Alumni directors can bring creative ideas to traditional tasks by taking a new look at the problem, being aware of personal creative peaks, seeking perspectives outside the office staff, acknowledging that creativity is an attitude, putting new ideas to work, and having fun. (MSE)

As the public questions faculty productivity, college public relations professionals need to take steps to respond appropriately, including rereading the institutional mission statement, learning what's happening in the classroom, revising strategies for communicating with key audiences, finding new communication outlets, reaching alumni, and…