Examines the ideology of Internet public relations. Takes a cultural studies approach to modern public relations, using public relations material as representation. Presents a case study of the MassNetworks Education Partnership, which was set up in 1996 to ensure that the Internet gets into the classroom. (PA)

Suggests use of elements of risk communication by crisis communication practitioners facing increasing industrial reliance on new technologies which might be associated with potential health/environment harm. Studies a small company crisis which reveals that elements of anticipation, public involvement/trust, technological comparison, and media…

Identifies a dozen major improvements to the mass media, relative either to the selection of information or to the presentation of it. Looks to the year 2045 when, without state intervention, the media may have developed a control system, based perhaps in universities, to monitor, evaluate, and advise the media. (TB)

A study to describe Ohio vocational education planning district (VEPD) superintendents' perceptions of their role in the marketing function and their perceptions of VEPD marketing effectiveness for secondary vocational education received a 97.9% response. Most had positive perceptions of their roles but were undecided about the effectiveness of…

Examines the critical role of stewardship in the process of fund raising. Uses the Coaches vs. Cancer campaign to illustrate the limitations of the public relations ROPE (research, objectives, planning, and evaluation) model in explaining fund raising success, and supports K.S. Kelly's contention that addition of a fifth step to the model, the…

Devises a valid and reliable instrument to measure the organization-public relationship. Finalizes a valid and reliable four-dimension scale with 16 items for measuring the organization-public relationship. Demonstrates the scale is valid for other kinds of samples. (RS)

Surveys 200 public relations practitioners and investigates whether the type of writing and over-all time spent writing vary with years of experience. Finds that higher levels of writing efficiency come with writing experience, and shows that female practitioners spend a higher percentage of their workday on writing tasks than do their male…

From 1931-1944, Future Farmers of America made 157 radio broadcasts to acquaint the public with the organization's activities and its contribution to the war effort; these shows inspired state affiliate broadcasts. Membership grew from 60,000 to 80,000. (Contains 22 references.) (SK)

Unlike mathematical computations where there are definite answers, successful communications in public education is not an exact science. There are, however, public opinion research tools and communication strategies that can help you succeed. At its core, all efforts in advocacy are essentially about strategic communications. Whether your target…

When John Whritner was hired for his first superintendency, the school system he soon would lead had recently approved a town budget for education. By the time Whritner showed up for work in East Lyme, Conn., the fickle electorate had changed its collective mindset and reversed its approval by referendum. This article discusses how superintendents…

This paper analyses the portrayal, within UK universities' publicity materials, of disabled students and disability services. Basic public relations practices explain that an organisation should know its audiences and focus its messages accordingly. We argue that recruitment is an issue which cannot be ignored in discussions of learning and…

The concept of public relations is a wide-ranging one and local community contact is usually a key area of activity. This activity with regard to international schools has generally drawn criticism from writers. It is a complex and ever-changing relationship, yet is arguably central to the founding ethos of many schools. This paper reports on the…

At colleges and universities across the nation, intercollegiate athletics is a key element of campus community. Almost since the first intercollegiate competition, athletic competition has brought students together as athletes and spectators in a manner different from the intellectual pursuits of the classroom, yet similar in embodying the core…

Marketing mass communication is a quite recent reality of Italian (mainly public) university system. Up to the last decade, these institutions had a certain reluctance to use marketing in order to raise funds and acquire students. The change was made possible through a variety of factors, among which the extension of mass university, a higher…

This peer-evaluation assignment encouraged students to think critically, synthesize information and write about public relations course material rather than incorporate surface information into written assignments. Because peer reviewers can improve the grades on their final papers by offering concrete suggestions to the original authors, students…