Campus public relations professionals offer advice for improving the effectiveness of public relations efforts by (1) setting behavioral goals; (2) targeting audiences carefully; (3) focusing appeals by making messages explicit; (4) connecting the public relations message with larger societal issues; and (5) reaching internal as well as external…

An informal survey of 19 media relations firms whose clients include schools, colleges, and universities revealed that institutions can contribute most to the success of the consultant-client relationship by planning, establishing goals and expectations, building a team, and identifying worthwhile stories. (MSE)

Two retired university public relations professionals (Ray Colvig and Bob Beyers) are profiled, and their reflections on changes in higher education and campus public relations are offered. Both argue that uncompromising commitment to integrity, support of administration and colleagues, making oneself available, and making academics a priority are…

College and university professionals in publications and public relations recount how they have effectively coped with significant budgetary setbacks. Strategies include more careful and cost-conscious planning, staff reorganization, and reductions in printing and mailing costs. (MSE)

The chief executive officers of a private school, a college, and a university offer their perceptions of the school public relations officer's role. Some elements include management of media issues, creativity in communicating the institution's mission and values, and ability to "package" stories in a way that captures attention and support. (MSE)

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…

Three successful college-community relations programs include weekly televised conversations between president, students, faculty, and staff (University of Michigan); a neighborhood outreach and college awareness program (Virginia Wesleyan College); and a conference to help campus and community understand motives of and reactions to prejudice and…

Nine campus public relations professionals offer solutions and strategies to address three campus communication dilemmas: (1) display of a controversial student photograph; (2) a state budget scare; and (3) a rape on campus. (MSE)