and efficient college alumni office is the key to linking loyal alumni and campus. A wise alumni administrator will also increase alumni participation through communication, become involved and influential in campus affairs, gain the support of the president, and offer a program valuable to constituents. (MSE)

A journalist's master's thesis reports a survey of 300 campus periodical editors, 300 alumni professionals, and 300 journalism educators concerning types of periodicals, common characteristics, primary funding sources, content, coverage of controversy, publication viewpoint, relative publication quality, methods of quality improvement, and goals…