Reasons are given for media myopia about higher education, and suggestions are made for improving news media perceptions: (1) using personalities to enhance the university's image; (2) establishing a program for making faculty expertise available to the media; (3) emphasizing solutions, not problems; and (4) taking risks. (MSE)

Major elements of a public relations program for enlisting community support for the school are discussed. Administrators are advised to develop a nose for news, improve their journalistic writing, and get to know the local press. (MJL)

Advice on creating and maintaining effective editorial pages in school newspapers includes maintaining a cordial relationship with the school administration and adding regular features to the editorial page. (RL)

Describes how to set up a school public relations committee, consisting of parents, staff, and students, to promulgate a positive school image. Dealing with the press to counteract media stereotypes of education is emphasized. (SJL)

This manual for school board members identifies the basic factors to take into account when dealing with the news media. These factors include knowing what kinds of media offer what kinds of coverage in the school district's local area and how to channel the right information to the media representative who can make the best use of it. Divided…

For favorable relations with news reporters, school board members are advised to be friendly, approachable, available, responsive, visible, active in suggesting story ideas, prepared for interviews, clear, "on the record," ready for cameras, and calm in correcting press errors. (MJL)

School board members can be more effective by following four rules: count their votes, comply with open meeting laws, live with press scrutiny, and learn the art of political decision making. (MD)

Pennsylvania sought statewide media support for higher education by working on a project to encourage editorials against President Reagan's proposed budget cuts in student aid. Guidelines for visiting newspaper editors are provided. (MLW)

The effective use of public relations by educators is the general topic addressed by these 18 articles collected from past issues of the "Journal of Educational Communication." The first section stresses planning and management with articles on opportunities made available by crises; the combination of effective communication with efficient…

The five chapters of this paper focus on ways parents can help their preschool and elementary school-age children acquire basic skills in reading, writing, mathematics, and other curriculum areas. The first chapter describes eight misconceptions that lay writers have about learning in school settings. The second chapter outlines methods parents…

This workshop kit consists of: (1) 30-page "Leaders Guide and Handout Masters"; (2) 12-minute videotape, "Lines in the Sand"; (3) special 24-page issue of the journal "Media & Values" on the theme "The Media: in War and Peace"; and (4) an 8-page booklet on the basics of media literacy, "From…

Guidelines for administrator response to the mass media when one's organization is the focus of a news story are offered in this book. Practical suggestions are offered for the projection and enhancement of an organization's value in crisis and noncrisis situations. A common-sense communications approach is advocated regardless of organizational…