ERIC Number: ED208913
Record Type: RIE
Publication Date: 1977
Reference Count: 0
Community, Junior, and Technical Colleges: A Public Relations Sourcebook.
Harper, William A.
This nine-chapter monograph suggests public relations strategies for two-year colleges. After Chapter I sets forth the need for public relations programs to communicate with various audiences, Chapter II examines the terminology, objectives, and nature of public relations, considers the advisory role of the public relations officer, and identifies some unique characteristics of two-year institutions' public relations. Chapter III outlines the components of a public relations effort, which include management, counsel, public information, publications, public speeches, speakers' bureaus, special events, culture and entertainment, alumni and employee relations, and fund raising. This chapter goes on to consider ways of combining these components into an effective program. The qualifications, sources, and job descriptions of the public relations director and staff are discussed in Chapter IV, which also considers multicampus operations and evaluation methods. Chapter V urges a public relations consciousness among staff, faculty, students, and trustees, and Chapter VI discusses relations with community groups (e.g., labor, government, donors, and churches). Chapter VII reviews press criticism, fund drives, student recruitment, foundations, student protest, collective bargaining, and faculty dissent. Chapter VIII stresses the need for good relations with national media, while Chapter IX concludes with several challenges for the community college present. Chapters I through VIII conclude with specific topic-related guidelines. (KL)
Descriptors: Administrator Role, College Presidents, Community Colleges, Public Relations, Publicity, School Community Relationship, Two Year Colleges
Hemisphere Publishing Corporation 1025 Vermont Avenue, N.W., Washington, DC 20005 ($19.95).
Publication Type: Books; Guides - Non-Classroom
Education Level: N/A
Authoring Institution: N/A