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); "So You Want National Media Coverage" (15 papers); "Building Bridges or Burning Them: How To Work With the Media" (4 papers); "The Printed Word" (12 papers); and "Broadcasting Your Message" (14 papers). Each section provides a wide variety of papers by different authors with advice on running a successful media relations program. Some papers and authors include: "How To Hire a Talented News Bureau Director" (Richard J. Pokrass); "How To Get Coverage Without Releases" (George B. Eager); "Using PR Tools to Boost Recruitment" (Irma L. Rabbino); "The Wizardry of Computer Connections" (Suzanne R. Green); "Six Steps to More National Coverage" (Phil Zimmer); "Tips on National Coverage" (Nancy Raley); "Judgment Calls" (Jane C. Lareau); "Marketing Your Own Iacocca" (Donald R. Perkins); "Tap Into the Wires" (Dick Jones); "Scientific Methods" (Mary Ruth Yoe); "Working with Television News" (Paul D. Lowenberg); "Writing Broadcast News" (Harry Durham); "Guidelines for Visiting TV News Directors" (Arthur V. Ciervo); "Wired for Cable?" (Harry Durham); "Broadcasting Terms" (Annette H. Lee); "Effective Public Service Announcements" (Lee); and "Why Public Service Advertising Doesn't Work" (Joe Adams).(SM)