Examines the role of marketing in the management of libraries. The role of public relations (PR) in the total marketing concept is discussed, surveys that have explored PR efforts in academic and public libraries are described, and changes affecting libraries that marketing efforts could help to manage are discussed. (seven references) (LRW)

Conferences, conventions, and publications aimed at HPERD professionals seek to improve the public image of physical education and its related disciplines. Adopting a marketing approach offers a framework and stimulation to accomplish such a task. (Author)

Two retired university public relations professionals (Ray Colvig and Bob Beyers) are profiled, and their reflections on changes in higher education and campus public relations are offered. Both argue that uncompromising commitment to integrity, support of administration and colleagues, making oneself available, and making academics a priority are…

Planning can help college public relations officials make the most of their time and energy. One approach includes reviewing institutional mission and strategic plan; setting department goals; identifying and targeting audiences; establishing interdepartmental links; and setting out action, crisis, budget, and evaluation plans in writing. (MSE)

Describes the growth and maturation of public relations education in the United Kingdom up to 1987. Discusses the first academic programs, certificate and diploma programs, and in-house public relations training. (SR)

This article discusses reasons why a number of colleges and universities are privatizing (having outside sources take over) some administrative and support functions such as publications as well as reasons why other institutions have rejected this growing trend. In each case, true costs of the change are a central consideration. (MSE)

The ways in which advancing technology will affect college and university public relations and the mass media in the next century are examined, and a survey of 60 campus public relations specialists and 40 journalists concerning predicted changes is reported. Implications for campus communications with the media are also discussed. (MSE)

Links ethical theories to the management of the product recall of the Perrier Group of America. Argues for a nonsituational theory-based eclectic approach to ethics in public relations to enable public relations practitioners, as strategic communication managers, to respond effectively to potentially unethical organizational actions. (SR)

Discusses the gradual rise of free print media, Western-style advertising and marketing, and limited public relations in Hungary in its first four years of democracy (1990-94). Notes how Hungary's first democratically elected government failed to understand the public relations implications of a free press, made one public relations mistake after…

To help sell a school bond issue in Akron, Ohio, the district recruited speakers that the voters could identify with: coaches, school board members, ministers, parents, senior citizens, and key school staff members. Speakers were brought together for a training session to go over presentation skills and the key selling points identified by the…

Uniform reporting standards and better communications about how college development campaigns and endowments benefit the institutions can thwart public resentment of higher education fund raising. Institutions must be scrupulously honest and fair minded in reporting gifts and assure that the public knows the reporting is ethical. (Author/MSE)

New college fundraisers are encouraged to be optimistic, act confident, ask for a specific amount, and expect a positive answer when requesting a donation. Anecdotal evidence illustrates how effective this approach can be, and how the benefits extend beyond achieving a fundraising goal to inspire others about the college. (MSE)

Qualitative critical analysis examines how competing identities are managed within the environmental movement. Both mass media and in-house publications of environmental organizations served as data. Identifies and assesses primary identity problems and management strategies for each activist constituency. Discusses the implications of image…

Research projects within the European Community (EC) have used different strategies and instruments for information dissemination and lobbying on national and international levels. The scientific community must have stronger autonomous representation in Brussels as an equal partner of the EC bureaucracy, similar to that in some member states.…

It is proposed that developing a new institutional image can be 95 percent politics and 5 percent design but that a well-managed program can amplify and unify thousands of visual contacts with the college's publics. Eight steps are offered to guide development of a meaningful and effective identity program. (MSE)