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Examines examples of practices that lead to effective engagement with the various media. Importance of a good strategy for working with external media to the success of student affairs professionals; Steps to become engaged in media relations; Rules of media engagement; Balancing of openness with student privacy rights.

Introduces articles in the December 2002 issue of the 'New Directions for Student Services' journal. Role of external partnerships in student affairs work; State coordinating boards and their relevance to student affairs professionals at both public and private institutions; Ways in which student affairs staff might forge connections with media relations, privatization of student services and alumni partnerships.