Suggestions on how to avoid boring the media--and embarrassing the institution--with "non-news" story ideas are provided. Because reporters at the national level are bombarded every day, they hardly have time to listen to good ideas, much less mundane matters. (MLW)

Presents some of the ideas and actions the sociology department at the University of Lowell (Massachusetts) has adopted in an effort to make sociology attractive to students. Discusses the dissemination of information about the positive aspects of the discipline, the quality of teaching and guidance, and the development of a substantive…

Discussed are the five steps of content analysis with a 1986 study of national forest brochures. Describes the methods of the study, the results, and the implications for environmental education. (CW)

Presents a brief history of public relations education. Proposes a model program for public relations education and discusses where such a model program logically fits in the university structure and where it would be most likely to receive necessary resources. (MS)

Using a case study format, this paper describes the development, implementation, and results of a public postsecondary institution's state legislative relations plan. A model for institutional planning for state legislative relations is proposed. Planning should be a year-round process and have explicit assessment, evaluation, and feedback…

Suggests that the declining enrollment in German courses in the southern and western United States illustrates the need to promote German language education. Teaching assistants should be trained in public relations methods; a model is provided for including such training in existing methods courses. (25 references) (JL)

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)

Examines the fundamental cultural values and political attitudes of communications students at the beginning of their professional education. Compares profiles of students in advertising, print and broadcast journalism, telecommunications, and public relations. (MM)

Principals must realize the positive effects that marketing can have on improving schools and building support for them. Market analysis forces clarification of the competing needs and interests present in the community. The four marketing phases are needs assessment, analysis, goal setting, and public relations and advertising. (MLH)

Discusses the stereotyping of librarians in terms of interactions which may lead to stereotyping, perpetuation of stereotyped image by the mass media, and whether the image problem is any worse for librarians than for other professionals. A public awareness campaign by the American Library Association (ALA) is described and suggestions are made…

A survey of the best in event ideas, settings, and themes for alumni programs is discussed. Traveling reunions at Greenhill School, a private screening of "Ghostbusters II," morning breakfasts of alumni at Purdue University, are among those described. Capturing the attention of graduating seniors before they leave campus is advocated. (MLW)

Criticizes basing public relations efforts in art education unquestioningly upon the practices found in corporate advertising. Urges judicious use of public relations in the arts when applicable. Stresses careful application as the key to survival for the arts in a world dominated by economic and technological priorities. (KO)

Argues that public relations and resource development, including long-range planning and marketing, have become integral functions in advancing the goals of Catholic elementary and secondary schools. Considers alumni giving, foundations, and other components of development programs. (DMM)

A tax professional experienced in trusts advises college and university fund raisers and public relations professionals on trust management issues and their role in the trust relationship. Focus is on communication with the donor and on solving situation-specific problems. Examples are offered. (MSE)

The experience of Stanford University (California) in developing the institutional image it portrayed on the World Wide Web is discussed. Principles and practical suggestions for developing such an image through layout and content are offered, including a list of things not to do on a Web page. (MSE)