The media are as skeptical of the college rankings as the people at the colleges and universities. However, that does not give you an excuse to sidestep them. A few universities and colleges have boycotted them in the past but the majority is still in the game.

Make sure that the public relations or marketing office sees the surveys before they are sent back. With each department at a university or college filling out their own survey part, mistakes can and will be made.

Planning for the undergraduate issue begins in early March and the graduate guide planning begins in early September. The credibility of your institution is at stake, so be proactive in completing, checking and returning your surveys.

To learn more about getting your school more publicity whether through surveys, or elsewhere, see Special Report #15 "15 Steps to Effective University and College Media Relations"