Contends that public relations is a professional occupation that has become more than a subset or specialization of other disciplinary areas. Calls for reevaluation of professional and disciplinary areas that have influenced public-relations education. Contends that the integrity of public-relations professional education must take precedence over…

Reviews and discusses the new 28-page booklet defining "Guidelines and Standards for Measuring and Evaluating PR Effectiveness." States that it is the result of a nine-month project carried out by an eight-member task force. (PA)

Presents tips to help schools handle the mass media when they are dealing with publicity, including: contact them before they contact you; designate a school contact person for the media; have teachers and students submit articles and photographs to the local newspaper; send news flashes to the local media; and follow up faxes or e-mails with a…

Investigates the structure of public relations roles. Factor analyzes G. Broom and G. Smith's role questionnaire in conjunction with items used in organizational boundary spanning. Extracts eight activity factors. Identifies four primary practitioner roles and one minor role. Refines previous public relations roles concepts. Shows by validation…

Re-examines "implied third-party endorsement" as an explanation of publicity's effectiveness. Argues that any effect involves inferences by audience members who use biased processing that favors news and disfavors advertising. Suggests that the presentation of information as news is not necessarily perceived by audiences as an…

The advertising, marketing, promotion, and positioning of technology education programs have become increasingly important. Yet the rewards of promoting a program will not only bring more students and resources to the classroom, it will also bring support on a larger scale, resulting in added resources to help all students become more successful.…

The term "tuition driven" no longer pertains only to private colleges. As state appropriations to public universities dwindle, more colleges are relying to a greater degree on keeping classes full in order to generate revenue. The fact is, virtually all institutions are essentially tuition driven. Although trustees generally understand what being…

This qualitative exploratory paper investigates whether communications/public relations is regarded by opinion formers in UK education as a strategic business activity or a tactical marketing tool. It is based upon depth interviews with 16 senior managers with strategic roles in UK higher or further education, or Government bodies, conducted…

Canadians live in a world of mega-spin where public relations corporate lobbyists play an increasingly larger role in news-making. To resist this trend, I have studied political ideology to understand the relationship between corporate media and systems of social, economic, and political power, and their hegemonic function, and indicate the bias…

Today's communication and information environments create an immense amount of clutter for consumers, but a well crafted advertising campaign can differentiate an organization from its competitors. Persuasion in Advertising is a critical assignment where students apply Aristotle's and Cicero's persuasive techniques to a specific advertising…

Similar to other underdeveloped countries, the Republic of Turkey is also faced with high levels of poverty and unemployment, and to ameliorate these problems the state has traditionally devoted much of its social welfare efforts towards improving health and education. Certain private sector corporations also recognize that to grow and advance…

Beginning in 1995, the University Libraries of Virginia Tech embarked on a major shelf-load reduction/storage project. Every effort was made to communicate the scope of the project to the teaching/research faculty of the university. This article presents an overview of the project, with emphasis on ways in which sensible criteria, advance…

An appropriate education is one that identifies students' educational needs and then provides a curriculum that addresses those needs (Benbow & Stanley, 1996). All students, even those identified as gifted, deserve a personalized education. However, many educators outside gifted education believe that "giftedness" is a fancy label and that gifted…

Collaborations between law enforcement agencies and elementary and secondary schools focus on the provision of education to students, the safety and security of school property, and public relations efforts aimed at changing youths' attitudes toward the police both inside and outside of schools. The use of police officers in school settings…

One of ACTE's goals is to improve the image of career and technical education (CTE) through outreach to the media. As media relations manager, the author receives calls from reporters asking questions about the types of students who participate in CTE. Reporters often have a misconception that CTE students are troubled or "at the bottom of the…