Two articles look at higher education public relations issues. The first reviews three studies of public opinion of higher education, undertaken through broad survey, focus groups, and a survey of civic leaders. In the second article, five college and university public relations professionals reveal their battle plans to respond to public…

Public relations issues arising from the University of Utah's controversial announcement of research claiming achievement of nuclear fusion at room temperature are discussed. They include problems occurring before and after the initial press conference, secrecy vs. openness, research ethics, and effects lasting past the original incident and…

Issues management in college public relations involves identifying issues and trends early, debating alternative responses, deciding on the best approach, and designing and carrying out an action plan. Experience at the University of Minnesota with the issue of animal rights has shown the method can be very useful. (MSE)

Five case studies illustrate the value of strategic communications in school and college public relations (PR). Central issues include public scrutiny of a controversial faculty hiring policy; internal communication during retrenchment; a local education/job fair; animal rights activism; and winning public approval for a long-range campus plan.…

Controversies and divisive issues on college campuses require swift action from public relations personnel. Although the issues may change, the basic coping strategy focuses on preserving a sense of community both on campus and among alumni, friends, and supporters. When polarization occurs it can be used as a source of communication and…

Campus public relations professionals offer advice for improving the effectiveness of public relations efforts by (1) setting behavioral goals; (2) targeting audiences carefully; (3) focusing appeals by making messages explicit; (4) connecting the public relations message with larger societal issues; and (5) reaching internal as well as external…

This article presents an interview with Robert Deware, associate professor of organization behavior at Northwestern University in Evanston, Illinois, who offers advice on setting up and managing a university public relations office. It focuses on issues of office size, staffing, structure, and strategy. (MDM)

A tax professional experienced in trusts advises college and university fund raisers and public relations professionals on trust management issues and their role in the trust relationship. Focus is on communication with the donor and on solving situation-specific problems. Examples are offered. (MSE)

College public relations officers are urged to incorporate regular and systematic evaluation into program administration. The process of planning public relations activities would include qualitative research to identify issues; audience-specific surveys to gauge attitudes; action to accomplish objectives; and measurement of that action's…

South African divestment issue's impact on fund-raising, public relations, and alumni relations are discussed. An informal survey revealed that the campus debate over South Africa, apartheid, and divestment has not had a noticeable effect among donors, alumni, and other constituencies. (MLW)

The public's increasing frustration with many social and economic issues is finding a target in higher education. So far, higher education has not adequately anticipated or responded to these high-profile problems. College and university public relations specialists would do well to expend some effort on anticipating problems and planning to…

Anecdotes of college and university public relations problems and experiences illustrate 10 principles in managing campus controversy. Issues discussed include promptness of dissemination, accuracy of information, deciding how much of the story needs to be told, establishing a relationship of trust with the media, educating faculty about media…

It is important for college presidents, through public relations staff, to know what constituent groups are thinking, anticipate issues before they become problems, and predict reactions to decisions. Strategies for access to the president include learning his style, keeping a formalized meeting schedule, networking, and volunteering him for…

The chief executive officers of a private school, a college, and a university offer their perceptions of the school public relations officer's role. Some elements include management of media issues, creativity in communicating the institution's mission and values, and ability to "package" stories in a way that captures attention and support. (MSE)

A brief questionnaire designed to help colleges and universities assess their crisis readiness is presented. Questions address such issues as written procedures, response team composition, campus information dissemination and media relations, and community relations. Ten items every college crisis plan should include are listed. (MSE)