The key to evaluating government relations programs is to evaluate individual components separately. Some suggestions include: develop specific goals, evaluate relations developed in the contract- and grant-seeking process, assess the time frame for objectives, and recognize limits. (Author/MLW)

A guide to current sources of information for campus public relations and information specialists is presented. Organizations such as the Council for Advancement and Support of Education (CASE) are included, as well as books and periodicals. (JMF)

Suggestions for making the best use of the electronic media (local radio and television) are offered to college and university public relations and information specialists. (JMF)

The decision whether to publish information concerning a given person in institutional public relations efforts must go well beyond consideration of the information's usefulness in the immediate context. Damage to another's reputation or invasion of privacy is both unethical and costly. (MSE)

Although institutional advancement is the area about which new college presidents are the least well informed, it will be one of their most important responsibilities during the 1980s. Two-year colleges and their presidents must build more complete and better advancement programs if the institutions are to prosper. (MSE)

Institutions must be prepared to handle the occasional media crisis. A truthful, authoritative spokesperson can keep a potential crisis from escalating into a media crisis. Attempts to mislead the media only produce antagonistic, disbelieving, suspicious public responses, which take years to counteract. (MSE)

Building a board of trustees with development strength requires attention to three areas: identifying specific development purposes and potential, recruiting trustees with compatible credentials and capabilities, and developing executive leadership. An institution's board of trustees is seen as the single most important constituency for resource…

College and university public relation specialists are offered guidelines for getting stories published in magazines, including awareness of the market, characteristics of different publications, and tailoring the material to fit the publications. (JMF)

Alumni administration is an activity of a college designed to allow alumni to exercise their rightful role in the governance and support of the institution. It is an asset of tremendous worth to the president and can help meet the various problems of higher education today. (MSE)

Institutional advancement personnel are advised to become familiar with copyright law to protect property generated by staff or acquired through donors, and to guard against abusing others' property. Copyright issues are outlined regarding ownership, notice, registration, duration and renewal, transfer, copyrightable works, infringement penalties,…

It is suggested that colleges should use trustees as ambassadors to outside constituencies whose economic and political influence is important to their quality growth. This role demands a keen awareness of the social purpose of education and of the institution. (Author/MLW)

College and university news and information directors are advised about technological advances in news media, types of newspapers, and techniques for writing and distributing news releases. (JMF)

The diversity of programs, services, students, and innovative learning situations in a community college make for a complex and sometimes confusing public image. A sound, effective community relations program is essential for institutional survival in a highly competitive market. (MSE)

College and university development officers must take an active role in soliciting foundation support and marketing their institutions and priorities. They should also exercise good judgment and fund-raising understanding to determine where their participation is beneficial and has the potential for productivity. (Author)

Colleges and universities must have healthy relationships with their neighbors. Concentrated efforts are necessary to establish and maintain local residents' and officials' support. Experiences at the University of Pittsburgh and at the University of California at Santa Cruz are discussed. (Author/MLW)