Advice is provided for carrying out an effective college or university publications and periodicals program. Topics covered include: organizing the publications office; editing and writing techniques; art and design; using photos and photographers; and buying composition and printing. The handbook provides information on standards for designing and producing specific types of publications, including the university catalog, the annual report, recruiting materials, fund-raising publications, direct mail, handbooks, internal communications, newsletters, and special purpose publications. Two chapters cover the use of computers, interactive video, and other technological devices to increase the effectiveness of future publications development programs. Advice is also given on stretching the publication dollar and maintaining the quality of campus publications. Appended is a section advising the publications officer how to break into print and how to keep in style. (96 references) (LPT)