Writing for school administrators or those studying to become administrators, the authors (of Rowan U. and the National School Public Relations Association) introduce the field of school public relations. Beginning with a section on essential considerations they topics such as the public character of the school; understanding the community; policies, goals, and strategies; and administering school-community relations programs. The next section explores the different types of publics and circumstances affecting communications. The final section concentrates on communication tools, discussing how to work with the press; the use of radio, television, exhibits, and audiovisual aids; how to use the Internet; the preparation of published materials; and the planning and conduct of political campaigns; and dealing with school choice. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
Well-researched and applied, this best-selling text provides school officials the how and the why for effective communication with their staffs and their communities to improve school quality and student learning. Chapters are arranged in a way that allows the reader to learn how to establish a public/community-relations program that will be effective with every audience a school administrator will encounter. The authors continue to teach, research, and work extensively with school administrators, and their experience allows them to provide practical advice that is field tested and successful.
New to This Edition
- Issues associated with No Child Left Behind and reporting achievement and test scores are explored to provide school leaders with guidance in dealing with thorny public relations issues (Chapters 8 & 16).
- Includes new discussion of school crises such as shootings, terrorism and other post-9/11 situations and what they involve from a communications perspective.
- A revised chapter on “The School and the Internet” (Chapter 13) discusses the role and the power of new technology in school-community relations.
- An updated chapter, “Avoiding and Handling School Violence,” addresses current concerns of school administrators (Chapter 9).
Incorporates new coverage of working with diverse audiences and related communications issues. - Discusses the Freedom of Information Act (FOIA) and its implications for schools satisfying requests for information by the media and the public.
- An Instructor's Manual is available electronically by contacting your local sales representative.
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