Publicity: Key to Higher Enrollment

Abstract

ABSTRACT  In spite of the development and application of new methods and approaches in our profession, foreign language enrollment trends have progressively worsened; the future looks even less promising. Internally, we must continue to modernize and refine our product through constant research and development. Externally, we should: (1) through paid lobbyists, try to foster greater government and business interest in our cause; and (2) launch a major, professionally directed, nationwide radio and television campaign to acquaint the American public with the nature and values of learning a foreign language. Televised testimonials from prominent Americans in different fields could be solicited which would emphasize the practical, occupational value of knowing how to communicate in a foreign language. A publicity fund, jointly administered by the professional leadership of various organizations (e.g., ACTFL, the AATs) could be financed by voluntary, individual ‘self‐assessment.’