DON SNEED is Professor of Journalism and chairman of the Department of Journalism at the University of Mississippi. He holds a Ph.D. from Southern Illinois University and has taught at Texas A&M University. He is a former editor at three daily newspapers in Alabama, Mississippi, and Louisiana.DANIEL RIFFE is a Journalism Professor at the University of Alabama. He holds a Ph.D. from the University of Tennessee and has taught at Southern Illinois University. He has extensive experience as a professional public relations writer.