Advice for the effective administration of higher education institutions is presented in this guide for practitioners. The characteristics of effective and ineffective administrators are discussed as they apply to the specific demands of college and university administration. The need for a cooperative working relationship between faculty and administration is stressed. It is suggested that a realistic understanding of the political nature of the campus community--especially its deep commitment to democratic principles and procedures--will facilitate the development of a more effective administrative style. Theoretical orientations of successful and unsuccessful administrators are examined and the wisdom of a diplomatic, rather than autocratic, approach to administration is emphasized. The human relations approach is applied to improving campus communication; preventing confrontations; defining problems pragmatically; and involving student, staff, and other groups in productive decision-making. (SF)