A broad spectrum of ideas and practices that should enable colleges to reassess and/or develop strategies for relating to the public are included in this sourcebook. Topics include (1) a model for public relations that includes development and internal and external communication; (2) the necessity of the personal involvement of the chief executive in the public relations program; (3) steps for reaching special-needs clientele in a community-based program; (4) establishing communications with non-traditional students as demonstrated at Phoenix College, Arizona; (5) the use of free public service coverage on radio and television; (6) approaches for improving information for student decision-making; (7) the legal regulations affecting public relations; (8) clarifying the image of professional public relations workers, particularly for legislators; (9) the evaluation of public relations efforts; and (10) public relations as the job of every college employee. A review of pertinent literature and a bibliography are also provided. Contributors include: William A. Harper, Benjamin R. Wygal, William A. Keim, Maggie Eitzen, James M. Richmond, Bonnie Elosser, James N. Nash, Jr., Billy O. Boyles, Doris Slocum and T. Earle Johnson, Jr., Louis W. Bender, and Elizabeth Rinnander. (Author/RT)