February 21, 2003

Colleges Should Stop Counting Their National News Clips

By JOHN ROSS

When it comes to public relations, presidents and their boards of trustees often seem to desire one thing

above all else: that their college or university be regularly featured in the nation's most prestigious newspapers and magazines.

Forget television, radio, and the World Wide Web. It's much more difficult to make and circulate copies of clips from electronic media (except the Web, which doesn't yet have the credibility) than it is to duplicate clips from the old-fashioned,