This chapter describes the historical context of community college mission statements and proposes that these texts serve three functions: public relations, management, and sensemaking.

As fiscal, accountability, and enrollment pressures rise, community college presidents need to work more closely and effectively with elected officials at the local, state, and federal levels in order to advocate for their schools and students. Colleges will be expected to carry an even greater burden in meeting demands for both increased student…

Reviews the literature pertinent to defining the goals of public relations, reaching out to the community, dealing with the media, and evaluation. All references have appeared in the ERIC system and major higher education journals since 1972. (Author/RT)

Urges community colleges to adopt pro-active public relations strategies. Examines the role of the public information officer in such areas as coordination of public relations and marketing activities, relations with media, and the development of a comprehensive public relations plan. (AYC)

Colleges should guard against a solely local focus in public relations, encouraging individuals within the college to participate in state and national professional affairs. Recognition will also come if the college is an active member of the state system and the national higher education enterprise. (Author/RT)

Describes how market concepts (e.g., product, promotion, pricing, and place distribution) can be applied to job training and education. Offers a step-by-step explanation of how to analyze markets and plan strategically. (AYC)

If unions are to be kept from taking over institutions, trustees must understand their role as keepers of the public trust, and commit themselves to winning at the bargaining table. This article offers a list of practical guidelines for trustees involved in contract negotiations. (Author/NHM)

Phoenix College, Arizona, makes use of minority and special interest media to communicate with non-traditional students. Techniques are described for reaching minorities, senior citizens, elementary and secondary school students, parents with problems, nursing home workers, the handicapped, the economically deprived, and the general public. (RT)

Presents a marketing model for private junior colleges, including a research component to analyze the college, its students, and its competition; an assessment of the academic program, student services, and finances; a communications strategy for recruitment, public relations, and image enhancement; and an evaluation component. (DMM)

Discusses the need to organize and maintain public relations through adequate internal and external communication. Cites use of orientations, manuals, newsletters, closed-circuit TV and films, and special group meetings for internal communication. Press relations, publications, special events and speakers, and fund raising activities are described…

Defines publicity, advertising, and promotion. Explains the four principles of using media in educational marketing: know the goal of the promotion, the interests and biases of newspapers and radio and television stations, the programs of other local educational services, and the definition of newsworthiness for the various media. (DD)

Describes techniques for developing scripts and tapes for radio and television public service announcements with minimal financial investment, using college audio-visual equipment and personnel. (RT)

Explores the attitudes of legislators towards the college public relations function through interviews with Florida senators and representatives, and cites the need to establish a clearer identity with them in order to secure necessary funding. (RT)

Discusses factors involved in the decision to use electronic media in educational marketing. Explains the use of public service programing and paid commercials, including the information needed from the station, the possibility of in-house production, and methods of choosing the medium and air time to purchase. Mentions alternative media and…

Nonprofit marketing is an extension of the planning and management process, and a necessary new skill for the community college manager. Management must teach marketing concepts to faculty and all college personnel and communicate their role in the marketing process of the institution for a successful program. (RC)