A school fund-raising drive for a young cancer victim at Twality Junior High School in Tigard, Oregon, became a legal hassle with the involvement of a professional fund-raising organization being investigated for mishandling funds. Advises making a thorough background check before letting anyone take custody of funds raised through the school.…

Advice for colleges on how to identify, develop, and communicate a positive image for the institution is offered in this handbook. The use of market research techniques to measure image is discussed along with advice on how to improve an image so that it contributes to a unified marketing plan. The first objective is to create and communicate some…

The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and…

Student admission criteria and a college's advising and recruitment efforts are viewed from the perspective of a growing higher education establishment trying to attract students. A student selection model is proposed, derived from an "innovation-decision process" (Rogers and Shoemaker), which focuses on applicant behavior and decision-making…

Discusses strategies for increasing long-term administrative support of experiential college programs, including identifying client groups, establishing program credibility through outside sources, developing alliances within the institution, adapting to the institutional context, working with members of the institution to help achieve their…

Describes the way in which Wilfrid Laurier University (Ontario), an institution that had worked hard to improve its programs and reputation, addressed a disappointing ranking in a national news magazine. In cooperation with other educators, administrators, and institutional researchers, the university undertook a successful project to have the…

In award programs designed to honor exemplary college teaching, common problems include selection procedures and criteria, bias toward popularity, competition versus collaboration, questionable incentives, and use of special awards to replace continuing rewards. An effective teaching awards program will pass three tests of selection validity,…

School boards should recognize that school administrators steer away from boards that (1) are consistently divided, (2) do not respect confidentiality, (3) are close-minded, and (4) do not adhere to the line between setting school policy and administering policy. (MLF)

Examples of college community relations programs that have successfully bridged a sometimes widening gap between campuses and their surrounding communities include student participation in noise and party control, information campaigns, cultural and ethnic events, educational programs open to the community, economic impact surveys, and scientific…

Research suggests that students make their college choice based on their perceptions of the institution's image. Smart, aggressive, well-administered institutions see their image as their most significant asset and manage it carefully by prioritizing audiences, conducting market research, establishing clear goals, planning, and implementing the…

This book discusses narrative therapy in the context of school counseling. It provides an overview of narrative therapy, guidelines for applying it, and approaches to specific problems. Narrative counseling helps students to explore their own story, externalize elements of it, distinguish the story from the person, and build a new story of their…

Developing an effective communications program is crucial for the survival of colleges, universities, and independent schools because they must be well understood and have broad public support. This guide to media relations compiles articles from "CASE Currents" into five sections: "The Basics of a News Service" (17 papers);…

Drawing on the practices and experiences of universities in developed countries, this paper reviews and discusses the major issues and questions involved in the building of a library school teaching faculty. The nature and function of the university are briefly discussed; the factors affecting the acceptance of a teaching position by potential…

In a university's time of crisis, reporters will often attempt to catch the president and board members in conflicting responses in order to develop a "gotcha" news story. It is important for leaders not to take the bait. In times of crisis, board members and institutional leaders must not only control the message and flow of…

State comprehensive universities are caught between the research university model and the liberal arts and community college models, unsure of their identity. The quest for status has resulted in faculty dissatisfaction, loss of institutional self-esteem, and disparagement of scholarship. Five approaches to developing distinct and appropriate…