The reputation of higher education has been tarnished by some well-publicized incidents of unethical behavior in the academy. When the university's internal politics lack integrity and honor and its players succumb to competition among institutions, higher education relinquishes its moral leadership. Unethical behavior can only be solved at the…

Two teachers of fifteen or more years experience tell of false accusations of sexual abuse by students and the effect on their lives. Inset boxes discuss the problem and ways teachers can protect themselves. (MT)

The ideology of community college leadership dominant in the professional literature is examined using discourse analysis techniques. It is concluded that strong, often militaristic description perpetuates an image of leadership that is exclusionary, narrow, and inappropriate for community colleges, which serve diverse constituencies. Development…

Obsession with institutional image, encouraged by the yearly rankings published by a major national news magazine, has led many colleges and universities to use questionable statistics to bolster public relations efforts. Manipulative reporting goes beyond standardized test scores to include athlete graduation rates and any other image-enhancing…

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)

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)

Rankings of colleges and universities in the popular press have two problems: (1) they are gimmicks to sell publications; and (2) institutions have become pawns, juggling numbers in quest of higher rankings, the ethical equivalent of cheating. Higher education must return to truth, fairness, and honesty to regain its purpose and integrity. (MSE)

Matching the celebrity graduate to the celebration calls for careful coordination of styles, schedules, and expectations. In producing a star-studded extravaganza using alumni, make sure the campus has the right resources. Often the celebrity will take the initiative in shaping the nature of their commitment. (MLW)

A managerial process for enhancing the image and public reputation of a higher education institution is outlined. It consists of five stages: market research; data analysis and market positioning; communication of results and recommendations to the administration; development of a global image program; and impact evaluation. (MSE)

Many higher education institutions have allowed market fragmentation by permitting their names to be used in many forms and many ways. Specific techniques can be used to discover the power and value of the institutional name, identify what it communicates, and learn how to use it to convey identity effectively. (MSE)

A process for assessing and changing a college or university image is outlined. Steps include image assessment through any of several methodologies; identification of current problems, threats, and opportunities; formulation of the desired image; communication of the image with the public; and implementation and corrective action when necessary.…

In this day of increased competition for students, educators need to know what makes their institution exceptional or how it is perceived as providing something of value that other institutions in the local area do not. Without this information, community colleges will find it difficult to thrive and adapt in the future. Efforts to determine the…

President Richard M. Cyert of Carnegie Mellon University set establishing national visibility as a university-wide goal six years ago. The public relations office developed a hard-driving program centered on national media coverage. This program is described. (MLW)

This paper presents two ways that schools can enhance their reputation: the annual back-to-school night and recognition programs for alumni. For back-to-school night, guests should be welcomed with enthusiasm and parents should be informed of the school's achievements. Since many staff members have never been coached on parent-friendly behavior,…

This proceedings presents the discussions, business meetings, lectures, and speeches delivered at the 104th Annual Meeting of The National Association of State Universities and Land-Grant Colleges, including the organization's financial statements for December 31, 1990 and 1989. In addition, the proceedings lists the past elected heads of the…