This study examines the coverage of the Metropolitan Community Colleges of Kansas City (Missouri) by the printed media. It discusses the importance of developing an image for the district and briefly surveys the history of community-junior colleges in Kansas City since 1915. The Sanford-Greendahl Copy Value Rating Scale was applied to all printed coverage by the major Kansas City newspaper for two years, 1965 and 1975, selected because they represent the years in which the district submitted bond issues to the public; bond issues which passed in 1965 but failed in 1975. Results of the study indicated: (1) a drastic decrease in coverage in 1975 from 1965; (2) a marked decrease in the judged value of 1975 articles compared to 1965 articles; and (3) a 70% decrease in institutional and individual human interest stories from 1965 to 1975. Recommendations include: in-service training for district personnel in the area of district image and the media; better communication with the media concerning the day-to-day operation of the district; communication of the community college story in understandable language; cooperation with the press in obtaining coverage; and communication to the press of how well the college is meeting its goals and objectives. (Author/JDS)