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September 1999
New Directions in Public Relations
Voices That Ring Loud & Clear
With proper cultivation, opinion leaders will carry your campus message far and wide
Beyond Slogans
Use research—not empty phrases—to communicate campus quality
Features
Means, Motive, & Opportunity
Homecoming Close-Up
Determine these three characteristics of new major gift prospects by using a structured, face-to-face interview
Homecoming Close-Up
Alumni relations directors discuss tradition and change in this cherished campus celebration
Columns
Manager's Portfolio: The Leadership Paradox
Write-Minded: Everyone's a Critic
It takes exceptional followers to make an exceptional leader
Write-Minded: Everyone's a Critic
What to do when angry donors attack