The role of the college president is described as that of "the solitary singer galvanizing a people to noble, even heroic action by the power of Their Story." The president spends his or her life trying to embody and fulfill the dreams, hopes, and aspirations of the college. (MLW)

Directors of small public relations shops were queried on how they have cut out unproductve work. Some time-wasters include: long committee meetings, telephones, outside services, things that require big effort for little reward, interruptions, junk mail, typewriters, etc. (MLW)

Suggestions on how to write a handbook for alumni volunteers are presented. Before putting together a handbook for volunteers, two points need to be defined: the purpose of the handbook and who will read it. The contents should cover the volunteer program, activities and how to run them, etc. (MLW)

The increased enrollment in journalism is from students interested in advertising, public relations, and the new programs being offered under the rubric of "communications." More jobs appear to be available in those fields and students perceive salaries in those fields to be greater than those in print journalism. (MLW)

Advice to college admissions officers is provided including recognition of individuals and responding to names, faces, interests, and personalities. Alert, personalized care and feeding will encourage the student's interest and can lead to an application and perhaps enrollment. (MLW)

Argues that there are relationships among perceived public relations role, formal research, and organization type. Presents two lines of research, the studies of public relations roles focusing on the individual, and the approach emphasizing the organization as the principle unit of analysis; Describes three research hypotheses are and presents a…

The CASE National Task Force on Higher Education and the Public Interest examined the adequacy of communication between higher education and its on- and off-campus publics. The group was charged with helping institutions improve communication with the American public about the role and performance of higher education in society. (MLW)

The Carnegie Mellon University's Alumni Visitation Program, which coincided with a $200-million capital campaign, is described. Student visitors asked alumni what they thought of Carnegie Mellon and told them about the university; they did not ask the alumni for money. Finding and training the students is discussed. (MLW)

Lafayette College used the Nexis database to find out if their peer institutions were receiving more and "better" national press exposure. Four categories of exposure were identified: coincidental mentions, sports stories, stories placed by an institution's own public relations efforts, and stories based on general prestige and perceived…

Excerpts of a discussion recorded at the "New Directions in Indian Purpose" symposium held in June 1986 in Chicago are given. The symposium's main thrust was the examination of the Declaration of Indian Purpose (1961) and how the declaration has been translated into the modern agendas of tribes. (JMM)

The author states that Future Farmers of America programs are useful for promoting the accomplishments of students and providing a public relations boost for the agriculture program. She describes the Building Our American Communities Program, from needs assessment through recognition. (CH)

Four things to keep in mind when involved in institutional marketing are identified: make sure the reality of the institution matches the image promoted; keep institutional image simple; tailor external relations program to meet the needs of a diverse constituency; and be persistent and consistent. (MLW)

Americans believe in the importance of a college education, but it is difficult to raise money among alumni and communities are less responsive than in the past. Three sources of resistance include: changed set of economic expectations and presumptions, attitudes of Baby Boomers, and the erosion of international competitiveness. (MLW)

Certain types of crises cry out for legal counsel. Becoming familiar with the basics of media law is suggested for public relations offices. Three types of crises that call for legal advice include: litigation or potential litigation; a violation of a law or regulation; or incidents with any hint of liability. (MLW)

Recommends publicizing the achievement of nationally accredited child care centers and suggests ways of doing so. Notes that such promotion publicly recognizes staff, advocates quality care for all children, helps to maintain funding sources, aids enrollment, and helps to attract and retain qualified staff. (NH)