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Communication as the key to leadership in academia is the theme of "Reaching Out: How Academic Leaders Can Communicate More Effectively With Their Constituencies," a new book co-authored by Linda L. Weimer, assistant vice chancellor-public affairs. Campus leaders of all ranks, says Weimer, are increasingly called upon to handle external relations such as fundraising and alumni development. The book is conceived as a guide, she says, "on how not to reinvent the wheel, and how to get help on your own campus." Organized in step-by-step format, its 14 chapters cover such topics as strategic communications planning, finding and budgeting funds, identifying audiences and opinion shapers, assessing media options, using Internet communications resources, handling crisis situations and measuring results. The authors provide general discussion of communication issues in academia, illustrated by case studies both real and imagined. They also offer guidance on details of execution-from the visual format of a written plan to choosing a compelling fund-raising campaign slogan. "Reaching Out" draws upon the real-life experiences of academicians and professional communicators on various campuses, as well as the combined experience of its authors. A former director of university relations at the University of Wisconsin-Madison, Weimer is currently co-chair of the public affairs committee of the American Association of Universities and chair of the national communications commission of the Council for the Advancement and Support of Education (CASE). Her co-authors are Clay Shoenfeld, a former dean and journalism professor at the University of Wisconsin, and Jean Lang, who served as an editor and science writing program director at Wisconsin. "Reaching Out" is published by Atwood Publishing of Madison, Wis., (888) 242-7101. CARE Services clinical social worker Diane Rush Woods is co-author with Gayle McCracken Tuttle of "The Managed Care Answer Book for Mental Health Professionals," published recently by Brunner/Mazel. Written in question-and-answer form, the book addresses psychotherapists' most frequently asked questions, both simple and complex, about working successfully within, or outside of, the managed care environment. "Many of these questions," say the authors, "are ones we've answered numerous times at various managed care conferences across the country." The book provides resources, examples and explanations, as well as strategies
for working outside of managed care. |