Cultivation is described as the process by which an institution maintains a strong and healthy relationship with its constituencies and potential constituencies. Constituents include students, parents, alumni, and friends. The development office and the alumni office must share common goals and purpose. (Author/MLW)

The components of an effective school community relations program include a newsletter or newpaper, a demographic profile of the community, parent invitations to student-oriented activities, and a list of 10 strategies administrators can use. (JM)

The relationship between American business and higher education is examined. Corporate gifts and corporate programs including guest lecture programs and cooperative education programs are discussed. The most controversial program, "chairs of free enterprise," which promotes capitalism, is highlighted. (JMD)

Administrators are struggling to make the report cards sent home to parents more meaningful. Alternative ways to report student progress find more favor among educators than parents, as anecdotal evidence from several communities shows. Revamping attempts fail due to substantive problems with new reporting procedures or inept public-relations…

Discusses the National Library of Education, the largest federally funded library in the world devoted entirely to education. Highlights include the mission; history; collections; services; task force; public relations; and a network of national education technology and related resources that will promote greater cooperation and resource sharing.…

Factors in effective research program administration are discussed, and administrators are urged to focus on understanding and supporting what's important, and subordinating all other organizational functions to that; using good managerial skills (effective planning, organization, staffing, delegation of duties, control, creativity, and positive…

Describes ways in which college and university public relations professionals have addressed the challenge of information dissemination in an era of rapidly changing electronic communication. Others are encouraged to know their audiences, discover commonly used technologies, include television in the mix, make the most of a World Wide Web home…

Successful use of college and university World Wide Web sites for institutional development requires attention to use of staff/staff time and to site design/content/maintenance. Suggestions include using student volunteers for insight into what makes a site attractive; presenting a development viewpoint; considering users' technological…

Eight articles focus on capital campaigns including setting goals (D. Dalessandro), the lead gift (D. A. Campbell), motivating trustees (J. J. Ianolli, Jr.), alumni associations (W. B. Adams), role of public relations officers (R. L. Williams), special events( H.R. Gilbert), the campaign document (R. King), and case statements (D. R. Treadwell,…

Responding to the cost debate, higher education must look carefully at all the ways its institutions serve the public, then work together to convey that message to labor, business and industry, public officials, school teachers, parents, and others, building constituencies among those with a stake in higher education's success. (Author/MSE)

Discusses some of the main considerations that relate specifically to the head librarian of a public library as an individual in the role of administrator. These considerations include personal attributes of the head librarian, the internal administration of the library, and external relations with the trustees, local government, and general…

This article summarizes the evaluation of a university-based summer music festival and academic program sponsored by a school of music and held in a semi-remote community (Starret) in the Colorado Rocky Mountains. Strategies employed by the evaluation team assessed public relations, faculty and student development, and cultural awareness. (TJH)

Clout, or the authority invoked in certain situations, is discussed as it pertains to public relations officers. Five ways to cultivate the president are presented and some effective power plays are described. (MLW)

Once a school, college, or university has changed its graphic identity and developed a system for publications graphics, keeping the identity fresh over time requires additional effort. Suggestions are made concerning the role of administrators, faculty, and staff; dissemination of information within the institution; and strategies for…

Advice on international public relations for colleges and universities includes focusing efforts on one country or region at a time; researching the market and media outlets; involving faculty and administrators; using the local language; careful budgeting; providing photographs and copy; focusing story ideas; considering politics; and considering…