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ERIC Number: EJ925467
Record Type: Journal
Publication Date: 2009
Pages: 4
Abstractor: ERIC
Reference Count: N/A
ISSN: ISSN-0748-478X
The New Communications Frontier
Savage, Marjorie
CURRENTS, v35 n5 p36-39 May-Jun 2009
While it may be true that more parents are calling and e-mailing their child's college or university than they did a decade ago, parents almost always contact an institution for legitimate reasons, with reasonable questions. With that information in mind, advancement professionals should look to define appropriate areas of engagement and enlist parents as partners in support of students and as advocates for the college or university. Dealing with parents doesn't have to mean waging a communications war. If parents seem like combatants, it may be because institutions treat them as the enemy and draw battle lines they can't cross. Rather than denying them access, the author contends that institutions should instead bring parents into the campus community as partners and define an appropriate role for them.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Minnesota