The basic tasks of personnel workers fall into three categories: (1) morale of the worker or student and his human needs, (2) research in methods of production or education and use of human resources, (3) facilitation in the communication system involved. Present day student services have focused on the first of these, however, there now exists an urgent need for research and communications experts. These experts are crucial to an essentially inflexible institution faced with the task of adapting rapidly to the changing social order. Their respective goals would be: (1) to obtain data about students' experiences, campus life and educational programs, and (2) to communicate this data to faculty, administrators and students in order to assist them in focusing "...on what's happening...". Additional needs for and methods of improving present educational personnel services in higher education are also discussed. (Author/LS)