Three recently published books promise help for campuses in promoting the values and activities of a small college or university.

The first of these, Public Relations and the Presidency: Strategies and Tactics for Effective Communications,is published by the Council for the Advancement and Support of Education (CASE). It examines closely the nuances of the PR-president relationship on campus. The authors investigate how the two offices interact and describe the roles each must play to maximize their institution's visibility. The book may possibly become a staple for every campus PR office.
    Authors John E. Ross and Carol P. Halstead conducted a 1998 study that began this review and have added more than 60 essays and case studies to illustrate their points. The research points out that presidents of private liberal arts/comprehensive colleges and universities tend to be least comfortable with their PR performance. They are also less likely to believe that public relations should be a component of policy making at their institutions.
    In addition to the survey findings, the book has many useful chapters and essays. CIC Presidents Jake Schrum of Southwestern University (TX) and Rita Bornstein of Rollins College (FL) provide presidential insights. Other valuable articles are contributed by CIC member public relations and marketing executives Tim Allston of Oakwood College (AL), Ben Anderson of Warren Wilson College (NC), Don Orlando of Saint Vincent College (PA), Julie Guillebeau of Drury University (MO) and Andrea Nodge of Madonna University (MI).
In a quotation he provided for the book's release, CIC President Richard Ekman said, "...Particularly useful are the 'campus cases'—refreshingly candid and succinctly presented. This book will stimulate fresh thinking by readers concerned about the public's perception of higher education."
    The book is available to CASE members for $69 by visiting www.case.org/books, or calling CASE at (202) 328-5900.

How to Get Noticed By The National Media: Your Complete Guide To High Impact Publicityby Jeff Lewis and Dick Jones deals with gaining media publicity. The book, with a foreword by Washington and Jefferson College President Brian Mitchell, looks at the most common questions asked of a national media relations consultant and also delves into crisis management. It outlines methods to increase national media visibility by using op-ed pages, arranging media sessions in New York City and Washington, DC, and packaging sound story ideas. It also describes ways of identifying and marketing those story ideas that are imaginative enough to interest the national media.
    "We tell what works and why it works," says Jones, founder and president of Dick Jones Communications in State College, PA. "While media placement is an art, there are proven techniques that work time after time. We've tried to put into this book those strategies and tactics that we know will work."
    The book is available from Trellis Publishing of Duluth, MN (800) 513-0115 for $19.95.

Thinking Outside the Boxby Robert A. Sevier focuses on marketing the institution. The book is "written for colleges and universities who want to think, act, and communicate more effectively in a highly competitive marketplace" and covers six broad sections: "The higher education landscape," "Why it's sometimes so hard to change," "Thinking strategically," "Six audacious moves," "Understanding marketing and branding," and "It's only communication if they respond."
    Sevier is vice president for research and marketing and general manager of Stamats Communications, Inc. in Cedar Rapids, IA. A past speaker at CIC events, he works with dozens of college clients annually.
    The book is available from Strategy Publishing, Inc. in Hiawatha, IA for $36.95, plus $4.95 handling. Visit the website at www.strategypublishing.com.

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Last updated: November 26, 2001
Copyright © 2001 The Council of Independent Colleges