The article summarizes responses of 30 alumni directors to a survey concerning creative ways to recognize alumni and volunteers for outstanding service. Examples are given of specialized award categories, innovative award mementos, and special ceremonies. (DB)

Argues that technical writers who develop broader writing skills prove to be more valuable to their employers during periods of economic downturn. Offers an overview of the basic skills needed to write marketing, advertising, and public relations documents. (PRA)

This study examined leadership in 16 research and 16 nonresearch teams in various manufacturing, aerospace, and health services companies. It concluded that research team leaders need to be able to fulfill a public relations or boundary management role. Engineering research teams, however, showed leadership patterns suggesting different needs for…

Discusses three techniques for packaging risk and manipulating public attitudes toward risk: subtleties of language, finessing numbers, and risk comparisons. Discusses implications for practice in the profession of public relations. Presents three classroom applications. (SR)

Reviews some of the legal responsibilities of public relations practitioners in the preparation of press releases. Discusses legal criteria for judging the fraudulence of press releases and discusses the timeframe for fraudulent action. Concludes with lessons that practitioners need to understand. (SR)

Planning for a successful transition to a new college administration is divided into four phases: (1) preparing for the announcement of a new leader; (2) making the formal presentation; (3) getting acquainted and introducing the president to others; and (4) creating regular opportunities for ongoing communication with all constituencies. (MSE)

Importance-performance analysis, a marketing research technique using analysis of consumer attitudes toward salient product or service attributes, is found useful for colleges and universities in developing marketing strategies, particularly when competition is considered as an important dimension. Data are drawn from a survey of 252 students at 1…

Examines ethical controversies around actions taken by the public relations firm Hill & Knowlton in relation to its acceptance of the Citizens for a Free Kuwait as a client. Presents answers to three questions in terms of entrepreneurship, professionalism, ethical codes, and guidelines. (SR)

One high school principal gained a new perspective on his small school by donning an outsider's hat and visiting school grounds, hallways, and classrooms and noting areas needing improvement. Ideas for helping principals of small schools improve school climate, physical plant attractiveness, and overall educational excellence are discussed. (MLH)

Because strategic planning can have a powerful effect on a district's future and its use of resources, district leaders must anticipate the need for extensive communication with all segments of the community at every planning stage. As the experience of Tacoma (Washington) Public Schools shows, regular communication is crucial to success. (MLH)

Describes a study investigating how attitudes of public relations students differ from those of other students. Finds that public relations students feel (1) more strongly than do nonmajors that being well rounded and intelligent are important qualities; and (2) that they prefer using communication skills more than do other majors. (SR)

Principals can forge an effective home-school partnership by encouraging teachers to communicate regularly with parents, issuing a monthly principal's newsletter, writing a column in the parent organization's newsletter, hosting informal meetings with parents, issuing parent and student handbooks, and meeting regularly with the parent…

Discussion of fines charged by libraries for overdue books focuses on the experiences of the Somerville Free Public Library (New Jersey) in implementing a no-fine policy. Goals of the new policy that are evaluated include increased circulation, increased return of late materials, and an improved library image. (seven references) (LRW)

Explores the pluralism model which undergirds both the systems and rhetorical perspectives in public relations theory. Shows how pluralistic assumptions affect the study of organization-stakeholder relationships. Calls for a more serious consideration of power's impact on the organization-stakeholder relationship. (HB)

Argues that meaning and persuasion are essential to public relations. Presents a model based on a rhetorical perspective, which addresses the impact of words and symbols, as a worthy candidate to be the dominant model in the field of public relations. (HB)