Reasons are given for media myopia about higher education, and suggestions are made for improving news media perceptions: (1) using personalities to enhance the university's image; (2) establishing a program for making faculty expertise available to the media; (3) emphasizing solutions, not problems; and (4) taking risks. (MSE)

Institutions need coordinated events programs that support institutional goals and are closely related to them, whether the objective is fund raising, student recruitment, or improvement of the college image. Carefully selected and planned events create news, affect perceptions, influence attitudes, spark emotions, and affect people's decisions…

A national poll of 337 community college presidents on 39 factors affecting institutional image indicates college student-related factors ranked higher in relative importance than factors usually associated with the public relations office. They include student word-of-mouth, student faculty relationships, and student success after college. (MSE)

In the 18 years since the founding of the University of California, Santa Cruz, America's youth have turned from long hair to pin-striped careerism. UCSC made the transition with the help of an image overhaul emphasizing its mix of idealistic educational philosophy and rigorous undergraduate courses. (MLW)

When a new clinical sciences facility at the University of Wisconsin-Madison was scheduled to open it had a poor image due to budget problems, labor strikes, inaccurate rumors, and community distrust. An extensive program of receptions, media events, a dedication, and a health-planning conference brought new support. (MSE)