Guidelines are offered and suggestions made for creating a student recruitment video that captures and keeps prospective students' attention. Illustrations are provided from the experiences of colleges, universities, and private schools. Topics, techniques, style, and cost control are discussed. (MSE)

Colleges need to pay more attention to presenting their distinctive character to prospective financial supporters. A framework comprising eight dimensions representing a wide range of human ideals is discussed. The dimensions are: moral, intellectual, egalitarian, spiritual, socio-political, humane, personal development, and tradition. (MLW)

Different types of donors may respond better to different types of approaches. Models built for four major donor groups (alumni, nonalumni individuals, business organizations) are described. (MLW)

Controversies and divisive issues on college campuses require swift action from public relations personnel. Although the issues may change, the basic coping strategy focuses on preserving a sense of community both on campus and among alumni, friends, and supporters. When polarization occurs it can be used as a source of communication and…

Guidelines are offered for making the most of either a foundation visit to a college campus in search of funding or a fund-raising visit to a foundation. Detailed planning, presenting the strengths of the college, and conducting an effective meeting are discussed. (MSE)

Advice is offered for making college alumni reunions fun and memorable, illustrated with anecdotes from various institutions. Suggestions include exciting opening activities, focusing on the particular habits or characteristics of a class, appealing to a variety of tastes, emphasizing class identity, savoring favorite campus traditions, and…

Practical guidelines are offered to implement recycling principles through use of recycled paper for university publications. Considered are the definition of recycled paper, deterrents to its use, techniques for overcoming the deterrents, and the experiences of publications designers and managers at 11 institutions. (DB)

Based on experience with the 1994 earthquake, staff members of California State University at Northridge offer advice on coping with the aftermath of a crisis. Suggestions focus on early information dissemination both on and off campus, follow-up communication, finding things to celebrate, and remaining flexible and psychologically prepared for…

Change or the prospect of change can bring new life to an institution. In education's competitive marketplace, planned change (as opposed to change in response to a crisis) is both inevitable and necessary. Ways to sail smoothly through name changes, mergers, etc. are discussed. (MLW)

College and university public relations professionals offer advice on coping with campus crises. Suggestions include responding quickly, telling the truth to the media early, trading on relationships within the campus community, capitalizing on institutional credibility with the media, remembering internal audiences, understanding legal…

It is argued that if colleges and universities want involved alumni, they must begin during the student years. Activities and approaches to take during each of the four college years to help establish a mutually supportive relationship are outlined, and illustrated with examples from a variety of institutions. (MSE)

Guidelines for planning for and receiving television news crews on campus are offered. Suggestions focus on initial response to the inquiry, logistical preparations, preparation of individuals on campus, choosing campus images to present, being helpful, ensuring smooth operation during the visit, and offering other interesting stories to the crew…

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)

Successful techniques for administering alumni associations are described, including a live mascot (University of Redlands, California, bulldog), ethical/social focus reflecting institutional mission (University of Notre Dame, Illinois), humorous gifts for board members resulting in high attendance and participation (University of Idaho), and…

Eight high-profile college administrators offer recommendations for successful public relations administration, including being proactive, getting connected on campus and in the community, knowing how to talk to the media, being a good listener, crafting the key messages, knowing the chief administrator, seeing the big picture, and hiring…