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The author discusses the processes of public relations and promotion as they relate specifically to university summer programs for high school students. He bases his conclusions on his experience with the Northwestern University Summer Speech Institute. Institute promotion activities fall into three areas: (1) direct advertising, through publications and correspondence, to potential institute students and those who know of their work; (2) development of a community awareness of the institute and its goals; and (3) development of a strong feeling for the institute within the college or university community. The author outlines in detail the procedures followed to implement each of these goals. (Author/RN)