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Table of Contents

Reaching Out: How Academic Leaders Can Communicate More Effectively with their Constituencies
A. Clay Schoenfeld & Linda L. Weimer  in collaboration with Jean Marie Lang


Chapter 1: Getting Started

  • Putting this Guide to Work for You
  • Elements of Effective Communications
  • The Communications Wheel
  • Midland University — A Mythical Setting
  • For Further Consideration

Chapter 2: What Do We Do First?

  • Mission and Context in Communication Planning
  • Understanding Your Institutional Context
  • Understanding the Community Context
  • Understanding the State and National Context
  • Understanding the Media Environment
  • a Case Study in Mission and Context

Chapter 3: Who’s Out There?

  • Your Key Audiences and Opinion Leaders
  • Identifying and Classifying Key Audiences
  • Assessing Audiences
  • Identifying Public Opinion Leaders
  • Faculty — A Crucial "Invisible" Audience
  • Students — An Even More "Invisible" Audience
  • The "Invisible" Community
  • For Further Consideration

Chapter 4: How It’ll Play in Peoria

  • Researching Audience Attitudes
  • What Determines Attitudes
  • Engines of Attitude Change
  • Listening Well
  • Informal Survey Methods
  • Formal Survey Methods and Audience Research
  • For Further Consideration

Chapter 5: a Picture or a Thousand Words

  • Surveying Your Media Options
  • Reviewing Your Options
  • Selecting the Medium for Your Message
  • Other Considerations in Selecting Media
  • Scoring Your Selections
  • How to Assess the Medium
  • Coming Back to the Control Issue
  • For Further Consideration

Chapter 6: Know Where You’re Going, So You Know When You Get There

  • Planning Your Communications Program
  • Elements of a Sound Plan
  • Setting Your Goals — The First Step in Planning
  • Degrees of Planning
  • Plan Formats
  • The Time Frame
  • Amanda Perkins and the Midland Plan
  • Hallmarks of an Effective Communications Program
  • For Further Consideration

Chapter 7: You’re Not Alone

  • Marshaling Communications Assistance
  • Help from Those Who Know You Best — Intradepartmental Aid
  • Foraging in Other Fields — Interdepartmental Aid
  • Other Sources of Assistance
  • Foraging Further Afield — Help on the Outside
  • National Networks/associations
  • For Further Consideration

Chapter 8: Putting Your Money Where Your Message Is

  • Finding and Budgeting Funds
  • The Fiscal/talent Audit
  • Finding Funds Through Reallocation
  • Asking for Resources to Meet Your Needs
  • Finding Funds Outside the Organization
  • Budgeting Funds
  • The Publish and Perish Environment
  • Getting Bang for the Buck
  • What to Spend Your Money on — And What Not to

Chapter 9: a Rose by Any Other Name

  • Your Message and the Medium
  • Distillation Comes First
  • Gathering Data: The Communications Copy Kit
  • Converting Data to Messages: The Copy Kit in Action
  • Massaging Your Message to Fit Media and Audience
  • Packing Your Message with Punch
  • The 30-3-30 Formula Hits a Moving Target
  • Paying Attention to Structure
  • Is it Expository, Demonstrative, or Motivational?
  • Developing and Tailoring the Message: A Case Study
  • For Further Consideration

Chapter 10: Breaking Through

  • Mating Media and Audiences
  • Thinking in "Circles of Influence"
  • Media of Influence
  • Personal Communications
  • Direct Communications
  • Indirect Communications

Chapter 11: a Special Audience — The News Media

  • Dealing with the Gatekeepers
  • What Is News and What Makes a Campus Newsworthy?
  • Understanding the Culture of the News Media
  • 13-plus Commandments for Good Media Relations
  • Getting Your Message into the News Media
  • Reporting and Releasing Research News
  • Responding to Media Inquiries (Friendly and Otherwise)
  • For Further Consideration

Chapter 12: From Crises to Campaigns

  • Communications Tips for Challenging Situations
  • Communications in a Crisis
  • Communication and the "Quiet Crisis"
  • Communications in a Campaign
  • Learning from Others
  • For Further Consideration

Chapter 13: Driving the Information Superhighway

  • Leadership Communications in the Electronic Age
  • Overcoming Cyberphobia
  • Computers as Tools
  • Cruising the Information Superhighway
  • Internet Issues

Chapter 4teen: How to Know When You Get There

  • Measuring the Results of Effective Communications
  • Pudding Proof
  • Bean-counting
  • Tracking
  • Split Runs
  • Critiques
  • Questionnaires
  • Focus Groups
  • Reader Surveys
  • Informal Evaluations

Chapter Fifteen: The Sum of the Parts

  • The Interplay of Multiple Communications Strategies
  • The Leader’s Role
  • Meeting Public Expectations
  • a Thousand Points of Light
  • a Personal Perspective on Public Relations
  • The Elements of Effective Communication
  • For Further Consideration

Epilogue

References


 

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