Considers students' views on the need to bridge the gap between current undergraduate curricular content and the international and multi(inter)cultural complexities of today's industry. Indicates that students are far from apathetic about multicultural and international learning. Cites certain curricular and structural impediments to expanding…

Notes that perceived motives to impression manage in public relations, seen as advocacy behavior, had a main effect on the reputation of public relations among undergraduate students and other non-student adults. Finds public relations to be less well-regarded when its practitioners were seen as acting with overt, intentional behaviors for…

Presents key concepts of chaos theory (CT) as a general framework for describing organizational crisis and crisis communication. Discusses principles of predictability, sensitive dependence on initial conditions, bifurcation as system breakdown, emergent self-organization, and fractals and strange attractors as principles of organization. Explores…

Explores the possibility of postmodernism as an alternative theoretical approach to public relations. Examines modernist public relations as a hegemonic practice that interpolates practitioners into the system to legitimize the perspectives and actions of corporate managers as objective knowledge. Concludes with suggestions for a postmodern…

Offers advice for those anticipating a career in public relations on maximizing media attention to speeches given by the boss. Suggests ways of meeting the needs of reporters from daily newspapers and professional journals (e.g., give reporters a copy of the speech, write stories about the speech in broadcast and newspaper styles). (DMM)

Experience at Washington University (Missouri) illustrates the importance of careful media relations planning, including pinpointing what the institution wants to accomplish, establishing ground rules, and working with the institution's communications team to draw up a media relations plan. Planning steps are outlined. (MSE)

Discusses the three areas that need to be addressed when considering the most beneficial context for teaching public relations ethics: core concepts and theories; relevant ethical theories; and the context in which the theory-based approach should be taught. (MG)

According to this reporter, news is not solely information that shocks and rivets but a reflection of people's chosen lifestyles and the effects those choices have on us. No public institution better mirrors the fabric of our society than the school classroom. Today's education deficiencies require school leaders' rapport with TV reporters. (MLH)

Differences between advertising and public relations are described, and basic elements of public relations are outlined: community relations, special events, and publicity. Examples of successful community relations and special events conducted by corporations are noted. Techniques for acquiring publicity are described using the acronym NEWS (new,…

Illustrates how the Middletown (Connecticut) adult education program increased enrollment through careful design and distribution of a promotional package (handbook, catalog, newsletter, and brochures) supported by press releases, media ads, posters, and mailings. Provides a template for promotional materials. (SK)

Analyzes evaluation methods used by winners of the Silver Anvil (an award presented by the Public Relations Society of America for outstanding public relations campaigns and programs) during the 1980s. Concludes that the quality of evaluation activity is far lower than the quantity of evaluation but that practitioners' efforts to substantiate…

The challenge for fund raising for fine arts programs is to draw the needed donors from the general community. More and more institutions are showing off their institutions' cultural achievements and attracting recognition for them. (MSE)

It is not effective to focus on the process of public relations, student recruitment, or fund-raising. In the 1990s, public relations must use rigorous research to achieve measurable results, not just more paperwork. (Author/MSE)

Asks three past presidents of the Public Relations Society of America about their views on the status and relevance of public relations education. (MS)

Explores ways in which the subject of ethics is presented to current and future public relations practitioners within the education process. Finds in the public relations literature that was examined that ethics ought to be a priority concern. (MS)