Promotional marketing can deliver significant benefits to colleges and universities willing to modify traditional practices to build awareness and recruit students. Emerging college marketing practices focus on service, rely on friends to disseminate information, maximize technology, simplify the message, and are based on knowledge of the…

Describes evolution of fact books at the University of Southern Mississippi, highlighting strategies for maintaining and enhancing its utility to users. Issues discussed include four audience considerations (context, customer, distribution, readability for middle-aged readers), format (fact sheet, pamphlet, pocket book, electronic fact book,…

Five trends in the creation of college student recruitment publications are identified: (1) using market research and marketing principles; (2) targeting specific groups; (3) honesty about campus personality and reputation; (4) cost-effectiveness; and (5) creativity in using effective copy and design. (MSE)

Examines the practical aspects of publishing a newsletter as a communication tool for libraries. Both internal and external newsletters are discussed, along with ones concerned with fundraising or ones in electronic format. Other topics include editorship, staffing, content decisions, production techniques, distribution, and organizational…

College public relations and institutional development offices can provide media training for faculty to master interviews. Methods include providing portable media manuals to faculty, conducting workshops, providing seminars on media communication during a crisis, having journalists coach faculty, creating a section for faculty and staff on the…

Describes a program called Get Real 'n' Read developed by Perth (Australia) public librarians to offer adolescents a greater incentive to use the library and to improve the image of reading. Topics include demographic characteristics of the area; planning; and advertising, including donations appealing to the target audience. (LRW)

Describes how to create community service choirs in schools. Discusses the importance of contacting community agencies and provides key questions to ask the agencies. Offers program guidelines for agencies and includes suggestions for successful public relations to publicize events. (CMK)

Provides historical information on the factors that contributed to the views of women and their roles in the post World War II era. Focuses on the four techniques for using promotional literature to refashion the images of three Massachusetts colleges: Mount Holyoke, Smith, and Wellesley. (CMK)

Universities have failed to educate the public about the role academic institutions have in society. Most state legislatures forget what functions their state universities serve because of the constant struggle to raise money for college athletic programs. Journalism needs a set of standards that are shared in a genuine and realistic public sense.…

A school fund-raising drive for a young cancer victim at Twality Junior High School in Tigard, Oregon, became a legal hassle with the involvement of a professional fund-raising organization being investigated for mishandling funds. Advises making a thorough background check before letting anyone take custody of funds raised through the school.…

Proposes targeting individuals, corporations, and charitable foundations and trusts as a means of supplementing library fund-raising campaigns. The basics of establishing and maintaining a private funds foundation are addressed, including goal setting, personnel required, and nurturing the library's relationship with the community. A sidebar by…

Briefly reviews the history of public libraries in the United States and discusses the features that make them distinctive from other libraries, including patrons served, objectives, services provided, collections, involvement in public relations and dependence on local financial support. It is argued that public libraries have a bright future,…

Describes the activities of and responses to a summer reading program for preschool and elementary school children offered by the Tulsa City-County Library System. Suggestions for developing and implementing such programs are offered, including planning guidelines, the design of print materials, and publicity strategies. (CLB)

When not asking whether he will be fired, local reporters often cast Baltimore's school superintendent as a "miracle worker." The press might be overlooking the developing cooperation between schools and community organizations. Hunter is trying to unite a city with 156 proudly independent neighborhoods and a severely underfunded…

Strategies to recruit Hispanic students at Vassar College, California Lutheran University, and Arizona State University are described. Some suggestions include find out what current students think so you'll know your strengths, develop ongoing relationships with high schools with significant Hispanic populations, work with families, etc. (MLW)