Colleges and universities rely on their image to attract new members. This study focuses on the decision-making process of students preparing to apply to college. High school students were surveyed at college open houses to identify the factors most influential to their college application decisionmaking. A multi-methods analysis found that institutional characteristics were more influential than interpersonal or informational resources used by students. More specific results revealed that size, housing, and knowing someone who attended a school predicted students' views of the school's atmosphere. Key findings are discussed and recommendations offered to address issues related to organizational image.

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This study evaluates whether or not community college libraries have in place the characteristics necessary to develop digital branch libraries to meet the expanding and changing needs of their publics. Using Hon and Grunig's (1999) relationship building criteria as a framework, 98 community college library websites were analyzed to determine if they can be considered digital branch libraries (King, 2009). Digital branches go beyond offering mere functionality to embody relational aspects that are critical to the success of service-based organizations. That is, they provide at least the same level of services as their brick and mortar counterparts through real staff, real collection, real building, and real community. Findings indicate that while aspects of all of King's criteria were present, representation was inconsistent and often weak; further, the emphasis was on functional features, suggesting a need for greater relationship building practices in order to engage with their publics. Collective results are discussed, and recommendations for improvement and areas of future research are offered.

In this article the authors provide an overview of the concept of a digital branch library and the manner in which it can be used to enhance academic library community engagement. As the front door to the branch, the library's Website is key to going beyond service provision toward sustaining relationships with faculty, students, staff, and community. The authors provide a rationale for increasing interactivity based on the public relations theory of relationship building. A report of research on the characteristics of community college library Websites illustrates the challenges of creating a digital branch. Subsequent conversations with and a survey of Web managers has provided a list of recommendations for implementation strategies that can be employed by academic libraries of all types.

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