Argues that two basic propositions and their imperatives constitute an "ecological paradigm" useful in public relations theory and practice. Describes the ecological paradigm as constituted of two competing models of organizational change, adaptation and selection. Discusses implications of this model for research. (HB)

Provides examples of ways to integrate legal and practical public relations concerns into the mass communication law course. (SR)

Discusses the important features of a successful public relations internship program. Considers the academic preparation, the academic structure, and the administrative procedures necessary for deploying a successful internship program. (HB)

Reviews the general nature of ethos or image as it pertains to the physician. Discusses its rhetorical constituent elements of trustworthiness, expertness, goodwill and charisma that give these concepts such a vital role in effective public relations. (SR)

Suggests that the Spin Doctor is a new communication role, and raises questions about its relationship to the traditional public relations model. Discusses the implication of this new role for mass communication theory and for the practice of journalism. (SR)

Presents 12 rules for librarians who have to deal with the media, particularly reporters. Highlights include reframing of questions, benefits of a positive approach, the need for repetition, sample questions to practice on, and a sidebar that presents a reporter's viewpoint. (LRW)

Examines the utility of public-relations theory, specifically situational theory of publics, for assessing response to the New Madrid earthquake prediction. Finds that high personalized risk was associated with high constraint recognition regardless of belief in the prediction. Suggests development of more effective messages for communicating with…

Surveys advertising and public relations faculty members with regard to IMC (Integrated Marketing Communications) and its impact on current curricula. Finds (1) areas of discontent with current course curricula; (2) evidence of "separate agendas" between advertising and public relations educators on this issue; and (3) evidence of a generation gap…

Offers guidance for parents, teachers, and other advocates for gifted education on the use of public relations to increase local, state, and national support. Topics covered include the importance of using the media, state-level strategies, targeting the audience, planning a public-relations campaign, and some possible print and non-print media…

Discussion of higher education faculty and unions urges a "public professional unionism" in which faculty and staff work cooperatively with administrators to promote quality in instruction and a high level of professionalism through participative decision making. Argues that higher education unions must also pay more attention in collective…

Presents a rationale for understanding the broader implications of fund-raising in academic libraries, and for organizing it as an integral component of public relations activities. Discusses fund-raising goals; potential donors, including faculty and employees; infringement on the autonomy of institutions through gifts; and experiences within the…

Examines Prudential's actions regarding misleading sales practices, its response to the ethical crisis, and the ways in which the organization communicated its response to stakeholders. Concludes that Prudential is making amends to its customers who were harmed by egregious sales practices, but considers how it may take the organization a long…

Attempts to develop a contemporary Chinese philosophy of public relations based on the premises that (1) public relations in China must achieve status and recognition as a legitimate profession; and (2) a sound philosophical cornerstone is essential to achieve professionalism. (NH)

Reports trend data on the roles of national Public Relations Society of America members. Suggests that for this sample an agency role emerged in 1995 in addition to the manager and technician roles found in 1990. Indicates that public-relations people do an assortment of activities, and women seem to "do it all" for less money. (PA)

Reports on the origin, implementation, and denouement, early in his first term, of President Nixon's war on public relations in public administration at the federal level of government--his goal was to reduce by 50% people in each department engaged in public relations regardless of what they were called officially. (PA)