Universities and colleges must pay attention to their external relations. They need good media coverage, successful fundraising, effective student recruitment and good relations with a wide range of groups. This book gives practical guidance on how to manage all areas of external relations: what to do and how to measure your success. The contributors are experienced practitioners who share their knowledge on everything from how to deal with the media to creating a web site, and from producing publications to advertising. For chief executives and senior managers, there is sound advice on how to organize the work efficiently. The world of marketing has arrived in higher education, with branding, positioning, market research and product truths now familiar concepts. The book cuts through the jargon and provides usable advice in an informed and informal way.